1

CHAPTER 1

INTRODUCTION

Rationale

Consumers' interest in purchasing a good or service always depends on their

willingness to do so and their financial capacity to do so, and it is influenced by
psychological factors, personal factors, cultural factors, social factors, family members,
economic factors, social media, and other factors. In addition, Consumer decision-making
involves determining needs, gathering information, weighing options, choosing products, and
engaging in actions afterward. Consequently, choices can be made before, during, and
following the acquisition of a good or service. (Trivikram, 2016).

The other street food sellers close to the school campus may ignore areas of research
and gaps in the body of literature, since junk food predominates on the street food scene,
therefore this study can be useful in identifying those. The most energizing and richest in fat
and carbohydrates were breadrolls (Sousa et al., 2019). Meat, fish, and liver casseroles were
the foods with the most protein. Burgers had the highest concentration of these
micronutrients, while bread rolls had the lowest. The highest sodium/potassium ratio was
found in dishes with cooked liver (11.95). The foods that had the most trans fatty acids were
fried snacks (Sousa et al., 2019).

According to Hammer (2019), It is impossible to go hungry in the Philippines due to

Filipinos’ constant love affair with food. Practically everywhere you look there are street
food vendors: outside of schools, next to churches, on street corners, inside bus or jeep
terminals, etc. People from all walks of life enjoy them, but those on a strict budget find them
to be especially appealing. Street food is extremely inexpensive. Trying out affordable and
delectable Filipino food is a fantastic experience.

Many studies have explored the factors affecting the purchase decision of street food
consumers. Researchers have studied the relationship between purchase decisions and
purchase behavior. They have frequently examined the impact of these factors, but they have
not sufficiently investigated the level of these factors. In addition, these studies focus on
respondents around their area. There has not been a study that dealt with the factors affecting
the purchase decision in street food of the people living in brgy. Tibal-og, specifically the
grade 12 ABM students of Sto. Tomas National High School. Therefore, this study aims to
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explore the factors that affect the consumers’ purchase decision of street foods Brgy. Tibal-
og. This study can be beneficial by investigating overlookedareas of study and gaps in the
literature,This study offers opportunities for thetheorotical and empirical advancement of the
sciences while also highlighting untapped research areas and knowledge gaps.

The purpose of this study is to determine the level of the factors that affects the
purchase decision in street food of grade 12 ABM students. The study's findings will assist
street food food vendors and other related organizations in Brgy. Tibal-og in better
understanding when customers buy street food and what they are most concerned about. At
the same time, it may spark street food vendors to pay more attention to street food
production, whether it is healthy, how to attract customers, how to satisfy unique customer
needs, and how to diversify products. What details should be considered when selling street
food, such as whether street food vendors should wear clean clothes or be friendly with
customers.

Research Objectives

This study was primarily concerned with the factors affecting the purchase decision in
street food of grade 12 ABM students.

Specifically, this research determined the following:

Level of factors affecting the purchase decision in street food of Grade 12 ABM
students in terms of:
1.1 Product
1.2 Price
1.3 Place
1.4 Vendor characteristics
1.5 Lifestyle
1.6 References
1.7 Consumption Behavior
1.8 Cultural
1.9 Hedonic Value
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Theoretical Framework

Choice theory was developed by Dr.William Glasser (1998). It provides an internal

motivation-based explanation for human behavior. Every action we take and every life is
behavior, according to Glasser (1998). The choice theory asserts that the behaviors we choose
are essential to our existence. Our choices are influenced by five needs that are genetically
predetermined: survival, love and belonging, freedom, fun, and power. We choose behavior
in an effort to satisfy one or more of the five basic human needs that are built into our genetic
structure. Food, clothing, shelter, breathing space, security for oneself, sex, and bearing
children are all necessities for survival. Four basic psychological needs exist belonging,
connection, and love; power, significance, and competence; freedom and autonomy; and fun
and learning. An understanding of these needs, as well as the other major Choice Theory
components (basic needs, quality world, perceived world, comparing place, and total
behavior system), can help us create and maintain happier, more fulfilling relationships with
the people who matter most in our lives.

Substitution Effect and Income Effect Consumption is impacted by shifting relative

income and price levels according to the substitution effect. When a change in finances
happens, a consumer may substitute more expensive things for others that are more
affordable or moderately priced. The income effect describes the influence of more
purchasing power on consumption. The change in consumer spending that results from
income is known as the income effect. This indicates that customers will typically increase
their spending if their income rises, while they may decrease their spending if their income
declines (Kelly, R. & Reeves, M., 2019). Hence, this theory is anchored to the study because
it stated that customers’ spending depends on their income.

Consumer Behavior Theories is the study of people, groups, or organizations, as well

as all behaviors connected to the acquisition, consumption, and disposal of goods and
services. An interdisciplinary social science, it combines concepts from several different
fields, including marketing, sociology, social anthropology, anthropology, and behavioral
economics. It looks at how preferences, attitudes, and emotions impact purchasing decisions.
(Engel, J. F., Blackwell, R. D., & Miniard, P. W., 1995)

Hence, these theories are anchored to our study as it proves that there are factors affecting
consumers’ purchase decisions.
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Review of Related Literature

Street foods, also known as street-vended foods, are made and/or sold by vendors in public
areas such as streets and plazas for consumption either right away or at a later time. It is
convenient and relatively inexpensive, comes in a wide range of variations, and is well-liked
across nations and cultures. (Anelich, 2014; Kurtz, 2022)

Since street food stands are considered micro-businesses, individuals can start their
own stands with very little capital. A lot of street food stalls can be found in almost any place
in the Philippines. People can find it outside the school, outside the church, in the park, as
well as on sidewalks. Filipinos enjoy eating street food as it is delicious and affordable. They
prefer eating street food since it is readily available whenever they want and wherever they
are. Street food is affordable because the cooks have low operating and maintenance costs.
Additionally, consuming street foods can help those vendors in providing for their families.
In the long run, they might also be able to regain their expenses (Look Upgrade, 2019;
Benjamin, 2019)

Street food has become a significant food, particularly in Filipino cuisine. Individuals
or families typically own and operate street food businesses, but the benefits spread
throughout the local economy. In addition, it is cheap, convenient, and a fun way to learn and
understand a nation’s culture. (Tee, 2022; Benjamin 2019). There are countless options for
street food tours in the Philippines. A typical Filipino diet consists of three large meals and
several snacks throughout the day. The Philippines has a wide variety of street snacks. Some
popular Filipino street foods are barbeque, isaw, kwek-kwek, okoy, betamax, adidas,
calamare, tenga, day old chick, pares, iskrambol, sorbetes, bopis, chicken skin, and fish ball/
squid ball. (Fontilla, 2021)

Food travelers know that a lot of the best food finds can be found, not in the fanciest
establishments, but on the streets instead. Street food has turned into a significant food
category on its own, particularly in Filipino traditional food. It's inexpensive, handy, and a
fantastic way to learn about a nation's culture. There are countless options for street food
tours in the Philippines. Filipino street food, like most of its cuisine, is primarily the result of
hardship. As a colonial country, using expensive and high-quality meats was prohibitively
expensive and impossible to obtain, therefore less desired and more affordable parts of the
animal had to be used instead. These pieces have been transformed into some of the most
 5

delicious and reasonably priced bites of food, which is a testament to the adaptability and
creativity of the Filipino people. (Tee, 2022)

Consumers' interest in purchasing a good or service always depends on their

willingness to do so and their financial capacity to do so, and it is influenced by
psychological factors, personal factors, cultural factors, social factors, family members,
economic factors, social media, and other factors. In addition, Consumer decision-making
involves determining needs, gathering information, weighing options, choosing products, and
engaging in actions afterward. Consequently, choices can be made before, during, and
following the acquisition of a good or service. (Trivikram, 2016).

One of a person's basic needs is food. It gives them the energy and nourishment they
require for healthy development, strength, and productive work. The food choice of an
individual is affected by factors such as product, price, place, vendor characteristics, lifestyle,
preferences, consumer behavior, culture, and hedonic value. (Ji, 2019)

A. Product Factors

Dan Gartlan (2019), In order to continue attracting your target audience, you need to keep
up with the wants and needs of customers. This can be a real challenge if you don’t
understand the factors that influence consumer purchasing decisions. Those factors are a lot
different than what they used to be, which means that the customer journey has changed a lot
as well.

B. Price

According to A. Liu and Niyongira (2017), pricing affects consumer behavior;

specifically, more price-sensitive customers perceive that safe food is more expensive; as a
result, price-sensitive people occasionally buy just safe food.

C. Place

There is extensive literature on the relationship between retail locations and transportation
(Lin, Chen, & Liang, 2018). The location of retail stores has become more complicated than
in the past due to the diversification of retail types in urban areas. Simultaneously, with
increased urbanization and greater accessibility in various regions, transportation has
emerged as a critical issue influencing store location.one issue is that there are street meals
and canteen foods at the market, but only the canteen foods are available and can be seen or
 6

selected. As a result, educators and policymakers have become concerned about the impact of
transportation on retail sites (Lin et al., 2018).

D. Vendor Characteristics

According to Chokenukul, Sukhabot, and Rinthaisong (2018), consumers' purchase

decisions are influenced by their previous experience with the food, which can be perceived
by sensory organs. Return customers are likely if the seller offers a good experience for the
consumer. Service quality dimensions include service personnel's speed and efficiency,
friendliness, and willingness to assist (Han & Hyun, 2017). Personal hygiene of street sellers,
as well as the area in which food is produced, will be critical to food cleanliness, according to
Trafialek, Drosinos, and Kolanowski (2017). Although some street food vendors are aware of
personal hygiene, they are unaware of crucial components of personal hygiene, such as
cleaning food surfaces and maintaining the temperature at their stands and what food is
cooked.

E. Lifestyle

Lifestyle refers to a person's way of living in the world while leading their own life.
Every individual has a distinct way of life that is reflected in their activities, hobbies, and
point of view. Activities include a person's job, pastimes, shopping, athletic endeavors,
and social engagements. Interest includes things like eating, dressing up, having a family,
and having fun. Opinions concern the individual's social issues and commercial
endeavors. A person's lifestyle produces a unique product, and he also purchases a
lifestyle. Businesses can profit from consumer lifestyle research. Lifestyle influences
customers' purchasing decisions on a personal basis. (Kotler, 2017)

F. References

Before purchasing food, consumers will seek food information through various
channels in order to make a purchasing decision. Consumers can use various sources
during the search process, such as people, documents, books, or magazines. As a result,
customers' decision-making is somewhat influenced by the information source for food.
Additionally, family members generally influence each other's purchasing decisions, and
family members must make decisions together. (Chokenukul et al., 2018)

G. Consumption Behavior
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Consumer purchasing consumption behavior is the behavior and decision-making of

customers who purchase goods and services for their own use (Qazzafi, 2020). Consumer
purchasing consumption behavior is typically influenced by (a) individual factors (such as
age, income, education, occupation, lifestyle, gender, and marital status); (b)
psychological factors (such as motivation, perception, learning, and attitude and belief);
(c) cultural and social factors (such as family, reference groups, roles, and status); and (d)
economic factors (such as individual and family income, consumer credit, savings, and
liquid assets). (Qazzafi, 2020)

H. Cultural

Every culture in the world has a specific place for street food. It frequently depicts
what locals typically consume on a daily basis because it is often some of the most
affordable, delectable food in an area. As a result, it serves as a fantastic illustration of
regionally preferred flavor profiles. Street food can also reveal a lot about the culture and
values of the region if we pay close attention to what we're consuming. (Jacob, 2021)

Learning about a culture through food is a fascinating process because, once someone
starts to inquire about things like how something is made, what ingredients are used, or
why something is called a certain way, the answers they receive go beyond merely
enhancing their knowledge of cooking. These responses demonstrate how a culture's
perspective on life can be learned through its food. Ultimately, we can argue that food
serves metaphorically as a method of communication that enables us to generate, manage,
and communicate meanings with others. Food and how other people view it can be used
as a tool to investigate culture, habits, rituals, and traditions. (Sibal, 2020)

I. Hedonic value

Discovery and Entertainment Benefits (DEB) and Satisfaction Derived (SD) were
discovered to be positively relevant in affecting consumer happiness/purchase delight,
businesses should concentrate on balancing these elements of customers' consumption
experiences. Customers firmly believe that pursuing happiness is essential to their
purchasing experiences, so businesses are increasingly looking for ways to make their
customers happier, particularly through their consumption behavior. (Agarwal et. al,
2021)
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Ji Xu’s (2019) study “Factors Affecting the Consumers’ Purchase Decision in Street
Foods of Bangkok”, this study aims to learn about the elements that influence consumers'
purchases of street food in Bangkok. The information was gathered from 397 people who
purchased street food in Bangkok. IOC (Item Objective Congruence) was utilized by the
author to analyze the consistency between questions and objectives, while Cronbach's Alpha
was used to measure reliability for each of the nine independent variables. The author utilized
binary logistic regression to evaluate the key independent variables and binary logistic
regression to investigate each independent variable in further depth. The author also
employed cross-tabulation to explore and illustrate the relationship between respondents'
demographic information and their buy decision, as well as the association between
respondents' purchase behavior and their purchase decision. The hypothesis testing results
revealed that, for the main independent variables, price, location, and vendor features were
significant factors influencing consumers' purchasing decisions of street food in Bangkok.
"Taste good", "Smell good", "Hygienic", "Cheap price", "Service quality", "Vendor-buyer
relationship", "Busy lifestyle/busy day (need something quick on the run)", "Personal
recommendations (friends & families)", "It's only available in certain areas (local cultural
food)", "Have fun eating street food" were significant factors influencing consumers'
purchase decisions of street food in Bangkok. Regarding the biographic information, the
cross-tabulation analysis showed that the females were more likely to enjoy buying street
food in Bangkok and most of the respondents were students. For the purchase behavior, most
of the respondents purchase street food sometimes on dinner time, and most of them purchase
street food when they are busy and spent about 51-100 Bath per time.

Jelison’s (2018) study “Factors Positively Affecting Purchase Behavior of Coffee

Consumers in Wattana District in Bangkok”.The author investigated the positive effects of
perceived attractiveness, such as brand, service quality, environmental protection, perceived
health concerns, perceived hedonic values, and subjective norms, on consumer purchasing
behavior along the coffee packaging in Wattana District, Bangkok, Thailand. The author
discovered that packaging, brand, and sensory attraction had positive effects on perceived
hedonic value using descriptive statistical analysis and multiple regression analysis.
Furthermore, perceived health problems had a positive effect on subjective norms but had no
effect on environmental protection. Furthermore, it has been discovered that perceived
hedonic value has a positive impact on consumer purchases. However, service quality and
subjective norms have no effect on consumer purchasing behavior.
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Significance of the Study

The purpose of this study is to provide useful information on the factors affecting the
purchase decisions of s consumers of street foods in Brgy. Tibal-og and its relevance to the
following.

STREET FOOD VENDORS. The result of this study will help street food vendors in
adjusting to what the customers prefer. It could be an aid in order for them to improve the
quality of their foods and services. It will help them attract more customers and gain more
profit to provide for the need of their families.

FUTURE STREET FOOD VENDORS. This study will benefit future street food vendors.
The result of this study will help them in improving their service quality even before starting.
The gathered data will serve as a guide for them to attract more customers and gain more
profit..

CUSTOMERS. The result of this study can help street food vendors in improving their
quality of service and food. The data collected from this study can help vendors satisfy their
customers. This will help the customers have a better experience in eating street foods.

Scope and Delimitation

The respondents in this study were Grade 12 ABM students at Sto, which is one of the
study’s limitations. National High School of Tomas. Only ABM grade 12 students at STNHS
who consume street food would be the subject of this investigation. There would be no
inclusion of students who do not belong in the Grade 12 ABM strand. Students in ABM in
grade 12 who abstain from eating street food are likewise excluded from the study.

Definition of Terms

For a better understanding of this study, the following terms were defined in the
context of this research.

Factors affecting. It influences them or causes them to change in some way.

Purchase decision. The thought process that leads a consumer from identifying a need,
generating options, and choosing a specific product and brand
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Street food. Prepared or cooked food sold by vendors in a street or other public location for
immediate consumption.
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CHAPTER II

METHODOLOGY

This section explains how the research will be conducted. Chapter 2 contains the
research design, research locale, unit of analysis, sampling procedure, variables and
measures, research instrument, data collection, data analysis, and ethical consideration
Research Design

The researchers would utilize a quantitative approach to conduct the study because this
research involves gathering and analyzing numerical data. The process of gathering and
interpreting numerical data is known as quantitative research. It can be used to identify
patterns and averages, formulate hypotheses, examine causality, and extrapolate findings to
larger populations. In addition, this research design is a technique for learning about a
specific group of people known as a sample population. Moreover, quantitative research
employs scientific inquiry and relies on data that is observed or measured to investigate
questions about the sample population. (Bhandari, 2020)

Furthermore, the descriptive approach would be employed. The goal of descriptive

research is to precisely and methodically describe a population, circumstance, or phenomena.
It can respond to inquiries about what, where, when, and how, but not why. Descriptive study
is suitable when the purpose of the study is to identify traits, frequencies, trends, and
classifications (McCombes, 2022). Additionally, the sampling design to be used in
conducting the research will be random sampling.

Quantitative research is an appropriate design to be used for the reason that the study
deals with numerical data in gathering and analyzing the information needed. The descriptive
approach will be employed to identify and describe the factor affecting consumers' purchase
decisions.

Research Locale

This quantitative study about the factors affecting the consumers’ purchase decisions
of street foods would be conducted on the Sto. Tomas National High School, Brgy. Tibal-og,
Sto. Tomas, Davao del Norte as this was, where the respondents’ school.
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The figure shown

above is the location of Sto. Tomas National High School.

Research Respondents

The respondents of the study the Grade 12 ABM students of Sto. Tomas National
High School and would be chosen through simple random sampling. They are a potential
consumer of street foods. They are selected as the respondents as they can describe and
provide the needed information for this study.

Sampling Procedure

In order to determine the sample size, the researchers would use the solving formula
to calculate the sample size. The population size of Grade 12 ABM students of Sto.Tomas
National High School is 107. Then, setting the margin of error to 5%.

n=N/(1+Ne2)

This study would include eighty-four respondents from the grade 12 ABM students of
Sto. Tomas National High School. The researchers would chose the respondents through
random sampling. In simple random sampling, the respondents are randomly selected subset
of the population. Each person in the population has an exactly equal probability of getting
chosen. (Thomas, 2022)
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Research Instrument

The researchers would use a structured survey questionnaire retrieved from the study
entitled “Factors Affecting Consumers’ Purchase Decisions of Street Food in Bangkok” by
Xu Ji (2019) to attain the information needed. By using this method, the researchers can
gather close-ended data and obtain the required information needed for the study. Due to the
vast number of participants and the ease of question analysis, questionnaires have the
capacity to acquire a lot of information in a reasonable period of time while also saving time.
Additionally, the questions are standardized so that they are asked uniformly by everyone.

Data Gathering Procedure

The gathering of information will be in survey questionnaires through offline paper

formats. The survey will be done to the grade 12 ABM students of Sto. Tomas National High
School. Permission from the principal and the research subject teacher will be sought before
conducting the study. After seeking the approval of the authorities to conduct the study, the
researchers will proceed in seeking the approval of the respondents. Then, the researchers
will proceed with explaining the objectives of the study, general information about the
research, and how the participants are protected. The researchers will distribute the survey
form to the respondents. After that, the researchers will retrieve the survey forms for further
analysis.

Data Analysis

The researchers will use descriptive analysis to analyze the level of each factor that
affects the purchase decision of Grade 12 ABM Students of Sto. Tomas National High
School in Street Foods. According to Bhandari (2022), descriptive statistics are used to
summarize and organize data set features. A data set is a collection of responses or
observations from a subset or the complete population. Descriptive statistics have three types,
frequency distribution, the measure of central tendency, and measures of variability.

Statistical Treatment:

Frequency and percentage. to define and evaluate the demographic profile of the
respondents (grade 12 ABM students)
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Mean. to interpret the survey participants' responses.

The data will be separated into ten (10) tables by the researchers based on the
problems indicated in the questionnaire. Table 1 is intended to provide information about the
respondents’ demographic profile which includes gender, age, how often they purchase street
food, the time they usually purchase street food, type of street food they mostly purchase, and
the type of situation they want to purchase street food. The data will be evaluated by dividing
the frequency by the total number of results and multiplying by 100 to obtain a percentage of
each data.

Concerning the second part of the questionnaire which consists of the factors that
affect the purchase decision in street food of grade 12 ABM students, the data will be
presented in tables 3-11 in terms of product, price, place, vendor characteristics, lifestyle,
references, consumption behavior, cultural, and hedonic value. The data will then be
examined by calculating the weighted mean by multiplying the data set numbers by the
weights, adding the results, and selecting each verbal interpretation of the data based on the
level of scores obtained by the researchers for each indicator.

To arrive at the definite interpretation of findings, the researchers score and mean
ranges for the scale:

Scale Ranges Qualitative Descriptive Interpretation

Description

4.20 - 5.00 Very High ABM students strongly agree to the given
statement
3.40 - 4.19 High ABM students agree to the given statement

2.60 – 3.39 Moderate ABM students neither agree or disagree to the

given statement
1.80 – 2.59 Low ABM students disagree to the given statement

1.00 – 1.79 Very Low ABM students strongly disagree to the given
statement
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Ethical Consideration

According to Resnik (2020), adhering to ethical norms in research is important

because it promotes research goals such as knowledge, truth, and avoidance. of blunders
Trust, accountability, mutual respect, and fairness are just a few of the values that ethical
standards promote. Ethical standards help to ensure that researchers can be held accountable
to the public while also building public support for research. Finally, research norms promote
a variety of other important moral and social values, such as social responsibility, human
rights, and animal welfare.
This study's ethical considerations include anonymity and confidentiality, the
principle of non-maleficence, the moral principle of beneficence, and intellectual property.
Ethical Consideration 1. Confidentiality and anonymity. The identities of participants in a
study should not be made public. Personal identifying information such as names, phone
numbers, and e-mail addresses will not be collected by the researchers. IP addresses, physical
characteristics, photos, and videos are all examples of data. This is done not only to honor
their response but also to protect their personal information.

Ethical Consideration 2. Non-maleficence principle. The researchers' responsibility should

be to benefit participants while also taking proactive steps to prevent and eliminate harm.
Non-maleficence serves as a gentle reminder that the most important consideration when
performing a task is to do no harm. Nobody will be forced to do anything they don't want to
do. Discrimination will not be tolerated for the remainder of the year.

Ethical Consideration 3. Beneficence is a moral principle. An obligation to act in the best

interests of others. Participants are treated ethically, and efforts are made to ensure their well-
being in addition to respecting and protecting their choices.

Ethical Consideration 4. Consideration of Intellectual property rights. The knowledge and

output produced by intellectual activity. The researchers will make certain that the survey
respondents are acknowledged as the authors of their responses.

Ethical Consideration 5. Participation is entirely voluntary. Without any pressure, all

research participants are free to choose whether or not to participate. Every participant has
the option to withdraw from the study at any time without feeling obligated to do so.
 16

Ethical Consideration 6. Consent after being informed. Respondents must sign a consent
form before participating in the research so that they can participate freely and be fully
informed. Before the survey, the researchers will provide each participant with informed
consent to read and sign. Before the survey, the objectives of the research, general
information about the research, respondents' rights, and how they will be protected will be
articulated orally and in writing so that respondents fully understand these. Participants have
the option to decline participation in the study. The researchers will be grateful to their study
participants on a regular basis.
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CHAPTER III

RESULTS

This chapter contains a detailed presentation and discussion of data analysis and the
results of this study. The findings are presented under the following major headings: product;
price; place; vendor characteristics; lifestyle; references; consumption behavior; cultural; and
hedonic value.

Findings of the Study

Level of Factors

Mean
4.5
4
3.5
3
2.5
2
Mean
1.5
1
0.5
0
ct e cs es r l
ice ac le
vio ra alu
e
o du Pr Pl r isti esty enc a ltu V
r te Lif r h Cu ic
P ac fe Be on
r Re n d
ha pti
o
He
orC m
u
nd ns
Ve Co

Figure1. Level of Factors

Figure 1 shows the mean scores of each factor. The table demonstrates that, hedonic value

had the highest mean score of 4.393, which interpreted as high level or the students agree that

the given factors affects their purchase decision in street foods. On the other hand references

got the lowest mean score of 3.454 which is interpreted as high or the students agree that the

given factors affects their purchase decision in street foods.

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Level of Indicators in Each Factors

Product

Mean
4
3.9
3.8
3.7
3.6
Mean
3.5
3.4
3.3
3.2
3.1
Taste goods
Looks appealing
Smell good
Hygienic
Varieties

Figure2. Product

The mean scores of the product's indicators were displayed in Table 2. According to

the statistics presented above, among the five indicators, "tastes good" had the highest mean

score of 3.98, which may be interpreted as a high level of student agreement with the stated

factor. Hygiene, on the other hand, had the lowest mean of 3.42, which the grade 12 ABM

students described as high or in agreement with the given.

 19

Price

Mean

4
3.5
3
2.5
Mean
2
1.5
1
0.5
0
Cheap price
Reasonable price

Figure3. Price

The weighted mean of the price indicators is displayed in Table 3. Both indicators—cheap

price and reasonable pricing—got the same mean of 3.86, which is considered high or

indicates that the grade 12 ABM students agree with the stated factor.
 20

Place

Mean
4

3.95

3.9
Mean
3.85

3.8

3.75

3.7
convenient
available
accessible

Figure4 Place

The weighted mean of the place indicators is displayed in Table 4. Out of the three

variables, Available had the highest mean of 3.98, which corresponds to a high level of

agreement with the stated proposition among grade 12 ABM students. Convenience, on the

other hand, had the lowest mean, 3.80, which the grade 12 ABM students described as high

or indicating that they agreed with the statement.

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Vendor Characteristics

Mean

3.85
3.8
3.75
3.7
3.65 Series 1
3.6
3.55
3.5
3.45
3.4
Service quality
Vendor buyer relationship

Figure5 Vendor Characteristics

The weighted mean of the vendor characteristic indicators is shown in Table 5. The

table demonstrates that, of the two indicators, service quality received the highest mean of

3.81, indicating that it is high or that the grade 12 ABM students agree with the given

statement. Vendor-buyer relations received a mean of 3.54, indicating that it is also high or

that the grade 12 ABM students agree with the stated factor.
 22

Lifestyle

Mean

3.5
3
2.5
2 Mean

1.5
1
0.5
0

Busy lifestyle/ busy day

Easy life

Figure6. Lifestyle

The table above displays the lifestyle indicators. The weighted means of the two

indicators, busy lifestyle and easy living, only differ by 0.02 points. A busy lifestyle has a

weighted mean of 3.50, while an easy lifestyle has a weighted mean of 3. 52. Both are

characterized as high or the ABM students in grade 12 agree with the statement.
 23

References

Mean
3.8
3.7
3.6
3.5
3.4 Mean
3.3
3.2
3.1
3
2.9
Social media reference (Facebook, IG, Line, etc.)
Online recommendations (bloggers, etc.)
Personal recommendations (friends & families)

Figure7 References

Table 7 displays the weighted mean of the indicators of references. Based on the table

above, among the three indicators, personal recommendations (friends & families) got the

highest mean of 3.71 which describes as high or the grade 12 ABM students agree to the

given factor. Online recommendations (bloggers, etc.) got the lowest mean of 3.21 which

describes as moderate or the grade 12 ABM students neither agree nor disagree to the given

factor.
 24

Consumption Behavior

Mean

3.68
3.66
3.64
3.62
3.6 Mean
3.58
3.56
3.54
3.52
3.5
Can taste many things in one
meal
Can have food any time we want

Figure8. Consumption Behaviour

The weighted mean of the consumption behavior indicators is shown in Table 8.

According to the table above, each of the two indicators, can taste many things in one meal

and can have food whenever we want, received 3.57 and 3.68, indicating that both of the

indicators have a descriptive equivalent of high. This means the grade 12 ABM students

agree with the given factor.

 25

Cultural

Mean

3.73
3.72
3.71
3.7
3.69
3.68
3.67 Mean
3.66
3.65
3.64
3.63
It’s only available in certain
areas (local cultural food
You get to experience/ learn
some cultural from interacting
(asking/talking) with street
vendors

Figure9. Cultural

Table 9 displays the weighted mean of the indicators of the cultural. Based on the

table above, among the two indicators, you get to experience/ learn some cultural from

interacting (asking/talking) with street vendors got the highest mean of 3.73 which describes

as high or the grade 12 ABM students agree to the given factor.

 26

Hedonic Value

Mean

5
4
Mean
3
2
1
0

Have fun eating street food

Table 10. Hedonic Value

Table 10 shows the indicator of the hedonic value. The indicator “have fun eating
street food” got a weighted mean of 4.39 which interprets as very high or the grade 12 ABM
students strongly agree to the given factor.
 27

CHAPTER IV

DISCUSSION

This chapter contains a summary of the key findings of the study "Factors Affecting
Consumers' Purchase Decisions of Street Food in Bangkok" as well as discussions on the
study and potential future research. Three sections will make up this chapter: findings of the
study, conclusion, and recommendation.

Discussion

For the nine indicators (including product, price, place, vendor characteristics,
lifestyle, references, consumption behavior, cultural, and hedonic value), the results of the
descriptive analysis revealed that hedonic value has the highest and most significant impact
with an overall descriptive equivalent of very high. Followed by place (3.900), price (3.857),
product (3.710), cultural (3.696), vendor characteristics (3.673), consumption behavior
(3.625), lifestyle (3.512), references (3.454). This indicates that grade 12 ABM students’
decisions to buy street food are significantly influenced by product, price, place, vendor
characteristics, lifestyle, references, consumption behavior, and cultural.

The findings are supported by the concept of Trivikram, (2016), he stipulated that
consumers' interest in purchasing a good or service always depends on their willingness to do
so and their financial capacity to do so, and it is influenced by psychological factors, personal
factors, cultural factors, social factors, family members, economic factors, social media, and
other factors. In addition, Consumer decision-making involves determining needs, gathering
information, weighing options, choosing products, and engaging in actions afterward.
Consequently, choices can be made before, during, and following the acquisition of a good or
service.

Among the nine indicators, hedonic value has the greatest influence. This means that
having fun while eating has a direct and great impact towards customers purchase decision.
 28

Supported by Agarwal et. al, 2021, he stated that customers firmly believe that pursuing
happiness is essential to their purchasing experiences, so businesses are increasingly looking
for ways to make their customers happier, particularly through their consumption behavior.

The indicators price, place, and vendor characteristics coincides with the study
“Factors Affecting Consumers’ Purchase Decisions of Street Food in Bangkok” by Xu
(2019), the results of his study revealed that price, place and vendor characteristics have a
significant effect to the purchase decision in street food of the consumers in Bangkok.
Additionally, the indicator references is supported by Chokenukul et al. (2018) research, his
results show that before consumers purchase food, they will also search for food information
through various channels so as to make a purchase decision. During the search process,
consumers can use various sources, such as people, documents, books or magazines.

Moreover, the indicator lifestyle according to Kotler (2017), describes how a person
interacts with the outside world while leading their own life. Each person has a unique way of
living that is reflected in their interests, pastimes, and beliefs. A person's way of life creates a
distinctive product, and he also buys a way of life. Research into consumer lifestyles can be
useful to businesses. Customers' individual purchasing decisions are influenced by their way
of life. Furthermore, the indicator cultural is supported by Chakraborty (2017), she stipulated
in individuals purchasing decision-making is slightly influenced by cultural influences. Each
person interacts with a variety of social and cultural influences on a daily basis, which means
that the general cultural environment in which they are born, raised, and live can have an
indirect or direct impact on the kinds of goods and services they choose to utilize.

Lastly, Hawkins and Mothersbaugh (2013) proposed that the theory of consumer
consumption behavior holds that both external (such as family members) and internal (such
as mood and attitude) influencing factors stimulate demand, influence consumers' decision-
making processes, and ultimately influence their purchase of goods. In addition, indicator
product, Kim and Eves (2012) assert that food's taste, appearance, and variety serve as the
foundation for luring clients to make purchases. When people buy food, hygienic conditions
will also be a key factor in addition to taste and quality.
 29

Conclusion

The study comes to the conclusion that the variables influencing the purchase
decisions of grade 12 ABM students at Sto. School of Street Foods at Tomas National High
are product, price, place, vendor characteristics, lifestyle, references, consumption
behavior, cultural, and hedonic value.

Recommendation

The study demonstrates that product, price, place, vendor characteristics, lifestyle,
references, consumption behavior, cultural, and hedonic value factors significantly influence
the grade 12 ABM students' decision to buy street food. Based on the result, the researchers
recommend that vendors should not just focus if their customers are enjoying or having fun
while eating, as this indicator has the highest overall mean among the others. The other
indications, however, must also be taken into account because they equally contribute to the
overall influence to the purchase decision in street food of grade 12 ABM students.

The respondents in this survey are the grade 12 ABM students of Sto. Tomas National
High School. Sto. Tomas National High School is the only location covered by this study, so
the findings may not applicable to other areas. However, the author suggests conducting
comparison study for other respondents under the topic of this article in the future because it's
possible that they may have different perspectives on street food.

Since the questionnaires were collected in August 2018, the research does not account
for changes in society, policy, or the market that occurred after that date. The findings of this
study may not be applicable to other restaurants or retail establishments in Brgy. Tibal-og.
The result of this study are only exclusive to street food in Brgy. Tibal-og.

Due to how the questionnaire for this research was distributed, the majority of
respondents are young adults between the ages of 17- 18 and above, hence the study's
findings might not be applicable to adults with income and old people aged over 60. In order
to better reflect the actual age structure of street food consumers in Brgy. Tibal-og, future
studies to increase the proportion of respondents to adults with income and old people aged
over 60 is advised. Another recommendation for future research is to broaden the study's
 30

focus from Brgy. Tibal-og to the whole Sto. Tomas area, in order to determine whether Brgy.
Tibal-og situation would apply to all of Sto. Tomas.

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