Bubble tea in Brunei: A study on customer's purchase decision / Muhd Hazim Syakiran Bin Julaihi

A Final Year Project Report Submitted to The Universiti Teknologi Brunei (UTB) in partial fulfillement of the requirements for the degree of Business Accounting and Information System.

Abstract
This research aims to understand and determine the factors affecting the customer purchase decision of selected milk tea shops in Brunei. Aside from that, it is also a chance to comprehend in-depth on current trend on how bubble tea has become a public feature, a must beverage to drink or perhaps a global Phenomenon. This has become more popular among the people in these days because of the globalisation that successfully affected the people to adapt to current trends and lifestyles.
The objective of this thesis is to see how far consumer can answer regarding "Bubble tea in Brunei: A study on consumer purchase decision" by using literature review and by analyzing every consumer, particularly in Brunei through a survey. By understanding the consumption tendencies would enable the growth of the economy in Brunei and increase the opportunity specifically for this product that is already well appreciated across Asian countries and even worldwide. Besides, online interview study from the bubble tea shop's perspective also required to compare their marketing views and its validity to the current market in Brunei.
Altogether 154 participants were collected in the survey, with majority of respondents are female. It was evaluated through an online survey (WhatsApp and UTB Email). Not only that, observation and interviews with the Bubble Tea supervisors were also conducted to understand their view on market strategies and trends. To achieve the objective of the research hypothesis was created to support the research outcome. The result obtained based on the research was compared with the hypothesis set; this leads to the conclusion.

Includes bibliographical references and index.