INTRODUCTION

To the distinguished members of the research panel, Dean Nino

G. Bolano, Dr. Herminia B. Gomez and Dr. Edna M. Nava, good
morning!
I am Catherine M. Escalada, Marjun L. Galagate and Ronn
Laurence C. Togonon, and we will be presenting our research
entitled “CONSUMERS BEHAVIOR IN BUYING STREET
FOODS”.
This is a study in which all of us can relate with since we all
love eating street foods.
To start with -----
CONSUMERS BEHAVIOR IN
BUYING STREET FOODS

CATHERINE C. ESCALADA
MARJUN L. GALAGATE
RONN LAURENCE C. TOGONON
 STATEMENT OF THE PROBLEM

 The main purpose of the study is to study,

how people in Roxas City choose to
purchase street foods. The findings of the
study may also help people who wants to
start a street food business and become an
entrepreneur on street foods in Roxas City.
 STATEMENT OF THE PROBLEM
 Definitely, it sought to answer the following
questions:
1.What is the profile of the respondents in
terms of age, sex and family monthly income?
2.What is the extent of the respondents’
perception as to street food buying behavior in
terms of personal, cultural, social,
psychological and economic factors?
 STATEMENT OF THE PROBLEM
 Definitely, it sought to answer the following
questions:
3. Is there significant difference in the
perception of the respondent’s street food
buying behavior when grouped according to
their profile?
 THEORETICAL FRAMEWORK

This study was anchored on the Street

Food and Urban Informality of Roy (2005)
that explains that “Food vending is an
example of urban informality, where vendors
operate outside formal regulations and
contribute to the livelihood of marginalized
populations.
 THEORETICAL FRAMEWORK

It was further anchored on Putnam, R.

D. (2000) theory on “Social Capital Theory”
which explains that food vendors build social
capital by creating spaces for social
interactions and community building, leading
to trust and reciprocity among consumers.
 THEORETICAL FRAMEWORK
The consumer behavior theory of
Schiffman & Kanuk was also used in this study
because the consumer's money is the foundation
for this idea. In fact, the Marshallian consumer
behavior model demonstrates how consumers
decide which meal will satisfy them the most.
The flavor of the meal and the prices of
comparable items are two other factors that
affect the purchasing choices of the consumers.
 THEORETICAL FRAMEWORK
However, the monopolistic nature of fast
food businesses, particularly those with
"aggressive" marketing strategies that hinder
consumers' ability to make thoughtful decisions
and encourage impulsive buying, has an impact
on this rationality. Customers' cultural
orientation influences how they behave in other
marketplaces to the extent that they are not
isolated from their own cultures (Noemi, 2016).
 THEORETICAL FRAMEWORK
In particular, consumer behavior theory
may be modified to better understand how
people behave while buying and consuming
food goods as well as the motivating elements
behind such behavior. The model addresses the
ideas underlying the growth of a demand for
street meals as well as the factors influencing
consumers' behavior, such as the psychological,
social, cultural, economic, and personal factors.
 THEORETICAL FRAMEWORK

Consumer behavior research that aims to

provide early insights into a study that attempts
to uncover behavioral predictors of a relatively
innovative idea supports and uses the
application of the consumer behavior theory.
Majority of academic institutions conduct this
kind of study.
 THEORETICAL FRAMEWORK
As a result, it serves as a useful theoretical
tool for studies using the descriptive study
design. As a result, consumer behavior theory
has been applied to identify and characterize
predictors at the early stages of the development
of conceptualizations such "food purchasing"
(Nurudeen, Lawal, & Ajayi, 2014), as well as
"genetically modified street food" consumption
and marketing.
 THEORETICAL FRAMEWORK
The University of Minnesota (2015)
asserts that a number of factors, including the
customers' choices of purchases, have an impact
on consumer purchasing behavior. From the
standpoint of a marketer, there are several
aspects of consumer behavior that must be
investigated, such as the factors that influence
the patterns of consumer purchases, the reasons
why people buy certain products, and how
society is evolving.
 THEORETICAL FRAMEWORK

Personal, social, cultural,

psychological, and economic concerns
are the five factors that influence
consumers' purchasing decisions,
according to this research.
 CONCEPTUAL FRAMEWORK

The schematic diagram of the study

consists of the independent variable which
pertains to the profile of the respondents as to
age, sex, and family monthly income. The
dependent variables include the factors that
influence consumers buying behavior towards
street foods like personal factor, social factor,
and economic factors.
 CONCEPTUAL FRAMEWORK
Figure 1. The schematic diagram of the independent and dependent variables
used in the study.
 METHODOLOGY
 This study employed a descriptive-survey
method, with a survey checklist providing
as the primary tool for data collection.
This study was descriptive since it aimed
to accurately and systematically describe
a population in Roxas City, and
consumers’ buying behavior towards
street food in Roxas City.
 METHODOLOGY

 The study made use of individuals who

are interested in starting a street food
business and those who are currently in
the industry in better understanding
their consumers buying behavior.
 METHODOLOGY

 The respondents of the study were the

first 100 street food consumers in the
Roxas City tourist spots like the Roxas
People’s Park, Roxas City Street Food
Center at the Dinggoy Roxas Civic
Center, and Roxas City Street Food
Center at the Teodoro Arcenas Trade
Center (TATC).
 METHODOLOGY

 Majority of the respondents were with

ages 18 years old up to 30 years old,
both males and females and were
chosen based on their capacity to make
autonomous legal decisions.
 METHODOLOGY

 The research instrument used to gather

the data was the researcher-made
questionnaire which was subjected for
validity and reliability testing.
 METHODOLOGY

 The statistical tools used to analyze and

interpret the data were frequency count
and percentage in determining the age,
sex and family income.
 METHODOLOGY

It also used the mean in determining

the consumers’ buying behavior and also
the Mann Whitney u test and Kruskal
Wallis H-test for the significant
difference in the perception of the
respondents on street food buying
behavior.
 METHODOLOGY

 Mann Whitney-U test was used according to

sex, and Kruskal- Wallis H-test on age and
family monthly income were used in testing
whether there was a significant difference in
the perception of the respondent’s street
food buying behavior when group according
to their profile. Thus, the study and
evaluation of data were done using the SPSS
and MS Excel.
 FINDINGS OF THE STUDY

 The findings of the study are indicated

below:
 1.Street food preference of consumers

depend on different factors like

personal, cultural, social, psychological
and economic factors.
 CONCLUSION

Of the personal factors, lifestyle

of the consumers was considered the
best reason why consumers chose to
buy street foods due to its ease of
times in, preparation and convenience
in acquiring the daily favorite street
foods.
 RECOMMENDATIONS
 Based on the findings of the study, the
following recommendations are proposed:
 1.Street foods can be best substitute in
preparing varied styles of foods as regards
taste, odor, texture and ease of preparation.
 2.Street foods can be that competitive with
other foods prepared by popular food stall
owners in the locality.
 RECOMMENDATIONS
 3. Consumers need to consider other
factors like hygiene in food preparation.
 4. Food ethical standard preparations be

evaluated and monitored by the

Department of Health and the
Department of Trade and Industry.
 RECOMMENDATIONS
 5.Food and safety standards be monitored by the
officials of the local government units in Roxas
City to ensure safety measures on street food
preparation.
 6.Street food vendors may attend safety food
preparation training activities to help them
answer the health and safety protocol of the
consuming public.
 7.More related studies on street foods be
undertaken to further enhance the current study.
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Thank you!