The Relationship of Self-Image Management Level and

Milk Tea Business

A Qualitative Research

Bacarra National Comprehensive High School

Bacarra Ilocos Norte

In Partial Fulfilment
Of the Requirements in Practical Research 2

Aceret, Ivy
Carnate, Jhorrielle
Mandac, Justine
Ricafort, Reveline
Vergara, Lea

12 H.E – B
 March 10, 2021
Chapter 1

INTRODUCTION

December of 2008 is the official day when the milk tea was presented in the Philippines by Dr.
Juliet D. Herrera-Chen and Peter L. Chen vision t the Filipinos will love the milk tea and it
happens. In 2009 the milk tea invades the Universities and this was the start of its booming
industry. It began to compete with the other market trends like coffee shops. In 2011 the
international milk tea company enter in our country like Gong Cha and Chatime and they easily
reach the top list in the milk tea market. In 2013 the milk tea market reaches its peak. The shops
were stabilized and some problems begins to come like some shops served contaminated milk tea
causing its costumers death. Year 2017 up to now is the revival of the milk tea business because
of the new milk tea company that comes with new flavors and marketing strategies that captures
the millennial market. (yummy.ph 2017)

Self-image management is the positive, on-going, pro-active process of evaluating and

controlling the impact of an individual’s appearance and inter-personal skills on themselves and
on others. Some persons buy expensive good’s so that they can gain appreciation and acceptance
to other people.

In milk tea business, people continue patronizing milk tea because of the acceptance and
appreciation from other people. And also, with regards to that, it boosts their self-confidence and
make them feel that they are one of the groups. (worldbuzzz.com 2019)

In this research, we are focused on to customers either individual customer or not. We will
identify how the customer relate himself to the milk tea business. To have an idea about why
they keep on buying the milk tea. To know about how the ambiance affects the mood of a
customer. Who is the top consumer of a milk tea business? To know if self-image management
plays an important role in the food market specifically milk tea industry.
 BACKGROUND OF THE STUDY

The popular Milk Tea arrived on our country for twelve years. The Milk Tea fans keep growing
as it keeps on producing extensive menus that ensure the customer to satisfy their perfect cup.
Nowadays, it is good to see someone consume Milk Tea once a week, waiting for hours just to
consume it. The Philippines is a coffee drinking country, and Milk Tea suits the coffee culture
and climate. Milk Tea puts the Philippines as ranked second in Milk Tea consumption in South
East Asia according to the 2018 study. (yummy.ph 2017)

Self-image management is essential in personal development. This affects our inter-personal

skills; it helps us to enhance our communication skill with other people in the society. Having a
good self - image management, it can improve our social, physical, emotional, mental and
spiritual well-being. (my.clevelandclinic.org 2017)

The study is focus to the individual consumers to determine the reason why they choose milk tea
instead of coffee or other caffeine drink. And know effect of milk tea to their health and other
benefits in consuming milk tea.

STATEMENT OF THE PROBLEM

 What is the demographic profile of the respondent when group according to;

- age
- sex
- status

 What is the level of self-image management of the respondents?

 What are the health benefits and disadvantages of drinking milk tea?
  What is the relationship of the level of self-image management and the level of
willingness of the respondents in buying milk tea?

OBJECTIVE OF THE STUDY

 To determine the demographic profile of the respondent when group according to age,
sex and status.

 To determine the level of self-image management of the respondents

 To determine its health benefits and its disadvantages to their bodies, so that they will be
aware on how it will affect them.

 To determine the relationship of the level of self-image management and the level of
willingness of the respondents in buying milk tea

SIGNIFICANCE OF THE STUDY

Nowadays, people are addicted on drinking milk tea without knowing the possible effects of it to
their body. The finding of this study will have implication for the present buyers, community and
the future buyer of this product.

 Present buyer - the study will help the present buyers of milk tea to learn more about the
product specifically, its advantages and dis advantages to their bodies. So that they will
be aware of what will happen to them.

 Community - this study will help the community to raise some activities or protects
regarding the health benefits of drinking milk tea.
  Future buyer - this study will help the future buyers to be knowledgeable enough about
the product and become aware of its effects to their bodies.

 Students - the students will benefit from drinking milk tea. This will give health benefits
to enhance the knowledge of future generations.

 Businessman - this study will help businessman to gain information and support their
decisions to business especially those who has an interest to milk tea.

 Future Nutritionist- this study will help future nutritionist to have an idea about the
introduction to the product, health, diseases and health benefits.

 Future Researcher- this study will help future researchers to know the target of the
research and to have a brief introduction about the study, understand the objective and to
recognize who will benefit from the study.

SCOPE AND LIMITATION

The researcher limited the study to the milk tea business throughout the country and its country
origin. The research focused on the effect of milk tea for people self-image management and its
health benefits. The study also focuses on a group of people who continued patronizing milk teas
to improve their self-esteem or self-confidence to be able to adopt the trend of the society.

The researcher limited the study to the students of Power School of Technology and MP House
of Tea clients. The respondents of this study are the millennial milk tea lovers ages from 19 to 42
years old.

DEFINITION OF TERMS

 Milk - it is a fluid that can be produce in human, vegetable and animal.

 Tea - a drink that is made by soaking the dried leaves in hot water that improves the
blood flow compared to water.

 Anti-oxidants - a substance that is added to food and other product to prevent harmful,
chemical reactions in which oxygen is combined with other substance.

 Health - this are the good or helpful result in our body.

 Weight loss - the effect of polyphenol and caffeine from the tea can reduce the weight
and also the substance called catechins that boost metabolism and helps the study break
down fats quickly.

 Polyphenol - Polyphenols are a category of chemicals that naturally occur in plants.

There are more than 500 unique polyphenols. Collectively, these chemicals are known as
phytochemicals.

 Chemical Compound - is a substance that composed of two or more elements that you
can found in the product which is the milk tea.

 Sugar - is a chemical compound that can be found in milk tea products that provide
energy and acts as a sweetener to a product.

 Community - a group of people with a common characteristic or interest living

together within a larger society probably the target of the milk tea shops, mostly are the
millennials because we teenagers are easy to influence and we like the taste of milk plus.

 Anemia- a condition in which the blood is deficient in red blood cells, in hemoglobin,
or in total volume.

 Caffeine - a bitter alkaloid C8H10N4O2 found especially in coffee, tea, cacao, and kola
nuts and used medicinally as a stimulant and diuretic.
 Generation X - the generation born after that of the baby boomers from 1960 – 1970.

 Millennials - Millennials, also known as Generation Y or the Net Generation, are the
demographic cohort that directly follows Generation X. Millennials are born between
1977 to 2000.

 Bubble Milk Tea - also known as pearl milk tea, bubble milk tea, or boba is a
Taiwanese tea-based drink invented in Tainan and Taichung in the 1980s. It became
known as “bubble tea” because of the thick layer of foam that forms on top of the drink
after it is shaken. Recipes contain tea of some kind, flavors of milk, and sugar. Toppings,
known as tapioca pearls, popping boba, fruit jelly, grass jelly, agar jelly, and puddings are
often added. Ice-blended versions are frozen and put into a blender, resulting in a slushy
consistency.

 Boba - chewy tapioca balls for milk tea toppings also known as sinkers.

 Chapter 2

Review Related Literature

HEALTH BENEFITS

According to Dora Gregory, mom and an entrepreneur (2017). Milk tea can help in weight
management. It can help in removing free radicals. Its best known for proper functioning as anti-
oxidants.

According to Mary Alberto, Blogger in London (2017). Milk tea can serve as stress reliever, it is
good in refreshing the mind. It is anti-inflammatory, it helps in preventing inflammation. It is
good in normalizing the blood flow. Milk tea is good in bones and teeth because it has Milk
which contains a lot of calcium.

According to Innovative Home care.com. Milk tea provides strength for the body, its calcium
content makes the bone stronger. Milk tea can be a great source of energy, Milk tea can help in
reducing stress, it decreases tension. Milk tea as anti-inflammatory, it functions as anti-oxidant.
Effective for fattening and weight loss, the fat compound of milk tea can help to gain weight.
Milk tea as dietary agent it also has caffeine. Milk tea is good for the heart, it controls the blood
flow.

Thus, this website contains information which are beneficial and healthful to the reader.
HARMFUL EFFECTS

According to Lifealth.com. Milk tea can be your stomach bloated; it has a caffeine which is the
reason for bloating. Adding milk can cause bloating more, because milk and caffeine promotes
gas formation. Milk tea can promote stress and anxiety. Milk tea has caffeine that causes lack of
sleep and restlessness. It can promote dehydration; it contains caffeine which is bad for
hydration.

According to Kanska Raina, Publisher (2019). Milk tea can promote Insomnia, Milk tea contains
caffeine that can cause sleep disorders like Insomnia. Too much consumption of it can cause
major sleep issues. Milk tea can cause Anxiety, because tea can activate brain cells but too much
consumption of it can cause imbalance in brain chemicals which leads to anxiety. It can cause
formation of Pimples, too much consumption of tea can generate extreme heat and imbalance in
body chemical that result in an acne outbreak. Blood Pressure Imbalance, too much consumption
of it can lower the blood pressure and promotes imbalance in the body. This can turn to major
issues in the body. Possibilities of Miscarriages, pregnant woman is asked to monitor their tea
intake because relaxing the muscles to much or having too many detoxifying elements in the
body or irregular blood flow can lead to miscarriage.

According to Tomas U. Santos, Website Administrator (2012). The combination of Milk and
Tea can be bad to our body, but studies show that the combination of milk and tea can result to
number of negative effects. Milk eliminates protective effects of tea against cardiovascular
diseases base on the study University of Berlin in Germany. The milk protein s called caseins
reduce the efficiency of the tea compound called catechin, which protect the heart for various
diseases.
Thus, this study show that milk can lessen the good effects of tea to our body, if we combine milk and
tea. This contains alarming information for us to be aware of our milk tea consumption and to take it
moderately.

MILK TEA

According to Matt Harbowy a Tea Chemist and author of Tea Chemistry and Data Wrangler
(2015), Milk Tea is most commonly a drink prepared from hot water, tea crystals, and sweetened
condensed milk.

Tea crystals are similar to instant coffee, and are not typically marketed everywhere, but have a
distinctive flavor. They are extracted from black tea, concentrated, and freeze or spray dryed to
form aggregated particles that will typically have a darker, somewhat crystalline or shiny
amorphous appearance on the side of the freeze dryer tray nearest the bottom.

According to Mike, is an avid tea connoisseur and the founder of Bubble Teaology which
supplies Bubble Tea Machines and Supplies to drink shops around the world (2017), Milk tea
has been a common staple in many countries, and if you ask for tea pretty much anywhere in
Asia and many other countries it’ll come served with milk. Milk tea is simply what it sounds like
tea with milk added. This combination creates a smoothness and slight sweetness to normal bitter
teas such as black tea. Milk tea can be made into anything, such as bubble tea or masala chai tea.

Thus, this will help future researcher of this study can use this market research as guide and
reference material in doing their own problem or study.

VARITIES
According to Chris Scalise a freelance writer and content manager (2019). Though various boba
drinks are available, the most common concoction includes a tea base that’s combined with milk
or fruit and is usually prepared over a bed of sweet boba pearls. There are boba milk teas, green
teas, black teas, smoothies, coffee drinks, and a slew of other preparations that can be enhanced
with rich flavors that range from sweet to savory. Milk tea is usually prepared with powdered
creamers, although fresh milk is used in some recipes.

According to Lindsey Goodwin a food writer and business consultant with more than 12 years of
experience exploring tea production and culture (2019). Although it only dates back to the 1980s,
so-called bubble tea comes in an astounding range of types and flavors. This popular milk and
tea drink from Taiwan are a sensation worldwide and it's opened up an entirely unique category
of beverages. From the variety of fruit flavors to slightly more adventurous bubble teas like
avocado, you can take this drink wherever you like. Bubble tea is quite easy to make at home and
you'll find bubble tea shops throughout your world travels. Bubble tea is simply a happy drink,
so have fun with it.

Thus, the result of this study will be beneficial to the food industry especially Milk tea for them
to have an idea what people like and what brand to sell to consumer.

MARKET
Based on an article written by Mike Moffatt (2019) in thoughco.com, market is a place where the
transaction happens between the sellers of the products and services and the potential buyers of
those sellers offers. However, in order for the buyers to exchange for the products they must
have something to trade of to create a successful deal. 

Further information according to the website marketbusiness.com, they mentioned that there is a

constant changing in markets which it became a dynamic. They established their own price and
services they offer. Moreover, businesses who commonly monitored the trends and innovating
their products and services to meet the customers preferences are those who's successful.

Hence, the information mention above will be beneficial to the researchers where in it explains
what market is and how market do to continuously run their business.

MARKET PERFORMANCE

Sarah Bundy an award winning business and digital marketing thought leader, ranked in the
top40 under top 100 fastest growing companies in Canada, recognized as an expert in
performance marketing by the New York Times, stated that the performance market is a
combination of paid advertising and brand marketing put together, but only paid out once the
completed desired action takes place (www.bigcommerce.com) by paying the affiliate or
“publisher” when a specific action is completed, a merchant can feel confident that their money
is being well spent since they are already converting their target audience before they pay for
transaction.

Another research stated by Arjen Van Witterbostuijn, a faculty of economics and business
administration, University of Limburg, market performance deals with the static – dynamic
efficiency trade – off. The study of sources of potential entry and market games identifies cases
of intermediate competition which consense as welfare their yardstick for the evaluation of
market performance. (www.link.springer.com)

Thus, this article will help the researcher to understand how important marketing is in a business
and will also enhance their knowledge skills.

MARKET PROFITABILITY
Norman Adamson Sigalla King, a consultant, publication, directorate of research in Teofilo
Kinsaji University, stated that marketing has become an important subject in the modern
business that ensures propensity and profitability of firms. Although sometime it is hard to
establish yje contribution of marketing in the realization of profits or benefits attained by the
firm, yet the contribution of each practice including marketing can be scientifically projected
(researchnet.net)

According also to another research, Don Hofstrand a retired extension value added agriculture
specialist, profitability is the primary goal of all business

ventures. Without probability the business will not service in the long run. So, measuring current
and past profitability is very important

Therefore, future researcher of this study can use this market profitability research as guide and
reference material it will also serve as a future reference to inspired them to build their own
business someday.

SELF-IMAGE

According to the author Morris Rosenberg of Society and the Adolescents Self-image (2015).
Some fields such as psychiatry, psychology and sociology have gone through an interest in the
nature of self-image in the recent years. Despite of the differences of each field they should come
to partake an interest in this aspect of personality, all have found the idea of self-image is
pertinent to their concern and perhaps the idea of this concept is to intrude itself upon established
and extent the thoughts and process. Moreover, self-image often treated as a preferably
mysterious and indefinable as the article says. More so, present study envisions the self-image as
an attitude towards an object. It also mentions that the individuals who are concerned with their
self-image is at the age of 15-18 years old in which numerous adolescents were consumed with a
question asking themselves. 
A research which according to Marketing Intelligence and planning written by Ahmal Jamal and
Mark MH Goode (2001) that the consumers product preferences and their buying behavior
affects by the self-image congruity. In addition, self-image can also unclog the good and positive
behavior and demeanor concerning the products. 

Therefore, these articles mention above will serve as supporting details to this paper whereas it's
explained that there are different fields also studied self-image and what are their concerns with
their self-image and how it influences consumers.

SOCIAL CLIMBING

According to Cambridge Dictionary, social climbing is being amicable to those people who's in
the higher social class and trying to fancy up their social status and lifestyle.

According to Read unwritten website writer Rayl Noormega (2018) says that based on
psychology today, a low self-esteem and an extreme tendency towards self-comparison is a kind
of human behavior which is a cause of social climbing. Those people who are social climber
value a relationship based on their social status and popularity, they don't believe and very
insecure about themselves so they are using other people to boost their self-esteem by being
sociable to them.

Thus, the articles mention will be a helpful instrument as it explains about social climbing and
how it's affected the lifestyle and social status of the people.

SELF-ESTEEM
According to Kendra Cherry an author, that self-esteem is how you value and how you
appreciate your self. Lack of self-esteem can make a person feel depressed that can lead them to
make negative choices in life. (www.verywellmind.com July 26, 2019)

An American Addiction Centers Resource (www.mentalhealth.net) according to them, self-

esteem is the beliefs of the person of their value. It is important because it influences people to
make decisions.

Therefore, the above article is very useful to the researchers for them to know and understand the
behavior of a person.
 Change Remove Retain

Self-Image Management Level

Questions 1 2 3 4
5
1. When I look in the mirror, I smile and
Glad I’m me.

2. My life has a healthy balance between

work and fun.

3. I believe people when they offer com-

pliments, and don’t consider it just be-
ing nice.

4. When I have an awkward social moment,

I focus on it – sometimes for days or
longer.

5. It’s hard for me to ask for help, and I

always apologize for the inconvenience.

6. I berate myself for making mistakes,

Even call myself names like “stupid”.

7. If I have decision to make, I don’t

ask more than 1 or 2 people for their
opinions.

8. I accept feeling empty, sad and other

Vulnerabilities, and don’t try to escape
from them.

9. If I meet someone I like, it’s no problem

pursuing a relationship.

10. Sometimes I say or do things just to

have another approval.
 Chang Remove Retain
e

Self-Image Management Level

Questions 1 2 3
4 5

11. It often seems I like other people have

it better than me.

12. I use either stress or celebration as an

excuse to over-eat, over-drink, over-
spend, or another unhealthy outlet.

13. I enjoy doing things that promote a

healthy body.

14. I am comfortable expressing dissatis-

faction or asserting needs.

15. I enjoy my time alone as much as I

enjoy being with others.

1 – Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly Agree

 Chang Remove Retain
Milk Tea Business Questionnaire e

Questions 1 2 3
4 5
1. The taste of milk tea is good.

2. The milk in milk tea is soothing.

3. The bubbles in milk tea is soothing.

4. Milk tea is good in rainy season.

5. Milk tea is appealing for millennials.

6. Milk tea products are satisfying.

7. Milk tea can make you feel belonged

in the society.

8. The usual price of milk tea is acceptable.

9. The combination of milk and tea in milk

tea is good.

10. The varieties or flavors of milk tea

are really good.

11. The health benefits of milk tea are

convincing.

12. The antioxidant content of a milk tea

is good to our health.

13. There’s a lot of good effects of milk tea

to one’s body.

14. My first impression in milk tea is

expensive.
 15. I will drink milk tea defends on
my mood.

16. Milk tea can help me in weight

management.
Chang Remove Retain
Milk Tea Business Questionnaire e

Questions 1 2 3
4 5
17. Drinking milk tea is good for my age.

18. Too much consumption of milk tea can

lead to addiction.

19. Milk tea has a lot of caffeine.

20. Milk tea is a good source of energy.

21. Drinking milk tea boosts my self-esteem.

22. Coffee is good, but milk tea is better.

23. I prefer fruit tea over coffee

flavored milk tea.

24. Milk tea over alcoholic drink.

25. Perfect ambiance in a milk tea house

matters to me.
1 – Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly Agree