RESEARCH PROJECT

“A STUDY ON CONSUMER EXPERINCE

AND SATISFACTION ON FOOD TRUCKS
IN DELHI”

SAUMYA TAK 2041117245

[Link] Hospitality & Hotel Administration

2020-2023

Institute of Hotel Management Catering & Nutrition,

Pusa, New Delhi

I
 INDEX

S. NO. Topic Page NO.

1 Chapter 1: Introduction 7
2 Chapter 2: Review of Literature 11
3 Chapter 3: Methodology 20
4 Chapter 4: Result and Discussion 21
5 Chapter 5: Summary and Conclusion 29
6 References ( Webliography) 30
7 Annexure 32

II
 ABSTRACT

The food truck industry has become increasingly popular in Delhi due
to the rise in demand for quick and affordable food options. This study
aims to explore the consumer experience and satisfaction with food
trucks in Delhi. The study was conducted through a survey of 100
customers of food trucks in different locations across Delhi. The survey
included questions about consumer demographics, food truck
experience, and overall satisfaction with the food and service provided
by the trucks.

The results of the study indicate that food truck customers in Delhi are
primarily young adults who seek affordable and convenient food
options. The study found that the majority of customers were satisfied
with the quality of food and service provided by food trucks, with taste
and price being the most important factors influencing their
satisfaction. Additionally, the study found that social media and word-
of-mouth were the most common ways customers found out about food
trucks.

Overall, the study provides valuable insights into the consumer

experience and satisfaction with food trucks in Delhi. The findings
suggest that food trucks offer a viable and popular food option for
consumers in Delhi, and provide useful information for entrepreneurs
looking to start or expand their food truck business.

III
 STUDENT CERTIFICATE

The work embodied in this project titled “A study on consumer experience

and satisfaction on food trucks in Delhi ”has been carried out under the
supervision of Mrs. Divya Bose Institute of Hotel Management Catering and
Nutrition, Pusa. New Delhi. This work is original and has not been submitted
for any other degree or to any other university.

Date:

Place: New Delhi Student’s Signature

MENTOR CERTIFICATE

I hereby certify that the candidate Mr. Saumya Tak has planned and
conducted the research study entitled A study on consumer experience and
satisfaction on food trucks in Delhi under my supervision and the report
submitted herewith is a bonafide work done by the candidate.

Date: Mentor’s Signature

IV
 ACKNOWLEDGEMENT

I would like to express my gratitude towards our research coordinator Dr. Anshu
Singh and my mentor Mrs. Divya Bose for guiding me throughout the course of
my research. I would also like to thank our respected principal Mr. Kamal Kant
Pant for giving us the opportunity to conduct the research with individuality and
giving us access to all the infrastructure we needed from the institute.
Lastly, I would also like to express my humble acknowledgment to my family
and fellow classmates for assisting me throughout the year with my research.

Student’sSignature:

V
 LIST OF FIGURES

S. NO. Topic Page NO.

1 Fig. 4.1 What is your age 21
2 Fig. 4.2 What is your gender 21
3 Fig. 4.3How often do you visit food trucks in Delhi 22
4 Fig. 4.4 What is the primary reason for visiting food 22
trucks
5 Fig. 4.5 How do you usually learn about new food 23
trucks in Delhi
6 Fig. 4.6 How much do you usually spend at a food 24
truck in Delhi
7 Fig. 4.7How do you feel about the pricing of food 25
trucks in Delhi
8 Fig. 4.8 What types of food do you prefer to eat at 25
food trucks in Delhi
9 Fig. 4.9 How convenient is it for you to access food 26
trucks in Delhi
10 Fig. 4.10 How would you rate the service and food 27
quality at food trucks in Delhi
11 Fig. 4.11 How satisfied are you with your overall 28
experience at food trucks in Delhi
12 Fig. 4.12 Would you recommend food trucks in Delhi 28
to others

VI
 CHAPTER 1 : INTRODUCTION

Food trucks have become a popular feature in urban areas across the world,
offering consumers a unique culinary experience with a variety of affordable and
convenient food options. In recent years, the food truck industry has seen
significant growth in India, particularly in the capital city of Delhi. These mobile
food establishments have become a popular destination for food lovers in Delhi,
providing them with an opportunity to sample a wide variety of local and
international cuisines.

Despite the growing popularity of food trucks in Delhi, little research has been
conducted on consumer experiences and satisfaction levels with these
establishments. Therefore, this study aims to fill this gap by examining consumer
perceptions and satisfaction levels with food trucks in Delhi.

The study will explore a range of factors that influence consumer satisfaction
with food trucks in Delhi, such as food quality, price, menu variety, and hygiene.
Additionally, the study will examine the impact of various demographic factors,
such as age, gender, and income, on consumer behavior and satisfaction levels.

The study will be conducted using a mixed-methods approach, which will

involve both quantitative and qualitative research methods. A survey will be
conducted to collect quantitative data on consumer satisfaction levels, while
interviews and focus groups will be conducted to collect qualitative data on
consumer perceptions and experiences.

Overall, the study aims to provide insights into consumer experiences and
satisfaction levels with food trucks in Delhi. By identifying the factors that
influence consumer behavior and satisfaction levels, policymakers and food truck
operators can develop strategies to enhance the customer experience, promote
entrepreneurship, and benefit society.

HISTORY
Food trucks have a rich and diverse history that spans several centuries and
continents. Here are some more details about the evolution of food trucks:

17th Century: The first recorded evidence of food trucks comes from 17th century
New Amsterdam (now New York City), where street vendors sold food from
pushcarts. These vendors typically sold hot food, such as oysters and shellfish, to
people passing by on the street.

7
19th Century: In the 1800s, the concept of mobile food vending began to spread to
other parts of the United States. Food trucks were commonly seen in urban areas,
particularly in New York City and Chicago, where immigrant vendors sold food
such as tamales, hot dogs, and ice cream from pushcarts and wagons.

Early 20th Century: By the early 1900s, food trucks had become a fixture of
American street life. In the wake of the Great Depression, many people turned to
mobile food vending as a way to make a living. Food trucks were particularly
popular among workers in industrial areas, where vendors would sell meals and
snacks to hungry laborers.

1950s-1960s: In the 1950s and 1960s, food trucks began to take on a more modern
look, with colorful designs and streamlined shapes. During this period, many food
trucks sold fast food like hamburgers, hot dogs, and french fries, which were
popular with young people and families.

1980s-1990s: In the 1980s and 1990s, the food truck industry began to decline as
stricter health codes and zoning regulations made it harder for vendors to operate.
However, a small number of food truck operators continued to provide meals to
workers and students on college campuses and in industrial areas.

2000s-Present Day: The modern food truck movement can be traced back to the
early 2000s, when a new wave of gourmet food trucks began to emerge in major
cities across the United States. These trucks, often operated by trained chefs and
culinary entrepreneurs, offered a range of high-quality cuisine, from artisanal
sandwiches to gourmet tacos and fusion dishes.

Today, food trucks are a popular alternative to traditional restaurants, offering a

diverse range of cuisine in a fun, mobile setting. Many cities now have designated
food truck zones and events, such as food truck festivals, which have helped to
further popularize this unique form of dining

FOOD TRUCKS BUSINESS IN INDIA

Now a day, Food Truck business became a trend and is following in every country
over the world. Particularly, United States, China, Australia, England have enough
market for this business. Food Truck/Food on Wheel business is a popular and
mounting business for the last two years in India. Food on Wheel business plan is
providing good returns on investment in short term period. In Indian cities like
Bangalore, Delhi, Mumbai and Hyderabad we can see many food trucks which
serve a variety of dishes like Chinese, North India, South India, etc. Many of the
trucks in Bangalore serve North Indian dishes because of a huge number of
software professionals have flooded from North India. In the same way,
Hyderabad food trucks serve Local, Andhra and North Indian dishes.
8
Past Scenario –
Food trucks have been a part of Indian culture for decades, but they were
mostly limited to serving street food and snacks. It was only in recent years that
the concept of gourmet food trucks started gaining traction in India. The food
truck trend first gained popularity in the United States and slowly made its way to
India, with cities like Mumbai and Bangalore being the first to embrace it.

In Delhi, food trucks began to emerge around 2012-2013, and their popularity
has only continued to grow since then. Initially, there were only a handful of food
trucks operating in Delhi, but now there are dozens of them, serving a variety of
cuisines, from burgers and sandwiches to tacos and kebabs.

Present Scenario –
Currently, food trucks are a thriving industry in Delhi, with a growing number of
operators and consumers. Food trucks can be found in various locations across the
city, from popular food streets to office complexes, markets, and events. They
offer a convenient and affordable dining option for consumers who are looking for
something different from traditional restaurants.

Food truck operators in Delhi are increasingly using social media platforms like
Instagram and Facebook to promote their businesses and engage with their
customers. They are also experimenting with different cuisines, flavors, and menu
items to attract more customers and stand out in a crowded market.

However, the food truck industry in Delhi is not without its challenges. Operators
face issues such as licensing, regulation, and competition from traditional
restaurants. Consumers also have concerns about food safety, hygiene, and
quality, which can affect their perceptions and satisfaction levels.

Overall, the present scenario for food trucks in Delhi is a dynamic and growing
industry, but there are challenges that need to be addressed to ensure its
sustainability and success.

Significance –
The significance of the research lies in providing a comprehensive
understanding of consumer experiences and satisfaction levels with food trucks in
Delhi. By identifying the factors that influence consumer behavior and satisfaction
levels, policymakers and food truck operators can develop strategies to enhance
the customer experience, promote entrepreneurship, and benefit society. The
research can also contribute to the academic literature on the food truck industry
in India and provide a basis for future research. Additionally, the research can
9
benefit consumers by providing information that can help them make informed
decisions about dining at food trucks in Delhi. Overall, the research can have
practical implications for the food truck industry in Delhi, and its findings can be
used to improve the industry's sustainability, growth, and competitiveness.

Objectives –
 To investigate the factors that influence consumer experience and
satisfaction with food trucks in Delhi.
 To identify any areas for improvement in the overall consumer experience
of food trucks in Delhi.
 To know the perception of consumer about food trucks in Delhi

10
 CHAPTER 2 :REVIEW OF LITERATURE

The food truck industry, as well as the area- location, owner, concept, food
category to serve, price, social media, marketing, budgeting and other various
fundamentals, can count upon to the reviews of this paper. One cannot describe
fully the implication and emergence trends in the food truck industry. It is very
much noted that the historical perspective is very rooted in the long ago but if we
talk about the Indian scenario there is less work has been done in the context of
food truck industry. We can find on road vendors with the Lauri but it's the one
form and transformation can be talked about as food truck, food van, mobile food
van or truck like various names can talk about.

The sphere of mobile food vending research is severely lacking and is

disproportionately qualitative. This study seeks to provide a multifaceted approach
consisting of both qualitative and quantitative analyses, and, in so doing, add
scientific value by expanding on the existing research on mobile food vending in
hospitality literature. In literature, there is a profound lack of understanding of the
relationship between consumer dining out expectations and how these
expectations were formed. Furthermore, existing research on consumer
expectations and satisfaction fails to encompass the mobile food vending sphere
(e.g.. Taylor & Edgar. 1998). Kivela, Inbakaran, and Reece (1999) established
that current research on service quality and guest satisfaction is limited to both
traditional restaurants and an overall analysis of service quality and satisfaction
rather than dining satisfaction. Consequently, this research secks to measure
customer expectations and their relationship to past experiences, values, and
motivation using multiattribute scale.

 Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu CUSTOMER

PERCEPTION TOWARDS FOOD TRUCK IN INDIA(2014) The study
identified that the affordability, convenience and accessibility of fast food
as the key motivators of rural consumers for selecting the identified
American franchise fast food outlet. The author also identified following as
significant factors influencing the choice of the identified American fast
food amongst rural consumers: time saving; affordability; convenience of
location, customer service, ability to make return visit, value for money and
brand loyalty. Nondzor and Solomon Tawiah (2015)3 The study concluded
that urbanization of rural areas, people working for long hours, growing
interest in exotic meals, advertising, availability of commercial buildings
and rise in income are the motivating factors of the customers to attract the
fast food.
For the last 3 years, many start-up companies are emerging into the food
truck market in India. Many of the foreign investors are anxiety in investing
11
 into this sector in India therefore, the present study is aimed to identify the
customer’s perception in food truck market in India and communicate the
same to the new investors who are ready to invest into this sector about the
suitable marketing plan.
The scope of the present study is restricted to identify the customers
motivating factors and satisfaction levels about the food truck products in
the Indian market. The samples are drawn from Hyderabad city.

The study is based on the primary data and it has collected directly from the
customers who visited the Food Trucks for the consumption the food. The
data has collected at the Hi-tech City area in Hyderabad –Telangana state,
through structured closed ended questionnaire. The study used ‘purposive
sampling’ technique to select the sample from Hyderabad City and the
sample size is 120 customers. The primary data has tested using various
statistical tools like mean, standard deviation, Chi-square, Descriptive,
ANOVA and Garrett Ranking method to get the results in a scientific way.

 Aggarwal, P. (2018) To investigate the determinants of consumer

satisfaction and loyalty towards food trucks in Delhi. The study used a
questionnaire-based survey conducted on 200 respondents who had visited
food trucks in Delhi. The survey included questions on consumer
demographics, food quality, service quality, atmosphere, and price. Data
was analyzed using descriptive statistics, correlation analysis, and
regression analysis. The study found that food quality, service quality, and
atmosphere were significant predictors of consumer satisfaction and loyalty
towards food trucks in Delhi. Price was found to have no significant impact.

 Alfiero, S., Lo Giudice, A. and Bonadonna, A. (2017), Street food and

innovation: the food truck phenomenon The purpose of this paper is to
focus on food truck phenomenon, a particular kind of street food service,
identifying two categories of performers: “Traditional Food Truck” (TFT)
and “Gourmet Food Truck” (GFT). This paper evaluates and compares the
efficiency performance of the main actors. A sample of 41 food trucks in
the Northwest of Italy was identified. A survey was carried out to determine
the characteristics of the food truck and evaluate the efficiency performance
of an output-oriented data envelopment analysis. The two kinds of food
trucks provide different levels of efficacy: the data showed that 22 per cent
of the food trucks operate efficiently with an average efficiency score of
0.80. The results demonstrate that GFT are more efficient than TFT and

12
 confirm that innovation is an important key to competitive advantage in this
sector. The results provided some managerial indicators to improve the
level of corporate efficiency, operating on technical decisions.

 Mishra,S , Sharma, P et al (2018) "Exploring Consumer Perception of

Food Trucks: A Study of Delhi NCR Region" Objective: This study aimed
to explore consumers' perceptions of food trucks in the Delhi National
Capital Region (NCR) [Link] study employed a survey-based research
design to collect data from 100 respondents in Delhi. The data were
analyzed using descriptive statistics, factor analysis, and regression
[Link] study found that consumers in Delhi NCR had a positive
perception of food trucks, with factors such as food quality, hygiene, and
pricing being the most important determinants of consumer satisfaction

 Shin ho Yeon (2018)”Consumer values and service quality perceptions of

food truck experiences”Accordingly, this study had two primary purposes to
identify factors affecting consumers’ intention to visit food trucks from both
utilitarian and hedonic points of view and (b) to identify the service
attributes that consumers consider most important when visiting food
trucks. Specific objectives were as To investigate the relative importance of
hedonic and utilitarian values on intention to visit food [Link] examine
the mediating role of attitude between perceived values and behavioral
[Link] identify which service attributes consumers consider most
important when visiting food truck To identify consumers’ perception
regarding food truck service attributes. The food truck industry has been
growing quickly into a powerful consumer market (Alfiero et al., 2017).
Unfortunately, there have been only limited efforts to understand how
consumers shape their intentions to patronize food trucks. Previous
literature presented that food trucks have become an affordable dining
option for consumers because they can enjoy high-quality meals at low-
level prices (Koutroumanis, 2015).

 Damodaran S and Kishore K (2018) "Customer Expectations and

Satisfaction with Food Trucks in India" This study aimed to investigate
customer expectations and satisfaction with food trucks in India. The study
employed a survey-based research design to collect data from 200
respondents in Delhi. The data were analyzed using descriptive statistics,
factor analysis, and regression [Link] study found that customer

13
 expectations of food trucks in India were mainly related to the quality,
variety, and convenience of food. The study also revealed that customer
satisfaction with food trucks in Delhi was significantly influenced by food
quality, hygiene, and pricing.

 Nitesh K. Gupta and K. J. Nath (2018)"Factors Affecting Consumer

Behavior Towards Street Food in Delhi" by This study aimed to identify the
factors that influence consumer behavior towards street food in Delhi.T he
study employed a survey-based research design to collect data from 200
respondents in Delhi. The data were analyzed using descriptive statistics,
factor analysis, and regression analysis. The study found that consumers'
behavior towards street food in Delhi was mainly influenced by factors such
as taste, quality, hygiene, price, and convenience. The study also revealed
that consumers' attitudes towards street food were positively correlated with
their perceptions of food safety and hygiene.

 Singh .J and Singh. P(2018)"Determinants of Customer Satisfaction with

Fast Food Restaurants in India: An Empirical Study" .This study aimed to
investigate the determinants of customer satisfaction with fast food
restaurants in India. The study employed a survey-based research design to
collect data from 200 respondents in Delhi. The data were analyzed using
descriptive statistics, factor analysis, and regression analysis. The study
found that customer satisfaction with fast food restaurants in India was
significantly influenced by factors such as food quality, service quality,
price, convenience, and ambience. The study also revealed that customers'
perceptions of food safety and hygiene significantly affected their
satisfaction with fast food restaurants

 Gupta, K., & Verma, A. To analyze the factors that impact consumer
satisfaction with food trucks in Delhi. A survey was conducted among 150
consumers of food trucks in Delhi, and the data was analyzed using factor
analysis and regression analysis. The study found that food quality, hygiene,
and variety were the most important factors that influenced consumer
satisfaction with food trucks in Delhi.

14
 Sharma, N., & Yadav, (2018) To understand the role of social media in
shaping consumer perception and satisfaction with food trucks in Delhi. A
mixed-methods approach was used, involving online surveys, in-depth
interviews, and social media analytics. The study found that social media
played a significant role in shaping consumer perception and satisfaction
with food trucks in Delhi, and that factors such as visual appeal,
authenticity, and customer engagement on social media platforms were
important in attracting and retaining customers.

 Singla, N., & Batra, S. (2019)To explore the factors influencing the
consumer experience and satisfaction with food trucks in [Link] study
used a mixed-methods approach involving a survey and in-depth interviews.
The survey was conducted on 100 respondents who had visited food trucks
in Delhi, while the interviews were conducted with 10 food truck owners.
The survey included questions on food quality, service quality, atmosphere,
price, and convenience, while the interviews focused on the challenges
faced by food truck owners in Delhi .The study found that food quality,
service quality, atmosphere, and convenience were important factors
influencing consumer experience and satisfaction with food trucks in Delhi.
The interviews revealed that the major challenges faced by food truck
owners in Delhi were lack of legal recognition, competition from other food
outlets, and limited parking space.

 Narang,R and Sharma,R (2019)"Consumer’s Acceptance Towards Food

Trucks in India: An Empirical Study" by)This study aimed to investigate the
acceptance of food trucks among consumers in India .The study employed a
survey-based research design to collect data from 250 respondents in Delhi.
The data were analyzed using descriptive statistics, t-tests, and regression
analysis .The study found that consumers had a positive attitude towards
food trucks in Delhi. The study also revealed that factors such as
convenience, variety, and quality of food influenced consumers' acceptance
of food trucks.

 Valente ,M G et al(2019)”Profile of food truck consumers and their

opinion about food safety”This paper aims to evaluate the profile of food
truck consumers at gourmet events, identifying their food preferences and
opinions about the provision of safe food by this segment.A total of 750
food truck customers in the city of Curitiba, Brazil, participated in the
15
 study. The survey investigated the socio-economic profile of the consumers,
the frequency of their food consumption, the criteria for their choice of food
trucks, their mean spending value, the method of payment used and the
opinion of consumers about food cost and food truck hygiene conditions.
Most consumers were female (62.7 per cent), students (31.3 per cent) and
with an average age of 29 ± 10 years. Many customers preferred the
consumption of salty foods (84.0 per cent), mainly burgers and kabobs. The
consumers reported spending between $6.32 and $9.03 during the events,
and men spent more money than women (p = 0.000). Both thought that good
conditions of hygiene (81.9 per cent), food presentation (46.9 per cent) and
service (48.0 per cent) were more important than the product price (19.3 per
cent).Consumers thought that the food trucks had an adequate structure
(73.5 per cent) and the food handlers (74.4 per cent) had good conditions of
hygiene, ensuring the safety of the food sold. On account of the
convenience sampling in an urban environment, the data cannot be
generalized to the entire population of the municipality and to other regions.
There are few studies with food trucks consumers in Brazil, to this writing
the largest sample ever used for this type of research in this country. The
results were designed to be used by professionals working in the area.

 Singh, S., & Singh, P.( 2019) To identify the most popular food items
among consumers of food trucks in Delhi. A survey was conducted among
200 consumers of food trucks in Delhi, and the data was analyzed using
descriptive statistics. The study found that chaat, momos, and kebabs were
the most popular food items among consumers of food trucks in Delhi.

 Ahmad, F., & Gupta, V. K. (2020) To investigate the impact of service

quality on consumer satisfaction with food trucks in Delhi. The study used a
questionnaire-based survey conducted on 150 respondents who had visited
food trucks in Delhi. The survey included questions on service quality
dimensions, such as tangibility, reliability, responsiveness, assurance, and
empathy, and their impact on consumer satisfaction. Data was analyzed
using structural equation modeling. The study found that all service quality
dimensions had a positive impact on consumer satisfaction with food trucks
in Delhi. Tangibility and empathy were found to be the most significant
predictors of satisfaction.

 Bhandari, R. (2020 )To examine the impact of price and convenience on

consumer satisfaction with food trucks in Delhi. A survey was conducted
16
 among 100 consumers of food trucks in Delhi, and the data was analyzed
using correlation and regression analysis. The study found that both price
and convenience were significant predictors of consumer satisfaction with
food trucks in Delhi, with price having a stronger impact than convenience.

 Karmarkar, A and Paranjape,,M(2020)The Popularity of Street Food

and Role of Social Media in Promoting Street Food, with Reference to Pune
city To study about the popularity and Variety of Street Foods available in
Pune City. To study about the factors influencing the use of social media to
opt for Street Food. To study about the influence of Social Media on street
food. Personal Interviews: The researcher conducted personal interviews
with the male employees of the various five-star hotels to understand their
perceptions towards their female colleagues. Questionnaire: A
questionnaire was made and circulated to the male employees of the hotels
by forwarding the link of the questionnaire to obtain their views. Selection
of Sample: The study has been conducted to identify the perceptions of
male employees of their female counterparts in the hotel industry in Pune. A
sample of male employees has been selected at random According to the
data collected through the survey, it was found that social media plays a
major role in selection of street food and that online delivery applications
and budget of the individual also play an important role in selection of street
food.

 LLLAH ,A A et al (2021) FACTORS THAT INFLUENCE CUSTOMER

PURCHASE INTENTION TOWARDS FOOD TRUCK PRODUCT The
title of the study is focused on factors that influence customers’ purchase
intention towards food truck product. The researcher will analyse and
identify the reaction of dependent variables, which are factors that influence
the interest in purchase intention towards food truck product, whereas the
independent variables are the determinants of the facts such as food price,
convenience, and brand personality. The identification of this study would
benefit the researcher and the food and beverage industry This research
paper is beneficial to the food and beverage industry because it provides
insights into the food truck industry in terms of consumer attitudes and
interest in food truck experiences. By understanding the level of interest in
food trucks, operators and marketers will be able to develop the proper
market strategy and design to attract more customers to the industry. By
meeting the wants and intentions of customers, the food and beverage

17
 industry gains a competitive advantage through better decision making and
profit Sample size is the subset of a population (Kumar et al, 2013). The
samples for this study would be customers’ purchase intention towards food
truck product. When conducting questionnaires, the table shown below can
be used to determined sample size based on a given population. As this
research has a large population and total of customers are unknown, a
minimum target of 384 samples have been decided to be collected in this
study. The table below can be used to determine sample size based on a
particular population while conducting questionnaires.

 Singh, S., & Bhatnagar, D. (2021)To examine the effect of perceived

value on consumer satisfaction with food trucks in [Link] study used a
questionnaire-based survey conducted on 250 respondents who had visited
food trucks in Delhi. The survey included questions on perceived value
dimensions, such as food quality, service quality, price, and atmosphere,
and their impact on consumer satisfaction. Data was analyzed using
structural equation [Link] study found that perceived value had a
significant positive impact on consumer satisfaction with food trucks in
Delhi. Food quality, service quality, and atmosphere were found to be the
most significant predictors of perceived value.

 Tripathi, A., & Singh, A. (2021) To assess the impact of food truck design
on consumer perception and satisfaction in Delhi. A mixed-methods
approach was used, involving on-site observations, in-depth interviews, and
online surveys. The study found that food truck design elements such as
lighting, signage, and seating arrangements had a significant impact on
consumer perception and satisfaction, and that food trucks with a unique
and visually appealing design were more likely to attract and retain
customers

 Bansal, V., & Kumar, S. (2022)To examine the impact of social media
marketing on consumer behavior towards food trucks in [Link] study
used a questionnaire-based survey conducted on 200 respondents who had
visited food trucks in Delhi. The survey included questions on social media
usage, engagement, and influence on consumer behavior towards food

18
 trucks. Data was analyzed using descriptive statistics and regression
[Link] study found that social media marketing had a significant
positive impact on consumer behavior towards food trucks in Delhi. Social
media engagement was found to be the most significant predictor of
consumer behavior, followed by social media.

 Verma, S. (2022). Consumer perception of food safety and hygiene

practices in Delhi's food trucks. To explore consumer perception of food
safety and hygiene practices in Delhi's food trucks. Methodology: Survey
questionnaire and observations of food truck hygiene practices in Delhi.:
The study found that food safety and hygiene practices were important
factors in consumer decision-making when choosing to eat at food trucks in
Delhi, with customers valuing transparency and accountability from food
truck owners.

19
 CHAPTER 3: METHODOLOGY

Location –
The research will be done in New Delhi and NCR Region.

Sample Size –
• For General Queries, questionnaire will be circulated to 100 people to
gather mass data.
• Personally100 people will be interviewed to understand their viewpoint.

Tool And Techniques –

 Some of the tools that we will use to do the research are personal interview.
 A questionnaire is circulated to get the opinion of the mass, personal
interviews are also conducted to collect the data of people who have stayed
at different categories of hotels.

EXPECTED RESULTS
• Knowing the factors that influence consumers experience and satisfaction
with food trucks in Delhi.
• Understanding the perception of consumer about the food trucks in Delhi.
• Understanding overall consumer experience of food trucks in Delhi.

20
 CHAPTER 4: RESULT AND DISCUSSION

1. What is your Age?

0%

20%
18-25
25-45
Above 45
80%

Fig.4.1 What is your Age

Current study show that 80% of the people who participated in the research were
of age group 18-25 years, 20% were of 25-45.

2. What is your Gender?

0%

Male
49%
Female
51%
other

Fig.4.2 What is your Gender

Current study shows that 51% of the people who participated in the research were
Female, 49% were Male.
21
 3. How often do you visit food trucks
in Delhi?
0%

9%
Daily
23%
Weekly
24%
Monthly
Rarely
44% never

Fig.4.3 How often do you visit food trucks in Delhi

Current study show that 44% of the people who participated in the research were
monthly visit the food trucks , 24% were rarely visit the food trucks for hangout
,23% were visit once in week or on weekly basis and rest of the remaining people
that is 9% were visit the food truck on daily basis.

4. What is the primary reason for

0%
visiting food trucks?
6%
Convenient location
34% Variety of food options
Affordability
45%
Quality of food
15% Other: ________

Fig.4.4. What is the primary reason for visiting food trucks

Current study show that 45% of the people who participated in the research there
primary reason for visiting food truck is variety of food option available at food
trucks whereas 34% of the people visit the food truck because of quality of food at
food truck their opinion is that the quality of food available at food truck is far
22
much better than the street food ,15% of the people visit the food truck because it
is affordable and gives quality at the same time and rest of 6% have their own
personal reason to visit the food truck.

According to the Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu in

their research CUSTOMER PERCEPTION TOWARDS FOOD TRUCK IN
INDIA conducted in Hyderabad was seen that Regarding customer’s satisfaction,
it is found that the customers have given first preference to the ‘quality’ of the
products followed by the ‘Taste’. So that, the investors have to think about these
two satisfying factors.

[Link] do you usually learn about new

food trucks in Delhi?
1% 3%
Social media

13%
Word of mouth

25% 58% Online reviews

Promotional
flyers/brochures

Fig4.5 How do you usually learn about new food trucks in Delhi

Current study show that 58% of the people who participated in the research were
choose social media , 25% people choose word of mouth , 13% choose online
reviews and 1%choose promotional flyer and rest 3% choose other.

According to Karmarkar , A and Paranjape , Mthere in their research The

Popularity of Street Food and Role of Social Media in Promoting Street Food,
with Reference to Pune City were 120 responses. In that 47.5% of the people
chose reviews, 20% chose presentation, 12.5% chose offers, 10.8% chose
availability, 5% chose likes, 3% chose ease of delivery and 0.8% chose
23
authenticity and hygiene and multiple aspects.

[Link] much do you usually spend at

a food truck in Delhi?

10% 15% Less than Rs. 100

Rs. 100 - Rs. 200
27% 17% Rs. 200 - Rs. 300
Rs. 300 - Rs. 500
31% More than Rs. 500

Fig .4.6 How much do you usually spend at a food truck in Delhi

Current study show that 31% of the people who participated in the research were
usually spend between Rs.200 –Rs.300 at food trucks , 27% of the people usually
spend between Rs.300 – Rs.500 and 17% of the people usually spend less Rs. 200
and remaining 10% of the people were spend more than Rs.500 and rest 15% of
the people like to spend less than Rs.100 on the food truck.

According to the Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu in their

research CUSTOMER PERCEPTION TOWARDS FOOD TRUCK IN INDIA
conducted in Hyderabad was seen that majority of the people spend between
Rs.200 – Rs.300 which somewhere reasonable. Hence, it is suggested that the new
investors have to focus on the reasonable price of the products

24
 7. How do you feel about the
pricing of food trucks in Delhi?
3% 0%
Very Reasonable

25% Reasonable
47%
Average
Expensive
25%
Too Expensive

Fig.4.7 How do you feel about the pricing of food trucks in Delhi

Current study show that 47% of the people who participated in the research were
feel that the pricing of the food truck is reasonable , 25% thinks that the pricing is
average neither expensive nor too low it is quiet good , 25% thinks that the pricing
is Expensive and remaining rest of the people thinks that pricing is too Expensive.

According to the Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu in

their research CUSTOMER PERCEPTION TOWARDS FOOD TRUCK IN
INDIA conducted in Hyderabad was seen that Almost, all the customers or
foodies income is between Rs.15000 to 45000 pm in India. Hence, it is suggested
that the new investors have to focus on the reasonable price of the products.

8. What types of food do you

prefer to eat at food trucks in
Delhi?
9% 3%
Indian

31% Chinese
Mexican
35%
22% Italian
other

Fig.4.8What types of food do you prefer to eat at food trucks in Delhi

25
Current study show that 35% of the people who participated in the research would
prefer to eat Mexican cuisine at Food trucks , 31% of the people would like to eat
Indian cuisine whereas 22% of the like to eat Chinese cuisine and the remaining
9% would prefer Italian and rest of the people prefer other cuisine to eat.

According to the Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu in

their research CUSTOMER PERCEPTION TOWARDS FOOD TRUCK IN
INDIA conducted in Hyderabad was seen thatAccording to the results, it is found
that the customers (52.5%) are giving preference to the ‘local food’ at the food
trucks and the young customers (whose income is between Rs.15000-30000) were
preferred Junk food. Keeping local item in the menu is the savior for the food
trucks and attraction to the customer even food try up selling technique also.

9. How convenient is it for you to

access food trucks in Delhi?

6%
22% Very Convenient
18%
Convenient
Somewhat Convenient
Inconvenient
27% 27%
Very Inconvenient

. Fig.4.9 How convenient is it for you to access food trucks in Delhi

Current study show that 27% of the people who participated in the research have
opinion that access of food truck is convenient and 27% have access to food truck
is somewhat convenient and 22% is very convenient and remaining 18% have
access food tuck is Inconvenient and rest of 6 % have opinion that food truck is
not very Convenient in Delhi it is very far from their home.

According to the Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu in

their research CUSTOMER PERCEPTION TOWARDS FOOD TRUCK IN
26
INDIA conducted in Hyderabad was seen that It is found that the ‘Availability’ is
the key motivating factor among the customers. Hence, it is suggested that the
Food trucks have to be available to the customers at very close i.e. nearby the
companies, colonies, markets, etc.

10. How would you rate the service

and food quality at food trucks in
Delhi?
3% 0%
Excellent
13%
29% Good
Average

55% Poor
very poor

Fig.4.10 How would you rate the service and food quality at food trucks in Delhi

Current study show that 55% of the people who participated in the research were
rate good whereas 29% of the people Give average rating as we go forward 13%
people rate excellent and rest 3% give poor rating to the food truck.

According to LLLAH ,A A et al in their research FACTORS THAT

INFLUENCE CUSTOMER PURCHASE INTENTION TOWARDS FOOD
TRUCK PRODUCT (2021)shows that This article uses the assessment of
Cronbach’s Alpha values on produced instruments to assess the degree of
instrument dependability. A value of Cronbach's alpha greater than 0.6 is regarded
as a reliable and appropriate index. If the Cronbach Alpha value is less than 0.60,
the instrument is unreliable, which is undesirable. Readings in the range of 0.60 to
0.80 indicate that the value is excellent. The stability and consistency of the
instrument developed are referred to as its reliability. In this study, Cronbach's
alpha values for each construct were much greater than 0.8, which is considered
highly high and acceptable. (refer to the table shown in their research ) majority of
people are give good rating( Overall, I’m satisfied with my experience at this food
truck).

27
 11. How satisfied are you with
your overall experience at food
trucks in Delhi?
3% 0%
Very Satisfied
21%
27%
Satisfied

49% Neither Satisfied nor

Dissatisfied

Fig.4.11How satisfied are you with your overall experience at food trucks in Delhi

Current study show that 49% of the people who participated in the research were
satisfied with overall experience at food truck, 27% were neither satisfied nor
dissatisfied , 21% were very satisfied with overall experience and remaining 3%
were dissatisfied with food truck.

According to LLLAH ,A A et al in their research FACTORS THAT

INFLUENCE CUSTOMER PURCHASE INTENTION TOWARDS FOOD
TRUCK PRODUCT (2021)shows that the result of the mean and analysis on the
dependent variable, which is the customers' purchase intention towards food truck
products. The highest mean was item 1, which had a 4.28 standard deviation and a
mean of 0.878, where the respondent agreed that they would consider returning to
this food truck. Item 3 shows the lowest mean, which is 4.21, and the standard
deviation is 0.889 with the question "In my opinion, I would say positive things
about this food truck to all of my friends and family".

12. Would you recommend food

trucks in Delhi to others?

27%
yes
no
73%

Fig.4.12Would you recommend food trucks in Delhi to others

28
Current study show that 73% of the people who participated in the research would
recommend food truck to others and remaining 27% of the people would not
recommend food truck to other there are many reasons behind it may be poor
service quality ,pricing is too much expensive and many more.

29
 CHAPTER 5 : SUMMARY AND CONCLUSION

The research was conducted to find the customer perceptions and preferences
about the food trucks and its food. Different attitudes were identified for different
aspects relating to the food trucks. The research found that most of the
respondents visit food trucks for the live foods and live ambiences that food
trucks provide.

The main research objective was to study the satisfaction and experience of
customers in the Food Trucks and for that we have asked questions regarding
rating the experience of the food trucks visit and we found that most of the
respondents were highly satisfied with the taste of the food and live ambiences
provided at food trucks.

To study the customer preference among various types of food we have ask for
their preference regarding various types of food available and we found that
Indian n food is the most preferred food whereas supper and dinner is the least
preferred food at food trucks.

Another objective was to find the association between gender and visit to the
other food trucks in Delhi for that we have done the survey asking questions how
often gender visit the food trucks and according to that results we found that there
is no association between gender and their visit to other food trucks in Delhi.

30
 BIBLIOGRAPHY&WEBLIOGRAPHY:

 Dr. Ramakrishna Bandaru*,Prof. H. Venkateshwarlu CUSTOMER

PERCEPTION TOWARDS FOOD TRUCK IN INDIA
[Link]

 Aggarwal, P. (2018) oconsumer satisfaction and loyalty towards food

trucks in Delhi (PDF) [Link]

 Mishra,S , Sharma, P et al (2018) "Exploring Consumer Perception of

Food Trucks: A Study of Delhi NCR Region"
[Link]
nd_Visit_Intention_toward_Food-Trucks_Targeting_Millennials

 Damodaran S and Kishore K (2018) "Customer Expectations and

Satisfaction with Food Trucks in India" (PDF)
[Link]
n_the_Food_Truck_Industry

 Aggarwal, P. (2018 determinants of consumer satisfaction and loyalty

towards food trucks in Delhi.
 [Link]
n_the_Food_Truck_Industry

 Nitesh K. Gupta and K. J. Nath (2018)"Factors Affecting Consumer

Behaviour Towards Street Food in Delhi(PDF)
 [Link]

 Verma, S. (2022). Consumer perception of food safety and hygiene

practices in Delhi's food trucks [Link]
8158/10/11/2640

 Bansal, V., & Kumar, S. (2022) the impact of social media marketing on
consumer behavior towards food trucks in Delhi(PDF)
 [Link]
XXXI
 Tripathi, A., & Singh, A. (2021) the impact of food truck design on
consumer perception and satisfaction in Delhi.
[Link]
ARDS_FOOD_TRUCK_PRODUCTS_IN_INDIA

 Karmarkar, A and Paranjape,,M(2020)The Popularity of Street Food

and Role of Social Media in Promoting Street Food
 [Link]
Food_and_Role_of_Social_Media_in_Promoting_Street_Food.pdf

 Author: Singh, S., & Bhatnagar, D. (2021) the effect of perceived value
on consumer satisfaction with food trucks in Delhi. (PDF)
 [Link]
od_trucks'_service_quality_on_customer_satisfaction_and_its_impact_towa
rd_customer_loyalty

 Alfiero, S., Lo Giudice, A. and Bonadonna, A.

[Link]

 LLLAH ,A A et al (2021) ) FACTORS THAT INFLUENCE

CUSTOMER PURCHASE INTENTION TOWARDS FOOD TRUCK
PRODUCT
 [Link]

 Shin ho Yeon (2018)”Consumer values and service quality perceptions of

food truck experiences”
[Link]

 Valente ,M G et al(2019)”Profile of food truck consumers and their

opinion about food safety(2019)
 [Link]
0162/full/html?utm_campaign=Emerald_Health_PPV_Dec22_RoN

XXXII
 [Link]
vation_the_food_truck_phenomenon

 [Link]

XXXIII
 ANNEXURE

Food trucks have become a popular food option in urban areas due to their
convenience, affordability, and unique menu offerings. In Delhi, food trucks have
gained a lot of popularity in recent years due to the variety of food they offer, as
well as the ability to move to different locations and reach a wider customer base.

However, there has been little research conducted on the consumer experience and
satisfaction with food trucks in Delhi. Understanding the factors that drive
consumer satisfaction with food trucks can help food truck operators improve their
offerings and attract more customers.

This study aims to explore the consumer experience and satisfaction with food
trucks in Delhi, by examining factors such as food quality, price, location, menu
variety, and customer service. By identifying the key drivers of consumer
A Study on Consumer
satisfaction with foodExperience andstudy
trucks, this Satisfaction on Food
can provide Trucks in
insights Delhi"
into how food truck
operators can improve their offerings and provide a better customer experience

1. What is your Age:

a. 18-25
b. 25-45
c. Above 45

2. What is your Gender

a. Male
b. Female
c. Other

3. How often do you visit food trucks in Delhi?

a. Daily
b. Weekly
c. Monthly
d. Rarely
e. Never

4. What is the primary reason for visiting food trucks? (Select all that apply)
a. Convenient location
b. Variety of food options
c. Affordability
d. Quality of food
XXXIV
 e. Other: ________

5. How do you usually learn about new food trucks in Delhi?

a. Social media
b. Word of mouth
c. Online reviews
d. Promotional flyers/brochures
e. Other: ________

6. How much do you usually spend at a food truck in Delhi?

a. Less than Rs. 100
b. Rs. 100 - Rs. 200
c. Rs. 200 - Rs. 300
d. Rs. 300 - Rs. 500
e. More than Rs. 500

7. How do you feel about the pricing of food trucks in Delhi?

a. Very Reasonable
b. Reasonable
c. Average
d. Expensive
e. Very Expensive

8. What types of food do you prefer to eat at food trucks in Delhi?

a. Indian
b. Chinese
c. Mexican
d. Italian
e. Other: ________

9. How convenient is it for you to access food trucks in Delhi?

a. Very Convenient
b. Convenient
c. Somewhat Convenient
d. Inconvenient
e. Very Inconvenient

10. How would you rate the service and food quality at food trucks in Delhi?
XXXV
 a. Excellent
b. Good
c. Average
d. Poor
e. Very Poor

11. How satisfied are you with your overall experience at food trucks in Delhi?
a. Very Satisfied
b. Satisfied
c. Neither Satisfied nor Dissatisfied
d. Dissatisfied
e. Very Dissatisfied ( specify your reason)----------------------------------

12. Would you recommend food trucks in Delhi to others?

a. Yes (specify your reason) ----------------------------------------------------
b. No ( specify your reason) ----------------------------------------------------

XXXVI