Perceived Risks and Consumer Buying Behavior on Street Food around Negros Oriental State University, Dumaguete City
Keywords:Keywords: perceived risks, consumer buying behavior, street food, descriptive study, regression analysis, NORSU, Dumaguete City
Street food or ready-to-eat food is the easiest and cheapest foods that are mostly available to students around Schools or University. Since eating right is a fundamental human right, including and most notably of the students, the constitutional privilege should not take for granted by food providers. This descriptive research used a survey questionnaire to gathered data from the students of Negros Oriental State University, Dumaguete City. 1, 382 respondents answered the survey questionnaire from the eight (8) different colleges in NORSU. They were chosen as respondents through systematic random sampling. Descriptive statistics were used to describe the basic features of the data in a study. Weighted mean and standard deviation was also used to simple summaries about the sample and the measures. Regression analysis was used to conduct the multivariate analysis to test the conceptual framework of the study. The result shows that the respondents neither agree nor disagree on perceived risk on street food and consumer buying behavior. This study also shows the relationship between street food's perceived risk and consumer buying behavior is significant. It means that there is a significant relationship that exists between street foods' perceived risk and consumer buying behavior. The results of the regression analysis between predictors of consumers' buying behavior show that food handling practices such as personal hygiene, food preparation, and food storage shows significant effects of perceived risk on consumers’ buying behavior.
Keywords: perceived risks, consumer buying behavior, street food, descriptive study, regression analysis, NORSU, Dumaguete City