A STUDY ON THE MARKETING APPROACHES OF STREET FOOD VENDORS IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Street food vending plays an important role in the urban informal economy by providing affordable food, employment opportunities, and preserving local culinary traditions. This study examines the marketing approaches of street food vendors in Madurai City, Tamil Nadu, a region well known for its rich food culture. The research uses a descriptive design and is based on primary data collected from 85 vendors across major locations such as temple areas, markets, and transport hubs.

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Keywords

Street food vending, urban informal economy, Tamil Nadu, descriptive study, primary data, traditional marketing, strategic location, pricing, food quality.