Factors Affecting College Students’ Purchases of Food Products from Food Trucks

Abstract

               The purpose of this study was to 1) determine factors affecting college students’ purchases of food products from food trucks, 2) help increase the awareness of food truck businesses, and 3) study college students’ perceptions of marketing mix employed by food truck businesses.  A questionnaire was designed to collect the data from 385 college students, and the data was presented as percentage, means, and standard deviation.

               The findings of this study revealed that most of the respondents were females, had bachelor’s degrees, and had used food truck services about once per month. The consumers tended to consider certain factors when planning to purchase food products from food trucks. These factors included taste, reasonable price, convenient location, promotion, staff service, cleanliness, seat capacity, and types of food.

               To be successful, the researchers found that food truck restaurants should maintain good taste of food and food hygiene. Plus, restaurant owners should set up a food price that is appropriate to quality of food. The location is also important which should be in high foot traffic areas. Moreover, promotions should be created and up to date as well as having decorated food trucks to attract more customers. To satisfy customers, the restaurant owners should provide service training for employees to strengthen their service skills.