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CHAPTER - VI
CONSUMER AND STREET FOOD VENDING
6.1 Age composition
6.2 Sex composition
6.3 Marital status
6.4
Educational level of consumers
6.5
Different kinds of consumers
6.6
Frequency of street food consumption
6.7 Choice of Time of Consumption
6.8
Consumers' preference over street food vendors
6.9
Place (or) Location to Buy Street Food
6.10 Reason for Interest to Buy from Women Vendors
6.11 Types of street food consumed
6.12 Reasons for eating street foods
6.13 Availability of various facilities
6.14 Satisfaction or dissatisfaction level of consumersregarding buying street foods and cleanliness of theplace of vending
6.15 Food safety, quality and consumer protection
6.16 Consumer opinion
6.17 Health problems and street food consumption
6.18 Awareness on street food policies
6.19 Levels of satisfaction and factors influencing thesatisfaction of consumers
CHAPTER VI
CONSUMER AND STREET FOOD VENDING
Every one needs food and water to survive in the world. Food
and drinking water constitute the most basic needs of a human being. Yet
these needs are not met today all over the world. Consumers expect food to be
safe, wholesome, nutritious and of acceptable quality. It is the duty of the
government to regulate the quality and safety of food products through an
effective 'Food Control System' involving food standards, inspection of
services, laboratory analysis and prosecution. The food industry on its part,
shall adopt good manufacturing practices and good hygienic practices so as to
produce foods safe from microbiological hazards. Consumers have a vital role
to play in the safety of food'.
All of us are consumers of goods and services. For the purpose
of the Consumer Protection Act (CPA), the word 'Consumer' has been
'Duraisingam, "To Ensure the Safety of Street Food in India", FEDCOT programme, 2004, p.1.
209
defined separately for "goods" and "services". For the purpose of 'goods' a
consumer means a person belonging to the following categories.
1) One who buys or agrees to buy any goods for a consideration, which has
been paid or promised partly paid and promised or under any system of
deferred payment.
2) It includes any user of such goods other than the person who actually
buys goods and such use is made with the approval of the purchases.
For the purpose of "services" a 'consumer' means a person
belonging to the following categories.
1) One who hires or avails of any services or services for a consideration
which has been paid or promised or partly paid and partly promised or
under any system of'deferred payment.
2) It includes any beneficiary of such services other than the one who
actually hires or avails of the service for consideration and such services
are availed with the approval of such person2.
Consumer rights are the basic rights of all consumers, which
must be respected if consumers are to be protected from market abuses and
social injustices. The basic consumer rights are the right to safety, to be
informed, to choose and to be heard.
2 C.F.T.R.I, "Training Module for Consumer Organization, Ministry of Health and Family Welfare,Govt.of India. New Delhi, 2004, p.'5.
210
In this chapter, an attempt has been made by the investigator to
assess the consumer's personal data like age composition, sex composition,
marital status, and educational attainment, frequency of street food
consumption, time of consumption, frequency of consumption, types of street
food vending operation being patronized, types of street food consumed,
location for buying the food, reasons for consumption, and consumer opinion
like consumer opinion on vending area, cleanliness of food handler, amenities
available with the vendor, freshness of food, how vendors are chosen, levels
of satisfaction on the cleanliness, water availability, determinants of consumer
satisfaction, risk in consuming street food and awareness on street food
policies.
6.1 Age Composition
As a prelude to an analytical study of the sample consumers of
the study area age of distribution is attempted. In a demographic analysis the
common practice is to classify, the sample in age groups of five. In the
present study the age distribution is attempted with the class interval of ten.
The following table 6.1 shows different age groups of sample consumers.
211
TABLE No. 6.1
DISTRIBUTION OF CONSUMERS BY AGE COMPOSITION
Si. No. Age GroupNumber of
PercentageConsumers
1. 20-30 152 50.67
2. 31-40 82 27.33
3. 41-50 45 15.00
4. 51-60 13 4.33
5. Above 60 8 2.67
Total 300 100.00
SOURCE: Primary Data.
The Table 6.1 reveals the distribution of consumers by age
composition. In Madurai District 50.67 percent of the consumers are in the
age group of 20 - 30 years, 27.33 percent are in the age group of 31 - 40
years, 15 percent are in the age group of 41 - 50 years, 4.33 percent are in the
age group of 51 - 60 years and 2.67 percent are in the age group of above 60
years. It could be inferred from the above analysis, that about 78 percent of
the consumers are of the age between 20 and 40 years. Since they go for jobs/
outside, they will depend on their home for their lunch and dinner.
6.2 Sex Composition
Sex is an important factor for personal data analysis. Both male
and female members of the family work for the family needs. The sex
compositions of the consumers are given in the following table:
TABLE No. 6.2
SEX-WISE CLASSIFICATION OF SAMPLE CONSUMERS
Si. No. Gender Number of Consumers Percentage
I. Female 17 5.67
2. Male 283 94.33
Total 300 100.00
SOURCE: Primary Data.
The Table 6.2 shows the sex-wise classification of sample
consumers. Among 300 sample consumers 94.33 percent of the consumers
are males and only 5.67 percent of the consumers are female. It is inferred
that a majority of the consumers are males and only a small number are
females.
6.3 Marital Status
The marital status of the person reveals his/her responsibilities
and his/her burdens. The marital status might have social and economic
implications in their day to-day work. It can be classified into four categories
such as married, unmarried, widow and widower. The Table 6.3 shows the
marital status of the consumers.
212
213
TABLE No. 6.3
DISTRIBUTION OF CONSUMERS BY MARITAL STATUS
Si. No. Marital StatusNumber of
PercentageConsumers
I. Married 107 35.67
2. Unmarried 123 41.00
3. Widow 50 16.66
4. Widower 20 6.67
Total 300 100.00
SOURCE: Primary Data.
The Table 6.3 depicts that out of 300 sample consumers, 35.67
percent are unmarried, 41 percent are married, 16.66 percent are widows and
6.67 percent are widowers. It could be inferred from the above analysis that a
majority of the consumers are married and form a very high proportion
enjoying from the street food vending in Madurai District.
6.4 Educational Level of Consumers
Education is very important in our daily life. Consumers
provide the strongest motivating force for vendors to change their food
handling practices. They decide what to consume and from whom to purchase
food. Most of the consumers are unaware of the safety food. But education is
responsible for creating awareness about the street food consuming. The
Table 6.4 shows the distribution of consumers' levels of education.
214
TABLE No. 6.4
DISTRIBUTION OF CONSUMERS BY THE LEVEL OF EDUCATION
Si. . . Number ofEducational Attainment Percentage
No. Consumers
1. No formal schooling 38 12.67
2. Elementary 37 12.33
3. High school 53 17.67
4. Higher secondary education 63 21.00
5. Completed college course 18 6.00
6. Graduation 67 22.33
7.Vocational education 4 1.33
8.Technical graduate 14 4.67
9. Self-employed profession 6 2.00
Total 300 100.00
SOURCE: Primary Data.
The Table 6.4 clearly shows the educational status of the sample
consumers. On the whole out of the 300 sample consumers, 12.67 percent do
not have formal schooling education (illiterate), 12.33 percent have
elementary education, 17.67 percent have high school education, 21 percent
higher secondary education, 6 percent have completed college course, 22.33
percent are graduates, 1.33 percent have vocational education, 4.67 are
technical graduates, and 2 percent are self-employed. From the Table 6.4, it is
inferred that a majority of the consumers are graduates.
215
6.5 Different Types of Consumers
Consumers are the most important persons for developing street
food vending. Consumers have confirmed that the two most important
reasons for choosing Street food are cost factor and quick service. The other
reason cited was 'immediate relief from hunger'. Regular customer,
occasional, workers, students, retired person, family members, visitors and
passengers are different types of customers for street food vending. The
following table shows that different types of consumers avail of street food.
TABLE No. 6.5
DISTRIBUTION SHOWING THE DIFFERENT TYPES OF CONSUMERS
AVAILING STREET FOOD
Si. No. Type of'ConsumerNumber of Percentage
Respondents
1. Business persons 59 19.66
2. Tourists 20 6.66
3. Workers 55 18.33
4. Students 44 14.66
5. Retired persons 7 2.33
6. Families 37 12.33
7. Visitors 38 12.66
8. Travellers 40 13.33
Total 300 100.00
SOURCE: Primary Data.
216
Regarding the table 6.5, only 19.66 percent of consumers are
regular customers, 18.33 percent are workers, 14.66 percent of them are
students, 13.33 percent of the respondents are travellers, 12.66 percent are
visitors, 12.33 percent are families, 6.66 percent are tourists and 2.33 percent
are retired persons. Out of the 300 consumers most of the consumers are
regular customers and workers.
6.6 Frequency of Street Food Consumption
Rapid urbanization with the movement of people from rural
areas to urban centers has led to a need for feeding large numbers of working
people on a daily basis away from their residences at affordable prices. The
consumers eat food at least once everyday or every week or once a month.
The following table shows the frequency of street food consumption.
TABLE No. 6.6
DISTRIBUTION SHOWING FREQUENCY TO BUY THE STREET FOOD
Sl. Number ofFrequency to buy Percentage
No. Consumers
1. Everyday 192 64.00
2. Weekly 72 24.00
3. Monthly 15 5.00
4. Once in a while 21 7.00
Total 300 100.00
SOURCE: Primary Data.
217
The Table 6.6 indicates the frequency of street food
consumption. Most of the consumers (64 percent) buy and consume street
food daily and a very small percentage (5 percent) once a month. 24 percent of
the consumers buy and consume Street food on a weekly basis and 7 percent of
the consumers eat street food at least once in a while.
6.7 Choice of Time of Consumption
The distance between the home and the place of work, lack of
available quick transportation, and limited time are some of the major reasons
that prevent workers and students from traveling home to eat their mid-day
foods. Instead, they prefer to eat outside the home, especially those who are
singles and living on their own. The Table 6.7 shows the time of day to
consume the street food in Madurai District.
TABLE No. 6.7
DISTRIBUTION SHOWING CHOICE OF TIME TO BUY THE STREET FOODS
Si. - Number ofTime Percentage
No. Consumers
1. Early morning 20 6.67
2. Lunch 80 26.67
3. Evening 154 51.33
4. Night 46 15.33
Total 300 100.00
SOURCE: Primary Data.
218
The Table 6.7 analyses the time of the day to consume or buy
the Street food. 51.33 percent of the consumers who eat Street food consume it
in the evenings, 26.67 percent of the consumers in the afternoons, 15.33
percent in the nights and 6.67 percent ate in the mornings. A majority of
consumers eat in the evenings and a negligible number eat in the mornings. It
could be seen that about 78 percent of them consume street food during their
lunch and evening dinner. Only 15.33 percent of the consumers avail food
during nights.
6.8 Consumers' Preference over Street Food Vendors
The consumers consume food sold by mobile, semi-mobile and
stationary vendors. Mobile vendors include those carrying baskets, those
balancing poles on their shoulders, bicycle, tricycle, and motorcycle vendors
of bread or ice cream as well as trucks or vans. Semi-mobile vendors include
those selling from carts, which may be stationary or moved from one site to
another. Stationary vendors may sell their foods from permanent structures at
certain points in the city or even in front of shops, providing tables and chairs
for immediate consumption. The following table indicates the different
categories of street food vendors.
219
TABLE No. 6.8
DISTRIBUTION SHOWING PREFERENCE OF CONSUMERS'
OF STREET FOOD VENDORS
Si. Number ofStation Percentage
No. Consumers
1. Mobile 31 10.34
2. Semi-mobile 100 33.33
3. Stationary 169 56.33
Total 300 100.00
SOURCE: Primary Data.
The Table 6.8 shows the distribution of different categories of
vendors from where consumers buy food. 56.33 percent of the consumers
surveyed were consuming food sold by stationary vendors, 33.33 percent from
semi-vendors and 10.34 percent from mobile vendors. It should be inferred
from the above analysis that most of the sample consumers buy/eat food sold
by stationary street food vendors.
6.9 Place (or) Location to Buy Street Food
Consumers survey stated that they frequented street food
vendors who were around bus stands, the beach, markets, on pavements,
opposite to offices and schools. There was less attraction to buy food from
vendors near places of worship, hospitals, parks and commercial complexes.
The Table 6.9 shows the place or location to buy or consume the street foods.
220
TABLE No. 6.9
DISTRIBUTION SHOWING PLACE TO BUY THE STREET FOODS
Si. Number ofPlace Percentage
No. Consumers
1. In front of school 21 7.00
2. Place of worship 15 5.00
3.Office complex 43 14.33
4.Restaurant 8 2.67
5. Hospital 14 4.67
6. Bus stand/ railway station 97 32.33
7. Shopping complex 42 14.00
8. Market 30 10.00
9. Park/ Exhibition 10 3.33
10. Others 20 6.67
Total 300 100.00
SOURCE: Primary Data.
The Table 6.9 indicates the various locations where consumers
frequent to buy or consume the street foods. 32.33 percent of the consumers
buy food from vendors in front of establishments like bus stands or railway
stations. 14.33 percent of in front of shopping complex, 10 percent in front of
market, 7 percent in front of school, 6.67 percent other places, 5 percent in
front of worship, 4.67 percent in front of hospitals, 3.33 percent in front of
park or exhibition, and 2.67 percent in front of restaurant. It is inferred from
221
the Table 6.9 that a majority of the consumers buy or consume food from
vendors in bus stands or railway stations and only a negligible number buy
food from vendors in front of restaurants.
610 Reason for Interest to Buy from Women Vendors
The gender aspects associated with street foods are apparent if
one looked at the prevalence of women in the trade. Most of the consumers
also prefer to buy from women vendors because the consumer feel women are
cleaner, feel that their service is motherly and feel the homely atmosphere.
The Table 6.10 shows the reasons for buying from women vendors.
TABLE No. 6.10
DISTRIBUTION SHOWING PREFERENCE OVER WOMEN VENDORS
Sl. Number ofReasons Percentage
No. Consumers
1. Cleanliness 120 40.00
2. Motherly service 108 36.00
3. Homely appearance 22 7.33
4. Other reasons 30 16.67
Total 300 100.00
SOURCE: Primary uata.
The Table 6.10 indicates consumers' interest to buy from
women vendors. Out of the 300 sample consumers most of the consumers
prefer to buy from women vendors. The reason 40 percent of consumers give
is they feel that women vendors are noted for their cleanliness, 36 percent feel
222
that their service is motherly, 7.33 percent feel the atmosphere is homely and
16.67 percent of consumers have other reasons.
611 Types of Street Food Consumed
Responses to the type of foods that are most commonly eaten
overlapped as consumers could choose more than one answer. However, it
appears that the most common types of foods consumed were fruits, cold
drinks, boiled foods, deep fried foods, grilled foods, sandwiches or pies, native
cakes, dry finger foods, cooked dishes, porridges and sweets.
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The street food consumers buy and consume several varieties of
fruits like green mangoes, cucumber, pineapple, jack fruit, papaya, water
melon, turnip, banana, koyya, nungu and others. 17.14 percent of banana and
another 17.14 percent pineapples, 12.86 percent papaya, 10.71 percent Jack
fruit, 9.30 percent cucumber, 7.14 percent koyya and green mangoes are
consumed respectively. 2.14 percent water melon and 5.71 percent turnip are
also consumed. The study shows that a majority of the consumers buy and
consume pineapples and banana.
Among those who go for cool drinks, 40.59 percent consumers
buy sarbath, 12.94 percent consumers butter milk, 10 percent ice cream, 9.42
percent fresh juice, 7.06 percent prepared juices, 5.29 percent kulbi, 4.12
percent lussy, 2.94 percent bottled water and flavoured milk, and 1.76 percent
soft drinks and dispensed water. The Table 6.11 reveals that a majority of the
consumers buy sarbath from street food vendors.
Consumers who go for boiled food buy items such as pulses
(sundal) 62.16 percent, groundnuts 12.61 percent, boiled corn, boiled duck
egg and, boiled chicken egg 5.41 percent respectively, tapioca 5 percent, and 5
percent buy other items. The study reveals that a majority of the consumers
buy sundal from the street food vendors.
Among the consumers, 207 persons buy deep fried foods like
vadai / bonda, 205 buy / consume bajji, 42 chips, 30 samosa, 18 cutlets, 17
228
pakoda, 13 fish fry, 11 pattani kadalai and cauliflower fry, 10 mixture, 9 fried
chicken, 8 others, and only 6 persons buy banana chips. The table reveals that
35.26 percent of consumers buy or consume vadai or bonda.
50 percent of the consumers buy grilled foods such as chicken,
21.6 percent corn, 10 percent others, 5 percent grilled corn 8.33 percent liver,
1.67 percent hotdog, blood and kidney. The study reveals that a majority of
the consumers buy chicken and the next comes the corn.
Among those consumers interested in buying sandwich, out of
the 60 consumers 36.67 percent buy egg sandwich, 23.33 percent egg-dosai,
16.67 percent chicken and cheese, 11.66 percent pizza, 6.67 percent others and
5 percent bread with jam or butter. As for as native cakes are concerned 27.11
percent of the consumers prefer to buy idly, 24.15 percent dosai, 15.26 percent
appam, 12.76 percent puttu, 7.29 percent pongal, 4.56 percent rotti, 3.64
percent puffs, 1.36 percent biscuit, and 0.45 percent paniyaram. The Table
6.11 reveals that a majority of the consumers prefer to buy idly and dosai.
Consumers who buy dry finger food items such as puri 50
percent, murukku 18.43 percent, Thattai 11.84 percent, seedai 7.89 percent,
others 6.58 percent, and beans 5.26 percent. The study reveals that a majority
of the consumers prefer to buy puri from the dry finger foods.
Those who go for cooked dishes, 17.20 percent consumers buy
omlett, 20.40 percent chicken, 8 percent chappati, 7.20 percent beef, 6.40
229
percent mutton, 6 percent fish, 5.60 percent idiyappam and fried rice, 4
percent biriyani, 3.28 percent vegetables, 2.80 percent pork, and 2 percent
noodles. The Table reveals that a majority of the consumers buy chicken and
omlett. From among the types of porridges 43.75 percent of consumers buy
tea or coffee, 28.53 percent soup, 12.23 percent sukku coffee, 5.98 percent
cotton milk, 4.08 percent gumbank kanchi, 1.63 percent kanchi, 1.09 percent
paya and 0.27 percent ragi kanchi and others. From the Table 6.11 it is
inferred that most of the consumers prefer to buy tea or coffee and soup.
In the case of sweet items 14 persons buy halwa, 10 persons buy
palkova, 7 persons buy panchumittai, 6 persons each buy kadalai mittai or
dates, and only about 5 persons mittai. The study reveals that in the case of
sweet items a majority of the consumers prefer to buy haiwa and plakova.
6.12 Reasons for Eating Street Foods
Consumer's benefit from the street food sector is countless
ways, while consumers welcome street food vendors as a source of easily
accessible, affordable, inexpensive or cheap, convenient, tasty, fast services,
to satisfy hunger, clean, and nutritious food. The Table 6.12 describes the
reasons for eating street food in Madurai District.
230
TABLE No. 6.12
DISTRIBUTION SHOWING REASON FOR EATING STREET FOODS
Si. 1 Number ofReason PercentageNo. Consumers
1. Inexpensive/ cheap 112 37.33
2. Easily accessible 22 7.33
3. Convenient 12 4.00
4. Tasty 85 28.33
5. Fast services 30 10.00
6. Attractive/ appealing 9 3.00
7. To satisfy hunger 20 6.67
8. Clean 5 1.67
9. Others 5 1.67
Total 300 100.00
SOURCE: Primary Data.
The Table 6.12 reveals the reasons for eating street food. 112
(37.33 percent) consumers felt the items were cheap 85 consumers (28.33
percent) felt street foods were tasty, 30 consumers (10 percent) felt they had
fast services, 20 consumers (6.67 percent) said that it satisfied their hunger, 22
consumers (7.33 percent) felt it was easily accessible, 12 consumers (4
percent) felt it was convenient and 5 consumers felt the items were clean. The
table revealed that 37.33 and, 28.33 percent of consumers felt that the street
foods are cheap and tasty.
231
6.13 Availability of Various Facilities
It is possible to follow municipal building codes that require
large buildings to incorporate the capacity for vendors to operate under
hygienic conditions with access to power, water, toilet facilities and waste
disposal systems. The vendors cover the food to be sold, have facilities for
hand washing, and sell fresh foods. The consumers always wanted clean
vending area. The Table 6.13 shows the various facilities to consume the
Street foods.
TABLE No. 6.13
DISTRIBUTION SHOWING AVAILABILITY OF VARIOUS FACILITIES IN
VENDING PLACE
Sl. .. . Number ofFacilities Percentage
No. Consumers
1. Covered 35 11.67
2. With refrigerator! cooler 6 2.00
3. With hand washing facilities 187 62.33
4. With running water for washing ofsoiled dishes 5 1.67
5. With chairs and tables 8 2.67
6. With toilet facilities 4 1.33
7. Well ventilated 9 3.00
8. Well illuminated 4 1.33
9. Not particular 22 7.33
10. None 20 6.67
Total 300 100.00
SOURCE: Primary Data.
232
The Table 6. 13 reveals the distribution facilities to consume the
Street food. Out of the 300 consumers 11.67 percent of consumers said that
the vendors covered the food to be sold, 2 percent of consumers had access to
refrigerator and cooler facilities, 62.33 percent of consumers responded that
there were facilities for hand washing, while 7.33 percent were not particular
about facilities. 1.67 percent of consumers said that the vending areas should
be with running water for washing of soiled dishes, 2.67 percent of consumer
said that there were facilities for chairs and tables, 1.33 percent with toilet
facilities, 3 percent with well ventilated, and 1.33 percent with well
illuminated. It could be inferred from the above analysis that a majority of the
consumers said that there were facilities for hand washing and they had the
food covered to be sold.
6.14 Satisfaction or Dissatisfaction Level of Consumers regarding Street
Foods and Cleanliness of the Place of Vending
The consumer would like to seethe safety of the food they eat
and the cleanliness of the place of vending. Consumers concerned with the
safety of the food consumed consider cleanliness of the vending area,
cleanliness of the food handler, freshness of the food served as important
criteria in choosing the vendor.
233
TABLE No. 6.14
DISTRIBUTION SHOWING SATISFACTION OR DISSATISFACTION LEVEL OF
CONSUMERS REGARDING STREET FOODS AND CLEANLINESS OF THE
PLACE OF VENDING
Si. . . Number ofLevel of Satisfaction Percentage
No. Consumers
1. Very satisfactory 28 9.33
2. Satisfactory 246 82.00
3. Unsatisfactory 12 4.00
4. Very unsatisfactory 14 4.67
Total 300 100.00
SOURCE: Primary Data.
l'he Table 6.14 analyses the satisfaction or dissatisfaction level
of consumers regarding street foods and cleanliness of vending. 82 percent of
the consumers were satisfied with the vending area, 9.33 percent were fully
satisfied, 4 percent were unsatisfactory, and 4.67 percent were very
unsatisfactory.
6.15 Food safety, quality and consumer protection
Food safety refers to all those hazards, whether chronic or acute,
that may make food injurious to the health of the consumer. Quality includes
all other attributes that influence a product's value to the consumer. This
includes negative attributes such as spoilage, contamination with filth,
234
discoloration, off odours and positive attributes such as the origin, colour,
flavour, texture and processing method of the food.
TABLE No. 6.15
DISTRIBUTION SHOWING THE FOOD IS SAFE TO EAT
Si. Number ofItems Percentage
No. Consumers
1. No unnatural odour! smell 20 6.67
2. No objectionable colour 39 13.00
3. No objectionable taste 60 20.00
4. Good packaging 18 6.00
5. Served well 42 14.00
6. No health problem so far 102 34.00
7. Others 19 6.33
Total 300 100.00
SOURCE: Primary Data.
The safety of street food is very important and as such 34
percent of the consumers never experienced any health problem while
consuming street food, 20 percent felt that there were no objectionable taste,
14 percent felt they were served well, 13 percent said that there were no
objectionable colour, 6.67 percent no unnatural odour or smell, and 6 percent
felt the packing was good. It could be inferred from the above analysis that a
majority of the consumers never experienced any health problem while/after
consuming street food.
235
6.16 Consumers' Opinion
Street food is popular among people for reasons of its affordable
prices, quick service, and taste. Vendors usually locate themselves in places
that are easily accessible to consumers. They provide assistance to the
vendor-owner in preparing, serving food, in the cleaning of the utensils used
for the purpose for serving food. According to the vendors, none of the
consumers had complained about the food.
TABLE No. 6.16
DISTRIBUTION SHOWING CONSUMERS' OPINION ABOUT
STREET FOOD
Si. . . Number ofOpinion Percentage
No. Consumers
1. Freshness of food, taste 105 35.00
2. Fast service 75 25.00
3. Fit for consumption 10 3.33
4. Water availability 20 6.67
5. Satisfaction oncleanliness 30 10.00
6. Cheapness 50 16.67
7. Amenities available 5 1.67
8. Place of sale 5 1.67
Total 300 100.00
SOURCE: Primary Data.
The Table 6.16 reveals that consumers have given different
opinions about the street food vending operations. 35 percent of the
236
consumers said that it was important that the vendors served only fresh and
tasty food. 25 percent of the consumers said that the reason for choosing street
food were the quick service and immediate satisfaction of hunger. 16.66
percent of the consumers chose street food because of the low cost
(affordability) factor, 10 percent of consumers said that they were satisfied
with the existing levels of cleanliness in the vending services. 6.67 percent of
the Street vendors had stored water for hand wash, 3.33 percent consumers felt
that visual appeal of the food served was a significant determinant of whether
it was fit for consumption or not. 1.67 percent of consumers felt that
cleanliness was the most important criteria for selecting a Street food vendor
and 1.67 percent of the consumers said that the food had to be kept covered.
Other amenities asked for by consumers were a place to sit, clean vessels and
sufficient air and light.
6.17 Health Problems and Street Food Consumption
A majority of the consumers said that they did not have any
health problems after consumption of street food. Some consumers said they
did have mild problems. However, none of the consumers been admitted in
hospital for treatment after consuming street food.
TABLE No. 6.17
DISTRIBUTION SHOWING HEALTH PROBLEMS AND STREET FOOD
CONSUMPTION
Si. No. Health Problems Number of Consumers Percentage
1. Cholera 7 2.33
2. Typhoid fever 3 1.00
3. Amoebiasis 2 0.67
4. Nausea 10 3.33
5. Vomiting 25 8.33
6. Headaches 10 3.33
7. Diarrhoea 30 10.00
8. Hepatitis 2 0.67
9. Fever 10 3.33
10. Food poisoning 50 16.67
11. Allergy 5 1.67
12. Others (not affected) 148 48.33
Total 300 100.00SOURCE: Primary Data.
Safety of street food is very important and a majority of the
consumers felt the food was safe to eat. 48.33 percent of the consumers felt
that they did not have any health problems while consuming street food and
felt the food was safe to eat. Out of'the 152 respondents who felt food was not
safe 16.67 percent suffered from food poisoning, 10 percent from diarrhoea,
8.33 percent from vomiting, 3.33 percent from headache, fever, nausea each,
2.33 percent from cholera, 1.67 percent from allergy, 1.00 percent from
typhoid fever and 0.67 percent suffered from hepatitis and amoebiasis.
237
238
6.18 Awareness on Street Food Policies
Various national laws and regulations relating to food safety are
available in developing countries. Food safety is critical public health issue
and consumers must be protected against food and food production processes
which are hazardous to health or life. Municipal authorities, police and traffic
regulators commonly view Street food vendors. Consumer's organizations and
civil society groups conduct research and educational programmes to increase
awareness, attitudinal change and behavioural change among consumers.
TABLE No. 6.18
DISTRIBUTION SHOWING AWARENESS ON STREET FOOD POLICIES
SI. . Number ofParticulars Percentage
No. Consumers
1. Tamil Nadu Public Health Act 10 3.33
2. Prevention of Food 30 10.00Adulteration Act
3. Consumer Protection Act 48 16.00
4. Fruits Products Order 5 1.67
5. Municipal Act 75 25.00
6. The Police Act 60 20.00
7. Food Inspector of State 30 10.00
8. Central Government Officials 15 5.00
9. Others 27 9.00
Total 300 100.00
SOURCE: Primary Uata.
239
The fable 6.18 indicate the awareness of street food policies.
Consumers know the various Acts and regulations which controls and
monitoring the food vending. About the monitoring of food vending 25
percent of consumers were aware of monitoring by municipal corporation, 20
percent know the Police Act, 16 percent know Consumers Protection Act, 10
percent know the powers of food inspectors, and prevention of Food
Adulteration Act, each, 9 percent by others, 5 percent know the powers of
central government officials, 3.33 percent know Tamil Nadu Public Health
Act and 1.67 percent know Fruits Products Order. The study reveals that a
majority of the consumers are aware of the role of the municipalities regarding
Street food policies.
6.19 Levels of Satisfaction and Factors Influencing the Satisfaction of
Consumers
An attempt is made in this section to analyse consumer
satisfaction regarding food served by Street vendors. Satisfaction can not be
measured in absolute terms. It depends mainly on the relation between what
one expects to have and what one is provided with. In the present study,
satisfaction of the consumer has been measured by the score values calculated
for 15 statements by adopting the hikert type scale.
6.19.1 Levels of Satisfaction
The satisiaction of the consumer has been classified into three
240
categories namely low level, medium level and high level for analytical
purpose. For the 300 respondents, the total score value for each respondent is
calculated. The arithmetic mean (x) and the standard deviation () were
calculated from 300 observations of score values of the consumers. The
calculated arithmetic mean (x) was 38.26 and the standard deviation () was
5.21, while the score values greater than or equal to (x+G), the score values
less than or equal to (x I o) have been classified as high level satisfaction and
low level satisfaction respectively. The score values between (x+) and (x-)
have been classified as medium level satisfaction.
(x+a) (38.26+5.21) 43.47> High level
(x-c) = (38.26-5.21) = 33.05< Low level
(x-c) to (x ) = 33.05 to 43.47 are as Medium Level satisfaction.
The Table 6.19 shows the classification of the respondents
according to their level of satisfaction.
TABLE No. 6.19
LEVELS OF SATISFACTION AND NUMBER OF RESPONDENTS
Sl. Level of SatisfactionNumber of Percentage
No. Respondents
1. High Level 52 17.33
2. Medium Level 207 69.00
3. Low Level 41 13.67
Total 300 100.00
SOURCE: Primary Data.
241
The Table 6.19 reveals that the majority of the consumers of
street food vending have medium level satisfaction (69 percent) followed by
high level satisfaction (17.33 percent) and low level of satisfaction (13.67
percent).
6.19.2 Factors Influencing Levels of Satisfaction
In this section, an attempt has been made to understand the factors
which influence the satisfaction of consumers such as age, sex, marital status
education, type of consumer, frequency of buying.
Further an attempt has also been made to test the relationship
between the factors and the level of satisfaction. For this, the chi-square test
has been employed. It is calculated by adopting the following formula:
Chi-square X2=(0— E)2
E
with (r - 1) (c - 1) degrees of freedom
where 0 - Observed Frequency
E - Expected Frequency
E = Row Total x Column Total
Grand Total
r = Number of rows
c = Number of columns
Here, a null hypothesis has been formulated that the factors and the
level' of satisfaction are independent. The calculated value of chi-square is
242
compared with the Table value at 5 per cent level in order to determine the
correctness or otherwise of the hypothesis.
(i) Relationship between Age and Level of Satisfaction
In this section, an attempt has been made to analyse the
relationship between the level of satisfaction of the consumer and their age.
The Table 6.20 shows the relationship between age and level of satisfaction.
TABLE No. 6.20
LEVELS OF SATISFACTION ON THE BASIS OF AGE
SI. Levels of Satisfaction IAge TotalNo. High Medium Low1. 20-30 27 105 20 152
(51.92) (50.72) (48.78) (50.67)2. 31-40 14 5 12 82
______ (26.92) (27.05) (29.27) (27.33)3. 41-50 8 34 3 45
(15.38) (16.43) (7.32) (15.0)4. 51-60 2 9 2 13
(3.85) (4.35) (4.88) (4.33)5. Above 60 1 3 4 8
(1.94) (1.45) (9.75) (2.67)Total 52 207 41 300 F (100) (100) (100) (100)
The above Table 6.20 shows that out of 52 sample respondents a
maximum of 27 (51.92 percent) of the consumers are under the age group of
20-30 years in the case of high level of satisfaction followed by 14 (26.92
percent), 8 (15.38 percent), 2 (3.85 percent) and 1 (1.94 percent) of the
consumers are under the age group of 31-40, 41-50, 51-60 and above 60 years
243
respectively. It is also understood that in the case of medium level of
satisfaction, out of 207 sample respondents, a majority of 105 (50.72 percent)
of the consumers are under the age group of 20-30 years followed by 56
(27.05 percent), 34 (16.43 percent), 9 (4.35 percent) and 3 (1.45 percent) of
the respondents are under the age group of 31 - 40, 41-50, 51-60 and above 60
years respectively. Further it shows that out of 41 sample respondents, a
maximum of 20 (48.78 percent) of the respondents are under the age group of
20-30 years in the case of low level of satisfaction followed by 12 (29.27
percent), 4 (9.75 percent), 3 (7.32 percent) and 2 (4.88 percent) of the
consumers under the age group of 31-40, above 60, 41-50 and 5 1-60 years
respectively.
In order to test the relationship between age and level of job
satisfaction of consumers of street food vendors, the following null hypothesis
was formulated: "The level of satisfaction is independent of the age of the
consumer. The chi-square test was applied to examine the null hypothesis and
computed results are given.
Calculated value of chi-square test
4.5907
Table value at 5 percent level
15.507
Degrees of Freedom
N.
As the calculated value is less than the table value, at 5 percent
level 'of significance the null hypothesis is accepted. Thus it may be
244
concluded that there is no relationship between age and level of satisfaction of
the consumer.
(ii) Relationship Between Sex and Level of Satisfaction
Sex and level of satisfaction of the consumer are given in the
Table 6.21.
TABLE No. 6.21
SEX AND LEVEL OF SATISFACTION
SI. Levels of Satisfaction
Sex TotalNo. High Medium Low1. Male 47 200 36 152
(90.38) (96.62) (87.80) (94.33)2. Female 5 7 5 82
(9.62) (3.38) (12.20) (5.67)Total 52 207 41 300
(100) (100) (100) (100)
The Table 6.21 reveals that out of 52 consumers with high level
satisfaction, 90.38 per cent of them are male and the remaining 9.62 per cent
are female. Further the table shows that out of 207 with medium level
satisfaction 200 (96.62 per cent) and 7 (3.38 per cent) of them are male and
female respectively. In the case of low level satisfaction, out of 41 consumers,
87.80 per cent and 12.20 per cent of them are male and female.
In order to examine the established null hypothesis that sex is
independent of level of satisfaction, chi-square test was applied and the result
is shown below -
245
Calculated value of chi-square
8.8571
Table value at 5 per cent level
5.99 1
Degrees of Freedom
2
Since the calculated value is greater than the table value of chi-
square at 5 per cent level, the established null hypothesis is rejected. Thus it
may be concluded that there is a relationship between sex and level of
satisfaction of the consumer.
(iii) Marital Status and Level of Satisfaction
The Table 6.22 shows the marital status of the consumers and
their level of satisfaction.
TABLE No. 6.22
MARITAL STATUS AND LEVELS OF SATISFACTION
Si. Marital Levels of Satisfaction TotalNo. Status High Medium Low
1. Married 18 75 14 107
(34.62) (36.23) (34.15) (35.67)2. Unmarried 21 85 17 123
(40.38) (41.06) (41.46) (41.00)
3. Widow 9 35 6 50
(17.31) (16.91) (14.63) (16.67)
4. Widower 4 12 4 20
(7.69) (5.80) (9.76) (6.66)Total 52 207 41 300
(100.00) (100.00) (100.00) (100.00)
The Table 6.22 indicates that out of 52 consumers with high
level' satisfaction, 34.62 per cent, 40.38 per cent, 17.31 per cent and 4 per cent
of them are married, unmarried, widow and widower respectively. Out of 207
246
consumers with medium level satisfaction, 75 (36.23 per cent) are married, 85
(41.06 per cent) are unmarried, 35 (16.91 per cent) are widows and 12 (5.50
per cent) are widowers. Out of 41 consumers with low level satisfaction,
majority of them (41.46 per cent) are unmarried followed by 34.15 per cent
are unmarried, 14.63 per cent and 9.76 per cent are widow and widower
respectively.
In order to examine the relationship, a hypothesis has been
formulated that marital status of the consumer is independent of their level of
satisfaction. For this chi-square test was applied and the result is given below.
Calculated chi-square value : 1..092
Table value at 5 per cent level : 12.592
Degrees of Freedom : 6
I As the calculated chi-square value is less than the table value at
5 per cent level, the formulated hypothesis is accepted. Thus it may be
concluded that marital status is independent of level of satisfaction.
(iv) Education and Levels of Satisfaction
The Table 6.23 indicates the relationship between educational
status of the consumers and their level of satisfaction.
247
TABLE No. 6.23
EDUCATION AND LEVELS OF SATISFACTION
Si. Level of SatisfactionEducation TotalNo. High Medium Low1. No Formal 6 26 6 3
________8
____ Education (11.54) (12.56) (14.63) (12.67)
H3.HUpto School 17 62 11 90
______ (32.69) (29.95) (26.83) (30.0)igher 11 45 7 63econdary (21.15) (21.74) (17.07) (21.0)
4. Others 18 74 17 109
(34.62) (35.75) (41.47) (36.33)Total 52 207 41 300
(100.00) (100.00) (100.00) (100.00)iuwi, Leennical, proressionai etc.
The Table 6.23 points out that out of 52 consumers with high
level satisfaction, a majority of them (34.62 percent) have college, technical
and professional education followed by 32.69 per cent having upto school
level and 11.54 percent of them having no formal education. In the case of
medium level satisfaction, out of 207, a majority of them (35.75 percent) have
college, technical and professional education followed by up to school (29.95
percent). Out of 41 consumers with low level satisfaction, a majority of them
(41.47 percent) have college, technical and professional education. It is
followed by 26.83 percent of respondents with up to school and 17.07 percent
of higher secondary levels.
Here a null hypothesis has been formulated that educational
level and level of satisfaction are two independent attributes. In order to test
the null hypothesis, chi-square test was applied and the result is furnished
below
248
Calculated chi-square value : 1.2154
Table value at 5 percent level : 12.592
Degrees of Freedom : 6
I Since the calculated value is less than the table value at 5
percent level with 6 degrees of freedom, the formulated null hypothesis is
accepted. Thus it may be concluded that there is no relationship between
education and levels of satisfaction.
(v) Types of Consumer and Levels of Satisfaction
The Table 6.24 explains the relationship between the types of
consumers and their level of satisfaction.
TABLE No. 6.24
TYPES OF CONSUMER AND LEVELS OF SATISFACTION
Si. Types of Level of SatisfactionTotalNo. Consumer High Medium Low
1. Business 10 42 8 60Persons (19.23) (20.29) (19.51) (20.00)
2. Tourist 3 13 2 18
(5.77) (6.28) (0.49) (6.00)3. Workers 9 38 8 55
(17.30) (18.36) (19.51) (18.33)4. Students 6 30 6 42
(11.54) (14.49) (1.46) (14.00)5. Retired Persons 2 6 1 9
(3.85) (2.99) (0.24) (3.00)6. Families 6 25 5 36
(11.54) (12.08) (1.22) (12.00)7. Visitors 6 25 5 36
(11.54) (12.08) (1.22) (12.00)8. Travellers 10 28 6 44
(19.23) (13.53) (1.46) (14.67)Total 52 207 41 300
____ (100.00) (100.00) (100.00) (100.00)
249
The Table 6.24 clearly exhibits that out of 52 consumers with
high level satisfaction, a majority of the consumers are travellers (19.23
percent) and business persons (19.23 percent). It is followed by workers (17.3
percent). Out of 207 consumers with medium level satisfaction, a majority of
them are business persons (20.29 percent) followed by workers (18.36
percent). In the case of low level satisfaction, out of 41 consumers, a majority
of them are business persons (19.51 percent) and workers (19.51 percent).
In order to examine the formulated null hypothesis that the type
of consumers and levels of satisfaction are independent, chi-square test was
used. The result is given below.
Calculated chi-square value : 1.4622
Table value at 5 percent level : 23.685
Degrees of Freedom 14
As the calculated chi-square value is less than the table value at
5 percent level, the formulated hypothesis is accepted. Thus it may be
concluded that the type of consumer is independent of their levels of
satisfaction.
(vi) Frequency of Buying and Levels of Satisfaction
The Table 6.25 points out the relationship between the
frequency of buying and levels of satisfaction.
250
TABLE No. 6.25
FREQUENCY OF BUYING AND LEVELS OF SATISFACTION
Si. Frequency of - Level of SatisfactionI . . . TotalNo. _Buying High Medium _Low 1.1 Everyday 33 131 28 192
______ (63.46) (63.29) (68.29) (64.00)2. Weekly 12 53 7 72
(23.08) (25.60) (17.07) (24.0)3. Monthly 4 9 2 15
____ ____________ (7.69) (4.35) (4.88) (5.0)4. Once ina 3 14 4 21
while (5.77) (6.76) (9.76) (7.0)5. Total 52 207 41 300
(100) (100) (100) (100)
From the Table 6.25, it is clear that in the high level satisfaction
group, a majority of them (63.46 percent) have visited every day to the street
vending followed by weekly visit (23.08 percent). In the case of medium
level satisfaction, out of 207 consumers, 131 (63.29 percent) of them buy
every day from street vending followed by 53 (25.60 percent) who have
visited weekly once. Out of 41 low level satisfaction, 68.29 percent of them,
17.07 percent of them, 9.76 percent of them and 4.88 percent of them have
visited frequently everyday, weekly, once in a while and monthly respectively.
In order to examine the formulated hypothesis that frequency of
buying is independent of levels of satisfaction, chi-square test was applied.
The result is shown below.
251
Calculated chi-square value : 9.108
Table value at 5 percent level : 12.592
Degrees of Freedom : 6
As the calculated value is less than the table value at 5 percent
level, the formulated null hypothesis is accepted. Thus it may be concluded
that the frequency of buying is independent of levels of satisfaction.
(vii) Time of the Day and Levels of Satisfaction
The Table 6.26 reveals the relationship between time of the day
to visit and levels of satisfaction.
TABLE No. 6.26
TIME OF THE DAY TO VISIT AND LEVELS OF SATISFACTION
SI.Level of SatisfactionNo. F Time -
High Medium LowTotal
1. Early 3 16 1 20Morning (5.77) (7.73) (2.44) (6.67)
2. Lunch 14 56 10 80
(26.92) (27.05) (24.39) (26.67)3. Evening 27 106 21 154
(51.92) (51.21) (51.22) (51.33)4. Night 8 29 9 46
(15.39) (14.01) (21.95) (15.33)5. Total 52 207 41 300
(100) (100) (100) (100)
It is inferred from the Table 6.25 that out of 52 consumers with
high level satisfaction, 27 (51.52 percent) of them have visited only in the
evening followed by 26.98 percent of them have visited for lunch. In the case
of medium level satisfaction, out of 207 consumers, a majority of them (51.21
252
percent) have visited in the evening, 27.05 percent of them have visited for
lunch, 14.01 percent of them have visited in night and only 7.73 percent of
them have visited early morning for breakfast. In the case of low level of
satisfaction, out of 41 consumers, a majority of them (51.22 percent) have
visited in the evening followed by 24.39 percent for lunch.
Here a null hypothesis has been formulated that time of the day
to visit Street vending is independent of levels of satisfaction. To test this, chi-
square test is used and the result is produced below.
Calculated chi-square value 3.585
Table value at 5 percent level
12.552
Degrees of Freedom
As the calculated value is less than the table value at 5 percent
level, the formulated null hypothesis is accepted. Thus it may be concluded
that the level of satisfaction is independent of the time of visit.
The analysis on 'Consumer and Street Vending' shows that 94
percent consumers are males, 41 percent are unmarried, 22.33 percent are
graduates and 21 percent have completed Higher Secondary Education.
Majority of the consumers are business people, students and visitors, 64
percent consume Street food every day, 51 percent consume food in the
evening, 56.33 percent prefer the stationary vendors and majority buy from
the vendors near bus-stand and railway station Consumers prefer Street food
because it is cheap and tasty.
