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International Journal of Science, Strategic Management and Technology

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MARKET FEASIBILITY STUDY FOR LAUNCHING THEATRE-QUALITY POPCORN AT ECONOMY PRICING – A CONSUMER-CENTRIC APPROACH

AUTHORS:
M.Karthikeyan
Mentor
Dr.K.Rajamani
Affiliation
Mepco School of Management Studies Mepco Schlenk Engineering College, Sivakasi, Tamil Nadu, India.
DOI: 10.55041/ijsmt.v2i3.351
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This market feasibility study explores the potential to launch theatre-quality popcorn at economy pricing, with a consumer-centric focus. With increasing demand for affordable yet premium snacking options, the study investigates consumer habits, preferences, price sensitivity, and acceptance of innovative popcorn variants, including millet-based and eco-friendly packaged options. Primary data was collected through structured questionnaires distributed to a diverse demographic sample. The findings reveal a strong interest in high-quality popcorn at affordable prices, particularly among health-conscious and budget-sensitive consumers. Consumers showed favourable responses toward natural flavours and sustainable packaging, indicating a shift toward value-driven purchasing behaviour. The study concludes that there is substantial market potential for an economically priced, theatre-quality popcorn brand, provided it aligns with consumer expectations for taste, quality, health benefits, and convenience.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 03
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Mar 28 2026
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M.Karthikeyan, (2026). Market Feasibility Study for Launching Theatre-Quality Popcorn at Economy Pricing – A Consumer-Centric Approach. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.351

M.Karthikeyan, . "Market Feasibility Study for Launching Theatre-Quality Popcorn at Economy Pricing – A Consumer-Centric Approach." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.351.

M.Karthikeyan, . "Market Feasibility Study for Launching Theatre-Quality Popcorn at Economy Pricing – A Consumer-Centric Approach." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.351.

References
1.Andriana, Y., Indriati, A., & Mayasti, N. K. I. (2021). Financial feasibility of adlay flour as wheat substitute. Indonesian Journal of Sustainable Agriculture, 15(2),72–81.

2.Christodoulou, E., Laoutar, S., & Athanasiou, F. (2025). Functional foods and mental well-being: Consumer preference and feasibility study. Mediterranean Journal of Health and Food Sciences, 9(2), 77–94.

3.ElQulitia, S. A. H., & Khashoggi, G. A. (2017). Feasibility study of establishing a confectionary factory in Jeddah, Saudi Arabia. Journal of Business and Strategy, 8(2), 145–158.

4.Gibbons (2012). Don’t get burned on popcorn: A Doc Popcorn feasibility study. Ohio University.

5.Kaakandikar (2023). Consumer preferences and market dynamics in the snack food industry: A study of Haldiram products. Madhya Pradesh Journal of Social Sciences, 28(2), 146–152.

6.Maharani, N., & Zulkarnain, L. (2024). Business feasibility analysis of Kibo Frizzy Snack. Journal of Entrepreneurial Studies, 12(1), 33–42.

7.Mielmann, A., & Brunner, T. A. (2019). Consumers’ snack choices: Current factors contributing to obesity. British Food Journal, 121(2), 347–358.

8.Montgomery, A. (2015) Feasibility study on AgriGold’s brand extension into the soybean market.

9.Tantuayo, F. F. A. (2025). Financial feasibility analysis of Lil’Bites kid-friendly fruit jams. Indonesian Journal of Nutrition and Food Technology, 17(1), 25–37.
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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