DOES THE MARKETING MIX AFFECT STREET FOOD CONSUMPTION IN THAILAND?

Apiwat Krommuang
Opal Suwunnamek
Krichanont Hothonhcum
King Mongkut’s Institute of Technology Ladkrabang

ABSTRACT

This study was conducted to provide answers to the question of whether marketing mix
affects the decision to consume street food. Street food is a food business that differs from other types
of food businesses, as street food shops are located in public areas or on the side of streets, and they
are sold with cheap-priced cooked food or food that can be cooked in short periods of time. Most
consumers who use these shops receive low incomes. This type of food business plays a key role in
both underdeveloped and developing countries. This research also serves as a guideline to improve
the street food business appropriately in competition and changes of present-day business
conditions. The results of this study revealed that the marketing mix (consisting of variables on price,
product, and promotion) affect the decision to consume street food. The results also indicated that
some large businesses often use marketing mix factors as a strategy to create competitive advantage.
Even though street food have quality and it does not meet the criteria to bargain with the power of
customers, most customers have these types of food due to their lower incomes, less time to have
food, etc. However, street food restaurants have developed into various formats.

Keywords: Thailand street food, marketing mix, street food consumer, decision to consume