Consumer Behavior of Food Product Purchasers through Mobile Application in Bangkok Area

Main Article Content

Nichaya Srisuchart

Abstract

The objectives of this research were 1) to study service usage behavior of consumers who purchased product from online food delivery company through mobile application in Bangkok area 2) to study relationship between demographic factors and product purchasing decision from online food delivery company through mobile application in Bangkok area. The quantitative methodology was applied by using questionnaire to collect data from population who were the key target customers of online food delivery company through mobile application, which were people aged from 20-40 years old in Bangkok. The questionnaire was checked by experts and obtained IOC score of 0.67 and reliability of 0.76. Data collection period was between July and September 2018.The cluster sampling was conducted. Then, the obtained data was analyzed using frequency, percentage, mean, standard deviation and Chi-square statistic. The result revealed that the majority of respondents were female who were between 20-25 year-olds, had Bachelor degreed education level whose occupations were student. Their average income per month was lower than 15,000 Baht and had 3-4 people family size. The top of mind, the most recognized, the most purchased application was The Pizza Company application. Western cuisine was the most purchased product category and most people ordered only food whilst 301-600 Baht was ordering basket, 1-2 times per month was ordering frequency, also snack and dinner were main ordering occasions. After analyzing relationship between demographic factors and product purchasing decision, the outcome showed no relationship between each other with 0.05 statistical significant level.

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How to Cite
Srisuchart, N. (2020). Consumer Behavior of Food Product Purchasers through Mobile Application in Bangkok Area. WMS Journal of Management, 9(3), 1-15. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/243617
Section
Research Articles-Academic Articles
Author Biography

Nichaya Srisuchart

Faculty of Business Administration, Panyapiwat Institute of Management  85/1 Moo 2, Chaengwattana Rd., Bang-Talat, Pakkred, Nonthaburi, 11120 Thailand

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