Factors Related to Food Odering Application Behavior of Consumers in Bangkok

Abstract

The objectives of this research were 1) To study the marketing mix of food ordering applications and 2) To study the behavior of consumers using food ordering applications in Bangkok. It was quantitative research. The data was collected through a questionnaire by consumers aged 19 and over who used a consumer food ordering application in Bangkok. The total sample group was 400 participants. Data were analyzed using descriptive statistics including frequency distribution, percentage, mean and standard deviation. The research hypothesis was tested by one-way ANOVA or F-test to test for the pairwise mean differences by Scheffé's method. Pearson's Product Moment Coefficient of Correlation was used to determine the relationship between demographic factors and the marketing mix of food ordering applications among consumers in Bangkok.

             The findings revealed that 1) Most of the participants were female with an average age between 32-44 years old with a bachelor's degree and a monthly income between 20,001-40,000 baht, 2) In overall, the marketing mix factors that were most highly correlated with the food ordering behavior of consumers in Bangkok were the process factor, followed by the physical evidence factor, the people factor, the distribution factor, the product factor, the price factor, and the marketing factor, respectively and, 3) Various monthly income and food ordering application behavior of consumers in Bangkok were significantly different at the 0.05 level and, 4) Demographic factors such as gender, age, educational level and monthly income were not significantly related to the marketing mix of food ordering applications of consumers in Bangkok at the 0.05 level.