An Investigation: Consumer Attitudes Towards Street Food in London

This report investigates consumer attitudes and preferences towards street food in London. It begins with an introduction outlining the study's background, aim, objectives, research questions, rationale, scope, and significance. The literature review explores consumer preferences, attitudes, and the evolving street food trends in London, discussing the impact of cultural influences and the importance of hygiene and safety. The methodology section details the research design, philosophy, approach, sampling, data collection methods, and data analysis techniques. The discussion and evaluation section presents the findings and assesses the relationship between consumer attitudes and street food trends. The conclusion summarizes the key findings and offers recommendations for street food vendors. The study highlights the importance of understanding consumer behavior, food safety, and the dynamic nature of the London street food market.

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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less time to prepare their meals at home. Thus, in these cases, they prefer to get their meals and
other services, directly from the street food vendors.
Other than this, many consumers prefer to have street food on regular basis like at least
once or twice a week. The location, availability of street food vendor, pricing and quality and
taste also plays a crucial and conceptual role in the development of positive trend towards the
growth in consumption of services provisioned by the street food vendors. Besides this, the
services offered by them like on time delivery, modification as per once own taste, home or work
place deliveries and accepting online orders and payments have been some major and key role
players in the evolution of market trends for street food vendors and their consumption.
Relationship between consumer’s attitude and street food trends
The consumer trends have been altered to a greater extent in UK. Especially in London,
the street food consumers are now offered good variety of street food involving British, Indian,
Chinese, Italian cuisines that have helped the street food vendors to identify exact customers’
trends and needs or demands.
According to the views of Brinkmann (2014), consumer’s attitude and street food trends
in UK are closely interrelated. As with globalisation, customers are exposed off to a wide variety
of food cultures and options of the food that are easy to prepare, carry away and eat. Besides this,
the street food vendors will play a role in the operations and actions that will support a good rise
in capability and actions that will help in superior rise in meeting of aims and objectives that are
been set.
Other than this, work portfolio, location, timings and taste priority is the major element
that is required to be managed and handled by street food vendors that will help in good rise in
their capability to meet customer demands. Besides this, users are getting a good accessibility to
a wide variety of food from various countries. With regard to the views of Khairuzzaman and
et.al., (2014), states that consumer behaviour plays a very important role in setting up policies
and practices that will be beneficial for the wellbeing of street food. A major issue related to
street food is about safety that is a major concern.
As the food hygiene and safety measures are made quite strict and more consumer
centred, quality standards of street food is greatly improved. Other than this, it has helped in
developing a positive mind-set of customers and buyers towards street food.
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Other than this, as per the views and ideas of Altekruse, Street and Levy, (2016), more
positive the attitude and perception of customers towards street food, higher will be the chances
of consumption and revenue generation by street food vendors. The customers of a particular
locality of London will prefer food as per their environment.
Other than this, pricing will also play a bigger and crucial role in setting up positive
customer trends that will help in good rise in meeting the targeted operations and activities that
will help in improving the quality of services and meeting the factual requirements of users in a
better way. In accordance to the views of Lucca and da Silva Torres (2016), an effective pricing
with good quality services will help in increasing positive attitude of customers towards street
food. Other than this, it will support developing positive customer trends which further helps in
improving functioning of street food vendors within a city and the nation. This will help in
increasing qualitative services they will provide to the vendor to meet customers’ needs and
qualities.
SECTION 3: METHODOLOGY
Research Design
Design of the research plays an important role in deriving all outcome and aspects
concerned with research topic. It helps in deriving particular framework of study which will help
in making research systematic in one direction. There are different types of research design that
is descriptive, exploratory, experimental, semi experimental etc. Every design is suitable of
specific research type such as experimental study design that is generally used in medical
investigation where scholar cannot make assumptions regarding final outcomes (Geerts, 2011).
However, descriptive research design is used for studies which are subjective in nature. Thus, in
this study over consumer preferences of London Street food, investigator has implemented the
use of descriptive research design. The scholar has chosen this design because it helps in
analysing characteristics of a population with the help of questions that is how/when/why.
Research Philosophy
Philosophy is research tools which set base of beliefs and practices on the basis of
research topic that is being analysed. However, it is important for the scholar to determine
philosophy before analysing data because it helps in making accurate discussion and evaluation.
Philosophies are of different types such as realism, positivism, interpretvitism and with
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the help of interpretvitism helps in understanding information by relating it to social factors and
considerations (Different research methods, 2017). Apparently, positivism helps in evaluating
data with the help of logical arguments. Thus, in this study, the scholar has implemented the use
of interpretvitism philosophy because the topic is of human interest where, the focus researcher
is on determining consumer preferences and taste in Street food of London.
Research Approach
Approach to research helps in deriving ways to work and conduct study systemically in
order to develop understanding over research aims and objectives. It sets the framework for
study which helps in conducting systematic flow of research (Marczyk, DeMatteo and Festinger,
2017). There are two types of research approaches that are inductive and deductive where in
inductive, the research is able to apply theories and models to derive outcomes However,
deductive helps in making logical and analytical arguments on research topic. Thus, in this study
the scholar will make use of inductive approach where an individual will be able to provide
reasoning on consumer preferences and attitude towards street food in London with the help of
evidence and observation.
Sampling
Sampling is a critical part of study because it is based on the infomation collected by
scholar. In this procedure, the researcher is able to choose small number of sources from
numerous available choices (Smith, 2015). There are various types of sampling methods that is
random, cluster, probable, stratified non-probable etc. Every sampling method offers completely
different method of sampling respondents or sources. However, in this study, the scholar will
make use of random sampling method where the focus of scholar is on choosing potential
consumers who can provide answers on the basis of research questions. Thus, the sample of this
study will be 15 consumers who regularly eat street food.
Data Collection
It is an essential part of study because it helps in deriving interpretation and outcomes to
research questions. It is a process of extracting information from different sources that are
suitable for collecting viable and considerable data of study. There are two types of process for
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gathering information such as primary and secondary where primary information is based on
current trends and facts (Brinkmann, 2014).
However, secondary information is based on past facts and findings which are presented
in online books, journals, articles, governmental publication etc. Apparently primary information
is collected via interviews, surveys, focus group etc. Thus, in this study, the researcher will use
both the methods of information collection where secondary data will be collected through
online, books, journals and articles. This will be outlined in the form of Literature Review where
primary data will be gathered through interview of sampled participants with the help of a
questionnaire.
Data Analysis
Analysing data is a complex process because the responsibility of scholar is on outlining
discussion and analysis of collected information. It is the phase of study which helps in outlining
evaluation and conclusion to study.
There are two types of data analysis procedure that is qualitative and quantitative where
quantitative analysis is based on mathematical conclusion which helps in deriving findings in
quantifying measure. It is basically done with the help of SPSS tool where the researcher
performs various tests such as An-nova, Z test, T test etc.
Further, qualitative analysis is the evaluation where researcher aims at interpretation of
gathered information in descriptive form which is also known as theoretical evaluation (Taylor,
Bogdan and DeVault, 2015). Hence, the scholar will use qualitative analysis where the collected
information from primary participants will be analysed with the help of thematic analysis.
Ethical Consideration
Ethical consideration is a major consideration of research because it helps in making
research viable and reliable. However, in accordance with this study on consumer preferences
and attitude towards street food in London, the scholar will ensure that no participant of in
interview will be forced to share their information which can harm their person beliefs and
values.
In addition, the researcher will ensure that assumption will be based on positive grounds
in order to protect interests of interview and participants. Thus, investigator will include
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references in study in order to provide evidence to secondary collected information. Moreover,
to make study viable for future consideration, the researcher in-text all references with author
name. This is the best way that helps in adhering to ethics and proving evidence to collected and
discussed information.
SECTION 4: DISCUSSION AND EVALUATION
QUESTIONNAIRE
Name:
Gender:
Contact Number:
Do you eat street food?
 Yes
 No
Are you Vegetarian?
 Yes
 No
How many times do you eat street food in a week?
 Once in a week
 2-3 times a week
 Everyday
Which meal of the day do you prefer for the street food?
 Breakfast
 Lunch
 Dinner
Which cuisine do you prefer for street food?
 British
 Chinese
 Continental
 Indian
 Italian
What factors do you prefer while purchasing the street food?
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 Location
 Taste and Quality
 Convenience of delivery
Which sort of street food do you prefer?
 Freshly prepared
 Frozen
Is the street food vendor in your locality aware about food safety measures related to street
foods?
 Yes
 Not
 May be
Is the food you purchase and the location where you get it is hygienic?
 Yes
 No
Is street food easily accessible in your location?
 Yes
 No
 Sometimes
How much do you spend on an average over street food in a week?
 £3 to £5 per week
 £6 to £8 per week
 £9 to £10 per week
Any recommendations
----------------------------------------------------------------------------------------------------------------
Evaluation
Theme 1: Eating the street food
Do you eat street food? Frequency
Yes 12
No 3
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