Factors affecting consumers' spending on street food purchases through the Shopee Food application in Bangkok

Abstract

This article aimed (1) to study consumer behavior and opinions regarding Marketing mix factors influencing the purchase of street food; and (2) to study the Marketing mix factors affecting the value of street food purchases. This research is Quantitative Research. the instrument for collecting data was collected from 400 people. Analysis of data by Descriptive statistics using frequency, percentage, mean, standard deviation, Multiple Regression and P-Value. The study found that: 1) the most of samples are female, aged 15 to 32 years old, and graduated with a bachelor's degree. Their occupations are company employees, have a monthly income of 2,000 - 41,300 baht, and have monthly expenses ranging from 1,500 to 34,300 baht as well as total liabilities of 0 - 1,000,000 baht. The frequency of purchases per week is 1 - 4 times per week and has consumption expenses of 100 to 1700 baht per week. Most of them usually buy savory food from 12: 00 p.m. - 5: 00 p.m and pay by cash on delivery. The frequency of eating out is 0 - 7 times a week. 2) Demographic factors include age, education level, monthly income, and marketing mix factors related to marketing promotion that affect the value of street food purchases through the Shopee Food application.