Analysis of consumer satisfaction : study of street food vendors

Abstract

Street food vendors must have a thorough grasp of their consumers to create a strategy to get a competitive edge. Understanding how consumers feel about the many essential facets of a street food operation can help increase the chances of success in such a competitive industry. This study aims to determine consumers’ satisfaction with street food vendors in Davao City. The study used a descriptive research design and random sampling technique of one hundred customers in Davao City. Also, an adapted questionnaire was used, and the results were treated statistically using frequency, percentage, mean, standard deviation, and Analysis of Variance. Furthermore, the study revealed that most street food consumers in Davao City were 21-25 years old, females, High school and College Graduates, and mostly students. Additionally, consumers’ satisfaction with street food vendors in Davao City was at a high level, including each indicator in terms of Food Quality, Service Quality, Price and Value, Atmosphere, and Convenience were also at a high level. Moreover, the study revealed no significant difference in the consumers’ satisfaction with street food vendors in Davao City when grouped according to their socio-demographic profile. To increase consumer satisfaction, food vendors should attend seminars and workshops and improve the quality of their food and services.