Factor of Marketing Mix and Store Image Affecting Intention to Buy Food Delivery from Convenience Stores Ii Bangkok: Case Study Sausage

Abstract

The purpose of the research was (1) to study the intentional buying of deli food at convenience stores in Bangkok, in case of a sausage study. (2) To study the image of the store that influenced the intention to buy deli food at convenience stores in Bangkok.(3) To study the marketing mix that influenced the intention to buy deli food at convenience stores in Bangkok, in case of sausage study.It is a survey. Collected data by questionnaire. The sample group is consumers aged 18 and over and used to buy deli food at convenience stores in Bangkok. In the case of studying sausage, 380 people from two-step sampling are simple random sampling and convenient sampling. Analysis of data using descriptive statistics are: Mean, standard deviation and regression type reference statistics. The study found that the majority of respondents were 18-25 years old women with bachelor's degrees, students/students earning less than or equal to 10,000 baht per month. Line Man/Grab Food, on average, cost 1-2 baht per week. The characteristics of ordering food delivery found that most of them ordered food for themselves and for their families respectively. On the assumption side, it was found that the product side (b=0.287) and the price side (b= 0.031) on the distribution channel side (b= 0.040), on the marketing promotion side (b= 0.014) and on the store image (b= 0.572) had a statistically significant influence on the decision to buy Delivery food at 0.01