Relationship between menu, price and consumers’ acceptance towards food truck concept

• Published in: Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016
• Main Author: Tarmazi S.A.A.; Ismail A.; Nor N.M.; Tan Z.M.A.; Din N.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2016
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016223110&partnerID=40&md5=8c8826619e5dfbb0256f5e9bb6f09c1c

The purpose of this study is to determine the relationship between menu offered and price of food on the consumers’ acceptance towards food truck concept. This research is based on a quantitative approach using a self-administered questionnaire which was conducted at Food Gasm Fest in Dataran Petaling Jaya. The finding of multiple regression analysis of 290 samples shows that the predictors explain 46.1% of the variation in consumer acceptance toward the food truck. All predictors make statistically significant contributions to customer acceptance toward the food truck. In terms of importance, the menu offered (β = 0.485) makes the largest unique contribution to the model. Therefore, this study perhaps can assist the food truck operators in Malaysia to gain awareness about the importance of menu choices offered and price of food on increasing the numbers of consumer acceptance towards their food truck concept. © 2016 Taylor & Francis Group, London.