The impact of economic factors on street food consumer choice in Nong Khai municipality, Nong Khai province, Thailand

Abstract

The objective of this research is to test the impact of economic factors on the service marketing mix for consumers in choosing street food in Nong Khai Municipality in the Nong Khai province of Thailand. Service marketing involves 7Ps in the study. The method involved a survey of 400 respondents from 3 areas with quota sampling. The results revealed that economic factors had positive and direct effects on the total service marketing mix and positive indirect effects on each element of the service marketing mix. The economic factor with the greatest effect was People, followed by Product, and Physical Evidence and Presentation, respectively. The study results show that there is a need to focus on all of elements of the service marketing mix for the street food business including the quality of service, food quality and cleanliness.