FOOD TRUCK AS A BUSINESS VENTURE

Abstract

This study focused on determining the feasibility of a food truck as a business venture. Specifically, it sought to determine the profile of the respondents and their dining habits. The marketing strategy for a food truck and its feasibility in terms of management, financial and technical operations were also analyzed. Participants of the study were from 6 barangays in San Ildefonso, using stratified random sampling. The researcher utilized the descriptive survey design in which the questionnaire-checklist instrument was used in gathering the needed data. The first part of the questionnaire consisted of 3 items which revealed the profile of the respondents, their dining habits and the marketing strategies for a food truck business. The second part of the survey rated the acceptability of a food product which includes sanitation and safety, health benefits, and the packaging and presentation of the product. The importance of the personality and responsiveness of staff were also evaluated. Frequency counts and weighted means were used to describe the respondents’ profile and dining habits in terms of frequency of dining, food spending and food preferences. Results revealed that majority of the respondents have good purchasing capability, and they can afford the planned price of the products of the food truck. It is also a great opportunity for the marketing of the food truck’s products since burgers, pasta and pizza were the most preferred snacks of majority of the respondents.

Keywords: food truck, business venture, dining habits, marketing strategies