Factors affecting consumers’ purchase decisions of street food in Bangkok

Abstract

The purpose of this research is to study about factors affecting consumers’ purchase decisions of street food in Bangkok. The data was collected from 397 respondents from the customers who purchased street food in Bangkok. The author used IOC (Item Objective Congruence) to examine consistency between questions and objectives and used Cronbach’s Alpha model to measure reliability for each of the nine independent variables. The author used binary logistic regression to analyze the main independent variables and used binary logistic regression to analyze in more detail within each independent variable. The author also used cross tabulation to examine and presented the relationship between the respondents’ demographic information and their purchase decision and examined the relationship between respondents’ purchase behavior and their purchase decision. The hypothesis testing results showed that for main independent variables, the price, place, and vendor characteristics were significant factors affecting consumers’ purchase decisions of street food in Bangkok. For the more detailed independent variables testing, “Taste good”, “Smell good”, “Hygienic”, “Cheap price”, “Service quality”, “Vendor-buyer relationship”, “Busy lifestyle/busy day (need something quick on the run)”, “Personal recommendations (friends & families)”, “It’s only available in certain areas (local cultural food)”, “Have fun eating street food” were

significant factors affecting consumers’ purchase decisions of street food in Bangkok. About the biographic information, the cross tabulation analysis showed that the females more likely to enjoy buying street food in Bangkok, and most of respondents were students from Thailand. For the purchase behavior, most of respondents purchase street food sometimes on dinner time, most of them purchase street food when they are busy and spent about 51-100 Bath per time.