Study of Consumer Behaviors and Factors Affecting Buying Decisions of Bubble Milk Tea Products of Food and Nutrition Students During the COVID-19 Pandemic

Abstract

This research aims to study consumer behavior and factors affecting buying decisions of pearl milk tea products during the COVID-19 pandemic. The 279 students in the department of Food and Nutrition, Faculty of Home Economics Technology, Rajamangala University of Technology Thanyaburi were used as samples. The questionnaires were used as a data-collecting tool. The results found that 195 consumers were women and 83 consumers were men. most of whom were 20 years old, were third-year undergraduate students, and had average monthly incomes below 5,000 baht. For the study of consumer behavior toward pearl milk tea products during the COVID-19 pandemic. The results found that consumers consumed pearl milk tea 1-3 days a week, reasoning that they preferred bubble milk tea. Most consumers consumed medium-sized pearl milk tea  (18 – 20 ounces) that cost between 31 – 40 baht, with 50 percent sweetness, additional toppings with whipped cream, ordering products via the Grab application, and the most favorite brand is Nobisha. For the study of factors affecting buying decision of pearl milk tea products during the COVID-19 pandemic. The results found that consumers focused on the factors that influenced their purchasing decisions, including the taste of products, the variety of flavors provided, the appropriate price for the quantity and quality of the product, cleanliness of the shop, variety of payment methods, service-mind of staff, politeness cleanliness and neatness of the clothing. clearly showed product prices, a sufficient quantity of products for consumer demand, a sufficient quantity of staff to provide services, and selling products through food applications