珍珠奶茶的趨勢正在全球範圍內流行，尤其是在屬於 Z 世代的人群中。儘管珍珠奶茶被認為是一種不健康的飲料，但像印度這樣的國家就看到了這種趨勢的飆升。有趣的是，印度人在文化上喜歡喝熱茶，而這種趨勢的興起尚不得而知。 本研究旨在探討促使印度消費者決定在台灣購買和消費珍珠奶茶的因素。這項研究的結果表明，價格、質量、動機、健康意識、包裝和品牌、食品價值以及原產國等因素會影響台灣珍珠奶茶的購買決策。因此，這項研究的結果將有助於台灣珍珠奶茶品牌和其他台灣飲料品牌制定和規劃進入印度飲料市場的戰略，其中外國飲料作為未開發市場存在巨大市場。

The fad of bubble tea is trending around the world, especially among individuals belonging to Generation Z. Even though bubble tea is regarded as an unhealthy beverage, countries like India have also seen a spike in this trend. It is interesting to note that culturally Indians consume hot tea and the rise in this trend is unknown. This study aims to inquire into the factors that motivate Indian consumers' decisions to buy and consume bubble tea in Taiwan.
The finding of this study indicated factors such as price, quality, motivation, health consciousness, packaging and branding, food values, and Country of origin influencing purchasing decisions towards bubble tea in Taiwan. Therefore, the results of this study will thus assist Taiwanese bubble tea brands and other Taiwanese beverage brands in developing and planning strategies for entering the Indian beverage markets, where there is a huge market for foreign beverages as unexplored markets.

Table of Contents
Thesis Validation Letter i
Acknowledgments ii
摘要 iii
Abstract iv
Table of Contents v
Table of Figures vii
Table of Tables vii
CHAPTER 1: INTRODUCTION 1
1.1 Conceptual Background 1
1.2 Problem Statement 2
1.3 Research Question 4
1.4 Research Objectives 4
CHAPTER 2: LITERATURE REVIEW 5
2.1 History of Taiwanese Bubble Milk Tea 5
2.2 Bubble Tea as A Global Trend 6
2.3 Growing Bubble Tea Trend in India 7
2.4 Country of origin (COO) 9
2.5 Influencing Factors During Purchase of Bubble Tea in India 11
2.5.1 Consumer Food Values 11
2.5.2 Health Conscious 12
2.5.3 Pricing 13
2.5.4 Quality 14
2.5.5 Packaging and Branding 15
CHAPTER 3: RESEARCH METHODOLOGY 16
3.1 Methodology 16
3.2 Samplings and Data Collection 17
3.3 Interview Guide 20
CHAPTER 4: FINDING AND ANALYSIS 22
4.1 Indian Beverage Markets 22
4.1.1 New Trends of Consumption 22
4.1.2 Quality and Health Conscious 23
4.2 Country of Origin (COO) 24
4.2.1 Pricing 26
4.2.2 Packaging and Branding 26
CHAPTER 5: CONCLUSION 28
5.1 Discussion of the Findings 28
5.2 Theoretical Implication 30
5.3 Limitations and Future Research 31
REFERENCES 32
APPENDICES 1 47

Table of Figures
Figure 4.1.2-1: Consumption Food Values 23
Figure 4.2- 1: Country of Origin 24

Table of Tables
Table 3.2 -1: Information of The Participants Selected for The Interview. 19

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