Conceptual Framework of the Study

The conceptual framework of the study contains a detailed examination of

various aspects This includes an analysis of input factors such as the

demographic characteristics of consumers, their dietary preferences, and a

competitive analysis of existing food, the process involves systematic data

collecting, classifying, and interpretation. Ultimately, the objective is to develop a

comprehensive business plan for the establishment of a food-related venture.

INPUT PROCESS OUTPUT

Demographic Profile of
the Respondents
• Age
• Sex
• Monthly income
Assessing respondents'
Pastillas preferences.
• Texture
• Taste
• Appearance
Preference of the • A Feasibility
Respondents • Data Gathering Study of Pastillas
• Positioning • Data Classifying Using Bitter Gourd
- Accessibility • Data Interpretation • Business Plan
- Affordability
- Usability
• Service Marketing Mix
- Product
- Price
- Place
- Promotion
- People
- Process
- Physical Evidence
Competitors Analysis
- Distribution Channel
- Unique Product

Figure 1. Research Paradigm

 Figure 1. Research Paradigm shows the input data that includes

the demographic profile of the respondents in terms of age, sex, monthly

income, stress level, and cause of stress. Additionally, it presents the

preferences of the respondents concerning the service marketing mix in

terms of product, price, place, promotion, people, process, and physical

evidence, and positioning in terms of accessibility, affordability, and

usability. Also, the competitor's analysis is conducted in terms of

distribution channel and unique product

To gather data, the researchers provided questionnaires to the

respondents which were later sorted, tallied, analyzed, and interpreted.

The output of this study is a feasibility study of A Feasibility Study of

Pastillas Using Bitter Gourd that includes marketing, technical,

organizational, and financial aspects. Furthermore, a comprehensive

business plan was developed to guide the researchers to start and

manage the business.