Marketing Potential of Homemade Food: a New Entrepreneurial Endeavour

Abstract

This study aims to examine the marketability of homemade food and to understand the need for an entrepreneurial venture start-up in Oman. In addition, it explores barriers to buying or selling homemade food. The research is based on a qualitative study using purposive sampling techniques by an indepth interview with 83 aspirant buyers and sellers of homemade food. The study’s findings confirm that the marketability of homemade food can be achieved by developing a unique application for trading these products, that will help to avoid barriers to buying or selling. Most respondents preferred eating homemade food rather than restaurant or commercially prepared food. These research findings provide entrepreneurs with some insight in terms of new venture start-ups for marketing homemade food in niche markets. This research comprises a specific approach to the marketability of homemade food and suggests a unique mobile app for trading homemade food. The data was gathered in Nizwa, Oman, however it could be broadened to encompass more geographic regions, particularly urban areas. The research results, achieved using qualitative methodologies, contribute significantly to the body of existing literature. It enhances value in analysing probable barriers among aspirant buyers and sellers of homemade food.