Consumer Preference Decision Making Toward Buying Thai Street Food

The objectives of this study are to study factors that influence the decision-making process into purchasing street food made by foreigners who have lived in Bangkok Metropolitan,to learn the behavior of foreigners who live in Bangkok Metropolitan in purchasing their street food,and to investigate the impact of different demographics determinants of consumers'perception of factors which affect their purchasing decision-making outcomes.Street food can represent many different aspects of economics' trend,people behavior,and purehasing power.It shows the insight of the overall economic of the country which can widen the view of country's economies.This study will include research,statistic,food consumption level and all other necessary information to achieve an overall understanding of expatriate,local,street food owner and Thailand economies.The result shows that the overall level of the attitude of street food consumption was at the agreed level of 3.83 and when considering each subject,this research found that all subjects were at the same level of agreement.Sorted by the average in the descending order as follows:Consumers,Pre Purchase Evaluation(CPRE)was at the agreed level of 4.05,Consumers'Lifestyle(CLIF)was at the agreed level of 4.01,Consumers' Attitude(CATT)was at the agreed level of 3.91,Consumers'Attitude Toward Food Safety Certificate(CFSC)was at the agreed level of 3.78,Consumers' Purchasing(CPUR)was at the agreed level of 3.73,Consumers'Motivation(CMOT)was at the agreed level of 3.70 and Consumers' Need(CNEE)was at the agreed level of 3.51 respectively.These subjects show that the overall levels of street food consumption are at the average of 3.83 which was at the agreed level.The studies found that the Consumers'Pre-Purchase Evaluation(CPRE)has the highest rate of 4.05 and Consumers'need(CNEE)has the lowest rate of 3.51.We can see that these two entities are not too far different,relating,however,very close.This thesis will first start off with background for a general idea,then scope.of study,literature review,consumer behavior,marketing mix theory statistic and conclusion which should suffice and complete this research topic.