Exploratory Attractions Analysis for Food Truck Service Business

Abstract

This research involved collecting data in order to answer questions concerning attractions for mobile culinary service businesses, food truck service. Customers’ perspectives were measured, administered to a sample of 500 respondents. The socio-demographic profiles of respondents almost 64.2 percent were female and 35.8 percent were male. Concerning the age of the respondents, the majority of them (45.2 percent) were between 21-25 years old. The corresponding numbers of respondents aged 16-20, 21-25, 26-30, 31-35, and 35 or above were 65 (13%), 226 (45.2%), 68 (13.6%), 49 (9.8%), 92 (18.4%), respectively. The questionnaire comprised basic data of respondents’ gender and age with 13 items measure choosing factors to eat at food truck service. These 13 items were analyzed with factor analysis techniques. As a result of factor analysis three underlying attractions were identified by extraction of factors with eigenvalue>1.414 using Principal Components as the extraction method. The results obtained from this test indicate a high level of internal consistency. Barlett’s test of sphericity and calculation of Kaiser-Meyer-Olkin (KMO) statistics indicated if data appeared to be suitable for the identification of orthogonal factor dimensions. A total of 13 items from the factor analysis resulted in three attraction groupings and explained 63.261% of the total variance.The final results of the factor analysis indicated three different attractions, accounting for 63.261% of the variance explained. These attractions were named, “Reputational resonance,” “Good value for money,” and “Safe and tasty”.