A main factor influencing on street food consumption in Bangkok metropolis.

Abstract

The street food trade is a growing sector in many developing countries today especially in Bangkok which is a metropolis of Thailand. Most street food stalls have high traffic as consumers are willing to wait in a long queue comparing with consumption in the restaurants even though restaurants are formal sector in terms of food safety and cleanliness. Therefore, the purposes of this research are to investigate and prioritize the most influencing factors on street food consumption in everyday lives and also find out other potential factors toward consumers’ expectation in Bangkok Metropolitan area. The research utilizes the qualitative approach using the in-depth interview. The interview was conducted in Bangkok area with 15 Thai respondents in the age group of 20-50 years old. This study revealed that “reasonable price” was considered as the most influencing factor on street food consumption in Bangkok. Convenience, tasty and speed of cooking are viewed as second, third and fourth rank accordingly. In addition, the other potential factors that have been found in this research were atmosphere, reputation, and new experience seeking. KEY WORDS: Street food / Bangkok Metropolis / Stalls / Consumption