Analysis of Consumer Perception of Street Food in London

This report presents a comprehensive analysis of consumer perception and attitudes towards street food in London. It begins with a proposal template outlining the research rationale, objectives, research questions, and scope of the study. The methodology section details the research design, approach (inductive), data collection methods (primary via questionnaires and secondary via literature review), and data sampling techniques (purposive sampling of 15 consumers). The study aims to identify factors influencing consumer preferences and attitudes, explore current street food trends, and analyze the relationship between consumer attitudes and these trends. The research also includes a literature review that explores various aspects of consumer behavior related to street food, including the influence of taste, time constraints, and health concerns. The significance of the research lies in its potential to inform consumers about street food preparation and market trends, and to provide a foundation for future research. The report provides a detailed overview of the research process and the relevant literature.

CONSUMER PERCEPTION AND
ATTITUDE TOWARDS STREET FOOD IN
LONDON

Table of Contents
Table of Contents.............................................................................................................................2
SECTION 1: THE PROPOSAL TEMPLATE................................................................................1
Title.........................................................................................................................................1
Terms of Reference................................................................................................................1
Relation to previous research.................................................................................................2
METHODOLOGY.................................................................................................................5
Research Design.....................................................................................................................5
Research Approach.................................................................................................................5
Data collecting........................................................................................................................5
Data Sampling........................................................................................................................5
Resources................................................................................................................................6
REFERENCES................................................................................................................................7
SECTION 2: ETHICAL REVIEW FORM......................................................................................8
Part 1.......................................................................................................................................8
Part 2.......................................................................................................................................8
SECTION 3: COMPANY CONSENT..........................................................................................10

SECTION 1: THE PROPOSAL TEMPLATE
Title
“To identify consumer preferences and attitude towards street food in London”
Terms of Reference
Rationale of the study
One of the main reasons of selecting this topic is that London is the country where people are
getting attracted towards the street food. Consumption of street food is associated with urban
and rural life both in the developing world. But there are some risks associated with street food
consumption such as chances of getting unhygienic and unhealthy food items. This influence
their perception and attitude as well. It is an interesting topic and the burning issue in London
thus, researcher has chosen this topic for the investigation (Consumer Attitude on Vendor’s
Practices and Safety Aspects of Street Foods in Yangon, 2014). This topic has been provided by
the University; thus scholar has to choose this subject matter for the investigation. Furthermore,
there are many people those who are suffering from variety of diseases due to consumption of
high amount of street food thus, it has become essential for the researcher to conduct study on
the attitude of the consumers towards the street food items. There are several studies that have
been conducted on the same topic thus, researcher has selected this topic for the investigation
because availability of adequate data can support scholar in preparing a good thesis.
Aim
“To identify consumer preferences and attitude towards street food in London”
Objectives
To explain factors that affecting consumers' attitude and preferences.
To identify street food trends in London.
To analysis relationship between consumer's attitude and street food trends.
Research questions
Explain factors that affecting consumers' attitude and preferences?
What are the street food trends in London?
Explain relationship between consumer's attitude and street food trends?
Scope of the study
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This research will be beneficial in identifying specific behaviour of consumers towards
street food. It will support in identifying current trends in street food market and relationship
between attitude of consumers and trends. This investigation will help in identifying the factors
that influence the mind of customers towards street food. Furthermore, this research may help
other scholars as well in conducting their investigation in the future on the same topic (Horner
and Swarbrooke, 2016).
Research will include factors that change perception of consumers and make them
positive or negative towards the street food in London. This will help in identifying why people
are taking more interest in street food. Current research will not involve any health issues that
arise due to consumption of high amount of street food. It will not explain handling practices,
storage of street food material.
Relation to previous research
Background of the study
Consumer behaviour and attitude is the important aspect for any business, it helps in
understanding the view point of customer for buying any products. Street food now has become
the attractive part in most of the cites. Yum Bun, Spit & Roast, Grilling Greek etc. are the most
famous street food in London. Buy life style of the population encourage them to go to the street
shops and have some spicy and tasty food (Chavarria and Phakdee-auksorn, 2017). Time and
cost of the major facts that influence the mind of customers and make them positive towards
street food (The Latest Street Food Trends in 2018, 2018.). Though there are some risks
associated with consumption of street foods such as unhygienic food, contaminated food etc.
This causes health issue in individual and person may get suffer from dangerous health illness in
the young age.
Many working people those do not get enough time to have a home food they get
attracted towards the street food. Apart from this, students like to have such type of food
material. They major go to street shops to have fun and spend some quality time with their
friends. They are very positive towards this food items because at reasonable prices they get tasty
and delicious food material at these street shops (Consumer Attitude and Visit Intention toward
Food-Trucks: Targeting Millennials, 2013).
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Improper handling of food, poor implementation of food standards and poor preservation of food
are some common elements that change mind and attitude of the person and they do not like to
have such kind of food items. Government has started organizing health care programs in which
concern people make people aware with the healthy diet thus, they do not like to have such kind
of material that harm their body ( (The Latest Street Food Trends in 2018, 2018.)0.
This is the interesting areas of investigation and researcher has interest in conducting
study on consumers' attitude. Scholar has experience of working as chef and has served [people
street food as well. This experience has encouraged researcher to select this topic. Furthermore,
there are huge data available on this topic thus, researcher has chosen this topic for investigation.
Research specification
In order to complete this research scholar will take support of interpretivism research philosophy.
It will help the scholar in gathering reliable data. As researcher will conduct qualitative research
thus use of interpretivism research method will be suitable. With the assistance of theories and
models scholar will be able to conduct good research on the subject matter. Furthermore, scholar
will individual will apply inductive research approach. Researcher will not formulate hypotheses
in the study, researcher will use theories and models in order to complete this investigation in
effective manner. In addition, primary and secondary both data collection methods will be used.
In the primary data collection sources researcher will apply questionnaire technique and will ask
questions from the people of London those who consume street food. Furthermore, scholar will
use secondary data as well and will take support of books, journals, internet articles in order to
collect in-depth information about consumer’s behaviour and attitude towards street food in
London. In order to analyses the data researcher will apply thematic analyses method. It will
support in presenting the details in appropriate manner by taking support of graphs and charts
(Eckhardt, Belk and Wilson, 2015).
Significance of the research
This research will be beneficial for the population of London because by this way they
will get to know about preparation procedure of street food. This will make them aware with the
positive and negative aspects of street food so that they can be able to make their mind towards
the eating habits. It will help in identifying current trends in street food market of London and
why people are taking m ore interest in such type of food items. Furthermore, this will be
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beneficial for others researchers because they will get brief idea about the consumers' behaviour
for street food and they will be able to conduct the investigation in the future on the same topic.
Literature review
As per the view of Keraita and Drechsel, (2015) street foods are the materials that are being sold
by vendors in street to the local public. Consumer’s behaviour is influenced by many elements
such as emotional aspect, attitude, culture, age, income etc. Consumption of street food is highly
related with the experience of the person. If individual has positive experience with the street
food then they become positive towards it and continuous having such items in the future as
well, but if person has negative experience with street foods them they demotivate others as well
by sharing their negative experiences of having street food items.
Thienhirun and Chung, (2018) stated that people are well aware with the food quality but
still some of them are unaware with the acts that not every street food vendor follows food safety
standards strictly. That changes the perception of the consumers and they become negative
towards the street food items. Young people like to have such kind of meal because it is
economically affordable and they can get it within less period of time. They have positive
attitude towards such meal and they encourage their friends as well to have such kind of food
because of its amazing taste and cost. Keraita and Drechsel, (2015) argued that test and flavour
of the street food is the main factor that makes changes in attitude of people. Street foods have
good taste due to which people like to have such kind of times. Eckhardt, Belk and Wilson,
(2015) stated that time is the major factors that change attitude of the people. Due to less time
they go to small street shows where they can get food immediately. Because restaurants take too
much time to serve the food to consumers. This has influence attitude of the consumers and have
made changes in their behaviour.
As per the view of Thienhirun and Chung, (2018) recently sustainable seafood is in trends.
People like to have such food. Street cook make delicious food that like by the people thus, they
have this food. There are talented cook those who cook delicious items for the consumers.
Furthermore, they serve food to the consumers immediate thus, waiting time in decreasing.
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METHODOLOGY
Research Design
The present research proposal will be including methodologies so that it becomes clear that
which type of design would be used an employed within frameworks of whole proposal work.
Research design is the set outline which will be telling about how the dissertation will look like
(af Wåhlberg, 2017). So, in this particular scholar would be using descriptive type so that it
becomes easy for us to understand attitude of consumers towards street food in London.
Research Approach
Approach will be telling about what type of the whole research work is and how will it be
working into characteristic and nature of dissertation. There are mainly two type of research
approach which is inductive and deductive one. So, this topic will be covering inductive
approach in order to identify consumer’s behaviour for street food in London.
Data collecting
This is the main part of any kind of research which involve collecting and interpretation of data
or information which would be collected from various sources. There are various methods of
data collecting sources namely primary and secondary. Both these are generally be used in all
kind of research and dissertation purpose as thus this will be coming out with the best kinds of
results (Humphries, 2017). So primary source would be including asking questions from the
concerned person who is mainly affected by topic. While secondary data will be covering
information from books, journals, articles and old research papers which already was prepared
by other researcher.
Data Sampling
This includes sampling of the collected data that which one to be used and which
information would not be required. It is very important to find out that all data which we have
collected from that which data would be most suitable one and what would be irrelevant and
could not be used. For this purpose, purposive sampling technique would be used so that it
becomes easy for all to understand data. Researcher will select respondents those who are able
to give answers of these questions. Researcher will select 15 consumers those who are using
5

street food as sample in order to gather information about the topic.
Resources
In order to complete this research, scholar will require time, money and physical resources so
that individual can complete research in an effective manner.
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REFERENCES
Books and Journals:
Chavarria, L. C. T. and Phakdee-auksorn, P., 2017. Understanding international tourists'
attitudes towards street food in Phuket, Thailand. Tourism Management Perspectives.
21. pp.66-73.
Eckhardt, G. M., Belk, R. W. and Wilson, J. A., 2015. The rise of inconspicuous
consumption. Journal of Marketing Management. 31(7-8). pp.807-826.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Keraita, B. and Drechsel, P., 2015. Consumer Perceptions of Fruit and Vegetable Quality:
Certification and Other Options for Safeguarding Public Health in West Africa (Vol.
164). International Water Management Institute (IWMI).
Thienhirun, S. and Chung, S., 2018. Consumer attitudes and preferences toward cross-
cultural ready-to-eat (RTE) food.Journal of Food Products Marketing. 24(1). pp.56-79.
Online
Consumer Attitude on Vendor’s Practices and Safety Aspects of Street Foods in Yangon,
2014. [PDF]. Available through
<http://globalbizresearch.org/Singapore_Conference/pdf/pdf/S459.pdf>
The Latest Street Food Trends in 2018. 2018. [Online]. Available through
<http://thebigcoffee.com/blog/street-food-trends-2018/>
Consumer Attitude and Visit Intention toward Food-Trucks: Targeting Millennials. 2013.
[Online]. Available through
<https://www.tandfonline.com/doi/abs/10.1080/15378020.2017.1368807?
src=recsys&journalCode=wfbr20>
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SECTION 2: ETHICAL REVIEW FORM
Part 1
Student Statement Insert X Student Action
Statement
1
I have read the above
information. I confirm that my
research does not include study
on human participants.
You do not need to complete
Part 2 of this form. Ethics
approval is not required.
Statement
2
I have read the above
information. I confirm that my
research does involve the study
on human participants.
Please proceed to complete
Part 2 of this form.
Part 2
Yes No
I have prepared a participant information sheet (including information on
secure data storage), and submitted it in Appendix 1.  
I have prepared a participant consent form (including information on right to
withdraw from the study), and submitted it in Appendix 2.  
Yes No
1.
Does the study involve participants who are particularly vulnerable
or unable to give informed consent? (e.g. people under the age of
18, people with learning disabilities, students you teach or assess)
 
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2.
Will it be necessary for participants to take part in the study
without their knowledge and consent at the time?  
3.
Does the study involve audio or visual recording of people in
public places?  
4.
Will the study involve the discussion of sensitive topics? (e.g.
sexual activity, drug use, illegal activities, death, whistleblowing)  
5.
Are drugs, placebos or other substances to be given to the study
participants or will the study involve invasive, intrusive or
potentially harmful procedures of any kind?
 
6.
Does your study involve a topic that would be considered
‘sensitive’ (age, culture, race, gender, sexuality, socio-economic
standing, or religion)?
 
7.
Is physical pain or psychological stress from the proposed project
likely to cause harm or negative consequences beyond the risks in
normal life?
 
8.
Does the study involve groups or materials that may be construed
as terrorist or extremist?  
9.
Will financial inducements (other than expenses) be offered to
participants?  
10.
Does the study involve the collection of data that is not
anonymised (contains identifying information such as name and
address)?
 
9

SECTION 3: COMPANY CONSENT
Consent from the host Company
Student Name: _______________________________________
Student ID number: _______________________________________
I consent to the aforementioned named student carrying out research on company premises
or in relation to this Company.
Senior Manager Name: _______________________________________
Senior Manager Signature: _______________________________________
Host Company Name: _______________________________________
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