Chapter 1

Introduction
Background of the study

In the realm of contemporary cuisine, the quest for healthier yet indulgent
alternatives has given rise to innovative culinary creations. Among these, crispy
eggplant fries stand as a promising fusion of tradition and modernity, offering a flavorful
departure from conventional fries while addressing the growing demand for nutritious,
delicious options.

The shift towards healthier eating habits and the exploration of diverse ingredients have
propelled eggplants into the spotlight as a versatile candidate for reimagining classic
comfort foods. Despite this burgeoning interest, a comprehensive exploration into the
culinary, nutritional, and consumer aspects of crispy eggplant fries remains relatively
uncharted territory.

This study seeks to unravel the nuances surrounding crispy eggplant fries, aiming to
uncover the culinary techniques, nutritional benefits, and consumer perceptions that
define this emerging gastronomic delight. By doing so, it endeavors to shed light on the
potential of crispy eggplant fries to revolutionize both the culinary landscape and
consumer choices.
Purpose of the study

1. This study aims to determine the Marketability and Profitability of crispy

eggplant fries as a new product for ANHS students by analyzing the market
demand and interest for this innovative snack.

2. This study Investigate the unique cooking techniques, flavors, and textures
that define crispy eggplant fries to understand their culinary appeal and
potential variations in preparation.

3. To Assess the nutritional composition of crispy eggplant fries in comparison

to traditional fries, highlighting their potential as a healthier menu option for
students.

4. Gauge student preferences, attitudes, and readiness to embrace crispy

eggplant fries, identifying factors influencing their acceptance and integration
into the school's menu.

5. Contribute insights supporting the introduction of healthier food options in

school cafeterias, encouraging informed and nutritious food selections among
students.
Statement of the problem

1. What are the potential challenges of the marketability of crispy eggplant fries as a
promising product for sale?

2. Is there any significant relationship between the identified potential challenges

towards the marketability of eggplant fries?

Hypothesis
There is no significant between the consumer acceptance of the eggplant
fries and the production costs of eggplant.

6.
 Schematic Diagram
Variables Approved

Schematic Diagram

Variables Approved

Potential Challenges Marketability of Crispy eggplant fries

Scope and limitation
This study will be conducted at Aurora National High School. We intend to get 90
students on every building for the school year 2023-2024 first semester as our
respondents.
 CHAPTER 2

Review of Related literature

This chapter present the review of related literature and studies by the research
that is closely relevant to the study. This review focuses more on marketability, potential
challenges and crispy eggplant fries. This chapter also gives reader isights regarding
the concepts used in this study.

The study by Williams and Garcia (2019) underscores the impact of nutritional
messaging on food choices. While crispy eggplant fries offer health benefits, effectively
communicating these benefits to students, parents, and faculty is crucial. Hihglighting
the fries nutritional content, such as being a good source of fiber and antioxidants , can
positively influence their perception.

Key and colleagues raise some serious criticisms related to the marketing discipline’s
purpose drift and short-sighted approach to rigor and relevance. They provide a
comprehensive and nuanced picture of the grand challenges in marketing, including the
loss of domain expertise, detachment from real-world phenomena, nurturing of
methodological monocultures and more generally a perception problem in academia
and management practice. This commentary complements their assessment by
reviewing strands of literature in the niches and at the edge of mainstream marketing,
where we may find some solutions or at least seeds for solutions as a starting point to
refine, recalibrate and potentially reshape the future of marketing and marketing
research. Fehrer, J. (2020). Rethinking marketing: back to purpose. AMS Review, 1 - 6.

Research by Kim and Chang (2019) explores culinary trends, especially in plant-based
and health-focused foods, providing insights into the evolving preferences of
consumers. Furthermore, studies by Garcia et al. (2021) shed light on how changing
consumer tastes influence snack preferences, emphasizing the role of cultural factors in
the acceptance and marketability of crispy eggplant fries.

Eggplant (Solanum melongena) is related to a large number of wild species that are a
source of variation for breeding programmes, in particular for traits related to adaptation
to climate change. However, wild species remain largely unexploited for eggplant
breeding. Detailed phenotypic characterization of wild species and their hybrids with
eggplant may allow identifying promising wild species and information on the genetic
control and heterosis of relevant traits. We characterizated six eggplant accessions, 21
accessions of 12 wild species (the only primary genepool species S. insanum and 11
secondary genepool species) and 45 interspecific hybrids of eggplant with wild species
(18 with S. insanum and 27 with secondary genepool species) using 27 conventional
morphological descriptors and 20 fruit morphometric descriptors obtained with the
phenomics tool Tomato Analyzer. Significant differences were observed among
cultivated, wild and interspecific hybrid groups for 18 conventional and 18 Tomato
Analyzer descriptors, with hybrids generally having intermediate values. ( Kaushik, P.,
Prohens, J., Vilanova, S., Gramazio, P., & Plazas, M. (2016). Phenotyping of Eggplant
Wild Relatives and Intrspecific Hybrids with Conventional )

Navigating food regulations and ensuring compliance with labeling requirements are
crucial aspects of marketing any food product. Studies by FDA (2021) underscore the
importance of adherence to food safety standards in the production and marketing
process. Additionally, research by Barnes et al. (2018) delves into compliance issues
related to marketing plant-based and innovative snacks, emphasizing the need for
manufacturers to stay informed and adapt to evolving regulatory landscapes.

The objective of the current study was to develop palatable food supplements produced
from locally-available vegetarian ingredients that would improve the quality of the diet of
young Indian women living in Mumbai slums. The supplements were to be used as a
daily intervention in a currently-ongoing randomised controlled trial testing the
hypothesis that ‘enhancing the micronutrient content of women’s diets before and
during pregnancy would improve fetal growth and development of their offspring’. A
vehicle in the form of a cooked snack food, prepared by kitchen staff recruited from the
local slum community in a low-tech kitchen, was developed. The snack was distributed
to women 6 d/week and was designed to provide supplementary green leafy vegetables
(GLV), fruit and milk Samples of the snacks were chemically analysed to measure
target levels of nine ‘marker’ nutrients. Acceptability of the snack was assessed by
holding sensory evaluation sessions with project staff and trial participants assigning
scores to the snacks based on taste, texture and appearance. ( Shivshankaran, D.,
Chheda, P., Margetts, B., Kehoe, S., Muley-Lotankar, P., Agarwal, A., Brown, N.,
Sahariah, S., Taskar, V., Fall, C., & Potdar, R. (2008). Processes involved in developing
palatable micronutrient-rich snacks for a pre-conceptional and intra-pregnancy
intervention trial: The Mumbai Maternal Nutrition Project. Proceedings of the Nutrition
Society, 67 ).
Today's multichannel, multimedia retail marketing environment presents a number of
brand management challenges. From a micro perspective, marketers must manage
each individual channel and communication option to maximize their direct sales and
brand equity effects, as well as any indirect brand equity effects from being associated
with a particular channel or communication option. From a macro perspective,
marketers must design and implement channel and communication options such that
sales and brand equity effects are synergistic. Concepts, frameworks, and future
research directions are put forth to address these different challenges. Keller, K. (2010).
Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of
Interactive Marketing, 24, 58 - 70.

Smith (2020) explored effective packaging strategies for alternative snacks,

emphasizing the importance of communicating the uniqueness of the product through
visual elements. Furthermore, research by Clark and Patel (2018) addressed the
challenges associated with packaging, highlighting the delicate balance between
maintaining crispiness and ensuring an adequate shelf life.

Managing the supply chain effectively is critical for ensuring the availability and
consistency of crispy eggplant fries. Research by Wilson and Turner (2017) highlights
the challenges associated with seasonal availability and fluctuations in the supply of key
ingredients, emphasizing the need for strategic planning to address potential
disruptions. Additionally, studies by Baker et al. (2019) underscore the importance of
maintaining consistent quality and supply for the successful mass production of novel
snacks.

Successful marketing strategies are essential for promoting alternative and plant-based
food products. In their analysis of the snack market, Smith and Brown (2018) identified
the need for creative branding and effective promotional campaigns to differentiate
products in this competitive landscape. Case studies on the promotion of similar
vegetable-based snacks, as seen in the work of Miller et al. (2022), provide valuable
insights into the challenges and successes of marketing innovative snacks.

Johnson and Davis (2019) emphasizes the importance of consumer acceptance in the
adoption of alternative snacks. Studies such as those conducted by Lee et al. (2021)
have delved into the factors influencing consumer perceptions of innovative and
vegetable-based snacks, shedding light on potential barriers to the widespread
acceptance of crispy eggplant fries.

innovative and healthier snack options (Smith et al., 2020). Within this context, the
emergence of crispy eggplant fries as a novel vegetable-based snack presents both
opportunities and challenges for marketers. Understanding the potential challenges in
marketing crispy eggplant fries is crucial for successfully introducing and sustaining this
product in the competitive snack market.

As observed by Martinez and Yang (2023), culinary trends are dynamic and influence
consumer behavior in the food industry. The rise of plant-based diets and the increased
focus on health-conscious eating have created a favorable environment for innovative
snacks. Understanding how crispy eggplant fries align with these evolving culinary
trends is crucial for effective market positioning.

The snack market is highly competitive, with numerous established and emerging
players. Research by Thompson et al. (2019) highlights the competitive challenges
faced by new entrants in the snack industry. Crispy eggplant fries must distinguish
themselves from traditional snacks like potato fries and navigate the competitive
landscape to secure a share of the market.

Price sensitivity is a significant factor influencing consumer choices in the snack market
(Chen & Wang, 2020). Balancing the cost of production with an affordable price for
consumers is a delicate challenge. Studies by Roberts and Smith (2021) provide
insights into pricing strategies for alternative snacks, emphasizing the need to
demonstrate value to consumers without compromising affordability.

The retail landscape is evolving with the growth of online shopping and changes in
consumer purchasing behavior. Research by Yang and Liu (2021) explores the
implications of these changes on the snack industry. Understanding the dynamics of the
modern retail environment is crucial for optimizing distribution channels and reaching
the target audience effectively.

Advancements in food technology offer opportunities for enhancing the marketability of

crispy eggplant fries. Research by Li and Zhang (2020) discusses the role of innovation
in food processing and the development of novel snacks. Exploring technological
innovations that can improve the production process and product quality is essential for
staying competitive in the market.