ANALYZING THE INFLUENCING FACTORS AND CONSUMER PREFERENCES ON THE CHINESE STREET FOOD IN AHMEDABAD CITY

Abstract

This research investigates the influencing factors and consumer preferences in the Chinese street food market in Ahmedabad, with a focus on awareness, perception, consumption patterns, and the impact of price, hygiene, taste, variety, convenience, and cultural factors on purchasing decisions. Demographic characteristics, including age, gender, and income, are analyzed to enable targeted marketing strategies. The study assesses the importance of various food attributes such as taste, spice level, and healthiness in shaping consumer preferences. The comprehensive scope aims to unravel the intricacies of consumer behavior, providing nuanced insights for businesses and policymakers. Utilizing a descriptive research design with a non-probability Using a suitable sampling strategy, a structured questionnaire is used to gather primary data.The analysis, conducted using tools like Excel and SPSS, reveals significant findings regarding consumer satisfaction, dietary habits, and the popularity of specific Chinese street food items. The study contributes valuable insights to bridge existing knowledge gaps and enhance marketing strategies in the Chinese street food market in Ahmedabad.