Analysis Of Observable And Emerging Marketing Initiatives Among Street Food Vendors

Abstract

This study aims to thoroughly evaluate a diverse range of observable marketing strategies employed by street food vendors, encompassing techniques for product promotion, persuasion strategies, and engagement with customers within the realm of street food vending. By conducting an exhaustive assessment of these initiatives, the research strives to provide valuable insights into effective marketing methods capable of augmenting the sustainability of street food vendors. Furthermore, the study seeks to contribute to a broader comprehension of informal food economies by identifying both successful practices and challenges encountered within this context of marketing initiatives. Employing a combination of qualitative research methodology of in-depth interviews with street food patrons and vendors themselves, the investigation aims to delve into the underlying motives and impacts of these marketing strategies. Adopting an exploratory research approach, the study employs narrative data collected from actively engaged participants via in-depth interviews based on the observable marketing initiatives among street food vendors. Through the application of coding and thematic analysis techniques, the study uncovers the underlying trends and patterns within vendors' marketing endeavors. The research sample encompasses 10 street food customers and 10 street food vendors, meticulously chosen to offer a well-rounded representation of both perspectives.