This paper assesses the value offering and competitiveness of street food vendor stalls against larger restaurants in India. A survey based research design is adopted to gather data from 180 street food vendors and 120 restaurant owners. The findings using factor and regression analysis suggest that street food vendors gain competitive advantage through their price based value offering while, whereas restaurant owners compete against street vendors by offering superior performance value. However, both firms seek advantages by maintaining close relationship with their customers. The managerial implication of the finding for both micro and large business is discussed in the paper.
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)