Determinant attributes in the purchase decision: a study on street food establishments

Atributos determinantes de decisiones en la compra y la satisfacción del cliente: un estudio en los establecimientos que comercializan alimento en la calle

Abstract

The importance of the attributes of a product can vary greatly according to the different consumers, thus we start from the idea that there are different degrees of importance in relation to the attributes and that this importance influences the buying decision. The purpose of this study is to identify which attributes are key in the buying decision-making process for consumers in making buying decisions in establishments that sell street food. It is a study of both qualitative and quantitative nature. In the qualitative phase we conducted semi-structured interviews with 16 customers and we analyzed them using content analysis. Also, we carried out a survey, applying 200 questionnaires, to survey data for the quantitative phase. The analysis of this quantitative phase was carried out using Excel and SPSS, with the use of multivariate statistical techniques. The results indicated that the service offered is the key construct to the customers' buying decision. In addition, this study may be extended to other national contexts and may assist street food entrepreneurs to come up with strategies in order to maintain themselves firmly in the market.

Keywords:
Importance of the attribute; Determinant attribute; Buying decision; Satisfaction; Street food.