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Home Baking Industry: Basis For Micro-Entrepreneurial Study

Author

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  • Geronimo T. Gavilan

    (St. Anne College Lucena, Inc., Philippines.)

Abstract

The home baking industry blends commerce with tradition, offering a diverse range of flavors from micro-entrepreneurs worldwide. Despite its appeal, starting a home baking business faces its challenges. Hence, this study aims to bridge the research gap in micro-entrepreneurship within the home baking sector. Considering this, a descriptive-quantitative research design was employed in the study to determine the primary challenges faced by micro-entrepreneurs in accessing market opportunities within the home baking industry, how competitive pressures impact pricing strategies among micro-entrepreneurs in the home baking sector, the marketing and branding strategies are most effective in attracting customers for micro-entrepreneurs in the home baking industry, and how technological advancements and digital platforms influence the operations of micro-entrepreneurs in the home baking sector. A total of 53 respondents were chosen in the study using a cluster sampling techniques and a self-made research questionnaire was used to gather the data needed in the study. Based on the findings, demographically, the majority of respondents were middle-income earners with bachelor’s degrees, mostly self-employed, and had moderate access to capital, kitchen equipment, and ingredients. They predominantly resided in urban areas, facing moderate demand for their products. Challenges identified included competition from larger bakeries and brands, with pricing strategies being a major concern. Marketing strategies focused on visually appealing packaging and personalized offerings, while social media was heavily utilized for promotion. However, email marketing and participation in online baking competitions were less commonly employed strategies

Suggested Citation

  • Geronimo T. Gavilan, 2023. "Home Baking Industry: Basis For Micro-Entrepreneurial Study," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 8(2), pages 88-94, January.
    • Handle: RePEc:zib:zbmecj:v:8:y:2023:i:2:p:80-87
    DOI: 10.26480/mecj.02.2024.88.94
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    References listed on IDEAS

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