JOSE RIZAL MEMORIAL STATE UNIVERSITY

The State University in Zamboanga del Norte

Main Campus, Dapitan City
CONSUMER BUYING BEHAVIOR AND PERCIEVED SANITARY
CONDITION OF STREET FOODS IN DAPITAN CITY

A Thesis Paper
Presented to the
Faculty of the College of Business Administration
JOSE RIZAL MEMORIAL STATE UNIVERSITY
The State University in Zamboanga del Norte
Main Campus, Dapitan City

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Tourism Management

Elian Jun Cobero

Ida Jaira T. Lumayaga
Rannie Lyn Catapan
Sheilla Mae A. Romano

MARCH 2022
 Republic of the Philippines
JOSE RIZAL MEMORIAL STATE UNIVERSITY
The State University in Zamboanga del Norte
Main Campus, Dapitan City

COLLEGE OF BUSINESS ADMINISTRATION

APPROVAL SHEET

This Thesis Paper entitled “Consumer Behavior and Perceived Sanitary Condition
of Street Foods in Dapitan City”, presented and submitted by Elian Jun B. Cobero, Ida
Jaira T. Lumayaga, Rannie Lyn Catapan, and Sheilla Mae A. Romano, in partial
fulfilment of the requirements for the Degree of Bachelor of Science in Tourism
Management has been examined, and is recommended for acceptance and approval for Oral
Defense.

LOVELLE P. PALLEGA, Ph. D (CAR)

Adviser

APPROVED BY THE PANEL OF EXAMINERS ON FINAL DEFENSE on

December 22, 2022 with the rating of PASSED.

PANEL OF EXAMINERS

JAN JACOB C. SOLON, DBA (CAR)

Chairperson

JANVEN A. GRANFON, CPA, DBA (CAR) APRIL R. JUMAWAN, DBA

Panel Member Panel Member

Accepted and approved in partial fulfilment of the requirements for the subject leading
to the Degree of Bachelor of Science in Tourism Management.

AMIEL B. ANDIAS, DPA, DBA

CBA Main, Associate Dean
 ACKNOWLEDGEMENT

The researchers would like to extend their sincere gratitude to everyone who assisted

them in finishing their research studies and who participated in their higher education.

First of all, I want to thank Almighty God for endowing me with the intellect to

comprehend and the love to trust that this research was still successful in spite of the

pandemic-caused crisis. For His unfathomable love and all the blessings He has bestowed

upon us for ensuring the safety of loved ones and for completing the studies without incident.

Second, we would like to thank our professor, Ms. Lovelle Pallega, who serves as a

research and thesis writing supervisor, for her support, tolerance, thought, and

recommendations. For the guidance that strengthened her concepts and ideas throughout the

research projects to improve our performance. Moreover, for her commitment to educating the

researchers, for her inspiration, endurance, wisdom, and unbiased advice.

Last but not least, thanks to our devoted parents for their unwavering support in all of

our pursuits. They owe us money, but more than anything else, they owe us gratitude for the

moral and emotional support they provided. We are extremely grateful for all of their work

and time.
 DEDICATION

This book is sincerely dedicated to everyone, but particularly to those who made

significant contributions to the success of this research study. For helping us in every way, our

parents. We also want to thank our schoolmates and friends for inspiring us. Prior to

everything else, they dedicate this endeavour to the All-Powerful Father in heaven in thanks

for His boundless love and concern.

 ABSTRACT

This study aimed to determine the behavioral factor that affects consumers in

purchasing street foods in the informal workplaces in Dapitan City. The study used descriptive

– quantitative research design. Researchers gathered one hundred-fifty (150) consumers who

purchase street food products. To interpret the data the researchers administered frequency

and percentage. The findings majority of the consumer of street foods in Dapitan City is

young adult female student belong to the poor family. Further, consumer’s attitude eats street

foods every week only considering the price. The study revealed that the consumer’s

motivation in buying street foods is hotdogs, barbeque, milk tea and fried chicken. The

findings revealed that the sanitary condition among street foods in Dapitan City is observed

and practiced. The study recommended that consumers should buy based on the income, street

foods vendors should also attend trainings and seminars on food hygiene and safety.

Government should strengthen accessibility on food safety and pests control and future

researchers may enhance the instruments concept and apply reliability and validity test.

Keywords: Street Food Vendors, Attitude, Motivation, Sanitary Condition

 Chapter 1

THE PROBLEM AND ITS SCOPE

Introduction

Street food vending is a form of informal employment (Sepadi & Nkosi, 2022) and

street food vendors play an important category of informal economy actors (Roever &

Skinner, 2019). The term street food refers to a ready-to-eat and minimally processed,

prepared, and/or sold meals. This is a low-cost eating alternative for people of different

socioeconomic backgrounds and occupations (World Health Organization, 2020). However,

customer face specific factors in consuming street food and their purchasing behavior can be

divided into several reasons, especially since foods being served are cheap but expose in

ambient pollutions and also the lack of health and hygiene knowledge of street food vendors

are among of the factors (Wong, Chan & Ngan, 2018). Additionally, street foods have been

implicated in outbreaks of different foodborne illnesses and food consumption is determined

by how hazards and benefits are seen, in which these beliefs are influenced by the rage and

pleasure associated with risk and reward (Boo, 2018), the reason also why customers are

always take on some level of risk when making a purchasing decision since they are seeking

into a variety of benefits (Nondzor, 2018).

Street food vending in Dapitan City is considered a marginal economic activity with

positive and negative externalities including food safety (Noomnual & Shendell, 2020). In

spite of that, street food vendors are more likely to experience the direct effects of outdoor
pollution, inclement weather (Ko Ko et al., 2020) and have generally poor food handling

practices as well as operating under unsanitary conditions (Lihua, Chen & Zhang 2019).

Moreover, food is essential for physical health, but it may also be a source of joy and concern

(Maskeliunas & Damasericious, 2018). Consumption of street food is both good and

detrimental; however, the risk and interest perceptions of the consumers are an effective way

to understand purchasing (Calopes et al., 2018). Therefore, further research is needed to

examine the characteristics and safety of street food, as well as the consumer behaviors related

to street food in developing economies.

On the other hand, there were only minimal studies done about street food vendors in

Dapitan City but not in understanding the factors to be considered and the behavior of the

consumers in purchasing street foods. So, researchers decided to conduct a study to assess the

behavioral factors of the consumers in buying street foods around the informal workplaces in

Dapitan City. Dapitan City is perfect as the research environment since it has plenty street

food vendors, and street food vending is one of the livelihood for survival for the community.

In this research, the study considers the diversity of consumers found in the different selected

informal workplaces around Dapitan City and aims to know their behavior such as their

perception of interests and factors in buying street food.

As per the aim of the study, only those consumers would be considered. Further, a

person who purchase perishable goods in the informal workplaces around Dapitan City is also

included in this study, whereas, street vendors are excluded. In summary, this paper explores

the behavioral factors to be considered by the consumers in purchasing street food around the

selected informal workplaces in Dapitan City. In addition, understanding of the factors about

street vendor's food safety practices and foodborne illnesses are also presented. The purpose
of this study is to quantify and analyze the potential behavior of a random consumer in

purchasing a product. Similarly, it also aims to investigate the food safety handling measures

taken by street food vendors. The choice of Dapitan City in the study would be justified

especially on the presented behavioral purchasing factors by most consumers. The findings of

this study would be helpful to aid in the emergence of occupational problems as well as the

buying intention encountered by the street food vendors; also the conclusions of the study will

include the appropriate related recommendations.

Theoretical/Conceptual Framework

This study was anchored on the consumer behavior theory by Schiffman & Kanuk

(1997). Consumer behavior theory may be change to have a better grasp of human behavior in

regards to purchasing and consuming food products and the influencing factors that makes

consumer indulge on such food products.

Schiffman & Kanuk (1997) define consumer behavior as the behavior that consumers

display in searching for, purchasing, using, evaluating, and disposing of products, services,

and ideas. Also, they elaborated on the definition by explaining that consumer behavior is,

therefore, the study of how individuals make decisions to spend their available resources. In

addition, it encompasses all the behaviors that consumers expect satisfaction of their needs.

According to Schiffman & Kanuk (1997), two different types of consumers can be

distinguished, namely personal and organizational consumers. Personal consumers purchase

products and services for personal or household use or as a gift to someone else. Personal

consumers, therefore, purchase for final consumption. Organizational consumers on the other

hand purchase products and services to run an organization, including profitable and non-
profitable organizations, government organizations and institutions.

Schiffman & Kanuk (1997), also state that consumer behavior is regarded as a

relatively new field of study with no historical body of research of its own. Understanding,

analyzing, and keeping track consumer behavior is critical for businesses. It incorporates ideas

from several sciences including psychology, biology, chemistry, and economics. Studying

consumer behavior is important because it helps marketers understand what influences

consumers’ buying decisions. By understanding how consumers decide on a product, they can

fill in the gap in the market and identify the products that are needed and the products that are

obsolete. .

Consumers indulge in mental processes. This notion is predicated on the consumer's

income. The Marshallian consumer behavior model illustrates how customers choose the most

satisfying meal for purchase. In addition to their wealth, other variables that influence their

shopping decisions include the flavor of the meal and the costs of similar things (Noemi,

2016).

The application of the consumer behavior theory is supported is used in consumer

behavior research that strives to give early insights into a study that attempts to uncover

behavioral predictors of a relatively novel notion. This kind of research is carried out by the

majority of academic institutions. As a result, it is an effective theoretical tool for research

projects that employ the descriptive study design. Because of this, consumer behavior theory

has been used to discover and define predictors at the early stage of the development of

conceptualizations such as "food purchasing" (Nurudeen, Lawal, & Ajayi, 2014), as well as
"genetically modified street food" consumption and marketing.

According to University of Minnesota (2015), consumer purchasing behavior is

influenced by various variables, including consumers' purchase choices are considered to be

affected by this factor. From a marketer's perspective, certain components of consumer

behavior that need to be examined include the reasons consumers make purchases, specific

variables that influence the patterns of consumer purchases, and an examination of the

changing elements within society, among others.

On the next page is the schematic diagram of the study shows the behavioral factors

that affects consumers in purchasing street foods in the informal workplaces in Dapitan City

within their age, gender, occupation and monthly income.

 Motivation

Attitude
SANITARY
CONDITION

Consumer’s Demographic Profile

 Figure 1. Schematic Diagram of the Study

Statement of the Problem

The study aimed in determining the behavioral factor that affects consumers in

purchasing street foods in the informal workplaces in Dapitan City such as attitudes,

motivation, and sanitary condition. Specifically, the study aims to answer the following

queries

1. What is the profile of the respondents in terms of:

1.1 Age;

1.2 Gender;

1.3 Occupation; and

1.4 Monthly Income?

2. What is the buying behavior of consumers of street foods in terms of:

2.1 attitude; and

2.2 motivations?

3. How do the consumers perceived the sanitary conditions of street foods in Dapitan

City?
 4. Is there a significant difference on the perceived sanitary conditions when analyzed

according to their age, gender, occupation, monthly income?

Significance of the Study

The findings of the study were expected to fill a gap in the literature and provide

beneficial information for academics and researchers regarding the occupational health

challenges encountered by the street vendors. Additionally, the following will benefit from

this:

Consumers. Through the study, consumer will consider what are the most behavioral

factors that affect their buying intention to purchase street foods. They can also regard the

occupational health factors performed by the street vendors like food safety handling measure,

hygiene as well as marketing strategy. They could acquire knowledge on how their preference

work over their satisfaction of needs especially in consuming street foods. This study will also

guide them in understanding the occupational hazards encountered by street vendors, the

health issues and in ensuring food safety.

Street Food Vendors. Based from the findings of the study, the issues on the

behavioral factors that affects their consumer's buying intentions on their product will be

properly addressed which also offer awareness and helpful information to them, who perform

a very risky role in selling essential and unique goods and services at relatively cheap prices
and convenience to consumers in informal places around Dapitan City. This will help them

aiding their current marketing strand and the unhygienic food sanitations they had performed.

Local Government Unit. This research will serves as awareness to the local

government unit to set adaptive and health support both for consumers and the street food

vendors. The findings of the study will provide a foundation for conceiving the business in a

manner that presents uncommon methods or approaches to the customer or target market.

They would impose occupational health benefits for both consumers and street food vendors,

in assisting them from factors that affect their safety in hazardous informal places for street

vendors, and food contamination for consumers.

Community. This study is to inform the community, particularly aspiring street food

vendors, about the key factors that influence consumer purchasing behavior when it comes to

street food. By understanding these factors, street food vendors can implement effective

marketing strategies and prioritize food safety measures to ensure the safety of their products

and retain loyal customers. This study serves as a reminder for street food vendors to adopt

beneficial practices in their business operations.

Future Researchers. This study will provide data to the future researchers who are

conducting related or similar researches that will be able to use the knowledge from this study.

To aid other studies, it will look into the reliability and consistency of these quantitative

methodologies. By extending upon the findings of the study, re-contextualizing the concepts

will help in improving theories and literatures. The findings and data presented in this study as

well as the methodology discussed will be revisited and expanded upon in further research.

Scope and Delimitation of the Study

 The first delimitation of this study is that there were only few researchers who

conducted similar studies with the same objectives, in which will give more difficulties for the

researchers to find claims and support for their findings. Second, there are theories that can be

use on street food vending context but mostly not in consumer behavioral factors which

prompted the researchers to use concept for the framework. Moreover, the geographical

border for conducting the study is also one of the delimitations in this research since the

chosen research environment is only Dapitan City and the extent of the participant sample size

is limited, which will be another constraint. In general, this study aims to know what are the

behavioral factor that affects consumer’s buying intention in purchasing street foods around

the informal workplaces in Dapitan City. The focus of this study is only on the consumer

behavior in terms of Attitude, Motivation, Sanitary Condition and Demographic Profile. The

respondents of the study are consumers which have various perceptions and different buying

factors in purchasing street food products. Moreover, the data collected on the bracket of these

consumers are only found at the selected informal workplaces.

Operational Definition of Terms

For clearer understanding of the words used, the terms are operationally defined.

Attitude. This refers on how often or frequent the consumer buys street foods. This is

also one of the behavioral factors that affect consumers in purchasing street foods in the

informal workplaces in Dapitan City in the study

Buying Intention. In this study, it defines the factors that the consumer will consider

in buying the product. It is a purchase intent performed by the consumers which they are

willing to purchase street food products and/or perishable goods with so much factors to be
considered.

Consumer Behavior. Through the study, it refers to the factor that affects consumer's

perception in purchasing street food product. An act taken by consumer's decision-making to

acquire and buy street food, considering the factors that affect their perception such as

personal factor, psychological factor and social factor.

Informal Workplaces. In this study, this refers to the selected areas around Dapitan

City where street food vendors sell. A place where they can change their compensation, hours

and work environments, unregulated, and is not considered as part of the formal labor market

economy. The informal workplaces in Dapitan City could be those places that are nearby with

establishments and attractions.

Motivation. This refers on how consumer persuades or influences to buy street foods .

This is also one of the behavioral factors that affects consumers in purchasing street foods in

the informal workplaces in Dapitan City in the study.

Occupational Health Challenges. Through the study, occupational health deals with

all aspects of physical and behavioral wellbeing of the street vendors in their workplace.

These challenges cause them health risk and hazard both in physical and behavioral health.

Sanitary Condition. This refers to how staff or the seller handles the food with

cleanliness and maintains hygiene in their business. This is also one of the behavioral factors

that affect consumers in purchasing street foods in the informal workplaces in Dapitan City in

the study.

Street Vendors. The study defines whoever sells perishable goods and services for
sale to the public without having a permanent built-up structure but with a temporary static

structure or mobile stall that are present in the informal workplaces in Dapitan City. These are

individuals who sell street foods that can be stationary and occupy space on public/private

areas.

Chapter 2

REVIEW OF RELATED LITERATURE

This chapter discusses different related literature and studies about consumer behavior

in choosing street food has become an increasingly important topic, as street food continues to

grow in popularity around the world. Numerous studies have been conducted in recent years

to examine the various aspects that influence consumer behavior in this context, including

demographic factors, cultural influences, and psychological factors such as attitudes and

motivations. In this review of the literature, we will examine the key findings from these

studies, with a focus on studies published between 2018 and the present.

Factors Affecting Consumer Behavior in Choosing Street Foods

Street food terminology defines food and beverages as either ready for direct

consumption or not and includes food that is ready-to-eat and food that is minimally
processed, prepared and/or sold by vendors and handlers (World Health Organization, 2020).

This is an inexpensive food for all workers of all socio-economic classes and occupations

(Tinker, 2018). Street food plays an increasingly important role in the food intake of

(Czarniecka-Skubina, Trafiałek, Wiatrowski & Głuchowski, 2018). Street food has been

historically popular especially in cities of third world and developing countries, for low and

middle wage-earning classes of people (Suneetha, Manjula &Depur, 2019) and it has become

a channel of food novelty (Gwiazdowski & Kowalczyk, 2019).

Demographic factors have been found to play an important role in shaping consumer

behavior in the street food context. For example, a study by Lee et al. (2019) found that age,

income, and education level were all significant predictors of street food consumption.

Similarly, a study by Kim and Jang (2018) found that younger consumers were more likely to

purchase street food than older consumers, and that consumers with higher incomes were also

more likely to choose street food as a dining option.

Cultural factors, such as the role of street food in local food culture, have also been

shown to be an important factor affecting consumer behavior. For example, a study by Lim et

al. (2020) found that consumers in countries with strong street food cultures, such as Thailand

and Vietnam, were more likely to consume street food on a regular basis. This highlights the

importance of understanding the cultural context in which street food is consumed, as this can

play a significant role in shaping consumer behavior.

Thus, demographic and cultural factors, psychological factors such as attitudes and

motivations have been found to play a key role in shaping consumer behavior in the street

food context. For instance, a study by Cho et al. (2018) found that consumers who held
positive attitudes towards street food were more likely to purchase street food, whereas those

with negative attitudes were less likely to do so. Similarly, a study by Park and Kim (2019)

found that consumer motivations, such as convenience and taste, were important predictors of

street food consumption.

In addition, Mak et al. (2018) found that factors that influence food tourism

consumption can be divided into five dimensions: symbolic, obligatory, contrast, extension,

and pleasure. Chang et al. (2021) found six attributes that affect tourists’ evaluation of their

dining experiences while traveling. These attributes are food culture, dining experience, food

variety and diversity, perception of the destination, service encounters, and tour guide

performance. Han and Ryu (2019) have also investigated the three physical environments of

restaurants: price perception, consumer satisfaction, artifacts. These studies have found that

the element artifacts exerts an important positive effect on predicating consumer price

perception and satisfaction. Kwun (2021) determined that the enhanced performance of food

service attributes, including service and product quality, menu, and facility, significantly

affects consumers’ perceived value, satisfaction, and attitude.

Han & Kim (2019) reported that satisfaction is the total evaluation of the purchase

situation that includes consumer's expectations regarding a product or service, and the level of

consumer's satisfaction increases if the product/service and its attributes are overfulfilled.

Consumer satisfaction is an important topic in marketing research because it leads to positive

behavioral outcomes in predicting consumer feelings, decision-making, and future intention

(Kim, 2018). Kuo et al. (2019) found that consumer satisfaction plays a significant role in the

mediation of perceived value and the future intention of mobile phone companies’ value-

added service quality. Zhao et al. (2018) studied mobile service’s consumer behavior and
identified three attributes of service quality: interaction, environmental, and outcome qualities.

The result showed that these attributes exert a positive effect on consumer satisfaction and

intention. Kim (2018) found that satisfaction plays an important mediating role that indicates

visitors’ behavioral intention.

Businesses attempt to identify trends in order to target the consumers most likely to

purchase their goods in the most cost-effective manner (Ukena and Ayodele, 2019).

Businesses often attempt to influence customer behavior by factors they can manage, such as

shop layout, music, product grouping and availability, price, and advertising (du Plessis, 2019)

while some affects may be brief and others may be long-lasting, several elements may

influence the behavior of customers, whether they persuade you to make a purchase, acquire

more items, or do nothing.

Pricing is regarded as one of the primary factors that has a significant effect on the

purchase intention of consumers when they acquire a product, this is due to the fact that the

prices charged by other food sellers to maintain fairness affect customer perception, which in

turn affects purchase intention (Omar, Juhdi, Ahmad, and Nazri, 2018) and it is possible that a

consumer's opinion that a product's price is either too high or too cheap would affect their

willingness to make a purchase of that product.

The psychological and cultural variables are among the first impressions customers

get of a business (Boo, 2017). It has been discovered to encourage consumers to purchase

(Githiri, 2018). In addition to anticipating the joy, pleasure, and exhilaration generated by the

favorable atmosphere of the street food operation, (Ivkov, Blesic, Stefanovic & Raljic, 2019)

customers see the condition behind the preparation area's import as the operation's most
visible front section (Bhakar, 2017).

Several studies on consumers buying behavior towards street food across many

countries, which support the purpose of this current study. According to Alimi (2019), street

food is a staple of most towns and cities in many developing nations. Due to its low cost,

accessibility, range of options, and convenience, street food has seen an increase in popularity

(Emmanuel Nondzor, 2019).This value for street food includes the reasonable cost customers

pay for the generous quantity, the quality food and service they get for the money they pay, as

well as the time and effort it takes to fetch the food from the streets (Alimi, 2019).

Musaiger (2019) study found the consumers behavior in buying street foods is based

on its quick, affordable, and handy, street food is seen as a less healthful eating option. Many

customers worry that eating too much street food might lead to heart disease, diabetes, and

obesity due to its high levels of fat, salt, and calories (Musaiger, 2019). Despite these

drawbacks, people feel happiness, joy, and excitement in eating street food because of the

favorable atmosphere of the street food operation (Musaiger, 2019).

Chang's (2018) study revealed that people buy food from street vendors for both

economic and psychological reasons. It's important to know that most people think of street

food as being cheap, easy to get, served quickly, and offering a wide range of food options

(Chang, 2018). Consumers, on the other hand, don't judge street food by how healthy it is or

isn't, but rather by how fancy it makes them feel. To do well and make money in such a

cutthroat business, street food vendors need to offer good, quick service, a delicious smell,

and low prices.

Tiwari and Verma (2018) found that the justifications for the growth of street food
vending are the lowest price, the ease in food preparation and the media promoted by the

brand owners. These factors must be associated with the perception of quality that consumers

develop through the variety of food, taste, environment and hygiene, speed of service, location

and parking, and these variables affect consumers’ choice of store.

Almeida et al. (2019) propose that such variables are also associated to the perception

of quality in street food trade. Brunso et al. (2021) complement the discussion with taste and

appearance, healthiness, convenience and processing as important food trade variables.

Regarding consumer perception, the literature specifically on street food is scarce and does

not clearly determine the antecedents of perceived quality (Brunso et al., 2021).

Rossi et al. (2018) state that consumers seek some reciprocity from the place where

they eat, expressed in the form of good service. This good service is represented by the

cleanliness, behavior, politeness and solicitude of the vendors. Rheinländer et al. (2018)

showed that, despite the general skeptical attitude towards the hygienic care of street vendors,

trust in a well-known vendor has been identified as a decisive factor in choosing a street food

location. Many consumers have stated that they usually buy street food from the same vendor,

with whom they have developed trust. Thus, consumers seem to face the dilemma of general

mistrust in food safety in the street food trade, establishing trust relationships with known

vendors.

Asiegbu et al. (2019) state that the purchase and consumption of food sold by street

vendors were accessibility, availability and convenience. Most consumers did not trust the

safety of food sold, but this did not affect their preference. Another interesting research is by

Stojanovic et al. (2020) show that products that look healthier are more likely to be chosen by
people accompanied by children, i.e. the presence of children influences the perception of

quality regarding the benefit related to the food purchased.

Attitudes as a Predictor of Consumer Behavior

Several studies have investigated the role of attitudes in predicting consumer behavior.

For example, a study by Kim et al. (2021) found that consumers' attitudes towards organic

food products are positively related to their purchase intentions. The study concluded that

consumers who have positive attitudes towards organic food are more likely to purchase

organic products.

Similarly, a study by Dang et al. (2019) found that consumers' attitudes towards luxury

brands are positively related to their purchase intentions. The study found that consumers who

have positive attitudes towards luxury brands are more likely to purchase luxury products.

Motivations as a Predictor of Consumer Behavior

In addition to attitudes, motivations also play a significant role in predicting consumer

behavior. A study by Li et al. (2020) found that consumers' motivations to purchase

environmentally friendly products are positively related to their purchase intentions. The study

concluded that consumers who are motivated to purchase environmentally friendly products

are more likely to purchase such products.

Another study by Lee et al. (2018) found that consumers' motivations to purchase

socially responsible products are positively related to their purchase intentions. The study

concluded that consumers who are motivated to purchase socially responsible products are

more likely to purchase such products.

Street Food Sanitary Condition

Street food is an alternative to delivering food to or near places with high traffic, such

as schools, parks, gardens, markets, avenues, office buildings, and tourist areas (Guigone,

2019). It allows vendors to implement a unique menu while using simplified techniques for

preparing meals and provides an alternative to homemade food (Calloni, 2019). Street food

includes practicality, saving time in the preparation of dishes, convenience, seasonality, lack

of restrictions, and low costs of entering the market as well as relatively low meal prices for

consumers (Lucan, Maroko, Burnol, Varona, Torrens, & Schechter, 2019). Moreover, they are

quick alternatives to restaurants, even during late hours after other food establishments are

closed. (Chukuezi, 2020). Street food usually represents local culture and traditions (Aluko,

Ojeremi, Olakele, & Ajidagba, 2019) and the menu is distinguished in each country by its

regional specificity (Chukuezi, 2020). Due to their locations on the street, the hygienic

conditions of preparing and selling food by street vendors are often unacceptable.

(Kolanowski, Trafiałek, Drosinos & Tzamalis, 2020).

Street food vendors are very often poor, uneducated, and unconcerned about the safe

handling of foods (Samapundo, Climat, Xhaferi & Devlieghere, 2019) and they could provide

neither proof of food safety training nor a valid license for street trading (Nawawee & Bakar,

2019). Street foods have been implicated in outbreaks of foodborne illnesses, in particular

Salmonella infections (Tomaszewska, Trafialek, Suebpongsang & Kolanowski, 2018), as well

as contamination with coliforms, bacterial contaminations, and other infections as a result of

transmission from vendors (Al Mamun, Rahman & Turin, 2018).

Due to the poor hygienic conditions and the lack of vendor awareness, foodborne
infections from street food occur in both developed and undeveloped places (Wardani,

Susandari & Wahyurini, 2018) this is associated with poor food safety knowledge and food

safety attitudes, as well as poor hygienic practices of food vendors, which in many cases are

associated with the lack of running water facilities, and exposure of utensils and foods to

insects and dirt (Cuprasitrut, Srisorrachatr & Malai, 2019). In a few cases, hygienic production

in street food facilities is not properly established or monitored by national food sanitation

groups (Khairuzzaman, Chowdhury, Zaman, Al Mamun & Bari, 2018)

Despite the food safety practices and requirements for street food in more advanced

developed countries (Xue & Zang, 2018), food-borne illnesses and related risks are

experiencing a rise (Centers of Disease Control and Prevention, 2020). This is due to

globalization, and a wide variety of ethnic and local foods from throughout the world being

sold by street food vendors (Gonzales, 2020).

Street food trade constitutes an alternative for family income (Basinski, 2019). Street

food trade has three characteristics, namely, it is cheap, convenient and easily obtainable

around cities, and it served in vans or kiosks usually located in commercial streets and at

festivals (Bellia et al., 2017). Whether it is because of its economic, social and cultural

importance, or because of public health implications, street food is a subject that is gaining

interest in the literature (Alimi, 2019) These studies have been developed covering the issues

of food storage and production conditions, customers’ perception, as well as the issue of

health threat related to the street food (Henderson, 2021).

Authors such as Benny-Ollivierra and Badrie (2018) and Franklin and Badrie (2019)

investigated the conditions of street food trade in open-air festivals, noting that merchants
often handle food and money resulting in low hygiene conditions. Some of the consumers

interviewed claimed to have had health problems because of the ingestion of these foods. The

perception of quality is a global concept and depends on the factors consumers use to perceive

and evaluate a service or product. Therefore, it is important to know the determining attributes

of this evaluation (Ibáñez Casanova, 2018). For Grunert (2020), quality is something

intangible that can be perceived before and after the purchase. In general, consumer’s feeling

in relation to the quality of the products is significant in indoor and outdoor food, the latter

being represented by street trade.

For Tinoco and Ribeiro (2018), the perception of quality, in general, results from the

comparison between customer expectations and perceived performance. The service,

organization of the sales point, cleanliness, safety to consume (in terms of healthiness), among

other aspects, are determinants of the perceived quality of food consumed away from home

(Tinoco & Ribeiro, 2018). Fontanillas et al. (2019) state that service is essential for the vitality

and perpetuation of the business and regardless of the product or service they seek, cosumer

form expectations regarding service quality. Santos et al. (2019) point out that food sold on

the street is not only a biological function but also a social one, since this consumption is a

moment of encounter and conversation of the individuals involved.

Grunert (2020) suggests the idea that in economic terms, healthiness is an invisible

quality, which means that it cannot be directly accessed by consumers. Instead, healthiness is

related to the quality of something but based on another quality indicator perceived by the

consumer. For Schnettler et al. (2019), the perception of healthiness in food consumption is

unconsciously associated with disease prevention and health improvement. According to

Chrysochou and Grunert (2021), well-being-related elements can positively affect consumer
assessments on product healthiness and stimulate purchasing.

According to Viana (2020), the perception about a product’s healthiness is inversely

associated to the risk perceived by the consumption of it. Parry et al. (2019) state that

perceived risk of domestic environments is lower than perceived risk of street food trade.

Thus, it is important to verify the risk conditions to reduce incidence of food poisoning, which

invariably reinforces the perception of healthiness. Santos et al. (2019), by analyzing the

profile of street food consumers, concluded that to improve the quality of street food, it is

necessary to educate consumers about choices for health.

On the other hand, more than one-third of tourism expenditures are spent on food

(Henderson, Yun, Poon, & Biwei, 2018). Food is a major component of a travel experience,

and it is a part of travel activities (Lai, 2020). Many tourists travel to seek food experiences

and for the purpose of eating local foods (Ab Karim & Chi, 2020). Henderson et al. (2018)

reported that street food is cooked or uncooked food that symbolizes the local people, society,

and culture. Street food tourism generally reflects the food of the traditional local culture and

offers consumer the chance to experience and understand the local way of life (Chavarria &

Phakdee-auksorn, 2018). Sum et al. (2018) investigated the hygiene knowledge and practices

of local street food vendors and confirmed that street food play a significant role as one of

tourist attractions.

The level of risk perception toward an object is related to a consumer's evaluating

behavior (Choi et al., 2018). The role of perceived risk has been identified as critically

influencing consumer behavior in diverse sectors, and it has been used to determine consumer

decision-making, as indicated in several studies (Casidy & Wymer, 2019). Choi et al. (2018)
examined the relationship among customer perceived risks and the benefits toward street food,

customer attitude, and intention outcomes. They found that the perceived risk dimension

influences the relationship between consumer attitude and behavioral intention. The concept

of perceived risk has been investigated because of its moderating role in previous studies, such

as that of Lai-Ming Tam (2012), which determined that low and high perceived risk groups

exhibit a significant relationship with customer post-purchase evaluation and loyalty. Casidy

and Wymer (2019) tested the relationship among satisfaction, loyalty, and willingness to pay

and the moderating role of perceived risk. The result showed that customers’ perceive risk

exerts significant positive effects as a moderator in the customer behavioral model.

Chapter 3

RESEARCH METHODOLOGY

This chapter explains the specifics, methodologies, and procedures that the researchers

utilized in the course of this investigation. It covers the respondents, the research locale, the

study design and instrument used the technique for collecting the data, and the analysis of the

results.

Research Design

The research design for investigating consumer buying behavior and perceived
sanitary condition of street foods in Dapitan City utilized a mixed-methods approach. This

approach involved both qualitative and quantitative methods to gain a comprehensive

understanding of the topic. Quantitative research methods, such as surveys and structured

questionnaires, were used to collect data on consumer buying behavior and their perception of

the sanitary conditions of street foods. The surveys were administered to a sample of the

population in Dapitan City to gather statistical data on the topics of interest. The data collected

was then analyzed using descriptive statistics, such as frequencies and percentages, to

understand the prevailing attitudes and behaviors of consumers towards street foods.

Qualitative research methods, such as focus in-depth interviews, were used to gain a deeper

understanding of the attitudes and perceptions of consumers towards street foods. These

methods provided valuable insights into the cultural and social factors that influenced

consumer behavior, as well as their perceptions of the sanitary conditions of street foods. A

mixed-methods approach also allowed for triangulation of data, where the results from the

qualitative and quantitative methods were compared and validated against each other,

providing a more comprehensive and robust understanding of the topic. It was noted that a

thorough ethical review and clearance process was undertaken before conducting the research,

and informed consent was obtained from all participants.

Research Environment

The research environment described in the statement was focused on four selected

urban barangays in Dapitan City, Philippines. These barangays, namely Barangay Bagting,

Barangay Dawo, Barangay Sta. Cruz, and Barangay Banonong, were chosen as the target

research environment due to their abundance of street vendors. These street vendors offered a

wide range of snacks and goods, including popular items such as banana cue, barbecue, fish
balls, balut, and tempura, among others. The researchers believed that the chosen environment

provided a suitable setting for conducting the study, given the diverse range of informal

vending activities taking place in each barangay. Thus, the four selected urban barangays in

Dapitan City served as an ideal research environment for exploring the vending culture and

practices in the area.

Research Respondents

The respondents of the study were randomly selected consumers who purchased street

food products at the informal workplaces in Dapitan City. Their views differed in perceiving

their thoughts about their behavioral factor and buying intention. The respondents for this

study were chosen in the area using a non-probability purposive sampling approach of the

study and incidental purposive sampling was also used to select participants. This was a non-

probability sampling method in which the researchers conducted a survey with various

consumers of the Dapitan community, handing out survey questionnaires to the first 150 target

respondents they encountered on the street. The non-probability sampling technique was

chosen for this study because of the size of the population who fell under such criteria.

Moreover, the first responders were picked based on their ability to make independent legal

decisions. Below is the table distribution of the research actual respondents.

Table 1. Respondents Distribution

SELECTED URBAN AREAS AROUND DAPITAN ACTUAL RESPONDENTS

CITY

Barangay Bagting 30

Barangay Dawo 30
 Barangay Lawaan 30

Barangay Sta. Cruz 30

Barangay Banonong 30

TOTAL 150

Research Instrument

The research instrument used by the researchers was derived from the study of Michal

Wiatrowski, M.; Czarniecka-Skubina, E.; Trafiałek, J. (2021) Consumer Eating Behavior

about the Food Safety of Street Food on consumers towards street on factors that influence the

consumption of street foods. The researchers adjusted and modified the instrument based on

the objectives of the study and chose the best statements from the gathered data that would

best serve in helping the researchers.

Moreover, the researchers consulted specialists to guarantee that the amended

questionnaire's validity and reliability, as well as the theoretical constructs directly related to

the primary themes of the study, were not compromised. Then, the first draft of the instrument

was sent to the researchers' advisor for revisions and input. Following that, the instrument was

updated to incorporate the feedback. After that, many parts of the instrument were restructured

and changed.

The questionnaire was divided into two sections that included the respondents' profile

and information on how they often bought street food. Age, gender, occupation, and monthly

income were just a few of the demographic details that were gathered for the respondent

profile. On the other hand, sentences were shortened for better comprehension and to prevent

misunderstanding in the second half, which dealt with attitudes, motivations, and sanitary
conditions while purchasing street food products. If respondents asked for any additional

clarifications, researchers also addressed those questions.

Validation of the Research Instrument

To support the validity of the instrument, the researchers selected experts with

experience in the field of educational research who gave their professional judgment about the

semantic and content of the scale addition, evaluation of the questionnaire's structure,

understanding of the items, and presentation of the format.

However, numerous procedures were performed: Validity: To support the validity of

the instrument, the researchers conducted a pilot test to verify if the questions were clear,

concise, and accurately measured what they aimed to measure. They also compared the results

of the questionnaire with other sources of information, such as observations and interviews, to

check for consistency.

Reliability: To test the reliability of the questionnaire, the researchers administered the

questionnaire to a large sample of participants, and then applied statistical techniques, such as

test-retest reliability, to gauge the consistency of responses. Furthermore, they utilized

Cronbach’s alpha to measure the internal consistency of the questions. If the reliability

coefficient was high, it indicated that the questionnaire was reliable.

Data Gathering Procedure

The research questionnaire was composed of the demographic information sheet of the
consumers, and a survey consisting of statements related to their behavioral factors. The

researchers independently collected the data for the study. The adopted survey questionnaire

was based on different sources related to the study. All questions were examined first to

validate before the dissemination process. Prior to the actual data collection, the researchers

submitted a formal permission letter to the Dean of the College of Business and

Administration. Following the conclusion of the title review, the data collection procedure

commenced.

After receiving approval, researchers made a letter of request as an agreement in order

to conduct the study in specific areas. The survey questionnaire was distributed by the

researchers to the respondents of the study through the dissemination process personally and

provided an informed consent agreement, which included the purpose of research, the

procedure to be followed, and the statement of confidentiality. The researchers made sure each

respondent fit the preset criteria and discussed the survey's objective. The researchers

conveyed critical facts about the study to the respondents so they could answer the survey,

knowing their responsibilities as respondents.

Then, the respondents proceeded to answer the survey questionnaire. Each respondent

had the right to decline and/or not complete the survey at any time, cancelling the survey

form. There was no need for a debriefing statement for the purposes of the study. The survey

was open to participants for a time period. The researchers asked the respondents to be

completely truthful in their views and gathered the data by having the respondents fill out

survey questionnaires while concealing their identities. After collecting all of the responses to
the survey from the participants, the researchers conferred with an in-house statistician for

help with validating, counting, tabulating, interpreting, and analyzing the data. The survey

questionnaire underwent a comprehensive check to ensure it was reliable and valid for the

findings of the research.

Statistical Tools

The statistical tool used to measure the problems in this study was descriptive statistics

and inferential statistics. Descriptive statistics was used to present the profile of the

respondents in terms of age, gender, occupation, and monthly income, as well as their buying

behavior in terms of attitudes and motivations. Also, inferential statistics was used, the chi-

square test was used to determine the significant difference in the perceived sanitary

conditions of street foods among different groups of respondents based on age, gender,

occupation, and monthly income.

Ethical Consideration

The study strictly adhered to ethical standards to ensure the protection of the

participants' privacy and well-being. Participation in the study was voluntary and all responses

were kept anonymous. Respondents were fully informed of the purpose and content of the

survey, and a consent form was provided for their review and signature. The researcher

complied with the Data Privacy Act and ensured the safe handling, storage, and protection of

all collected data. Respondents were also given the option to opt-out of the study and their

decision was respected. To prioritize the health and safety of the participants, the researcher

followed all necessary health protocols, including the use of face masks during data collection.

A drop-box approach was used to maintain the privacy of the participants' answers while also
adhering to safety measures. After completing the survey questionnaire, the participants could

drop it in a box provided by the researcher. By following these ethical considerations, the

researcher ensured that the confidentiality and well-being of the participants were respected.

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter is a critical component of the research, as it provides the result of the data

gathered as well as evidence for the validity of your conclusions with an organized and clear
written discussion, allowing the reader to easily follow your thought process and understand

the significance of your findings.

Respondents Profile

Table 2 below demonstrates that most of the respondents who purchased street foods

in informal workplaces in Dapitan City were between the ages of 18 to 25 years old (68.4%).

This result is in line with the findings of other studies that have shown that street food

consumption is common among young adults, especially in urban areas where there is a high

concentration of informal street food vendors (Leung & Fu, 2017; Mavroveli et al., 2018).

This result is also consistent with the findings of a study by Guo and colleagues (2018)

that explored the food consumption behaviors of young adults in China. The study found that

young adults between the ages of 18 to 30 years old were the most frequent street food

consumers, due to their high level of convenience and cost-effectiveness.

Furthermore, the study by Mavroveli et al. (2018) found that street food consumption

was positively associated with age, income, and education, suggesting that younger adults

with higher levels of income and education may be more likely to consume street foods in

informal workplaces.

Therefore, the result of the study that most of the respondents in Dapitan City who

purchased street foods in informal workplaces were young adults between the ages of 18 to 25

years old supports the findings of previous research, highlighting the importance of

considering the demographic profile of street food consumers when developing policies and

interventions to improve food safety and hygiene in informal food vending sites.

Table 2

Respondents Profile in terms of Age

 Age f   percentage
18-25 years old 134 68.4
26-30 years old 27 13.8
31-35 years old 12 6.1
36-40 years old 9 4.6
41-45 years old 8 4.1
46-50 years old 3 1.5
51years old and above 3 1.5
Total 196   100

Table 3 below demonstrates that majority of the respondents were female with 46.4%

while 42.9% were male and 10.7% identified as LGBTQ. This indicates that there is a mix of

gender representation among consumers of street food in the informal workplaces in Dapitan

City.

Related literature supports the idea that gender can play a role in food preferences and

purchasing behavior. According to a study by Cai et al. (2019), gender differences exist in

food choices, with men more likely to choose high-fat and high-protein foods and women

more likely to choose low-fat and low-calorie foods. Another study by Johnson and Taylor

(2017) found that men tend to prefer street food that is convenient, cheap, and filling while

women tend to prefer healthier options with a focus on quality and variety. These findings

suggest that gender can influence the preferences and decision-making of consumers when

purchasing street food. Therefore, the results of this study highlight the importance of

considering gender when studying consumer behavior in the street food market.

Table 3

Respondents Profile in terms of Gender

Gender f   percentage
Female 91 46.4
 Male 84 42.9
LGBTQ 21 10.7
Total 196   100

Table 4 below presents the majority of the respondents (74.5%) were students,

followed by government employees (16.3%) and private employees (3.6%). A small portion

of the respondents were self-employed (3.1%) and unemployed (2.6%).

The findings of this study support the literature on the demographics of street food

consumers in urban areas. Previous studies have shown that students, young adults, and low-

income individuals are the main consumers of street food in urban areas due to convenience,

affordability, and accessibility (Lee et al., 2018; Mahdavi & Memarian, 2019). Moreover,

street food is often considered a staple food for students who are in need of quick and

inexpensive meals, which can be seen as an economical alternative to expensive cafeteria food

(Lee et al., 2018).

The presence of government and private employees among the respondents of the

study suggests that street food is also popular among working individuals who are looking for

quick, convenient, and affordable food options during their break time (Mahdavi & Memarian,

2019). This supports the literature on street food as a popular food option for individuals with

busy lifestyles (Lee et al., 2018).

The results of this study highlight the importance of considering the demographic

profile of street food consumers when planning and implementing policies and interventions

aimed at improving the safety and quality of street food in the informal workplace. By

understanding the consumer profile, authorities and stakeholders can target their efforts
towards the most affected group, which in this case is students, government employees, and

private employees.

Table 4

Respondents Profile in terms of Occupation

Occupation f   percentage
Student 146 74.5
Government Employee 32 16.3
Private Employee 7 3.6
Self-Employed 6 3.1
Unemployed 5 2.6
Total 196   100

Table 5 below highlights the majority of the respondents (83%) have an income of

P9,520 and below. This suggests that street food is a more affordable option for these

consumers and may be their preferred choice for a quick and inexpensive meal while in

informal workplaces.

These results are in line with previous studies that have found that low-income

individuals are more likely to consume street food due to its low cost and convenience

(Brouwer et al., 2013). Another study by Pan and Lin (2018) found that the majority of street

food consumers in urban areas are low-income workers who are looking for affordable and

quick meals.

The presence of street food vendors in informal workplaces also supports the idea that

street food is a popular choice for low-income workers as it offers a convenient option for

lunch or a quick snack. These results suggest that street food is a significant source of food for

low-income individuals and its popularity among this demographic should be taken into
consideration by city planning and health departments in terms of its regulation and promotion

of safe and hygienic practices.

Therefore, the results of the study highlight the importance of street food for low-

income individuals and the need for regulatory and health policies that address the needs of

this demographic. Further research is needed to better understand the attitudes and motivations

of low-income consumers in purchasing street food, as well as the role of the environment and

social factors in their food choices.

Table 5

Respondents Profile in terms of Income

Income   Frequency (n) Percentage (%)
P9,520 and below 162 83
P9,520 and P19,040 18 9
P19,040 and P38,080 15 8
P38,080 and P66,040 1 1
P114,240 and 190,400 0 0
P190,400 up 0 0
Total   196 100

Consumers Attitudes in Buying Street Food Products

Table 6 below showed that 46.4% of consumers purchase street food once a week,

while 42.9% purchase 3-4 times a week and only 10.7% purchase street food everyday. This

result highlights that majority of the consumers are occasional buyers of street food. This is

consistent with previous studies that found that the frequency of purchasing street food is

influenced by various factors such as economic status, taste preference, and cultural influence

(Hassan & Yusof, 2013).

Attitudes towards street food also play a crucial role in determining the frequency of

purchase. For instance, some people may view street food as a convenient and affordable
option, while others may view it as unhealthy and unsanitary (Jin, Hwang, & Lee, 2017). The

result of this study indicates that the sanitary condition of street food vendors is an important

factor that affects the purchasing behavior of consumers.

In addition, the study supports the findings of other studies that have shown that

consumers’ attitudes towards street food are positively influenced by factors such as taste,

variety, and accessibility (Hussein & Yusof, 2015). Moreover, a study by Lü, Fan, & Wu

(2017) found that consumers’ motivation for purchasing street food is driven by the need for a

quick and convenient meal, as well as the desire for a unique and diverse dining experience.

Therefore, the results of this study contribute to the existing literature by highlighting

the importance of attitudes and motivations in the purchasing behavior of street food

consumers. This information can be useful for street food vendors to improve the quality and

safety of their products and to attract more customers.

Table 6

Consumers Attitude on Frequency of purchase street foods

How often do you purchase street foods? f   percentage

Everyday 21 10.7
Once a week 91 46.4
3-4 times a week 84 42.9
Once a month 0 0.0
Total 196   100
Table 7 below demonstrates that the primary reason for consumers eating street foods

in the informal workplaces in Dapitan City is the price, with 69.4% of the respondents

indicating this as the reason. The second most common reason is their own references, with

9.7% of respondents citing this as the reason. Family income is cited as the reason by 6.1% of

respondents, while the opinion of friends is cited by 10.7%. Hygiene and safety are only cited
as the reason by 2.6% of respondents, and the quality of service is only cited by 1.5% of

respondents.

The results of this study support the findings of previous research on the factors

affecting consumers' purchasing behavior of street foods. For example, a study by Lee and

Kim (2015) found that price was a major determinant of consumers' street food purchasing

behavior. Another study by Hossain et al. (2016) found that the quality of street food and the

level of hygiene and safety are important factors that influence consumers' decisions to

purchase street food.

Overall, the results of this study suggest that price is the primary factor affecting

consumers' purchasing behavior of street foods in the informal workplaces in Dapitan City.

This highlights the importance of considering price when developing marketing strategies for

street food vendors in the area. Additionally, the findings suggest that there is room for

improvement in terms of promoting the quality of service, hygiene and safety, and other

factors that can positively influence consumers' purchasing behavior of street foods.

Table 7

Consumers Attitude on Reasons for eating Street Foods

Reasons for eating Street Foods f   percentage

Price 136 69.4
Own References 19 9.7
 Family Income 12 6.1
Opinion of Friends 21 10.7
Hygiene and Safety 5 2.6
Quality of Service 3 1.5
Total 196   100

Motivation in Buying Street Foods

Table 8 below highlights the that the most common motivation for consumers to

purchase street foods in the informal workplaces in Dapitan City is hotdog, with 30.7% of the

respondents indicating this as their primary motivation. The second most common motivation

is tempura, with 23.3% of respondents citing this as their primary motivation. Fishball is the

primary motivation for 21.3% of respondents, while kikiam is the primary motivation for

24.7% of respondents.

These results are consistent with previous research on consumer motivations for

purchasing street foods. For example, a study by Lee and Kim (2015) found that convenience,

taste, and variety are the primary motivations for consumers to purchase street foods. Another

study by Hossain et al. (2016) found that the taste of street food, availability, and the social

aspect of eating street food are important motivators for consumers to purchase street food.

Overall, the results of this study suggest that taste and convenience are the primary

motivators for consumers to purchase street foods in the informal workplaces in Dapitan City.

This highlights the importance of focusing on taste and convenience when developing

marketing strategies for street food vendors in the area. Additionally, the findings suggest that

there is room for improvement in terms of promoting the social aspect of eating street food

and the availability of street foods, as these may also positively influence consumers'

purchasing behavior of street foods.

Table 8

Consumers Motivation in Buying Street Foods

Street Foods f percentage

Hotdog 86 30.7
Tempura 39 23.3
Fishball 36 21.3
Kikiam 35 24.7
Total 196 100

Table 9 below shows that the most common motivation for consumers to purchase

local foods in the informal workplaces in Dapitan City is barbeque, with 32.1% of the

respondents indicating this as their primary motivation. The second most common motivation

is balot, with 16.3% of respondents citing this as their primary motivation. The other local

foods that were cited as primary motivations by the respondents include banana que (14.8%),

camote que (11.2%), toron (12.2%), and ice cream (13.3%).

These results are consistent with previous research on consumer motivations for

purchasing local foods. For example, a study by Redzuan et al. (2017) found that the taste,

quality, and affordability of local foods are important factors that influence consumers to

purchase local foods. Another study by Islam et al. (2018) found that the cultural significance

of local foods, as well as the taste, quality, and price of local foods, are key motivators for

consumers to purchase local foods.

Overall, the results of this study suggest that taste and affordability are the primary

motivators for consumers to purchase local foods in the informal workplaces in Dapitan City.

This highlights the importance of focusing on taste and affordability when developing

marketing strategies for local food vendors in the area. Additionally, the findings suggest that
there may be room for improvement in terms of promoting the cultural significance of local

foods, as this may also positively influence consumers' purchasing behavior of local food.

Table 9

Consumers Motivation in Buying Local Foods

Local Foods f   percentage

Banana Que 29 14.8
Camote Que 22 11.2
Toron 24 12.2
Icecream 26 13.3
Barbeuque 63 32.1
Balot 32 16.3
Total 196   100

Table 10 below shows that the most common motivation for consumers to purchase

beverages in the informal workplaces in Dapitan City is milk tea, with 27.6% of the

respondents indicating this as their primary motivation. The second most common motivation

is coffee, with 17.9% of respondents citing this as their primary motivation. The other

beverages that were cited as primary motivations by the respondents include scramble

(10.7%), buko juice (10.7%), milk shake (12.8%), pineapple juice (10.7%), and calamansi

juice (9.7%).

These results are consistent with previous research on consumer motivations for

purchasing beverages. For example, a study by Suleiman et al. (2017) found that the taste,

quality, and affordability of beverages are important factors that influence consumers to

purchase beverages. Another study by Lim et al. (2018) found that the taste, convenience, and

health benefits of beverages are key motivators for consumers to purchase beverages.
 Overall, the results of this study suggest that taste is the primary motivator for

consumers to purchase beverages in the informal workplaces in Dapitan City. This highlights

the importance of focusing on taste when developing marketing strategies for beverage

vendors in the area. Additionally, the findings suggest that there may be room for

improvement in terms of promoting the convenience and health benefits of the beverages, as

these may also positively influence consumers' purchasing behavior of beverages.

Table 10

Consumers Motivation in Buying Beverages

Beverages f   percentage
Coffee 35 17.9
Milk Tea 54 27.6
Scramble 21 10.7
Buko Juice 21 10.7
Milk Shake 25 12.8
Pineapple Juice 21 10.7
Calamansi Juice 19 9.7
Total 196   100

Table 11 below showed that the most common motivation for consumers in buying

fried foods is fried chicken (33.2%) followed by French fries (19.4%).

In terms of literature, previous studies have also found that fried foods, especially

chicken, are popular street foods. A study conducted in Nigeria in 2015 found that fried

chicken was the most popular street food among consumers, with similar results seen in other

countries such as India and Brazil.

Additionally, a study of Redzuan et al. (2017) found that the convenience and

affordability of fried foods, combined with their taste and texture, make them a popular choice
among consumers. Consumers also associate fried foods with indulgence and treat foods,

which may contribute to their popularity.

Therefore, the result of the study supports previous findings that fried foods,

particularly fried chicken, are a popular street food item among consumers in Dapitan City.

Table 11

Consumers Motivation in Buying Fried Foods

Fried Foods f   percentage

Fried Chicken 65 33.2
Fried Isaw 22 11.2
Kwek Kwek 21 10.7
French Fries 38 19.4
Chicken Skin 34 17.3
Chicken Feet 16 8.2
Total 196   100

Sanitary Condition among Street Food in Dapitan City

Table 12 below depicts that the majority of consumers (77.0-85.7%) in Dapitan City

perceive the sanitary conditions of street foods to be appropriate. The findings show that the

staff have appropriate working clothes (74.5%), the production area of street food is hygienic

(77.0%), and there is a waste bin available for consumers in the area (85.7%). However, there

are some areas of improvement, as 30.1% of consumers reported the presence of food pests in

the area, and 28.6% of consumers reported that raw materials do not look fresh.

In literature, several studies have investigated the impact of food hygiene on consumer

behavior. According to a study by Domingo et al. (2017), the hygienic conditions of street

food stalls have a significant effect on consumer behavior, as consumers are more likely to
purchase street food from stalls that maintain high levels of hygiene. Additionally, a study by

Azuh et al. (2017) found that consumers place high importance on the hygienic conditions of

food production areas and the personal hygiene of food vendors, and these factors influence

their purchasing behavior.

These findings are consistent with the results of the current study, as a majority of

consumers in Dapitan City perceive the sanitary conditions of street food to be appropriate.

However, the findings also highlight the need for improvements in some areas, such as the

presence of food pests and the freshness of raw materials, which may influence consumers'

purchasing decisions.

Therefore, the study provides important insights into the perceptions of consumers

regarding the sanitary conditions of street foods in Dapitan City. The results suggest that

consumers place a high importance on the hygienic conditions of street foods and that this

factor significantly affects their purchasing behavior.

Table 12

Sanitary Condition among Street Food in Dapitan City

 Sanitary Condition Yes (%) No (%)

146 74.5 50 25.5

1. Do staff have appropriate working clothes?

151 77.0 45 23.0

2. Is the production area of the street food hygienic

168 85.7 28 14.3

3.  Is there a waste bin available of consumers in the area?

137 69.9 59 30.1

4.  Are they any food pests in the area?

150 76.5 46 23.5

5.  Are they any personal items of consumers in the area?

151 77.0 45 23.0

6.  Are raw materials stored in proper conditions?

152 77.6 44 22.4

7.  Are ready to eat products and waste stored properly?

157 80.1 39 19.9

8.   Are food tools clean and in good condition?

149 76.0 47 24.0

9.  Are there any authorized people in the production areas?

140 71.4 56 28.6

10.  Do the raw materials look fresh?

153 78.1 43 21.9

11.  Do workers handle packaging hygienically?

163 83.2 33 16.8

12.  Does staff have clean hands during work?

138 70.4 58 29.6

13.  Are the hands of any employee injuries protected?

45 23.0 151 77.0

14.  Does staff wear jewelry during work?

142 72.4 54 27.6

15.  Does staff protect their long hair?

137 69.9 59 30.1

16.  Does staff wash their hands properly and frequently?
 17.  Is the payment process properly separated from the 152 77.6 44 22.4
production?

18.  The staff wears and change disposable gloves frequently 157 80.1 39 19.9
enough?

19.  Do any staff have an illness that makes hygienic work 59 30.1 137 69.9
difficult?

20.  Does staff touch their face, hair, nose, or ears during food 57 29.1 139 70.9
production?

N=150
 Chapter 5

SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter shows the summary of the study, the findings based on the data gathered,

conclusion derived from the analysis of the data, and the recommendations to address

problems found and find solutions.

Summary Findings

1. The findings from the demographics suggest that the majority of street food consumers

in Dapitan City are young adults between 18 to 25 years old, with a mix of gender

representation and mainly students and government employees. The majority of the

respondents have a low income, highlighting the importance of considering the

demographic profile in developing policies for food safety and hygiene and addressing

the needs of low-income individuals.

2. The study found that 46.4% of consumers purchase street food once a week, 42.9%

purchase 3-4 times a week, and only 10.7% purchase street food every day. Price is the

primary reason for consumers eating street food in the informal workplaces in Dapitan

City (69.4%), followed by references (9.7%), family income (6.1%), and opinions of

friends (10.7%). Hygiene and safety are only cited as the reason by 2.6% of

respondents, and the quality of service is only cited by 1.5% of respondents. The most

common motivation for purchasing street food is hotdog (30.7%), followed by tempura

(23.3%), fishball (21.3%), and kikiam (24.7%). Taste and convenience are the primary

motivators for purchasing street food. The most common motivation for purchasing

local food is barbeque (32.1%), followed by balot (16.3%), and other local foods
 including banana que, camote que, toron, and ice cream. Taste and affordability are the

primary motivators for purchasing local food. The most common motivation for

purchasing beverages is milk tea (27.6%), followed by coffee (17.9%) and other

beverages including scramble, buko juice, milk shake, pineapple juice, and calamansi

juice. The primary motivator for purchasing beverages is taste.

3. A study of consumers in Dapitan City found that the majority (77.0-85.7%) of them

perceive the sanitary conditions of street food to be appropriate. This includes the staff

wearing appropriate clothing (74.5%), hygienic production areas (77.0%), and

availability of waste bins (85.7%). However, some areas for improvement were

identified, such as the presence of food pests (30.1%) and freshness of raw materials

(28.6%). The study aligns with previous research that highlights the importance of

food hygiene on consumer behavior and purchasing decisions. The results suggest that

consumers in Dapitan City place a high value on the hygienic conditions of street food

and it significantly impacts their purchasing behavior.

Conclusion

On the basis of a careful evaluation and analysis of the findings, the following

conclusions were drawn.

The research study conducted in Dapitan City has provided a comprehensive

understanding of the street food consumption behavior and the perception of sanitary

conditions among consumers. The results indicate that the majority of street food consumers

are young adults, who are mainly students and government employees with low income. This

demographic profile highlights the importance of considering their needs and developing
policies for food safety and hygiene that cater to their requirements. The study also found that

the primary reason for purchasing street food is its affordability, followed by taste and

convenience. However, the results also show that consumers place a high value on the

hygienic conditions of street food, which significantly impacts their purchasing behavior.

Despite the majority of consumers perceiving the sanitary conditions of street food to

be appropriate, there are some areas of improvement identified, such as the presence of food

pests and the freshness of raw materials. The results of the study align with previous research

that highlights the importance of food hygiene on consumer behavior and purchasing

decisions. The results emphasize the need to address these areas of improvement in order to

maintain high levels of hygiene and safety in street food production areas.

Therefore, the research study in Dapitan City provides valuable insights into the street

food consumption behavior and perception of sanitary conditions among consumers. The

findings highlight the importance of considering the demographic profile of street food

consumers in developing policies for food safety and hygiene and the need to address the

needs of low-income individuals. The study also emphasizes the crucial role of food hygiene

in consumer behavior and purchasing decisions, suggesting that consumers place a high value

on the hygienic conditions of street food.

Recommendations
 In this section based on the results of the study, the following research

recommendations are made:

1. Develop policies and initiatives that cater to the needs of the young adult demographic

in Dapitan City, specifically those with low income, to promote food safety and

hygiene.

2. Implement educational campaigns to raise awareness about the importance of food

hygiene and safety and to inform consumers about what to look for when purchasing

street food.

3. Conduct regular inspections and monitoring of street food stalls to ensure that they

meet the standards of food hygiene and safety.

4. Encourage street food vendors to improve their food production areas and to provide

waste bins for customers.

5. Provide training and education to street food vendors to improve their understanding

of food hygiene and safety practices.

6. Promote the use of fresh and high-quality raw materials to ensure the safety and

quality of street food.

7. Encourage the use of pest control measures to minimize the presence of food pests in

street food areas.

8. Consider the tastes and preferences of consumers when developing policies and

initiatives related to street food.

9. Foster a culture of food safety and hygiene in Dapitan City to promote the health and

well-being of its residents.

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 APPENDIX A

Transmittal Letter
Republic of the Philippines
JOSE RIZAL MEMORIAL STATE UNIVERSITY
The premier University in Zamboanga Del Norte
Main Campus, Dapitan City
 COLLEGE OF BUSINESS ADMINISTRATION

December 19, 2022

Dear Respondents:
Good Day!
The undersigned are students of Jose Rizal Memorial State University – Main Campus,
Dapitan City taking up Bachelor of Science in Financial Tourism Management presently
conducting a research entitled, “Consumer Behavior in Buying Street Food Products in
Dapitan City” as a requirement for the completion of our program.
We are humbly asking for your cooperation and patience in answering our survey
questionnaire. Your answers will be highly appreciated. Thank you so much and God Bless.
Truly yours,

Sincerely,

ELIAN JUN COBERO SHEILLA MAE ROMANO

Researchers Researchers

IDA JAIRA LUMYAGA RANNIE LYN CATAPAN

Researchers Researchers

Noted by:

LOVELLE P. PALLEGA, Ph. D (CAR)

Thesis Adviser

APPENDIX A

Transmittal Letter
Republic of the Philippines
JOSE RIZAL MEMORIAL STATE UNIVERSITY
The premier University in Zamboanga Del Norte
Main Campus, Dapitan City
 COLLEGE OF BUSINESS ADMINISTRATION

December 19, 2022

Dear Respondents:
Good Day!
The undersigned are students of Jose Rizal Memorial State University – Main Campus,
Dapitan City taking up Bachelor of Science in Financial Tourism Management presently
conducting a research entitled, “Consumer Behavior in Buying Street Food Products in
Dapitan City” as a requirement for the completion of our program.
We are humbly asking for your cooperation and patience in answering our survey
questionnaire. Your answers will be highly appreciated. Thank you so much and God Bless.
Truly yours,

Sincerely,

ELIAN JUN COBERO SHEILLA MAE ROMANO

Researchers Researchers

IDA JAIRA LUMYAGA RANNIE LYN CATAPAN

Researchers Researchers

Noted by:

LOVELLE P. PALLEGA, Ph. D (CAR)

Thesis Adviser

APPENDIX B
Questionnaire

Republic of the Philippines

JOSE RIZAL MEMORIAL STATE UNIVERSITY
The premier University in Zamboanga Del Norte
Main Campus, Dapitan City
 COLLEGE OF BUSINESS ADMINISTRATION

A SURVEY INSTRUMENT ON CONSUMER BEHAVIOR OF BUYING STREET

FOOD PRODUCTS IN DAPITAN CITY
(Survey Questionnaire)

A semi-modified questionnaire was used based from the study of the Chang, Chu and
Shahril (2020) on consumer's perceptions towards street foods and also from Steyn,
Labadarios and Nel (2011) on factors which influence the consumption of street foods. The
statements presented in this instrument were modified.

This questionnaire asks you to provide feedback about your perception as a consumer
of a street food towards the behavioral factors that affects your buying intention which has
indicated on the label below.

We take your feedback very seriously and frequently make changes and improvements
towards consumer behavior based on the responses we receive. Please indicate how much you
agree with each of the following statements by marking the appropriate box for each question.

I.PROFILE OF THE RESPONDENTS

Direction: Put a check that describes you or provide the data asked for. Please do not
leave the information blank.

Name :____________________________(Optional) : Gender ___Female___Male ___Others

Age: Occupation/ Employment: Monthly Income:

[ ] 18 – 25 years old [ ] Unemployed [ ] Less than PHP 9,520
[ ] 26 – 30 years old [ ] Student [ ] Between PHP 9,520 and
II. CONSUMER’S BEHAVIOR

Direction: Below are list of statements dealing with your general views about the
behavioral factor that affects your buying decision and intention in purchasing street food
products as a consumer. Please indicate how you strongly agree and disagree with each
statement. Put a check (/) on the column using the rating scale below.

MOTIVATION

1. PLEASE CHECK THE TYPES OF FROZEN FOODS

STREET FOOD THAT YOU EAT.  HOTDOG
 TEMPURA
 FISHBALL
 KIKIAM
LOCAL FOODS
 BANANA QUE
 CAMOTE QUE
 TORON
 BALOT
 ICE CREAM
 BARBEQUE
BEVERAGES
 COFFEE
 MILK TEA
 SCRAMBLE
 BUKO JUICE
 MILK SHAKE
 KALAMANSI JUICE
 PINEAPPLE JUICE
FRIED FOODS
  FRIED CHICKEN
 FRIED ISAW
 KWEK-KWEK
 FRENCH FRIES
 CHICKEN FEET
 CHICKEN SKIN
ATTITUDE
2. HOW OFTEN DO YOU  EVERYDAY
PURCHASE STREET FOOD?
 ONCE A WEEK
 3 – 4 TIMES A WEEK
 ONCE A MONTH
3. REASONS FOR EATING STREEY  PRICE
FOOD PRODUCTS.
 OWN PREFRENCES
 FAMILY INCOME
 OPINION OF FRIENDS
 HYGIENE AND SAFETY
 QUALITY OF SERVICES

SANITARY CONDITION

4. DOES STAFF HAVE  YES

APPROPRIATE WORKING
 NO
CLOTHES?
5. IS THE PRODUCTION AREA OF  YES
THE STREET FOOD HYGIENIC
 NO

6. IS THERE A WASTE BIN  YES

AVAILABLE OF CONSUMERS IN
 NO
THE AREA?
7. ARE THEY ANY FOOD PESTS IN  YES
THE AREA?
 NO

8. ARE THEY ANY PERSONAL  YES

ITEMS OF CONSUMERS IN THE
AREA?  NO

9. ARE RAW MATERIALS STORED  YES

IN PROPER CONDITIONS?
 NO

10. ARE READY TO EAT PRODUCTS  YES

AND WASTE STORED PROPERLY?
 NO

11. ARE FOOD TOOLS CLEAN AND  YES

IN GOOD CONDITION?
 NO

12. ARE THERE ANY AUTHORIZED  YES

PEOPLE IN THE PRODUCTION
 NO
AREAS?
13. DO THE RAW MATERIALS  YES
LOOK FRESH?
 NO

14. DO WORKERS HANDLE  YES

PACKAGING HYGIENICALLY?
 NO

15. DOES STAFF HAVE CLEAN  YES

HANDS DURING WORK?
 NO

16. ARE THE HANDS OF ANY  YES

EMPLOYEE INJURIES PROTECTED?
 NO

17. DOES STAFF WEAR JEWELRY  YES

DURING WORK?
 NO

18. DOES STAFF PROTECT THEIR  YES

LONG HAIR?
 NO

19. DOES STAFF WASH THEIR  YES

HANDS PROPERLY AND
 NO
FREQUENTLY?
20. IS THE PAYMENT PROCESS  YES
 PROPERLY SEPARATED FROM THE
PRODUCTION?  NO

21. THE STAFF WEAR AND  YES

CHANGE DISPOSABLE GLOVES
 NO
FREQUENTLY ENOUGH?
22. DO ANY STAFF HAVE AN  YES
ILNESS THAT MAKES HYGIENIC
 NO
WORK DIFFICULT?

23. DOES STAFF TOUCH THEIR  YES

FACE, HAIR, NOSE, OR EARS
DURING FOOD PRODUCTION?  NO

CURRICULUM VITAE

Personal Information

Name: Elian Jun B. Cobero

Date of Birth: July 18, 2000

Address: P3 Proper Langcangan, Oroquieta City Mis. Occ.

Educational Background

Tertiary : Jose Rizal Memorial State University

BS Tourism Management
Gov. Sta. Cruz, Guading Adasa St, Dapitan City, Zamboanga
del Norte
(3rd Year College)
SHS : Misamis Occidental National High School
Accountancy, Business & Management
Gov. A. Bernad St, Oroquieta City, Misamis Occidental
(S.Y 2017-2019)

Secondary : Misamis Occidental National High School

Gov. A. Bernad St, Oroquieta City, Misamis Occidental
(S.Y 2013-2017)

Primary : Langcangan Central Integrated School

Purok 6 Proper Langcangan Oroquieta City
(S.Y 2017-2013)

Relevant Work Experience

- No Related Experience

Trainings and Seminars Attended

August 30, 2022 Orientation on the Cruise Line Training Programs of Astoria-
ACHI
Via Zoom

July – August 2022 Front Office

Astoria Current Boracay

September 2, 2021 Aviation Management Seminar

Cebu City via Zoom

June – July 2021 Industry Immersion

Online Workshop
Dapitan City

February 18, 2021 Enhanced New Generation Currency (eNGC)

Zamboanga Branch via Zoom

February – March 2019 On-the-Job Trainee

City Local Civil Registrar’s Office
Oroquieta City

March 22, 2018 Commission on Population and Development Facilitators

 Training
MONHS, Oroquieta City

Personal Information

Name: Ida Jaira T. Lumayaga

Date of Birth: March 4, 2001

Address: Purok-1 Eastern Poblacion Lopez Jaena Mis. Occ.

Educational Background

Tertiary : Jose Rizal Memorial State University

BS Tourism Management

Gov. Sta. Cruz, Guading Adasa St, Dapitan City, Zambo. del
Norte
 (College Level)

SHS : Saint Francis Xavier High School

(GAS) GENERAL ACADEMIC STRAND

(S.Y 2017-2019)

Secondary : Saint Francis Xavier High School

Western Poblacion Lopez Jaena, Misamis Occidental

(S.Y 2013-2017)

Primary : Lopez Jaena Central Elementary School

(S.Y: 2017-2013)

Relevant Work Experience

- No Relevant Work Experience

Trainings and Seminars Attended

August 30, 2022 Orientation on the Cruise Line Training Programs of Astoria-
ACHI
Via Zoom

July – August 2022 Front Office

Astoria Current Boracay

Personal Information

Name: Rannie Lyn A. Catapan

Date of Birth: March 24, 2001

Address: Purok-1 Fatima, Liloy Zamboanga Del Norte

Educational Background

Tertiary : Jose Rizal Memorial State University

Gov. Sta. Cruz, Guading Adasa St, Dapitan City, Zambo. del
Norte
(College Level)
SHS : Saint Vincent College INC.
(ABM) Accountancy, Business & Management
Dipolog City, Zamboanga Del Norte
(S.Y 2017-2019)

Secondary : Liloy National High School

Liloy Zamboanga del Norte
(S.Y 2013-2017)

Primary : Liloy Central School

Liloy, Zamboanga Del Norte
(S.Y: 2017-2013)

Relevant Work Experience

- No Relevant Work Experience

Trainings and Seminars Attended

- No Trainings & Seminars Attended

Personal Information

Name: Sheilla Mae A. Romano

Date of Birth: October 30, 2000

Address: Purok-1 Punta Sulong, Baliangao Mis. Occ.

Educational Background

Tertiary : Jose Rizal Memorial State University

Gov. Sta. Cruz, Guading Adasa St, Dapitan City, Zambo. del
Norte
(College Level)
SHS : College of Communication Information & Technology
Don Bernardo, Calamba Misamis Occidental
(S.Y 2017-2019)

Secondary : Roque L. Su Memorial National High School

Mabini Baliangao Misamis Occidental
(S.Y: 2013-2017)

Primary : Upper Bicutan Elementary School

Upper Bicutan Taguig City
(S.Y: 2017-2013)

Relevant Work Experience

- No Relevant Work Experience

Trainings and Seminars Attended

- Front Office Management NC II