Marketing Mix Factors Related to Decision Making on Using Order Products From 7 Delivery Application of Consumers in Bangna District, Bangkok

Abstract

The purposes of this research  were  1) to study the decision making on ordering products from 7 Delivery application of consumers in Bangna District, 2) to study the importance of the marketing mix factors to the decision making of the consumers on ordering products from 7 Delivery application,   3) to study the correlation between the marketing mix factors and  decision making of consumers on using order products from 7 Delivery application. The sample group was 385 consumers in Bangna District who had experiences in using order products from 7 Delivery application by convenience sampling. The statistics for data analysis were descriptive statistics and hypothesis testing by Pearson's product-moment correlation coefficient. The analysis results were: 1) the decision on using order products from 7 Delivery application of consumers in Bangna District was at highest level overall, 2) the marketing mix factors important to the decision making of consumers in Bangna District on using order products from 7 application overall was at highest level. The price was the most important factor to the purchasing decision, followed by service process, people, product, physical environment, promotion and distribution channels, respectively, and  3) the correlation of the marketing mix factors and the decision of consumers on using order products from 7 Delivery application of consumers in Bangna District, Bangkok was statistically significant at 0.01.