Commercialization of lemongrass (Cymbopogon citratus Stapf.) Ready-to-drink beverage product (kalamansi-ginger flavor)

Abstract

The lemongrass kalamansi-ginger ready-to-drink (LGKG RTD) beverage was previously developed to provide a healthy yet convenient alternative to beverage products sold in canteens. This study aims to determine the commercialization of the CPU LGKG RTD beverage in terms of consumer preference, acceptability, competitor analyses, and marketing strategy. The LGKG beverage product was most preferred in the Elementary Canteen and Dining Hall against two other competitor products. The product was acceptable to 472 of 500 respondents, 457 indicated a willingness to buy the product, and 435 preferred the price at P15-20. Test marketing of the product showed the lowest sales at P50 selling price, which was increased when the price was reduced. The RTD beverage product is not saleable.