Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin

The trend of food truck business is becoming more popular among Malaysians. Food truck vendors is the famous trend place that visited by the teenagers or young generations. This is due to the increasing changes in the market for food trucks that will generate competition among other business competi...

Full description

Saved in:

Bibliographic Details
Main Authors:	Mohd Husni, Nur Ain, Mat Ripin, Siti Nor Azlinda
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Market segmentation Target marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/104399/1/104399.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uitm-ir.104399
record_format	uketd_dc
spelling	my-uitm-ir.1043992024-10-03T15:18:38Z Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin 2021 Mohd Husni, Nur Ain Mat Ripin, Siti Nor Azlinda Market segmentation. Target marketing The trend of food truck business is becoming more popular among Malaysians. Food truck vendors is the famous trend place that visited by the teenagers or young generations. This is due to the increasing changes in the market for food trucks that will generate competition among other business competitions that will create new strategies for their company, particularly in marketing, to attract more customers, especially teenagers or university students. The main objective of this study are: a) to examine the marketing mix influence on food truck acceptance among university student, b) to identify factors that influence and to investigate university students’ acceptance on food truck and c) to determine the prominent marketing mix that influence university students’ acceptance on the food truck. Descriptive study using quantitative method was conducted by using online survey. Convenient sampling has been chosen and 360 samples consisting of Diploma and Bachelor Degree of UiTM Dungun students are involved in this study. The result of this study shows that the marketing mix strategy (4Ps) that are product, price, promotion, and place have their own effect on the acceptance of university students on the food truck. However, from the results, the product of food trucks is being the prominent factor that influence university students’ acceptance on food truck. Therefore, food truck vendors are essential to know their products more so that it is easy for them to attract more customers to visit and consume the products at food truck. Based on the findings, it is hoped that this study will further enhance the knowledge of marketing mix for the food truck vendors. 2021 Thesis https://ir.uitm.edu.my/id/eprint/104399/ https://ir.uitm.edu.my/id/eprint/104399/1/104399.pdf text en public degree Universiti Teknologi MARA, Terengganu Faculty Of Hotel & Tourism Management Ngali, Norzaidah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Ngali, Norzaidah
topic	Market segmentation Target marketing
spellingShingle	Market segmentation Target marketing Mohd Husni, Nur Ain Mat Ripin, Siti Nor Azlinda Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
description	The trend of food truck business is becoming more popular among Malaysians. Food truck vendors is the famous trend place that visited by the teenagers or young generations. This is due to the increasing changes in the market for food trucks that will generate competition among other business competitions that will create new strategies for their company, particularly in marketing, to attract more customers, especially teenagers or university students. The main objective of this study are: a) to examine the marketing mix influence on food truck acceptance among university student, b) to identify factors that influence and to investigate university students’ acceptance on food truck and c) to determine the prominent marketing mix that influence university students’ acceptance on the food truck. Descriptive study using quantitative method was conducted by using online survey. Convenient sampling has been chosen and 360 samples consisting of Diploma and Bachelor Degree of UiTM Dungun students are involved in this study. The result of this study shows that the marketing mix strategy (4Ps) that are product, price, promotion, and place have their own effect on the acceptance of university students on the food truck. However, from the results, the product of food trucks is being the prominent factor that influence university students’ acceptance on food truck. Therefore, food truck vendors are essential to know their products more so that it is easy for them to attract more customers to visit and consume the products at food truck. Based on the findings, it is hoped that this study will further enhance the knowledge of marketing mix for the food truck vendors.
format	Thesis
qualification_level	Bachelor degree
author	Mohd Husni, Nur Ain Mat Ripin, Siti Nor Azlinda
author_facet	Mohd Husni, Nur Ain Mat Ripin, Siti Nor Azlinda
author_sort	Mohd Husni, Nur Ain
title	Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
title_short	Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
title_full	Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
title_fullStr	Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
title_full_unstemmed	Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin
title_sort	marketing mix influence on food truck acceptance among university students / nur ain mohd husni and siti nor azlinda mat ripin
granting_institution	Universiti Teknologi MARA, Terengganu
granting_department	Faculty Of Hotel & Tourism Management
publishDate	2021
url	https://ir.uitm.edu.my/id/eprint/104399/1/104399.pdf
_version_	1818588099187310592

Marketing mix influence on food truck acceptance among university students / Nur Ain Mohd Husni and Siti Nor Azlinda Mat Ripin

Similar Items