Factors affecting purchasing decision to Street Food in Thonburi and Klong San Areas for Tourism Promotion

Abstract

The purpose of this research was to study street food consumption behavior and factors in consumers' street food purchasing decision in Thonburi and Khlong San areas. The present study adopted mixed method collecting questionnaires from 300 consumers obtained by volunteer sampling and using semi-structured interviews with 30 street food stores food vendors.  The study results found the majority of street food consumers were female, aged between 20-30 years old, single status, Bachelor's or postgraduate degree holders, government officers occupation who earned more than 25,000 baht monthly income. They spent 100-300 THB on each purchase more than 12 times a month. The street food was most frequently consumed in the evening.  The factors in decision to buy street food include cleanliness, consumption frequency and deliciousness. Data from the interview reveal 3 factors i.e. reasonable price, deliciousness, and long-standing reputation.