Analyzing Customer Preferences in Selected Milk Tea Shops in Cebu City

The milk tea industry in Cebu City has experienced significant growth; however, limited research has explored the specific preferences of dine-in customers that influence their satisfaction and loyalty. This study examined consumer preferences across four critical dimensions: flavor choices, price, store ambiance, and service quality. Employing a descriptive-correlational research design, data were gathered from 100 purposively selected customers across five popular milk tea shops in Cebu City using a validated researcher-made survey instrument. Statistical analysis was conducted through frequency counts, mean ratings, and Pearson’s Chi-square tests to determine associations between demographic characteristics and customer preferences. Findings revealed that customers highly preferred tea-based flavors, transparent pricing structures, clean and comfortable store ambiance, and reliable, customer-focused service. While no significant associations were observed between age, gender, or occupation and preferences, educational attainment demonstrated a significant relationship with price sensitivity, indicating nuanced differences in value perception across educational levels. The results underscore the importance of flavor authenticity, transparent pricing communication, and operational excellence in enhancing consumer experiences. These insights offer practical implications for milk tea shop owners seeking to develop evidence-based strategies that strengthen competitiveness, foster customer loyalty, and sustain growth in an increasingly dynamic food and beverage market.