Consumer Preferences and Attitude Towards street food Assignment PDF

CONSUMER ATTITUDE
TOWARDS STREET FOOD IN
LONDON

TABLE OF CONTENTS
SECTION 1: INTRODUCTION.....................................................................................................1
Background of Study..............................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Questions................................................................................................................................2
Rationale of Study..................................................................................................................2
Scope of Study........................................................................................................................2
Significance of Research........................................................................................................2
SECTION 2: LITERATURE REVIEW..........................................................................................3
Consumer preferences and attitude towards street food in London.......................................3
Street food trends in London..................................................................................................4
Relationship between consumer’s attitude and street food trends..........................................5
SECTION 3: METHODOLOGY....................................................................................................6
Research Design.....................................................................................................................6
Research Philosophy..............................................................................................................6
Research Approach.................................................................................................................7
Sampling.................................................................................................................................7
Data Collection.......................................................................................................................7
Data Analysis..........................................................................................................................8
Ethical Consideration.............................................................................................................8
SECTION 4: DISCUSSION AND EVALUATION.......................................................................9
Evaluation.............................................................................................................................10
SECTION 5: CONCLUSION AND RECOMMENDATIONS......................................................5
Conclusion..............................................................................................................................5
Recommendation....................................................................................................................7
REFERENCES................................................................................................................................8

SECTION 1: INTRODUCTION
Background of Study
Preferences and taste of the buyers is the core for a successful business. It is the thing
which helps firm in determining need for innovation in products and services. However, street
food is the most common approach of attracting buyers towards food services. Further, it can be
said that London is quite famous for its street food services because the market offers variety of
food optimization at affordable prices (Lues and et.al., 2016). Time and cost are the common
considerations for citizens when eating on roadside. However, London street food offers
hygienic food with healthier nutrient options.
The major risk is of contaminated and unhygienic food which increase risk of health
concerns at the time of eating street side food.. In accordance with London street food, it can be
said that it encourages food taste by offering spicy and tasty food as per consumer requirements.
The street vended food is for immediate consumption and does not require further processing and
preparation (Rane, 2011). It includes food services related to fresh fruits, vegetables etc.
Moreover, it can be said that most of the British population prefers street food because it is
convenient, inexpensive and often healthy.
There are people who eat street food but are also conscious about health and hygienic
factors and on the other hand, there are vendors who strictly follow the guidelines of food and
safety regulations. Compliance with these practices helps the street side vendors in managing
consumer attraction towards their services in comparison to other street side competitors. Apart
from this, it has been argued that the major concern of eating roadside food in London is flavour
and taste (Trafialek, Drosinos and Kolanowski, 2017). The vendors offer completely different
taste and use spices in food items that differ their services from high priced learning restaurants.
Aim
“To identify consumer preferences and attitude towards street food in London”
Objectives
 To explain factors that affect consumers' attitude and preferences.
 To identify street food trends in London.
 To analyse relationship between consumers attitude and street food trends.
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Questions
 Explain the factors that affect consumers' attitude and preferences?
 What are the street food trends in London?
 Explain relationship between consumers’ attitude and street food trends?
Rationale of Study
The motive behind conducting this research is to identify about changing food
preferences of customer over London Street Food. It has been discovered that majority of
localities are attracted towards London street food. Moreover, acceptance of street food is
leading to development of rural as well as urban regions. Similarly, this research topic is chosen
because with increased demand of street food, it has been discovered that there is risk of
contaminated and unhygienic food (Hill and et.al., 2018).
These risks factors are impacting consumer taste and preferences and therefore it is
becoming the most common issue in London. Thus, it can be said that the researcher used this
topic because there are adequate researches and articles available which can help the scholar in
developing critical understanding over this topic.
Scope of Study
The study will help in determining behaviour of potential street food consumers over the
street side food services of London. The research is not limited to secondary aspect therefore it
will assist in directly interacting with people and understanding their choice and preferences over
London street Food. Further, it will help in determining major factors which are considered by
customers when eating or buying street side food. Moreover, it will help in determining
awareness among buyers about the risk of roadside food (Lues and et.al., 2016). However, this
analysis will help in promoting awareness and will assist in critically analysing consumer
choices and preferences towards Street food in London.
Significance of Research
The study is important because it will help the researcher in promoting awareness among
British about the risks involved in consumption of Street vended Food. Further, the research is
essential to promote preparation and process facts of street food which will be help in making
people conscious about their eating habits. Besides, it will assist in deriving current food trends
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of London Street which will help in analysing development of rural and urban regions. Thus, it
will help in analysing facts which are considered by British buyers when buying and eating local
street vended food.
SECTION 2: LITERATURE REVIEW
Consumer preferences and attitude towards street food in London
With the advancement of the modern life, exposure to various international cultures and
habitation of people of various countries in UK had made it a perfect blend of cross cultural
market environment. This had given rise to a wide range of cuisines evolving within a country in
form of restaurants and street food vendors. Especially in London, the craze of street food from
different nations and cultures is gaining popularity. This has made London city and even its
suburb area in the periphery to be a demanding market of street food.
As per the views of Halkier (2016), the street food culture is very common and quite old
in UK, dating back to Victorian era. With an increase in colonisation which helps in seeking
good view of various countries in accordance to their traditions, practices and food. Since then,
till today’s modern period, concept of street food has seen a tremendous rise. Although with the
change in time, consumer’s preferences has also been evolved to a greater extent. With the
imbibing of a fast pace life and lack of time, people or consumers are now demanding something
convenient to the street food. The dish must be easy and fast to prepare, simple to carry with
good taste and hygiene.
On this, the views and observation by Mynttinen and et.al., (2015), states that with the
rise in health concerns and strict norms related to food safety and hygiene within a country,
people became more cautious about street food. The most common preference of buyers of street
food is that it should be appetizing, clean and safe for consumption and must be of good value
for the money paid. This has helped in the creation of a positive attitude of customers and buyers
towards the consumption.
Besides this, it has also improved the roles and duties of street food vendors to provide a
good and safe quality food to their customers. However, the views of Thøgersen and et.al.,
(2017), states that the organisation must look out for better management of street food
distribution that will help to manage requirements of customers.
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With the change in time and location, food preference of customer's changes. Time,
economic conditions and social backdrop have also influenced the preferences of food, flavours
and dishes by customer as well as the way they are being offered by the food vendor. Other than
this, as per the opinion of (Halkier (2016), latest economic conditions and exposure to various
cultures and food practices on global level has catalysed the development of preferences and
proper selection of street food dishes by a customer. Other than this, assessment of ongoing
trends and food preferences by the customer’s will support the street food vendors in London to
come up and serve their dishes as per their requirements.
Street food trends in London
The street food trends in London are changing with the growth and development. As
people or citizens from different nationalities and environmental or cultural zones have inhabited
in London that have altered and influenced the preferences of customers and street food buyers
to a greater extent.
Besides this, the presence of hospitals, high schools, residents, and working or
construction sites impact and influence the performance and assessment of actions and measures
for the development of street food trends in London to a greater extent.
In accordance with the views and observations of Van Loo and et.al., (2015), this can be
said that evolution of city as a Metropolitan and adopting of newer cultures, ideologies and
traditions have impacted preferences and trends of consuming of street food in the city. London,
being the biggest city in UK and one of the major industrial and business sectors of the nation
was obvious to see a good growth in street food vendors and their consumption.
From a menial level to executive stage, street food points have the most varied and vivid
customer base. The trend has also improved after the increase in IT and communication based
services that led the local street food vendors to get exposure to food from various countries and
motivated them to prepare and offer these dishes to customers on a wider scale.
Besides this, people residing from different nations in London City have opened up their
restaurants and street food ventures that have allowed the citizens and natives to have
accessibility to a global taste of good quality and safety at local level.
Apart from this, a strict implementation of legal obligation related to hygiene and safety
measures associated with food has also played a major role in the assessment and handling of
street food distribution. As majority of people in London city are from working class and have
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