Factors Attract Millennials and Gen-Z of Buying Boba Tea in the US

Lan Zhang

doi:10.54097/g9ba0655

Authors

Lan Zhang

DOI:

https://doi.org/10.54097/g9ba0655

Keywords:

Boba Tea, Millennials, Gen-Z, Factors, Buying decision

Abstract

Boba tea is a type of drinks came from Asia. It stared in Taiwan and soon spread all over Soth-East Asia. Boba tea is made of black tea, milk, and sugar. With the development of the drink, it soon had various type of drink which includes tea latte, fruit tea, and lemonade. It can be customized by adding more than 30 types of toppings and choosing the difference type of tea. Boba tea has entered the US market with the immigrations. It at first only be known for Asian people, but it is becoming a new trend in the new target group, which are Millennials and Gen-Z in the US. Millennials is the generation who was born between 1981-1996, Gen-Z is the generation who was born between 1997 to 2012. They can be called as young generations. Boba tea is new in the US, and the target customers are different from the ones in Asia, hence, what factors that attract the target customers are also different. As a result, it is important to understand what factors attract Millennials and Gen-Z of buying Boba tea in the US. This paper is to indicate what elements of boba tea that attract Millennials and Gen-Z to purchase boba tea.

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