A MARKET RESEARCH STUDY ON ASSORTED DRIED FRUITS: ASSESSING

THE VIABILITY OF A FRUIT SNACK BUSINESS IN FRONT OF VALENCIA CITY

A Market Research
presented to the Faculty of Senior High School
VALENCIA NATIONAL HIGH SCHOOL
Valencia City, Bukidnon

In partial fulfillment of the requirements of

ENTREPRENUERSHIP

SOMOLOSTRO, ANEEZA BELLE

MAQUILING, ALYANA KRISTINE

MANCAO, MARC BRYAN

LUCERO, DAZZEL JANE

LUIS, MIKYLA NICOLE

LORETO, JER MAICA

LUGSANAY, MAICO

MARATA, JONAS

MANGA, JILLIAN

RAYMOND MANDAL
Entrepreneurship Adviser

JUNE 2023
 TABLE OF CONTENTS

PAGE
INTRODUCTION 1

OBJECTIVES 2

POPULATION AND SAMPLE…………………………………………… 3

METHODOLOGY ..4

 Research Design………………………………………………………… 4
 The Sample……………………………………………………………… 4
 The Instruments 4
 Data Collection Procedure……………………………………………… 4
 Plans for Data Analysis………………………………………………… 5
 Locale of the Study 6

THE QUESTIONNAIRE……………………………………………………… 8

FINDINGS/RESULTS…………………………………………………………. 9

ANALYSIS OF RESULTS……………… ……………………………… 14

 Product Characteristics………………………………………………. 14
 Market Analysis…………………… ………… 15
Customer Analysis………………… ………………………… 16
 Promotion and Advertising…………………………………………… 18
 Pricing Strategy…………………………………………………………. 18
 Competition…………………………………………………………… 19

CONCLUSIONS AND RECOMMENDATIONS… …………………… 20

REFERENCES ……………………………………… …………………. 21

APPENDICES 22 ……
22…………… …2
 LIST OF APPENDICES

APPENDIX PAGE

A Letter to the Respondents 22

B Survey Questionnaire 23

C Documentation of Product Survey 23

 LIST OF FIGURES

FIGURE PAGE

1A The Questionnaire 8
 LIST OF TABLES

TABLE PAGE

1 Age 10

2 Sex 10

3 Grade Level 9

4 How was the taste of our product? 10

5 Was the food flavorful? 10

6 How would you rate the quality of our product? 10

7 Did you enjoy the Dried Fruits? 11

8 How was the aroma of the product? 11

9 How good was the look, feels and smell of our product? 11

10 How was the texture of our product? 12

11 How was the freshness of our product? 12

12 How was the quantity of Dried Fruits in the product? 13

 INTRODUCTION

Students are increasingly inclined to consume healthy snacks, especially

those who are active and health conscious. The dried fruit snack market has seen
rapid expansion in recent years due to the rising desire for healthy snack options.
The proposed company seeks to capitalize on this expanding trend by providing a
selection of dried fruits that are not only healthy but also tasty and reasonably priced.
The study will help evaluate this business idea's viability and highlight potential
market possibilities and obstacles.

The purpose of the market research study entitled "A Market Study on
Assorted Dried Fruits: Assessing the Viability of a Fruit Snack Business in front of
Valencia National High School” is to determine if Valencia National High School
would be a good location for a dried fruit snack business. The survey will offer
insightful information about students' tastes and purchasing habits as well as their
readiness to pay for alternatives to unhealthy snacks. The results of this study will
act as a roadmap for business owners and entrepreneurs interested in entering the
snack market.

The project will use quantitative research techniques to collect information

from Senior High Students of Valencia National High School's students and other
stakeholders. To collect statistical information on students' snack consumption
patterns, preferences, and willingness to pay, quantitative research will distribute
online surveys to a sample of students chosen to be representative of the student
body. When these approaches are combined, a thorough understanding of market
dynamics and consumer behavior will result, which will guide the creation of an
effective company plan.

Through a market research study on various dried fruits, the proposed study
seeks to determine whether a fruit snack business near Valencia National High
School is feasible. The growing demand for healthy snacks and the scarcity of
healthy snack options in schools are what spurred this study's development.
 Our business plan is designed to introduce a new venture backed with a
capital of 8 million. The proposed business aims to revolutionize the way people
socialize and experience dining, while also providing a platform for small businesses
to enhance their reach and visibility. The capital of 8 million will be used to create a
physical establishment in a strategic location, construct the necessary infrastructure,
and hire a team of professionals to manage and operate the business. The business
will operate on a franchise model, allowing small businesses to join and benefit from
our established platform. The franchisees will receive training, marketing support,
and access to a large customer base.

OBJECTIVES

This study aimed to expand the market analysis of Assorted Dried

Fruits as a potential fruit snack business near Valencia National High School.

Specifically, the objectives of this research are as follows:

1. to assess the demographic profile of the respondents in terms of:

a. age
b. sex
c. grade level
2. To review customer views towards selecting healthier options
instead of traditional junk food choices frequently seen at school premises -
examining factors like cost-effectiveness or taste preferences related
challenges associated with switching dietary habits
3. to identify the target consumer age group for the product
4. to identify which marketing platform should be focused upon
5. to evaluate the product’s selling price preference of the customers, ensuring
product pricing accuracy

TARGET POPULATION AND SELECTION OF SAMPLE

The researchers employed a stratified random sampling technique to ensure
a comprehensive representation of the target population, which consisted of students
at Valencia National High School.
 To execute the sampling process, the researchers randomly selected
participants from each grade level based on their availability and willingness to
participate on the survey, ensuring that the sample size was at least 30 students of
the total population of the schedule.
 METHODOLOGY

Research Design

The market research undertaken in this study employed a descriptive

research design to evaluate the potential market for our team’s product. Data was
collected from respondents through a survey questionnaire that utilizes the 3-point
Likert scale. By using such scale, the researchers we’re able to assess and
understand not only what ‘attitudes and opinions of the respondents are, but also to
understand if the respondents are satisfied of the product. This approach provided
valuable insight into how customers may perceive or receive it when introduced into
the market.

The Sample

The research primarily focused on the market for Assorted Dried Fruits
pertaining to the students of Valencia National High School of Valencia City,
Bukidnon. The questionnaires were distributed among the students based on their
grade level, availability at the time of data collection and willingness to participate.

The Instruments

The instrumentation used in this research is a questionnaire survey. The

researchers prepared a survey questionnaire that is based on the the Viability of a
Fruit Snack Business which focused on Assorted Dried Fruits. The questionnaire
consists of but not limited to 10 items. It will be given to the chosen respondents of
each grade level.

Data Collection Procedure

The subsequent steps outline the procedure followed to collect the necessary
data for the study:

1.) Prior to the commencement of data gathering process, the researchers

first obtained all the necessary permissions and informed consent from the relevant
parties, including the student-respondents and classroom advisers before beginning
the data gathering process. And researchers made sure that confidentiality was
guaranteed throughout the process.

2.) Using both cluster and convenience sampling, a representative sample

size of students was chosen for the survey. It was administered during their free time
with permission from their adviser. To avoid any confusion or delay in answering
questions, participants had clear instructions on how to respond independently;
however, researchers remained available in case help is needed

3.) To minimize the risk of losing questionnaires and ensure a high return
percentage, the researchers collected completed surveys on the same day they
were distributed. This is especially critical for obtaining a representative sample that
can increase data reliability and validity. This approach was crucial in obtaining a
representative sample for our study while reducing potential biases due to non-
response or delayed response bias that may affect generalizability of findings.

4.) After completing the survey process, all collected data was entered into
statistical software to facilitate analysis. Before conducting further research
procedures, rigorous checks were done for completeness, consistency and accuracy
measures to avoid errors that can impact overall results interpretation negatively.

Plans for Data Analysis

Frequency Analysis is a part of descriptive statistics. Frequency in statistics

refers to how frequently an event happens. The study of frequency analysis is a
crucial area of statistics that examines measures of central tendency, dispersion,
percentiles, and other phenomena (Research Optimus, 2023). The study of
frequency analysis enables researchers to identify patterns in data with precision by
highlighting key trends or factors impacting the results

The following are ways on how the researchers will analyze the data collected:

Data Cleaning

1. Review and clean the collected data to ensure accuracy and consistency.
2. Check for missing or incomplete responses and decide on appropriate actions
(e.g., imputation or exclusion).
3. Remove any outliers or erroneous data points that may skew the analysis:
Market Size and Demand:

1. Calculate the total market size for fruit snacks among the students at Valencia
National High School based on the survey responses.
2. Estimate the potential demand by analyzing the frequency and quantity of fruit
snack consumption.
3. Conduct trend analysis to identify shifts in demand over different decades or
groups.

Pricing Analysis:

1. Analyze the pricing expectations and willingness to pay for assorted dried
fruits among Valencia National High School students.
2. Assess the price sensitivity and conduct price elasticity analysis to determine
the optimal pricing range.
3. Compare the perceived value of different pricing options and their impact on
demand.
Conclusion and Recommendations:
1. Synthesize the findings from the data analysis to draw conclusions about the
viability of a fruit snack business in front Valencia National High School.
2. Identify key insights and recommendations for product assortment, pricing
strategies, packaging, promotion, and positioning of the fruit snack business.
3. Provide actionable suggestions to enhance the viability and success of the
business based on the data analysis results.

Locale of the Study

This study is conducted near Valencia National High School in Valencia City,
Bukidnon. Valencia City is also known as the City of Golden Harvest, where rice
production is very abundant. The researchers plan to establish the business in front
Valencia National High School, it would be very convenient for students who wants
to purchase for the said product.
Valencia

National High

School

Front View of

Commercial

Building
 Back View of Commercial Building

THE QUESTIONNAIRE

The researchers will be

conducting a face-to-face survey
with the use of a self-made
questionnaire for the reference
before producing the actual product
consisting of ten (10) items, which
include the demographic,
their satisfaction for the taste,
flavor, and their overall idea about
dried fruits. The questionnaire
characteristics includes a 3-point
Likert scale.
 Figure 1A. The Questionnaire

FINDINGS/RESULTS
Demographics
Table 1. Sex
Sex Frequency Percent
Male 12 40%
Female 18 60%
Total 30 100%

The table presents the genders of the respondents during the conduct of the
survey, results shows that 40% were male and 60% were female.

Table 2. Age
Age Frequency Percent
12-14 years old 13 43%
15-17 years old 11 37%
18-20 years old 6 20%
Total 30 100%
 The table above shows that 43% of the respondents were 12-14 years old,
37% were 15-17 years old, and 20% were 18-20 years old.

Table 3. Grade Level

Grade Level Frequency Percent
Grade 7 5 16.6%
Grade 8 5 16.6%
Grade 9 5 16.6%
Grade 10 5 16.6%
Grade 11 5 16.6%
Grade 12 5 16.6%
Total 30 100%

The table shows the grade levels of the respondents of the survey, 16.6%
came from grade 7, 16.6% were grade 8, 16.6% were grade 9, 16.6% were grade
10, 16.6% were grade 11, while 16.6% came from grade 12.

MARKET FOR ASSORTED DRIED FRUITS

Table 4. How was the taste of our product?
Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 69.23% 31% 0% 13
years old
15-17 91% 9.10% 0% 11
years old
18-20 83.33% 17% 0% 6
years old

Table 4 shows that most respondents across all age groups expressed
satisfaction with the taste of the assorted dried fruits. Where, 69.23% expressed
satisfaction with the taste on age 12-14 years old, 91% expressing satisfaction on
14-17 years old, and 83.33% expressing satisfaction on 18-20 years old.

Table 5: Was the food flavorful?

Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 62% 38.46% 0% 13
years old
15-17 91% 9.10% 0% 11
 years old
18-20 83.33% 17% 0% 6
years old

The table above resulted that a significant majority of respondents across all
age groups found the assorted dried fruits to be flavorful. Specifically, 62% of
respondents in the 12-14 age group expressed satisfaction with the flavor, while 91%
of respondents in the 14-17 age group and 83.33% of respondents in the 18-20

Table 6: How would you rate the quality of the product?

Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 54% 46.15% 0% 13
years old
15-17 91% 9.10% 0% 11
years old
18-20 67% 33.33% 0% 6
years old

As gleaned on Table 6, only 54% of age 12-14 years old rated satisfied with
the quality of the product, while 46.15% remains neutral. 91% of the 15-17 years old
shows that they are satisfied with the product, and 67% on ages 18-20 years old.
Table 7: Did you enjoy the Dried Fruits?
Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 54% 46.15% 3.23% 13
years old
15-17 82% 18% 0% 11
years old
18-20 83.33% 17% 0% 6
years old

Table 7 indicates that the data reveals varying levels of enjoyment for the
dried fruits among different age groups. Specifically, only 54% of respondents in the
12-14 age group reported enjoying the dried fruits, while 46.15% remained neutral.
On the other hand, a substantial majority of respondents in the 14-20 age group
(82% to 83.33%) expressed enjoyment of the dried fruits.

Table 8: How was the aroma of the product?

Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 69.23% 31% 0% 13
years old
15-17 55% 45.5% 0% 11
 years old
18-20 83.33% 17% 0% 6
years old

Table 8 shows that a significant majority of respondents in the age group of

12-14 years old (69.23%) expressed satisfaction with the aroma of the product, while
only 55% of age 15-17 years old are satisfied with the aroma of the product and the
other 45% remained neutral, the data shows a high satisfaction rate of 83.33%
among respondents in the 18-20 age group regarding the aroma of the product.

Table 9: How was the look, feels, and smell of our product?
Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 54% 46.15% 0% 13
years old
15-17 64% 27.3% 0% 11
years old
18-20 83.33% 17% 0% 6
years old

The data indicates varying levels of satisfaction with the look, feel, and smell
of the product among different age groups. Specifically, 54% of respondents in the
12-14 age group expressed satisfaction, while 64% of respondents in the 15-17 age
group reported satisfaction, with the remaining respondents remaining neutral.
Additionally, a significant majority of 83.33% of respondents in the 18-20 age group
expressed satisfaction with the look, feel, and smell of the product.

Table 10: How was the texture of our product?

Satisfied Neutral Unsatisfied Total of Respondents
Age
12-14 46.15% 54% 0% 13
years old
15-17 73% 27.3% 0% 11
years old
18-20 67% 33.33% 0% 6
years old

According to our recent survey, it was found that 46.15% of individuals aged
12-14 years old expressed satisfaction with the texture of our product. In the age
group of 15-17 years old, 73% reported satisfaction with the texture, while the
remaining respondents were neutral. Lastly, among those aged 18-20 years old,
67% indicated that they were satisfied with the texture of our product.
Table 11: How was the freshness of our products?
Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 69.23% 31% 0% 31
years old
15-17 82% 18% 0% 50
years old
18-20 100% 0% 0% 19
years old

The data indicates that 69.23% of individuals aged 12-14 years old are
satisfied with the freshness of our product. In contrast, among individuals aged 15-17
years old, only 82% expressed satisfaction with the freshness of our product, with
the remaining percentage being neutral. Finally, all individuals aged 18-20 years old,
representing 100%, reported being satisfied with the freshness of our product.

Table 12: How was the quantity of Dried Fruits in the product?
Age Satisfied Neutral Unsatisfied Total of Respondents
12-14 46.15% 54% 0% 13
years old
15-17 82% 18% 0% 11
years old
18-20 100% 0% 0% 6
years old

According to the survey, 46.15% of individuals aged 12-14 years old

expressed satisfaction with the quantity of Dried Fruits in the product while the
remaining respondents remained neutral. Among those aged 15-17 years old, 82%
reported satisfaction with the quantity of Dried Fruits, Finally, all individuals aged 18-
20 years old (100%) indicated satisfaction with the quantity of Dried Fruits in the
product.
 FINDINGS/RESULTS

Product Characteristics

High-Quality Selection: Assorted dried fruits are carefully sourced and

picked from the best farms to ensure only the finest and highest-quality fruits
make it into our product. It will prioritize freshness, flavor, and nutritional value,
delivering a premium assortment to the customers.

Variety of Fruits: The assortment offers a delightful mix of different

fruits, providing a vibrant and colorful array that is visually appealing and offers a
diverse taste experience. From delicious bananas, sweet mangoes to crunchy
apples, our selection covers a wide range of flavors, this variety may provide a
diverse taste experience.

Nutrient-Rich: Dried fruits are known for their concentrated nutrient

content, and the assortment is no exception. Packed with vitamins, minerals, and
 dietary fiber, the product offers a healthy alternative to processed snacks. They
are a great source of energy and contribute to a well-balanced diet. The nutrient
content may vary between different fruits, so its beneficial to consume a variety
for a well-rounded nutritional intake.

Versatile Usage: Our assorted dried fruits are incredibly versatile and
can be enjoyed in various ways. They make a perfect on-the-go snack, a
delightful addition to trail mixes or granola, and can be used as a topping for
cereals, yogurt, and salads. They can also be included in baking recipes, adding
a burst of natural sweetness.

Long Shelf Life: Dried fruits have a significantly longer shelf life
compared to fresh fruits because the drying process removes moisture, inhibiting
the growth of bacteria and fungi. This makes them a convenient and durable
snack option.

Convenient Packaging: The assorted dried fruits come in resealable packaging,

ensuring that they stay fresh and maintain their texture and flavor for an extended
period. Dried fruits are light weighted and compact, making them easy to carry
and consume on the go.

All-Natural Snacking: Assorted Dried Fruits provide a natural alternative to

processed snacks, allowing you to make better choices for your overall well-being

Market Analysis

This market analysis focuses on the demand and potential market

opportunities for assorted dried fruits in the vicinity of Valencia National High
School. By understanding the preferences and purchasing patterns of the target
audience, we aim to provide insights for entrepreneurs and businesses looking to
tap into this market segment.

Target Audience: The primary target audience for assorted dried fruits in this
area comprises students, teachers, and staff of Valencia National High School.

Market Potential: Demand for Healthy Snacks: There is a growing interest

among students and health-conscious individuals in consuming nutritious snacks.
Assorted dried fruits offer a healthy alternative to traditional processed snacks,
making them an attractive option for the target audience.

Proximity Advantage: Being situated in front of Valencia National High School

provides a significant advantage. The location allows easy access for students
during their break times, increasing the potential customer base.

Variety and Convenience: Assorted dried fruits offer a wide range of flavors
and options, catering to different preferences and dietary requirements. Offering
convenient packaging sizes and easy-to-carry options will further enhance the
appeal of these products to students on-the-go.

Competitor Analysis: It is essential to evaluate existing competitors in the area

to understand the market dynamics and identify unique selling points for assorted
dried fruits.

Snack Stalls: There may be snack stalls or small shops in the vicinity that offer
various snacks. However, the availability of a specialized assortment of dried fruits
can differentiate your product and attract customers seeking healthier options.

Marketing and Promotion Strategies: To effectively reach the target audience

and generate interest in the assorted dried fruits, consider implementing the
following marketing strategies:

Branding and Packaging: Create an appealing and eye-catching brand

identity for the assorted dried fruits. Use attractive packaging designs and
highlight the health benefits of consuming dried fruits.

Product Sampling: Conduct product sampling sessions or offer

promotional discounts to encourage students to try the assorted dried fruits.
Positive word-of-mouth recommendations can drive additional sales.

Online Presence: Establish an online presence through social media

platforms, a dedicated website, or online food delivery apps. Engage with the
target audience through informative content, promotions, and customer
testimonials.
 Collaborations: Consider collaborating with student organizations or clubs
within Valencia National High School to promote the assorted dried fruits during
school events or fundraisers. This can create brand awareness and foster a
positive association with the target audience.

Customer Analysis

This research paper examines the potential of A Fruit Snack Business

of Assorted Dried Fruits to appeal to a niche market of a snack business on
consumers who’s willing to pay for a healthy snack. The primary customer base
is likely to be students and faculty attending Valencia National High School,
including the nearby residence on VNHS, and others who may also be potential
customers for the assorted dried fruits. Understanding the school schedule,
including start and end times, break periods, and lunch hours, can help
determine the peak times when students and staff are more likely to visit the
dried fruit stall. Observing the buying behaviors of the customers, such as
whether they purchase individual packs or larger quantities. Note if there are any
particular days or events when the demand for dried fruits is higher, such as
during events, extracurricular activities, or school celebrations

Also consider the price sensitivity of the customers, especially students

who may have limited budgets. Assess the affordability of the assorted dried
fruits and whether there is a need for more affordable options or smaller portion
sizes. Evaluate other food vendors or snack options available in the vicinity of
the school. Identify any direct or indirect competitors selling similar products or
targeting the same customer base. Engage with the customers and gather
feedback on their preferences, favorite flavors, packaging preferences, and
suggestions for improvement. This can help tailor the product offerings and
enhance customer satisfaction.

Promotion and Advertising

The best method for Assorted Dried Fruits to gain attention to the
market is understanding its own customer’s taste and preferences, the budget of
the business itself, and the use of social media as a marketing tool.
 According to the data collected, the 12-20 age range has the response
rate of customers most likely to purchase Assorted Dried Fruits with at least 73%
of the total respondents, showing that Assorted Dried Fruits should promote
more to the early teenagers, because data suggests that they are the most likely
to buy Assorted Dried Fruits.

The budget of the business should also be looked upon when conducting
sales and promotions, such as implementing a promo every season to gain more
customers into the venture.

For optimal visibility, a mix of various marketing platforms would be

ideal, being available in the local market and promoting it online like creating
posts and advertisement with the use of social media such as Facebook and
Instagram to gain more attention around the city.

Pricing Strategy

To start, Assorted Dried Fruits will need to figure out the base cost of its
products by taking into account the cost of goods sold (COGS), which includes
labor, ingredients, fruits, and packaging. This will make it easier to determine
pricing that produce a profit margin and pay production costs. The researchers
will use the mark up strategy where 50% will be added to the total cost of
producing every single product.

Secondly, conducting market research to understand the pricing dynamics of

the local market, including competitors' prices, will be crucial. This will enable
Assorted Dried Fruits to position its prices competitively while considering the
purchasing power of its target market of VNHS.

The data collected showed that the respondents who answered the
questionnaire presented that most pricing is important indicating that the
Assorted Dried Fruits should be affordable for the students.

The best price points can also be determined by knowing the target
market's price sensitivity through surveys or focus groups. When determining
costs that complement its brand positioning, Assorted Dried Fruits should also
take into account its distinctive value proposition, such as the fruits or packaging.

Findings shows that most of students are willing to pay for an affordable Dried
Fruits depending on sizes purchased. As the majority of students are price-
sensitive and prefer affordable options, the brand must offer Assorted Dried
Fruits within the 30 to 50-peso price range to cater to this demand.

Competition

The Fruit Snack Business has to be handled with care because it is a

competitive industry. The main competitors for Assorted Dried Fruits are mostly
the vendors considering its locale. According to the data collected, customers
purchased snacks that is affordable and based on their taste preference.
Vendors typically have a wider range of products available to sale in the school
vicinity. However, other vendors mostly sale the same products just with different
owners.

The uniqueness of Assorted Dried Fruits in VNHS vicinity is being the only
dried fruits available to be purchased, which can attract customers because they
could request other variety of fruits that they desire. According to the survey,
consumers prefer with the pricing depending on sizes purchased. This product
will not be only affordable but rich with nutritional value which will be good in
every individual, indicating that this will be a good choice for people who like to
purchase products alternate to junk foods.
 CONCLUSION AND RECOMMENDATIONS

Conclusions
Based on the findings of the research, the following conclusions were drawn:
1. Demographics
a. Most of the respondents were from the 12-14 age group, consisting of
43% of the sample, followed by 15-17 (37%), and 18-20 age group
(20%) totaling to 30 respondents.
b. Of the total 30 respondents, 18 or 60% of them were female, 12 or
40% of them being male.
c. Each grade level (Grade 7-12) have 5 respondents or 16.6%, with the
total of 30 respondents
2. According to the data gathered, the majority of 11-13, 14-16, and 17-19 age
group responded satisfied upon the statements given in the section Market for
Assorted Dried Fruits in the survey questionnaire, it is concluded that these
age groups would likely purchase Assorted Dried Fruits.
 3. From the data collected, all age groups are satisfied with the taste of the Dried
Fruits and would like to try any other fruits and flavor from the same products.
4. Based on the data retrieved from the respondents, majority of 12-20 years old
are satisfied with the flavor of the product, concluding that the respondents
would prefer if the product has sugar.
5. The gathered data shows that the age 12-14 years old are not that satisfied
with the quantity of the Dried Fruits in every packaging.

Recommendations
From the data gathered from the product ratings and recommendations, the
market research suggests the following recommendations to the business:
 To cater to multiple ages, tastes, and preferences, the business should offer a
variety of fruits for their product

 Identify target market: It is important to identify the target market for the fruit
snack business, such as health-conscious individuals, athletes, or parents
looking for healthy snacks for their kids. This will help in designing the product
and developing marketing strategies.
 Evaluate competition: Research the competition in the market, including their
products, pricing, and marketing strategies. This will help in identifying gaps in
the market and opportunities for innovation.
 Study the demand: Conduct a survey or focus groups to understand the
demand for dried fruit snacks in Valencia City. This will help in identifying
preferences, price sensitivity, and reasons for purchasing or not purchasing
the product.
 Analyze pricing strategy: Determine the appropriate price point for the fruit
snacks based on production costs and consumer demand. Also, consider the
pricing strategies of competitors, such as discounts and promotions.
 Assess distribution channels: Determine the most effective distribution
channels, such as supermarkets, health food stores, or online platforms. This
will help in reaching the target market effectively.
  Evaluate marketing strategies: Develop effective marketing strategies and
evaluate their effectiveness through consumer feedback. Consider marketing
channels such as social media, influencer marketing, and product sampling.
 Consider regulatory requirements: Research regulatory requirements for food
businesses in Valencia City, such as health and safety standards, labeling
requirements, and licensing.

Overall, conducting thorough market research will help in assessing the viability of
a fruit snack business in Valencia City and identifying strategies for success. With
these recommendations from the evaluators of the business, the venture will apply
these recommendations and potentially improve the product itself and gain more
customers from different ages in the market

References

Turner, KL (2008). How the other half ate: A history of working-class

meals at the turn of the century.
https://books.google.com/books?
hl=en&lr=&id=JaowDwAAQBAJ&oi=fnd&pg=PR15&dq=+A+MA
RKET+RESEARCH+STUDY+ON+ASSORTED+DRIED+FRUIT
S:
+ASSESSING+THE+VIABILITY+OF+A+FRUIT+SNACK+BUSI
NESS+IN+FRONT+OF+VALENCIA+CITY+&ots=H23iScdUbQ&
sig=AN36_VXa9fcVkfnOAp7sSk6iAW4
Research Optimus. (2023). History and Definition of Frequency Analysis.
https://www.researchoptimus.com/article/frequency-
analysis.php#:~:text=Frequency%20Analysis%20is%20a%20part,%2C
%20dispersion%2C%20percentiles%2C%20etc.
 APPENDICES

Appendix A: Letter to the Respondents

Appendix B: Survey Questionnaire
Appendix C: Documentation of
Product Survey