Factors related to street food consumption behavior of consumers at Jomtien Beach, Chonburi Province

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.