Street food: factors influencing perception of product quality

Rogerio Scabim Morano,Alcides Barrichello,Jorge Ramon D’Acosta-Rivera,Rafael Ricardo Jacomossi

doi:10.1108/rausp-06-2018-0032

Rogerio Scabim Morano, Alcides Barrichello + Show 2 more

Open Access

https://doi.org/10.1108/rausp-06-2018-0032

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Abstract

PurposeThe purpose of this study is to evaluate whether the perceptions of cleanliness and organization of the point of sale, hygiene and training of those who serve the public (service) and healthiness of the products, constitute a base for the perception of the quality of food sold in the street. Studies about development of street food trade have gained relevance in academic debate because of its social and economic significance. Usually, aspects related to sanitary issues are presented, and the factors that influence consumer perception regarding quality of food consumed are less explored. This was the focus of this work. The relationships among possible predecessors – attendance, cleanliness, organization and healthiness – were tested, all acting together, influencing the variable perception of product quality. Competitive models were tested because of theoretical divergences regarding the relationship between quality and healthiness, not yet totally clear in the literature.Design/methodology/approachA quantitative survey was carried out in the city of Diadema (SP, Brazil), getting 603 respondents, with data and theoretical models analyzed by structural equation modeling.FindingsResults indicated that organization variable is not significant regarding perception of product quality, while attendance and healthiness directly affect this perception. On the other hand, cleanliness influences perceived healthiness and this, in turn, reinforces perception of product quality.Practical implicationsThe focus of street food traders should be on clerk cleanliness and politeness (characteristics related to the service) that end up influencing the perception that the consumer develops regarding healthiness (characteristic related to product quality).Originality/valueUsually research studies on this theme include only aspects related to sanitary and safety issues, and those which focus on consumer perception of food quality cover conventional outlets such as bars and restaurants. There are few ones performed as in this study that analyze street food consumer behavior regarding his/her perception of quality, cleanliness, care received, among others.

Highlights

In times of economic contingency and job loss, or when there are migratory/immigration movements, as observed by Basinski (2014), the street food trade constitutes an alternative for family income
Whether it is because of its economic, social and cultural importance, or because of public health implications, street food is a subject that is gaining interest in the literature (Alimi, 2016; Basinski, 2014; Franklin and Badrie, 2015; Grunert, 2010; Henderson, 2011). These studies have been developed covering the issues of food storage and production conditions, customers’ perception, as well as the issue of health threat related to the street food. Authors such as Benny-Ollivierra and Badrie (2007) and Franklin and Badrie (2015) investigated the conditions of street food trade in open-air festivals, noting that merchants often handle food and money resulting in low hygiene conditions
The objective of this study is to evaluate whether the perceptions of cleanliness and organization of the point of sale, hygiene and training of those who serve the public and healthiness of the products, constitute a base for the perception of the quality of food sold in the street

Summary

Introduction

In times of economic contingency and job loss, or when there are migratory/immigration movements, as observed by Basinski (2014), the street food trade constitutes an alternative for family income. Street food trade has three characteristics, namely, it is cheap, convenient and obtainable around cities, and it served in vans or kiosks usually located in commercial streets and at festivals (Bellia et al, 2016) Whether it is because of its economic, social and cultural importance, or because of public health implications, street food is a subject that is gaining interest in the literature (Alimi, 2016; Basinski, 2014; Franklin and Badrie, 2015; Grunert, 2010; Henderson, 2011). In addition to discovering that there were no minimum standards in terms of food production to preserve consumers’ health, Ekanem (1998) suggests the need for greater governmental regulation, in terms of sanitation guidelines, for this type of trade

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