Consumer Motivations and Patronage of Street Food Vendors in South-East of Nigeria

This study examined the drivers of consumer patronage of street food in South-East of Nigeria.Specifically, the study sought to ascertain the influence of food quality and quality of servicedelivery on consumer patronage of street food in South East of Nigeria. A survey researchdesign was adopted. The target population comprised consumers of food vendors while thepopulation size was unknown. The study sampled 384 respondents for the field survey. Thesource of data was primary while the questionnaire was the instrument used. The averagereliability coefficient was 0.744. A convenient sampling strategy was used in reaching therespondents. The formulated hypotheses were tested using multiple regression analysis at 5%level of significance. The findings revealed that food quality had a positive and significantinfluence on consumer patronage. The finding also showed that quality of service delivery hadno significant influence on consumer patronage. The findings of the study have many valuableimplications to many stake holders, policy makers, marketers, consumers and scholars. Thestudy recommended that street food vendors should continue to improve on quality of food andalso put enough efforts by cooking quality menu that enhances consumer patronage of streetfood vendors. Also, street food vendors, should endeavor to invest more on service deliverystrategies by being more responsible, reliable and increase speed when rendering services inorder to increase consumer patronage