<![CDATA[New product development in the HORECA market requires an understanding of customer needs, product preferences, and differences in purchasing priorities across business segments. This study aims to identify HORECA customer profiles and purchasing patterns, determine tea product attribute preferences, develop preference-based market segmentation, and formulate a value-based communication strategy. A mixed-methods approach with a cross-sectional design was applied to 90 HORECA respondents, comprising 30 hotels, 30 cafés, and 30 restaurants. Data were collected through semi-structured interviews and discrete choice task questionnaires and analyzed using empathy mapping, thematic analysis, choice-based conjoint, k-means clustering, and value proposition canvas. The findings indicate that both sensory and operational considerations shape HORECA purchasing decisions. The suggested product profile, consisting of strong astringency, floral aroma, clean finish, sachet packaging, and black tea, achieved the highest predicted market share in restaurants (73.40%), cafés (68.01%), and hotels (62.80%). K-Means identified heterogeneous preference structures, particularly among cafés. Member checking confirmed the proposed value proposition, with 100% agreement for five indicators and 88.89% for one. The study concludes that integrating qualitative insights, preference analysis, segmentation, and value proposition development can support more targeted HORECA product development and marketing strategies.]]>
