AMBROCIO CHAPTER 4-5 FINAL.docx - N AV O TA S P O LY T E C...

Chapter 4
RESULTS AND DISCUSSION
This chapter contains all the results of the data gathered using statistical
analysis, each item is precisely presented and discussed in a tabular form. The
purpose of this study was to determine the customer satisfaction in milk tea
shops.
The findings are presented under the following major headings: the profile
of the costumer-respondents; the respondents’ level of satisfaction in milk tea
shops in terms of interaction with sales staff, price of the product, cleanliness of
the store, food quality, service, and uniqueness of brand name; the consumers’
assessment of the aspect of milk tea in terms of taste, price, performance,
appearance, and location; and the significant differences on the customers’
satisfaction of milk tea shops. The findings are also discussed in the light of
previous research findings and available literature, where applicable, to identify
similarities and differences between this study and previous studies and literature.
The data gathered using survey-questionnaire were distributed through
Google Forms. The data were statistically analysed by a statistician through
Microsoft Excel application and Statistical Package for the Social Sciences
version 25. The statistical treatment used for the data were frequency count,
percentage, weighted mean, ranking, and Analysis of Variance to measure
quantitative data. Data gathered through the questionnaire was subjected to
frequency counts. These responses to the questions, which are quantified, are
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then presented in percentage forms. The analysis of data is presented in tabular
form.
4.1 Demographic Profile of the Costumer-Respondents
This first section of the questionnaire sought to determine the information of
the respondents. It covered the respondents’ age, gender, civil status,
employment status, and average monthly income . Though not central to the
study, the personal data helped contextualise the findings and the formulation of
appropriate recommendations.
Table 4.1.1
Profile of the Respondents in terms of Age
Age
Frequency Percentage
15 years old and below 87 88
16 - 20 years old 9 9
21 - 25 years old 1 1
26 - 30 years old 1 1
31 - 40 years old 1 1
41 years old and above 2 2
Total 99 100
Table 4.1.1 presents the profile of the respondents in terms of age. Majority
of the respondents with frequency of 87 or 88% are 18 to 22 years old, followed
by 9 or 9% who are 23 - 27 years old, 2 or 2% are 33 years old and above, and
lastly, only 1 or 1% belongs to age bracket of 28 to 32 years old. It can be
concluded that the dominant age group of respondents belong to 18 - 22 years
old.
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Table 4.1.2
Profile of the Respondents in terms of Gender
Gender
Frequenc
y
Percentage
Female 62 63
Male 31 31
Member of LGBTQI+
Community
6 6
Total 99 100
Table 4.1.2 presents the profile of the respondents in terms of gender.