ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้ออาหารริมทาง (Street Food) ในยุค New normal ของผู้บริโภคในกรุงเทพมหานคร

Abstract

The Covid-19 pandemic affects the way of living, especially the way of eating. Street food, which is the community’s kitchen, got the direct negative impact that changes are needed from both consumers and business owners. During the pandemic, all restaurants were shut down, online stores and delivery service became popular. When the covid-19 situation is in good recovery, the consumer behavior has been changed from the old way of living. In a nutshell, this article is aimed to study factors that influence buying street food decisions in the new normal of consumers in Bangkok and to comprehend the understanding with consumer behavior, attitude, quality of street food, service quality of street food shop, and the buying decision. Business needs to change from responding to the old way of living to the new normal way. Therefore, the owners of street food business should apply the result of the study with the business plan and improve the marketing strategy under the covid-19 pandemic in order to perfectly respond to the changeable customer demand in New normal situation. Moreover, it would be great if public and private sectors apply the analyzed data to the plan preparing for the new worst case in the future.