Predictors of Consumer Patronage of Street Food Vendors in a Typical Developing Economy Context

Abstract

This study centers on the predictors of street food patronage in Anambra Nigeria. Since food preparation at home is being replaced by eating out due to increase urbanization hence, an increase in the number of street food vendor; it is pertinent to investigate the predictors that influence street food patronage. Ironically, few studies have been conducted to document factors that predict street food patronage in a typical developing economy like Anambra Nigeria. Using this as a point of departure, this study mainly examines the factors that predict street food patronage. It was based on the study of selected street food consumers in Anambra Nigeria. Data were collected using questionnaire based on a quota sampling of 245 respondents. Factor analysis and multiple regressions were used to reduce data and test hypotheses respectively. Cronbach’s alpha coefficient was used to test the reliability of the instrument. Analysis of the data showed that attitude, subjective norms, perceived behavioral control, food quality and cultural influence are significant in predicting street food patronage with perceived behavioral control as the best predictor, followed by subjective norm, cultural influence , attitude and food quality in that order. Based on the findings, it was recommended that street food vendors should develop efficient and effective personal selling skills in order to develop and promote positive word-of-mouth, food spots should be well structured to reflect the local culture and prepare meals that are close to the cultural diets of the consumers and; tastiness, freshness and warmness of the food should never be compromised.

Keywords: *Street Food, *Street Food Vendor *Consumer Patronage, *Attitude, *Perceived Behavioural Control, *Subjective Norm, *Cultural Influence, *Food Quality*Developing Economy, *Anambra, *Nigeria .