Company Background

La Kaffa is a multi-branded and multi-unit beverage service company, it was founded in 2003. The headquarters is located in Hsinche, Taiwan. Today, we have owned three major brands, Chatime, ZenQ, and La Kaffa coffee which are located over 800 locations in 25 countries. La Kaffa provides variety choices of tea & coffee, juice, and toppings to satisfied different customer’s needs.

Chatime is a Taiwan-base Bubble Tea franchise started in 2005 offering fresh and brewed tea on site with real tea leaves. Fresh tea is not only more aromatic, but also healthier. Chatime has become one of the biggest international bubble tea brands and the most notable public listed beverage provider in the Taiwan stock market. As of September 2010, they have over 480 stores worldwide in Taiwan, Malaysia, China, USA, Vietnam, Hong Kong, Indonesia, and Australia. Chatime Malaysia also won Entrepreneurs Awards in 2011.

Title and Objective

The title of this research is Why youngsters like to drink Chatime compared to others? Many youngsters like to purchase Chatime today. The objective of this research is to analysis the why youngster prefer to Chatime but not other competitors such as Ochado, Share Tea, Ding Tea and etc. What is the main attraction to youngsters in term of price, quality, taste, and environment? I am doing a research of Chatime outlet in PV128, setapak. I choosing Chatime that located in PV128 outlet is because many students like to go there and have their tea break or chit chatting.