Consumer Behavior and Marketing Mix Factors toward Online Foods Delivery Services in Bangkok
This research aimed to study 1)Consumer behavior toward online foods delivery 2)The influence of marketing mix toward consumer online foods delivery behavior 3) To compare the influence of marketing mix toward consumer online foods delivery behavior by demographic factors of consumer .Used quantitative method research with 400 sampling of research population as consumer in Bangkok area.Used online questionnaire to collected data by social network media .Data analysis technique were descriptive statistic and inferential statistic as T-Test and ANOVA for hypothesis testing at 0.05 level of significance.
The research result revealed as follows :
The most of respondents whom used to online food delivery were both male and female between 21-30 years old and be single.Most of them got a bachelor degree and their occupation were private company ‘ employees .There average monthly income ranged from 20,001 to 30,000 baht.The most popular type of foods which they ordered was fast food and the second type was beverage and they had online buying objectives for convenience and saved time and travel costs.Mostly ordered food for lunch and dinner respectively and order expenditure per time was 100 – 300 baht.Mostly ordered by using mobile application and the popularity application were Grab ,lineman and food panda respectively.The ordering frequency was 2-3 times per week.The most important marketing mix factors which influenced to online food delivery were product factors such as menu,taste and brand and price factor such as price which suitable with quantity and quality of food and varies payment method and for marketing channel factor such as convenience in order and delivery ,speed and right place of delivery and the most important factors of promotion were free or reduce of delivery cost. The very important marketing mix factors were product variety menu ,packaging ,several price lists ,multi methods for ordering and delivery and sales promotion by free delivery and free food or sweet or beverage.
The hypothesis test showed that the influence of marketing mix toward consumer online foods delivery behavior classified by demographic factors of consumer were difference by their age,income and occupation at 0.05 level of statistic significant.
Keywords - Online Foods Delivery Behavior, Influence of Marketing Mix