A COMPARATIVE STUDY OF STREET VENDORS VIS-A-VIS SUPERMARKETS IN THE F&B INDUSTRY

Abstract

This project presents an in-depth comparative analysis of street vendors and supermarkets within the beverage segment of the food and beverage (F&B) industry. It evaluates the dynamics of consumer behaviour, pricing, availability, brand loyalty, marketing effectiveness, and perceptions of quality, accessibility, and affordability Availability and Pricing Street vendors primarily stock readily consumable, low-cost beverages such as bottled water, soft drinks, energy drinks, and locally produced juices. Their product range is typically limited but curated to meet immediate demand and localized tastes. Prices are competitive due to lower overhead costs and direct sourcing. Supermarkets, in contrast, offer a broader assortment that includes premium, imported, health-oriented, and branded beverages, often with multiple packaging options. While prices in supermarkets are generally higher, they reflect added value through packaging, variety, and brand assurance. Brand Loyalty Consumer brand loyalty differs significantly between retail formats. In supermarkets, loyalty is often built through consistent product availability, loyalty programs, and brand promotions. Shoppers tend to prefer familiar national or global brands, reinforced by advertising and packaging. Street vendors, meanwhile, foster a different kind of loyalty, based on personal interaction, daily convenience, and habitual buying. Brand awareness is lower in this segment, and choices are often driven by price and immediate need rather than long-term preference. Marketing Strategies Supermarkets deploy structured marketing strategies, including in-store displays, discounts, seasonal promotions, and digital advertisements, all aimed at driving impulse purchases and reinforcing brand identity. They often collaborate directly with beverage companies to launch campaigns and offer bundle deals. Street vendors, lacking formal marketing channels, rely heavily on footfall, location visibility, and word-of-mouth. However, their presence in high- traffic areas acts as a powerful informal marketing tool, especially for impulse beverage purchases. Perceptions of Quality, Accessibility, and Affordability The perception of quality strongly Favors supermarkets, which are associated with hygiene, packaging, storage, and authenticity. Supermarkets also offer more controlled environments, which influences perceptions of freshness and safety, particularly for health-conscious consumers. Street vendors, while often seen as less hygienic, are perceived as highly accessible and affordable, especially by lower-income and time-constrained consumers.