A study of consumer behavior and selection criteria in purchasing bubble tea for females in Bangkok

Consumption of bubble tea, as well as the number of bubble tea shops in Thailand, has been increasing dramatically over the past few years. Many new bubble tea shops open every day, featuring both local and international brands. Besides this new popularity, you can find bubble tea shops on every corner of the street in Bangkok, from shopping centers to office buildings or even in hospitals. The market value of bubble tea market is estimated at 2.5 billion baht and has been estimated that it will continue to grow. However, bubble tea contains a high amount of sugar per cup, and consuming bubble tea regularly may exceed the amount of sugar intake recommended per day by the World Health Organization. Moreover, it can be associated with an increasing risk of contracting Non-Communicable Diseases (NCDs) or chronic diseases such as obesity, diabetes, etc. NCDs have become a huge problem in Thailand, as 70 percent of Thai people have been diagnosed as NCD patients and the number of NCDs is rising rapidly every year. Thus far, the Thai government has had to spend over 0.2 trillion baht of its total yearly budget to support NCD patients across the country.The objective of this research will allow the reader to better understand the purchasing factors influencing, as well as attitudes towards purchasing bubble tea, to identify consumer awareness of sugar consumption in bubble tea, and to determine a customer profile of bubble tea consumers, including demographics and behavioral characteristics. This research will focus mainly on females aged 21 to 40 living in Bangkok area to create marketing strategies that will attract target consumers.

近年来，泰国的珍珠奶茶（bubble tea）消费量与门店数量均呈迅猛增长态势。每日均有大量新店开业，涵盖本土与国际品牌。不仅如此，该饮品的热度与日俱增，曼谷的大街小巷均可见奶茶门店布局，从购物中心、写字楼，乃至医院内部均有覆盖。泰国珍珠奶茶市场市值预估达25亿泰铢，且预计仍将持续增长。

然而，每杯珍珠奶茶的含糖量颇高，长期饮用或超出世界卫生组织（World Health Organization）推荐的每日糖摄入标准。此外，该饮品还与非传染性疾病（Non-Communicable Diseases，NCDs）或肥胖、糖尿病等慢性病的发病风险升高存在关联。

目前，非传染性疾病已成为泰国的重大公共卫生挑战：该国70%的民众被确诊为非传染性疾病患者，且患病人数每年均快速攀升。截至目前，泰国政府每年需投入超2000亿泰铢的财政预算，用于全国范围内的非传染性疾病患者保障与救治工作。

本研究旨在帮助读者更全面地理解影响珍珠奶茶购买的各类因素及消费者的购买态度，识别消费者对珍珠奶茶中糖分摄入的认知水平，并勾勒出珍珠奶茶消费者的画像，涵盖其人口统计学特征与行为属性。本研究将主要聚焦于曼谷地区21至40岁的女性群体，以期制定能够精准吸引目标客群的营销策略。

搜集汇总

背景与挑战

背景概述

该数据集研究了曼谷21至40岁女性购买珍珠奶茶的消费行为和选择标准，重点关注高糖摄入的健康风险及消费者意识。研究旨在为制定针对目标消费者的营销策略提供依据，并分析了珍珠奶茶市场的快速增长及其对泰国非传染性疾病（NCDs）的影响。