Street food vendor patronage in an emerging economy: An empirical study of undergraduates

Abstract

Street food vending is becoming increasingly important globally, however, most studies on dining outlet patronage focused on formal restaurants, especially in developed economies. Thus, this study developed a model of street food vendor patronage among undergraduates. 385 copies of the study questionnaire were distributed to street food customers in northwest Nigeria, and structural equation modeling (AMOS) was used to validate the model. Thus, value for money, food quality, and food familiarity were found as factors that influence the patronage of a street food vendor, while service quality and ambiance do not significantly influence students’ patronage. Theoretical and practical implications were discussed.