Please use this identifier to cite or link to this item: https://publication.npru.ac.th/jspui/handle/123456789/2237
Title: Factors related to street food consumption behavior of consumers at Jomtien Beach, Chonburi Province
Other Titles: ปัจจัยที่มีความสัมพันธ์กับพฤติกรรมการบริโภคอาหารริมทางของผู้บริโภคในหาดจอมเทียน จังหวัดชลบุรี
Authors: Jaroenpru, Kunlaya
Thammasuksaree, Jiraporn
Charoenying, Jaturapon
Keywords: Consumption behavior
Street food
Jomtien Beach
Issue Date: 13-Aug-2024
Publisher: The 16th NPRU National Academic Conference Nakhon Pathom Rajabhat University
Series/Report no.: Proceedings of the 16th NPRU National Academic Conference;1462
Abstract: This research aims to: (1) examine how customers consume street food; (2) investigate factors associated with street food consumption and (3) investigate factors associated with related to street food consumption that are associated with customers’ street food consumption behavior at Jomtien Beach, Chonburi Province. The sample used in this research was 400 street food consumers at Jomtien Beach. The research instrument was a questionnaire. Statistics used in the research included frequency and percentage, average and standard deviation, and the Chi-Square test. The results revealed that the frequency of street food consumption was one or two days per week. The consumers ate at Jomtien Beach, usually with friends or couples. The preferred time for eating street food was between 6:00 p.m. - 7:00 p.m. The reason for consuming street food was because of the various types of food provided. The most widely consumed food type was seafood. The medium for receiving information was social media reviews. In every way, consumers’ opinions on the factors that are associated to their consumption of street food were highly favorable. The decision to buy street food had the highest average (x̄= 3.95), followed by money’s worth (x̄= 3.94), attitudes towards street food (x̄= 3.88), nutritional value (x̄= 3.77), and hygiene values (x̄= 3.66). In terms of personal factors, the consumer’s age correlated with street food consumption behavior in all aspects at statistically significant level of .05. Additionally, the results showed that popular food types, people who share meals, and purposes for eating were statistically significant characteristics associated with street food consumption behavior at the .05 level.
URI: https://publication.npru.ac.th/jspui/handle/123456789/2237
ISBN: 978-974-7063-46-2
Appears in Collections:Proceedings of the 16th NPRU National Academic Conference

Files in This Item:
File Description SizeFormat 
NPRU_Conference_Proceeding_16_Final_หน้า_1462-1474.pdf1.11 MBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.