DETERMINANTS OF CONSUMER CHOICE AND VENDOR SUSTAINABILITY IN THE STREET FOOD INDUSTRY: A STUDY IN KOTTAYAM, KERALA
DOI: https://doi.org/10.65725/JCMCE/2/1/005
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Jan-Mar 2026

Abstract:

This study examines the determinants of consumer choice and vendor sustainability in the street food industry, with special reference to Kottayam. Street-vended food forms an integral part of Kerala’s informal economy, offering affordable and accessible meal options while providing livelihoods to a large number of small-scale vendors. The research focuses on analyzing the consumption patterns of street food consumers, along with their attitudes and preferences toward street-vended food. Primary data is collected from consumers and vendors through structured questionnaires and interviews, capturing variables such as frequency of consumption, spending behavior, hygiene perception, taste preference, and convenience factors.

The study identifies key determinants influencing consumer choice, including price affordability, taste, accessibility, and perceived cleanliness. It also evaluates consumer attitudes toward food safety, nutritional value, and trust in vendors. On the supply side, the research explores challenges faced by vendors, such as regulatory constraints, competition, and issues related to hygiene standards and infrastructure. The findings reveal a strong relationship between consumer perception of hygiene and repeat purchase behavior, emphasizing the importance of quality assurance for vendor sustainability.

Furthermore, the study highlights evolving consumer preferences influenced by urbanization, lifestyle changes, and increasing health awareness. The research contributes to a better understanding of the dynamics of the street food sector and provides insights for policymakers to improve food safety regulations and support vendor livelihoods. Overall, the study underscores the need for a balanced approach that ensures consumer satisfaction while promoting sustainable practices among street food vendors.

Authors: Dr.Sajani Somanathan

Keywords: Street Food Industry, Consumer Behavior, Consumption Patterns, Vendor Sustainability, Food Safety and Hygiene