CONSUMER PREFERENCES AND PRICING MODEL ON BUBBLE TEA PURCHASE IN BANDUNG, INDONESIA

Abstract

Bubble tea currently represents a popular drink among Generation Z in Indonesia. Their quality varies according to intrinsic and extrinsic aspects that can sometimes be modified to make it more desirable. As consumers are the final economic activity actor in the production chain, it is beneficial to identify which factors affect their behavioural patterns. This fact would allow the bubble tea shop owners to satisfy better consumer expectations, demands, and needs. This paper focuses on features that might influence consumer behaviour, preferences, and perception of bubble tea beverage and determine any differences in bubble tea purchasing power. The research will use a quantitative approach by distributing questionnaires to Generation Z and analyzing several aspects: price, taste, product design, brand influence, and location accessibility.