Determinates of consumer patronage of a street food vendor in Nigeria.

The purpose of this paper is to identify the factors that influence the patronage of street food vendor in Nigeria. The data for this study was collected from 385 street food customers in northwest Nigeria, and was analyzed using multiple regression. Also, composite reliability and Average Variance Extracted were used to test the reliability and validity of the instrument. The finding shows that patronage of street food vendor is taken as a function of quality food, value for money and familiarity of the food contents. Since the industry is one of the sources of employment generation, understanding what makes people patronize them can be a contribution to the development of the literature and an important step in designing a more effective policy mechanism for economic growth. Informal sectors are under researched and most researchers delved more on formal economy. [ABSTRACT FROM AUTHOR]