International Journal of Science and Research (IJSR)

ISSN: 2319-7064
SJIF (2022): 7.942

Exploring Consumer Perception and Awareness of

Street Food: A Case Study in Guwahati City
Udit Khakhlary1, Richika Kedia2
Student of Master of Commerce, The Assam Royal Global University, Guwahati, India.
Email: uditkhakhlary[at]gmail.com
Ph no: +919957037667

Assistant Professor in Royal School of Commerce at The Assam Royal Global University & Research Scholar of Department of
Commerce, Gauhati University, Assam
Email: kediarichika[at]gmail.com
Ph no: +91 7002355911

Abstract: Street foods are the foods that are very much popular in different parts of the world due to their uniqueness, difference in
flavors and affordability. People prefer eating street food due to low cost and easy accessibility. The aim of the present study is to
determine consumer’s perception towards street food and also to analyse consumer’s awareness about food safety and hygiene in the
main streets of Guwahati city. A survey was conducted on 100 consumers in the main streets of Guwahati city. The findings in the study
showed that consumers prefer to eat street food due to their unique taste and flavour. The study also found out that majority of the
consumers are aware about food safety and hygiene and almost 83% of the consumers have knowledge about food borne disease that
occurs from unhygienic food. Governments should try to promote educational campaigns and advertisements about food safety and
hygiene in different parts of the country so that consumers can acquire knowledge about food borne diseases.

Keywords: Street Food, Consumers Perception, Guwahati city, Consumers Awareness, Food Safety and hygiene

1. Introduction street food without realizing their consequences and due to

this people suffers from food borne diseases that occurs
Street foods are the foods or drinks that are sold by the from unhygienic foods.
vendors on a streets, markets, fairs and various other
popular places. Street food is very much popular in 2. Review of Literature
different parts of the world due to its affordability and low
cost and can be found in different varieties of items. Street Sujatha, L. et. al. (2016) highlighted about the challenges
food is mainly popular in south and southeast Asian faced by street vendors, social protection, measures taken
countries like India, China, Singapore, Vietnam and by the government to prevent the harassment of street
Taiwan. Different countries provide different varieties of vendors by authorities and police, improving level of
items that are unique in taste according to their cultures and profitability and working conditions. The study revealed
region. Now a days due to the increase in information that street vendors face various problems due to fluctuation
technology, street food is gaining too much popularity in the market prices, insecure employment, low income, no
among the consumers around the world and people are support from the NGOs, labor union, governments and
gaining more and more knowledge about different varieties also, they are facing problem due to payment of 15 to 20
of items across the world. One of the main reasons for the percent of their income as bribes to the local police. The
popularity of street food across the world is tourism. study suggested that government should provide safety to
Tourism has increased the popularity of street food by the vendors at work place.
creating street food contents in the internet. Many tourists
try to eat street food from different parts of the world and Dalal, J. S. (2016) was based on information obtained from
explores the uniqueness of different foods and traditional 300 households of Rohtak, Sonipat and Panipat cities of
cuisines from different countries. By doing this they create Haryana. The work in this paper focuses on consumer
a blog about different street foods and gain popularity in opinion towards street food and generating employment for
social media. These helps the consumers to gain knowledge people from poor economic condition in Haryana. The
about different foods and traditions across the world. Street study also focuses on improving sales of street food. Based
food has become very much popular due to its affordability on the findings the study revealed that people from poor
and easy accessibility among different age groups of people economic section have business opportunities to start street
those staying outside from home for a long time due to food business with little knowledge and experience. It has
their works. Some people eat street food because of their also been found that 100 percent of people are aware of
unique taste and different flavors and moreover the taste of street food and almost 33 percent of people eats street food
people is rapidly changing from home made food to monthly followed by, 17 percent occasionally. Some
modern spicy food prepared by the street vendors. Now a families avoid street food as they feel unhealthy and not
days, governments are more concerned about street food hygienic. The study suggested that street vendors should
due to the risk that occurs from unhygienic foods. Due to wear uniforms which will be helpful in creating positive
the increase in popularity, street food became one of the impact to consumers. The study also suggested that food
major concerns for public health. Consumers tries to eat handlers should participate on skill development conducted
Volume 12 Issue 8, August 2023
www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2085
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
by NASVI, so that they can acquire knowledge about the connected with the diseases originating from food and
business. thousands of deaths occurs in the world. There is a need of
spreading awareness regarding food safety and hygiene
Borah S. et. al. (2020) highlighted the existing management practices so as to ensure that people don’t suffer from any
practices of fast - food street vendors in Jorhat, Assam. The diseases occurred from unhealthy food. Government and
study is focused on different management practices of other authorities should take immediate action to promote
street food vendors relating to financial, family, social and create awareness about the food safety educational
administration and maintenance of hygiene. Information is programs to the peoples as well as the vendors for reducing
obtained from 111street vendors. The paper revealed that the food borne diseases and promote public health.
government and local administration are to take some
measures to provide training program, facilities in Objectives of study
appropriate place and to make mandatory use of hygiene kit 1) To study consumers’ perception towards street food.
containing head cover, apron and gloves. The study also 2) To study consumers’ awareness about food safety and
revealed that 34 percent of the vendors main source of hygiene.
money were from own savings and banks. Majority of the
vendors provide products at a cheap rate to compete with Research Methodology
other vendors and 72 percent of the vendors were providing In view of the objective of the study, the methodology used
sanitation facilities as well as water dispenser. in this research is elaborated below:
 Type of Research: The study isDescriptive and
Wara, A. P. et. al. (2021) highlighted the socio - economic qualitative in nature.
status, attitude and food safety knowledge of street food  Universe of the study: All the consumers in Guwahati
consumers. The work of the study also focuses on women city will be considered adequate to represent the
food vendors. The study was done by obtaining information characteristics.
from 65 consumers and was observed that 27% consumers  Area of study: The study is conducted in the select
eat street food daily, 56.9% takes for easily availability, areas of Guwahati city.
35.4% choose women vendors for neat and clean stall. It  Nature of Data: The data for the research has been
was also observed that consumers want training program collected from both primary and secondary sources. The
arrangements for women food vendors, social security to data has been collected through questionnaires and
encourage women empowerment and also government schedules and also by reviewing various research
support to increase women food vendors. It has also been papers.
found that many of the consumers have no knowledge of  Sampling Techniques: This research study is
food safety and hygiene and also of food borne diseases conducted by using random sampling method and
which occur due to poor maintenance of food. convenience sampling.
 Sample size: The research is conducted by collecting
Parmar, C. et. al. (2022) highlighted the socio - economic data from 100 consumers from the main streets of
factors, finance, working conditions and the effect of Guwahati city.
pandemic in life of street vendors. The information was
 Tools of Data collection: Questionnaires were collected
collected from 50 respondents in Vadodara city. The from the Consumers.
findings in this study are that vendors are facing various
 Analysis of data: In order to analyze the collected data,
problems of insecure work life, large workload, no
simple percentage, graphical representations and charts
guarantee of safety and security, limited earnings, etc. It has
were used. It states the frequency and percentage of the
been further found that street vendors need to join trade
respondent’s profile, attitude and opinion regarding
union association, membership in national and international
different variables. The analysis of data collected is
organizations to escape harassment from municipal
presented with the help of different tables and figures.
authorities and police. The study also shows that about 56%
of respondent’s family members are affected by covid
Significance of the study
where as 44% are not affected and majority of the vendors
The study is attempted to explore the consumers perception
financial conditions are affected due to the pandemic.
towards street food and also the awareness about food
safety and hygiene in the main streets of Guwahati city.
3. Problem Statement This study will help the consumers in acquiring knowledge
about food safety and hygiene and also help them in
In the present era, street food is very much popular and understanding about food borne diseases that occurs from
people buy foods from the street so as to meet their unhygienic food. The study will also be useful for those
nutritional needs outside their home. Food vending is very that are interested in conducting research on street food
much known for its uniqueness and taste, but those foods vending. This study will also help to identify various
are also considered as unhealthy with poor hygiene and advantages and disadvantages of street food for the
inappropriate sanitation that can cause contamination of consumers and help them remain healthy and hygienic.
food products. Safety of street foods is very much
important in providing a balanced nutrition for people’s Limitation of the study
health. Due to unhygienic foods, people face various  Due to the lack of time, access to data has become
problems of sickness and food borne diseases that can limited and it was very difficult to complete the project
cause great harms to people. Millions of people eat street within the speculated time.
food without thinking about their health condition and gets
Volume 12 Issue 8, August 2023
www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2086
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
 People are not very honest about their responses in 4. Data Analysis and Interpretation
some of the situations and are hesitating to give their
response honestly at the time of the interview.
 Even though the study is done on the basis of
information collected from the respondents, it was very
difficult to gather much information because people are
not very responsive.
 The study has covered only the main streets of
Guwahati city.

Popularity of street foods in Guwahati city

Street food is an informal sector that is not only known for
its uniqueness but also for providing nutritious food for the
people that are working the whole day outside their home.
Guwahati is the city of Assam, India that is popularly
known for its different tribes and cultures. Street food is Figure 1: Figure showing whether the respondents like to
very much popular in Guwahati due to its different cuisines eat street food or not
from different cultures and traditions. Street foods in (Source: Field study, 2023)
Guwahati has a unique flavour and taste from spicy and
savoury dishes to delicious desserts and local traditional Interpretation: From the above figure it has been seen that
items. Street food has various combination of dishes all 96% of the respondents like to eat street food and only 4%
over the street food stalls in Guwahati city and is great for of the respondents does not like to eat street food.
both vegetarians and meat lovers. With the increase in
popularity of street food in Guwahati, many vendors are
facing problems with tough competition for survival and
are trying to focus in developing new items that will be
helpful in attracting customers. By doing this, many food
stalls are providing the best instant service and tasty food to
the customers. Due to increase in popularity of street food
in Guwahati city, people are now a days starting to change
their eating habits from home - made food to spicy and
flavoury street foods. These changes in habits of eating
outside their home is bringing a major problem for the
people in their diet. People are suffering from various food
borne diseases that occurs from unhygienic food. These
diseases occur because the food is prepared in an
environment that is expose to various potential Figure 2: Figure showing about how often the respondents
contaminants. These problems are to be well maintained by eat street food.
the street food vendors so that a balanced nutritional diet (Source: Field study, 2023)
can be well maintained.
Interpretation: From the above figure it can be seen that
Street vending plays an important role in providing job 45% of the respondents eats street food weekly, 29% eats
opportunities for many people in Guwahati city, yet this daily, 15% eats once in a month and 10% eats occasionally.
sector is not recognized as legal by the local authorities or
urban planning agencies. Even though in 2014, government
has enacted an act (Protection of Livelihood and Regulation
of Street Vending Act, 2014) to protect the rights and
interest of the street vendors. Yet it is very difficult for the
street food vendors to run their business daily because the
local authorities are taking advantages of these situation to
harass the vendors for setting up stalls on the streets. Street
food is known not only for its unique flavour and taste but
also for creating job opportunities for many uneducated
people that are living in a poor economic condition. Many
times, street food vendors face various problems in their
business due to market instability but still they try to
support their families and educate their children without
any worries. Governments should try to provide various Figure 3: Figure showing weather the respondents think
kinds of skill development programmes so that vendors can street food is good for daily consumption or not.
acquire knowledge about developing their business and (Source: Field study, 2023)
also acquire knowledge about food safety and hygiene that
will help their business grow. Interpretation: From the above figure it can be seen that
56% of the respondents disagrees and thinks that street

Volume 12 Issue 8, August 2023

www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2087
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
food is not good for daily consumption. While, 10% of the
respondents strongly disagree, 24% thinks that its neutral.
Also, 5% agrees that street food is good for daily
consumption.

Figure 6: Figure showing weather the respondents have

faced any kind of health issues after consuming street food.
(Source: Field study, 2023)

Interpretation: From the above figure it can be seen that

Figure 4: Figure showing whether the respondents are 59% of the respondents sometimes face health issue after
satisfied with the quality of food that the street vendors consuming street food, 22% says that they often face health
provide issues after the consumption of street food. While, 14%
(Source: Field study, 2023) always faces health issues and 5% never faces health
issues.
Interpretation: From the above figure it can be seen that
29% of the respondents are satisfied with the quality of
food that the street vendors provide, 41% thinks its neutral
and 9% respondents are very satisfied. While, 19% of the
respondents are dissatisfied with the quality of food and 2%
are very dissatisfied.

Figure 7: Figure showing whether the respondents have

any knowledge about food borne diseases which occur
from unhygienic food.
(Source: Field study, 2023)

Interpretation: From the above figure it can be seen that

Figure 5: Figure showing whether the respondents have 83% of the respondents have knowledge about food borne
any knowledge about food safety and hygiene. diseases which occurs from unhygienic food. While, 17%
(Source: Field study, 2023) have no knowledge about food borne diseases.

Interpretation: From the above figure it can be seen that

82% of the respondents are aware about the food safety and
hygiene. While 18% of the respondents are not aware about
the food safety and hygiene.

Volume 12 Issue 8, August 2023

www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2088
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
have knowledge about food borne diseases which
occurs from unhygienic food. While, 17% have no
knowledge about food borne diseases.
 The findings in the study also showed that consumers
prefer the vendors to wear hand glove, hair cap and
apron while preparing and serving the food. Almost,
73% of the respondents says that hygiene kits
containing gloves, apron and head covers are very
important while preparing the food and 22% also thinks
that it is important while, 3% thinks that it is neutral.

6. Suggestions

 Street food vendors should participate in skill

development or workshops so that they can acquire
Figure 8: Figure showing weather the respondents think knowledge about food safety and hygiene and can
that hygiene kits containing gloves, apron and head covers prepare food in hygienic condition for the consumers.
are important to be used while preparing food by the  Vendors should try to wear hand gloves, apron and hair
vendors cap so that they can provide hygienic and healthy food
(Source: Field study, 2023) to the consumers.
 Vendors should also provide sanitation facility, clean
Interpretation: From the above figure it has been seen that filtered water and clean environment around the stall so
73% of the respondents says that hygiene kits containing that consumers become satisfied around it.
gloves, apron and headcovers are very important while  Consumers should acquire more knowledge about the
preparing the food and 22% also thinks that it is important consequences of food borne diseases and help
while, 3% thinks that it is neutral. themselves to remain healthy while consuming street
food.
5. Findings  Governments and other local authorities should try to
create awareness enhancing campaign and
 It has also been found that 96% of the consumers like to advertisements so that consumers can acquire more and
eat street food and only 4% of the respondents does not more knowledge about food borne diseases and safety.
like to eat street food.
 The study also showed that 45% of the respondents eats 7. Conclusion
street food weekly, 29% eats daily, 15% eats once in a
month and 10% eats occasionally. Street foods are the foods or drinks that are sold by the
 The study also found out that 56% of the respondents vendors on a streets, markets, fairs and various other
thinks that street food is not good for daily popular places. Street food is very much popular in
consumption. While, 10% of the respondents strongly different parts of the world due to its affordability and low
disagree, 24% thinks that its neutral. Also, 5% agrees cost and can be found with different varieties of items. The
that street food is good for daily consumption. popularity of street food is rapidly increasing day by day in
 The study also revealed that 29% of the respondents are Guwahati city and people are becoming more and more
satisfied with the quality of food that the street vendors concerned about balanced nutrition when it comes to eating
provide, 41% thinks its neutral and 9% respondents are street foods. The present study shows that majority of the
very satisfied. While, 19% of the respondents are consumers are of age below 25 years and consumers eat
dissatisfied with the quality of food and 2% are very street food because of low cost and uniqueness. Almost
dissatisfied. The uniqueness, better quality and low cost 96% of the consumers likes to eat street food. The study
of street food attracts consumers of Guwahati city to try also showed that consumers are very much aware about
different varieties of items. food safety and hygiene when it comes to street food and
 The study also found out that 82% of the respondents they prefer that vendors should wear hand glove, hair cap
are aware about the food safety and hygiene. Only 18% and apron while preparing and serving the food. Street food
of the respondents are not aware about the food safety contribute significant diet to many people living in
and hygiene. Guwahati city. They are popular for providing varieties of
 The study revealed that consumers eat street food taste and uniqueness but is also regarded as unhealthy and
because of low cost and uniqueness and it has been seen unhygienic. Governments and policy makers should take
that 59% of the respondents sometimes face health issue immediate action to create awareness about food safety and
after consuming street food, 22% says that they often hygiene to the consumers as well as the vendors so that
face health issues after the consumption of street food. there will be a prevention of foodborne diseases and
While, 14% always faces health issues and 5% never unhygienic consumption of food
faces health issues.
 The study also revealed that majority of the consumers
are aware about the food borne diseases which occurs
from unhygienic food. Almost, 83% of the respondents

Volume 12 Issue 8, August 2023

www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2089
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
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Paper ID: MR23819102613 DOI: 10.21275/MR23819102613 2090