DOAN THANH NIEN CONG SAN HO CHI MINH BAN CHAP HANH TP. HO CHI MINH ; ; CONG TRINH DY THI GIAI THUONG SINH VIEN NGHIEN CUU KHOA HQC EUREKA LAN THU 25 NAM 2023 TEN CONG TRINH FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARD HANOI STREET FOOD LINH VUC NGHIEN CỨU: VĂN HÓA - NGHE THUAT CHUYEN NGANH: CAC VAN DE NGHIEN CUU VAN HÓA - NGHỆ THUAT KHAC (AM THUC) Mã số công trình:. TABLE OF CONTENT LIST OF FIGURES. - - LH HH TH HH TH TH 3 XIV.
LH TH HH HH KH KH HT HH Ti TK và 5 1, nai=anlilin99569i911114. Objectives ofthe S†UOY. cách TH TH HT HH HH tp 8 À0) l0 cài in. 8 CHAPTER 2: LITERATURE REVIEW.QQ- LH» HH nghiệp 11 P19.- -- ST TH KH HH HH như 18 “.
Sample and Data CollecfiOn.- SH TH TH TH TH TH TH HH HH HH TH 18 SE AMA on ae. Population and Sample SỈZ@.- - -- sọ Hàn HH HH HH HH HH HH tp 21 3. _ Data Analysis TechniQUe@. -- - SH TH HH Tà KH kiện 21 CHAPTER 4: RESULT AND DISCUSSION.
cu nàng TH HH HT ki HT 24 4. SH HH HH kh KH Đệp 25 TA. oi nh ae. Structural Equation Model.
+ kg TH TH HH 28 CHAPTER 5: CONCLUSIONS AND RECOMMENDATION. TS ST HT TH TT TH HH KH HH HH HH TH THỊ 32 SG: 10009205. Limitations and future r@S@arCH.- ch ng kh kg 34 Ban) 90 1. 37 LIST OF TABLES Table 1: Likert's Five Pointating Scale.- --- - s1 SH HH HH HH 18 Table 2: Dimensions and indicators of conducted variables.-- --‹---‹«+- 19 Table 3: Demographic descriptive (N = 18!†).- --c nen gi rxe 24 Table 4: Reliabilities amongthe variable.
-- - -- -- nh» ng nếp 25 Table 5: Standardized factor loadings, CR and AVE of the model.--- 26 Table 6: The latent variable correlation matrix: discriminant validity. 28 Table 7: Results for Structural equation model.-- --- -:-- -«c+xs++ecxerxexeersrxersrrxe 28 Table 8: The Hypothesis Analysis ñeSults. HH ng như 31 LIST OF FIGURES Figure 1: The Research Model .- --- -- -- + + + tk vn TH HH tr 17 Figure 2: The Result of Research Model .-- --- --- 5s sét s+txserrreererrrersrrrrrrerre 29 PART A: ABSTRACT Street food has become an increasingly popular option for consumers in many parts of the world. According to Kivela, Inbakaran, and Reece (1999), street food is defined as "prepared, cooked and/or sold by vendors on streets and other public places for immediate consumption or take away" (p.
Street food has become a popular option for consumers worldwide due to its convenience, affordability, and unique flavors. In recent years, research has focused on identifying the factors that influence consumer behavior towards street food. This literature review discusses Past Behavior, Attitude, Perceived Behavioral Control, Subjective Norms, Social Media, and Food Quality as factors affecting consumer behavior towards street food. This study aims to explore the factors that influence the behaviour of consumers towards Hanoi street food vendors.
Using a quantitative research approach, data was collected from 181 respondents aged primarily between 18 and 25 through an online survey and using the analysis technique is Statistic Package for Social Science (SPSS). The findings indicate that Perveived Behavioural Control and Social Media affect consumers' behaviour towards Hanoi street food vendors and the other factors do not affect to consumer’s behaviour. The knowledge of the factors influencing customers' choices to buy street food in Hanoi would be improved by the study. This study especially helps to improve knowledge of how many factors affect to consumer toward street food.
PART B: CONTENT CHAPTER 1: INTRODUCTION 1. Background of Study Street food - according to the definition of Oxford dictionary - is prepared or cooked food sold in a street or public place, to be eaten immediately. They are also known by another name which is “ready - to - eat” food. According to the Food and Agriculture Organization of the United Nations (FAO): “Street foods are ready-to-eat foods and beverages prepared and/or sold by vendors or hawkers especially in the streets and other similar places.
They represent a significant part of urban food consumption for millions of low-and-middle-income consumers, in urban areas on a daily basis”. Street food (sidewalk food or curbside food) are foods and beverages that are prepared or ready to be processed and served on the spot at the request of customers that are sold on sidewalk: and sidewalks. Street in the streets, crowded neighborhoods or other public places, such as a supermarket, park, tourist area, entertainment spot, outdoor dining street.Usually, street food is sold in mobile eateries, temporary eateries or from a mobile booth to trolleys. According to Newman and Burnett (2013), street food gives towns and cities a "sidewalk culture" and "vibrant streetscapes," which are highly wanted in the developed world.
5) makes a case for street food selling in his remark on the practice by saying that it may "bring life to dull streets." "The variety of food sold on Bangkok streets, especially on its sois (side streets), brings forth a combination of visual, olfactory, and gustatory sensations which compel passers-by to taste its flavors," Mateo- Babiano (2012) writes in her discussion of the informal food economy and streetscapes in Bangkok. According to Mateo-Babiano (2012), a revitalization of street culture may be achieved by proper architecture that promotes social interaction and walkability and the support of environmentally friendly street activities. In addition to adding to the urban fabric, street food also creates connections between the urban and rural regions, most notably through the daily commute of individuals from the countryside (Etzold 2008). This promotes "economic, social, and cultural integration between rural and urban areas" (Chakravarty and Canet 1996, p.
As concerns about the future of these centers arise, Henderson et al. (2012) contend in their study on Singapore's hawker centers that hawkers have the untapped potential to become a tourist attraction, contribute to the sustainability of food hawking, and perhaps most importantly - culturally. Because street cuisine is frequently distinctive to a city or region, it is occasionally employed as a tourist attraction. In a number of circumstances, this element of selling food on the street has been extensively studied in the literature (Ab Karim 2012; Arambulo et al.
1994; Bhowmik 2005; Henderson et al. 2012; Timothy and Wall 1997). According to the literature, tourists prefer to eat street food (whether purchased on the street or from a stall in a hawker center) because it gives them the opportunity to participate in a local cultural activity and adds to the "authentic" experiences that many travelers seek (Cohen and Avieli 2004; Sims 2009). In Vietnam, street food is more than just a collection of the country's traditional meals sold on the streets; it also captures some of the charm of the nation's culture, lifestyle, emotions, and way of thinking.
Besides, it is also a combination of Vietnamese traditional culture and other nations’ cultures which dominated Vietnam in history, especially China. Because Vietnamese culture in general and cuisine in particular were so significantly influenced by Chinese culture, our street cuisine that closely resembles Chinese cuisine, such as baozi, noodles, and other items. However, anyone who has experienced Vietnamese street food would immediately notice the differences since we Vietnamese have evolved and developed our own special recipes. Vietnamese food emphasizes on the balance of ingredients to create flavorful, natural dishes that are also excellent for our health.
This is why many tourists have positive impressions of Vietnamese street cuisine. Recently, as life and economic conditions have improved, people's lifestyles and food consumption have changed and they have influenced consumer's food purchasing behavior. The number of street food vendors has been increasing in cities because of all of the new development. This means that people are eating out more, which is replacing the way people prepare their food at home.
Besides, people also want convenience and this is also the reason why street food is popular in most countries. According to Deloitte’s Foodservice Market Monitor report in 2020, as for the global foodservice performance, focusing on the type of street food displayed a compound annual growth rate (CAGR) of +3.4%, more than any other sorts of street vendor between 2014 and 2019. In many big cities around the world, such as New York or Singapore City, these food stalls exhibit the cultural diversity of the metropolis in many large cities across the world, while also catering to the tastes of many residents and foreigners. Street food is more likely to be popular in many developing nations because of its reasonable prices due to the low production costs, which are controlled by the urban poor who make up a significant share of overall employment in many emerging economies.
According to research done in several developing nations, about 25% of household food expenses are incurred outside the home and many of them select street vendors to provide for their families. Tran (2010) also indicated that street vendors are running their businesses in the same mechanics as other busines: activities, raising capitals, applying innovations into their business and so on. As a result, selling street food not only provides low-income and undereducated individuals with an employment chance, but it also helps many households with their commodity spending. There have been several changes in the marketing environment, as well as in consumer values, attitudes, and behaviors, along with economic reforms in Vietnam.
According to some theories, consumers in Asian rising economies like Vietnam coexist with both the contemporary norms, values, and beliefs that were imported from more developed nations as a result of economic reforms and the old ones that were dominant before the economic shift started. Investigating how it affects customer behavior is crucial. In order to better understand the factors that influence urban customers' decisions to purchase street food in Vietnam, this study is using Hanoi City as its case study. To the best of our knowledge, this study will help advance our understanding of the variables impacting consumers' decisions to purchase street food in Hanoi.
This has received only modest research attention. This study specifically contributes to a better understanding of the influence of different elements on consumption behavior of street food. Objectives of the Study This research investigates the factors that influence consumer behavior towards Hanoi street food and proposes crucial suggestions. Specifically, it refers to complete the following objectives: 1.
Describing the customer's profile as designed by: „« Gender - Age e Areas usually enjoy streetfood e Occupation « Spending for food in 1 month 1. Examine the factor influence to customer purchase intention of street food in Hanoi 1. Provide recommendations for future research on the topic of consumer behavior towards Hanoi street food. Contribution of the Study 1.
Research Contribution This study contributes to the existing literature on consumer behavior towards street food by focusing specifically on Hanoi street food and identifying the key factors that influence consumer behavior in this context. This study provides insights into the impact of demographic and cultural factors on consumer behavior towards Hanoi street food, which can help to inform future research in this area. This study employs a quantitative research method, which enhances the validity and reliability of the findings. Practical Contribution The findings of this study can help Hanoi street food vendors to understand the factors that influence consumer behavior and develop strategies to improve consumer satisfaction and loyalty.
This study provides guidance to policy-makers and tourism organizations to promote and market Hanoi street food effectively. The insights gained from this study can help to enhance the overall dining experience of consumers and contribute to the development of the Hanoi street food industry.