Comprehensive Analysis of Eat Me Sweet Feasibility: From Consumer Needs to Socio-Economic Impact

Mulyani; I Ketut Budiyadnya; Wajhi Syifa Wahusnul Khatimah; Laella

doi:10.5281/zenodo.12598399

Authors

Mulyani Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
I Ketut Budiyadnya Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Wajhi Syifa Wahusnul Khatimah Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Laella Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

DOI:

https://doi.org/10.5281/zenodo.12598399

Keywords:

Ice Watermelon Milk, Food and Beverage Innovation, Consumer Preferences, Sustainable Business Strategies

Abstract

Objective: This study evaluates the feasibility of introducing Ice Watermelon Milk in the food and beverage sector, focusing on consumer preferences, market dynamics, and potential health benefits to provide insights for sustainable business strategies.
Methods: A mixed-methods approach was utilized, incorporating field surveys and interviews in Mataram City to gather primary data on consumer preferences and purchasing patterns. Secondary data from scholarly journals and industry reports supplemented this analysis of market trends and regulatory requirements. The study employed quantitative analysis for financial projections and qualitative analysis for market segmentation and SWOT evaluation.
Results: Findings indicate strong consumer preference for fresh, natural products with unique taste profiles, particularly in hot weather. A competitive selling price, determined through cost-plus pricing, balances affordability and profitability. Projected sales underscore the product’s market acceptance. The study highlights the importance of strategic partnerships and effective marketing strategies in enhancing brand visibility and consumer engagement.
Novelty: This research introduces Ice Watermelon Milk as an innovative product, combining the refreshing qualities of watermelon with the creamy texture of milk, catering to modern consumers' health-conscious and sensory preferences. It identifies a market gap and potential for product differentiation in the beverage industry.
Implications of the Research: The findings offer valuable insights for entrepreneurs and industry participants on optimizing product development and marketing strategies. By emphasizing consumer preferences and sustainability, this research contributes to the broader discourse on innovative product offerings in the food and beverage industry, promoting economic and social benefits.

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Author Biographies

Mulyani, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Mulyani
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
I Ketut Budiyadnya, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

I Ketut Budiyadnya
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Wajhi Syifa Wahusnul Khatimah, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Wajhi Syifa Wahusnul Khatimah
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Laella, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Laella

Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

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