Capturing Moments and Flavors: A Student-market Feasibility Study of a Photobooth with Edible Props and Takeaway Treats

Abstract

This study evaluated the feasibility of an edible-prop photobooth service as an innovative event entertainment concept in Mindanao State University - Iligan Institute of Technology. Using a quantitative-descriptive design, data were gathered from 300 respondents, predominantly students aged 18 to 21 from Mindanao State University – Iligan Institute of Technology, through purposive sampling via online and face-to-face survey distribution. The instrument was based on the Usage, Attitude, and Image (UAI) framework, supplemented by the Theory of Planned Behavior and Experiential Marketing Theory. Findings revealed a strong level of customer interest, with 88.6% of respondents expressing willingness to engage with edible props during photo sessions, and 94.6% agreeing that the concept would enhance event entertainment as the highest combined positive response across all measured items. The concept was also perceived as highly unique (92.3%) and memorable (93.0%), supporting its differentiation from traditional photobooth  services. While 92.6% of respondents indicated willingness to try the service, price sensitivity was notable: 54.3% preferred a price point of ₱145.00 and nearly 80% indicated a ceiling of ₱160.00, underscoring the importance of cost-conscious pricing in a student-dominated market. Primary concerns centered on hygiene and food safety (257 respondents), cleanliness and mess management (238), and product cost (192). Cotton candy and lollipops emerged as the most preferred edible props due to their visual appeal, photogenic qualities, and low-mess characteristics—advantages that also reduce operational complexity. Overall, the study suggests that student consumers show a generally positive reception to the concept. However, sustaining operations will depend on implementing strong food safety practices, offering menu options that consider common allergens, and maintaining a pricing strategy within the ₱145–₱160 range. As an initial feasibility study focused on the student market, the findings are based on expressed preferences and intended behaviors rather than actual purchasing data. Therefore, conclusions regarding market viability should be interpreted with caution. Despite these limitations, the study provides an empirical basis for future research on hybrid eatertainment services, particularly within Philippine provincial event markets, which remain underrepresented in existing experiential marketing literature.