DOES THE MARKETING MIX AFFECT STREET FOOD CONSUMPTION IN THAILAND? - what does skip the dishes charge restaurants

The study aims to answer questions about whether the marketing mix affects the decision to consume street food.
Street food is a food business that is different from other food businesses because street food shops are located in public areas or on the side of the street and are sold at a cheap price
Priced cooked food or food that can be cooked in a short period of time.
Most consumers who use these stores have low incomes.
Such food enterprises play a key role in developing and developing countries.
The study also provides guidance for improving competition and changing current situation of street food enterprises
Business on the same day.
The results of this study show that the marketing mix (including variables in terms of price, product and promotion) affects the decision to consume street food.
The results also show that some large enterprises often use the marketing mix factor as a strategy to create competitive advantage.
Although street food is of superior quality and does not meet the standard of bargaining with customers, most customers have such food due to low income, short eating time, etc.
However, street food shops have developed into various forms.
Key words: Thai street food, marketing mix, street food consumers, decisions of consumer groups in less developed countries and developing countries, whose population accounts for a large part of the world.
Thailand is included in this category (Chukuezi, 2010 ).
The key issue that Thailand must face is that the food problem, whether it is a shortage or a food quality problem, has the risk and necessity of development.
Therefore, the food business is an important key business, which, while increasing its income, has also become a source of food consumption for local residents along with tourists.
There are all kinds of food enterprises, such
Restaurants, buffet
Service such as buffet restaurant.
(Gunniga, 2009 ).
For less developed and developed countries, street food is popular and is a major source of food consumption outside the home of most local residents in the country (Rhine Rand et al ). , 2008).
FAO (2013) defines street food restaurants as prepared restaurants
Prepared and distributed cooked food or food that can be cooked in a short time.
This type of restaurant is located in a public area and the food price is quite cheap (Aidoo, 2009; Chi, 2002;
Da Cunha & de Rosso, Stedefeldt, 2014 ).
Thailand has been recognized as the main center for the best street food in the world and has rated it on the website www. cnngo. com.
This site is loved by foreign tourists, because you can choose food without sitting in an elegant and expensive restaurant.
In addition, one of the most important things to absorb is to experience the local food culture (Popescu, 2014) based on Thai eating habits, as they can be eaten all day.
There is also a variety of food, fruits and a variety of dishes and desserts on the menu, so it is very popular among foreign tourists (Narumol, 2006; Rane, 2011).
In terms of economic value, the world's street food business has grown dramatically by being able to expand without many restrictions.
Despite fierce competition and uncertainty in the business environment, food is available to all consumers (Aidoo, 2009;
Dakuna, Stedefeldt and de Rosso, 2014), especially in the Asia-Pacific region, including the world's largest street food industry in India, China, Taiwan, Vietnam and Thailand.
Thailand's food business was worth more than $2 in 2012.
$7 billion, and growth has been growing steadily.
Street food is important to the economy and life of the Thai people;
On the other hand, there are few studies on street food, and most of them focus on food safety;
However, there are no clear details about the guidelines for improving street food to increase its potential competition, especially on issues related to the marketing mix.
One of the reasons for this is that street food is a cheap food, but the quality of the food and the quality of the store do not meet the criteria that can be bargained.
Most customers eat this food because they need it.
In this case, the development of street food restaurants has more different forms than in the past;
For example, the restaurant is beautifully decorated, the food containers become unique, the restaurant brands that appear around the store location area, and food containers such as licensed noodle shops or food trucks. (Aluko et al. , 2014;
Khongtong, etc. , 2014; Rane, 2011).
The marketing mix has been extensively studied and described, and it affects the decision of consumers to buy or consume food.
However, most of the research is done for large enterprises or for enterprises that take into account their marketing strategies and customer satisfaction.
Therefore, it is not clear whether the marketing mix will affect the decision on whether to eat street food with different features, and as mentioned above, the study aims to answer whether the marketing mix has an impact on street food consumption, in order to properly improve the street food business as a guideline in terms of competition and changes in current business conditions.
A literature review illustrates an important factor in determining the consumption of street food, namely, personal factors (Rhine Rand et al ).
2008), but this factor is an intrinsic factor that is different for everyone, and it is difficult to control because the individual's experience is involved in decision-making --
Create a situation.
Also, it is difficult to change what has happened.
However, the most important factor in consuming street food is the problem related to the marketing mix, which contains 1) the product, which means the features of the food, such as the appearance of the food, the taste of the food, freshness of food and cleanliness of food. ;
2) price refers to the price of food, including transportation and parking fees. ;
3) place, which refers to the suitability and the features of store hygiene, equipment and containers;
4) promotion, that is, price discounts or gifts offered by each store, including discount coupons, etc.
As mentioned above, all of these marketing mix issues are a problem that street food entrepreneurs must improve themselves by understanding the attitudes of good consumers.
After that, these attitudes will be used to design food or make food and to provide appropriate services.
In this case, the study included the ability to play a key role in describing Thailand's attitude towards street food.
Table 1 shows a summary of the variables related to consumer attitudes towards food.
The population of the study was a street food consumer in Thailand.
However, it was not possible to determine the specific number of populations, so sampling was selected using the taro mountain root formula (Yamane, 1967) at a confidence level of 95%.
After that, data from 321 street food consumers were collected using a convenient sampling method in four regions of Thailand (north, northeast, central and south.
The data was obtained by traders who considered being allowed to sell food in public areas or streets.
Then, select the data collection area according to the density of the store or consumer.
The problem of measuring all variables of variables is set in the conceptual framework of Likert scale format;
1. strongly disagree;
2. the representative does not agree;
3. neutral;
4. Consent of the representative;
The five delegates strongly agreed.
From the purposes of the above research and literature review, the following assumptions are presented and described in figure 1.
The H1 marketing mix, including products, prices, locations and promotions, affects the decision to consume street food.
Results the features of the reaction in the results obtained by the sampling group, 65.
2% of women have a bachelor's degree or below a bachelor's degree with an average monthly salary of less than 15,000 baht per month.
Details are shown in Table 2.
Analysis of the marketing mix that affects consumer food decision-making determines the relationship between the marketing mix and consumer street food decision-making by using multivariate regression analysis, as shown in Tables 3 and 4.
As shown in Table 4, the results obtained from multiple regression show that the marketing mix has a significant impact on street food consumption decisions with F = 37. 378, p-value = 0. 00, and R-
The square is equal to 32. 10.
The three variables of product (PROD), Price (PRIC) and promotion (PROM) have a significant impact on the decision to consume street food.
The Place (PLAC) variable has no significant impact on the decision to consume street food.
After considering the variables that affect food consumption decision-making, it was found that price (PRIC) is the variable with the greatest impact, and the value of the normalized coefficient is equal to that. 366.
The second is the product (PROD) variable equal to the value of the normalized system. 225.
Promotion (PROM) is a minimum influence variable equal to the normalized coefficient. 220.
The three variables mentioned above have a significant ratio. 000.
The analysis results in Table 4 can be shown in multiple regression as follows: December =. 518 + .
212 product (PROD )(**).
Location 086 (PLAC ).
Price (PRIC) (*) 394.
169 promotion (PROM) (*) was statistically significant at 0. 01 level.
The discussion and conclusions of this study show that factors in the marketing mix, in which large enterprises often use these factors as strategies to develop their business to attract and satisfy consumers, it is considered to have an impact on the decision to consume street food.
The results of this study can be described as follows: Although street food is already-
Cooked food may be contaminated by the streets
There are a lot of people on the street and the surrounding environment of the car, consumers accept these factors and consume food from these types of shops.
Consumers, however, also compare and consider consuming street food that provides better quality such as cleanliness, freshness, taste and eye appeal (Khongtong et al ). , 2014).
Food is an important basic factor in people's life. it directly affects people's health.
Consumers are aware that there is unclean food or food with bacteria that can cause physical illness and other effects, such as receiving treatment in a hospital or taking sick leave (2015 ); Sun et al. , 2015).
So even if it is necessary for consumers to consume street food, they decide to consume food in better quality stores (Liu, Zhang, 2014 ).
Price (PRIC) if there are several restaurants to choose from, consumers will compare foods with more affordable and similar quality.
Although the price of street food is cheap compared to most restaurants, the salary of most consumers is very small to medium, so the price of food, including travel expenses and parking fees, it is also a factor that affects street food consumption (Alves da Silva and others ). , 2014;
Margaret patarapone and piavan, 2011;
Khongtong, etc. , 2014).
Although most consumers consume street food because it is easy to find places to eat and cheap prices, at present, promotion is a key tool for marketing operations of large enterprises and a factor affecting consumers' purchase of food.
Nowadays there are a wide variety of promotional channels that do not charge any fees for managing them, such as posting food images and sharing food images on social networks and word of mouth (Popescu, 2014 ).
In terms of data collection, it is found that many consumers have street food because they see food pictures sharing social networks.
Therefore, entrepreneurs should give priority to production
Look for the decor of the food and restaurant to make it beautiful and unique and with good taste and hygiene (Alves da Silva et al ). , 2014; Sun et al. , 2015).
The results of the study showed that the location variable had no significant effect on the decision to consume street food (p = 0. 135).
One of the reasons is that the basic features of Thai street food are: the public area, the street side and the large community where consumers can easily access the store.
Also, the location of the store should be easily accessible, which is a factor that every store should have.
With regard to barriers affecting access, each store has similar features;
For example, the parking lot is difficult to find, the dust on the street cannot be avoided, etc.
(Margaret patarapone and piavan, 2011;
Rajagoppa, 2010 ).
Therefore, the main reason why consumers do not see the difference in this obstacle is the main reason.
The results of the above study can be summarized as follows: although the quality of street food does not meet the criteria for bargaining with customers, most customers consume this type of food because it is necessary because they have less income, less time to enjoy food, etc.
However, street food shops have developed in various forms.
For example, restaurants are beautifully decorated, or restaurants of various brands appear on various shops and food containers (Aluko et al ). , 2014; Khongtong, etc. , 2014).
So every entrepreneur needs to focus on the above marketing mix as a guideline to improve their street food business (privimeo & Nesci, 2015 ).
In addition, large entrepreneurs began to share the market for street food businesses with small entrepreneurs operating franchises, selling food and beverages.
So in order to be able to compete in this industry, entrepreneurs should pay attention to the marketing mix as a guideline to improve their street food business.
The guidelines can be carried out by looking at cases of large food enterprises that relate to how activities are carried out and how appropriate activities are selected if they are applied to the enterprise, until it can be developed (Lani, 2011; Aluko et al. , 2014).
Referencesaido, R. (2009).
The urban community of Yam consumption inGhanaian was analyzed.
Department of Agricultural Economics, comprehensive agricultural enterprises and promotion, KNUST Agricultural College, Kumasi, Ghana. Aluko, O. O. , Ojeremi, T. T. , Olakele, D. A. And Ajidagba, E. B. (2014).
Assessment of food safety and hygiene practices of food suppliers in Ile Ife parking lots in southwest Nigeria.
40,165-Food Control171.
Alves da Silva, Cardoso, R. d. C. V. , Goes, J. A. W. , Santos,J. N. , Ramos, F. P.
Bisbo of Jesus.
Saba do Vale, R.
, And Telesda P. S. (2014).
Street food on the coast of El Salvador, Bahia, Brazil: a study from a socio-economic and food safety perspective.
Food Control, 40, 78-84. Ansari-Lari, M. Soodbakhsh, S. And La cazard, Los Angeles(2010).
Knowledge, attitude and practice of food hygiene practices by workers at the French meat processing plant in Iran.
Food Control 260-263. Burusnukul, P. Binkley, M.
And Sukalakamala, P. (2011).
Learn about touris's sponsorship of Thai catering services: an exploratory decision-making attribute approach.
British food magazine, 113,965-981. Chi, Z. (2002).
The practice of mobile street food service in Cameroon's urban economy.
Singapore Journal of Tropical Geography, 23,131-148. Chukuezi, C. O. (2010).
Safety and Hygiene practices for street food vendors in Owerri, Nigeria.
Research on Sociology of Science, 1,50-57. Da Cunha, D. T. , Stedefeldt, E. , & De Rosso, V. V. (2014).
Conduct food safety theory training on knowledge, attitude and behavior of Brazilian food operators.
43,167-Food Control174.
FAO (Food and Agriculture Organization of the United Nations ). (2013).
Food in the city: street food. Gunniga, N. (2009).
Eat safe food outside: ABAC. Khongtong, J. , Ab Karim, S. , Othman, M. , & Bolong, J. (2014).
Consumption patterns and consumer perceptions of street food in Thammarat province, Thailand.
International Journal of Food Research, 125-130.
Ministry of Public Health. (2012).
The food was clean and tasty.
Download from K. Muinde, & Kuria, E. (2005).
Hygiene and hygiene practices of street food suppliers in Nairobi, Kenya.
African Journal of Food Agriculture and Nutrition Development, 5,1-14. Muyanja, C. , Nayiga, L. , Brenda, N.
, & Nasinyama, G. (2011).
The practices, knowledge and risk factors of street food vendors in Uganda.
Food Control 1551-1558. Narumol, N. (2006).
Elimination of street poverty: International Labor Office survey of street food vendors in Bangkok. Bangkok. Thailand. Popescu, G. H. (2014).
The economics of online targeted advertising.
Psychological sociology in human resource management, 2,62-67. Privitera, D. , & Nesci, F. S. (2015).
Globalization to local
The role of street food in the urban food system.
Program Economy and Finance, 716-722.
Rajagopal, (2010 ).
Street markets that affect urban consumption in Mexico.
Business reviews in Latin America, 11, 77-110. Rane, S. (2011).
Street food in the developing world: harm
Journal of Microbiology, India, 51,100-106. Rheinlander T.
Olsen M. Bacon J. A. , Takyi H. , Konradsen F. ,& Samuelsen H. (2008).
Stay on the show: View of street food safety in the city of Kumasi, Ghana.
Journal of Urban Health, 85,952-964. Sun, Y. , Liguori, K. , Moussavi, P. , & Mehta, K. (2015).
Pilot healthy street food businesses in Kenya: lessons learned.
Procedia Engineering, 107,417-426. Taro, Y. (1967).
Statistics: Introductory Analysis, version 2nd.
New York: Harper and Luo.
The World Health Organization (WHO ). (2010).
Basic steps to improve street safetyvended food.
Network of international food safety agencies (INFOSAN ). Yatmo, Y. A. (2008).
Street vendors are "inappropriate" elements of the city.
Journal of Urban Design, 387-402. Zeng L. R. , Zhang G. Y, & Zhang, X. M. (2014).
Urban street food in Shijiazhuang, China: current situation, safety practices and risk reduction strategies.
Food Control, 212-218.
About the Author: appiwatt cromman is a lecturer at the School of Administration and Management at King monkot Institute of Technology.
His research interests include quality management, operations management, and supply chain management.
Opal suwunnamk is a lecturer and assistant professor at the School of Administration and Management, King's Institute of Technology, Mongolia.
She is the author of many articles and lawsuits in the fields of agricultural commerce and agricultural economy.
Krichanont Hothongcum is the chief executive officer (CEO), Ionique. Co. Ltd.
BANGKOK, Thailand.
He has rich experience in agricultural enterprises and also manages his own company.