Consumer Behavior of Food Product Purchasers through Mobile Application in Bangkok Area
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Published:
Jul 30, 2020
Keywords:
Consumer behavior Food product Mobile application
Main Article Content
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.
Article Details
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
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Chuayradom, C. (2018). patčhai sūan prasom
thāngkān talāt thī song phon tō̜ kānlư̄ak chai bō̜rikān ʻaʻā hān phān Food Panda Applications nai khēt Krung Thēp Mahā Nakhō̜n [Marketing mix factors influencing the selection of food service orders through the foodpanda applications in Bangkok]. Journal of Business Administration and Social Sciences Ramkhamhaeng University, 1(2), 43-55.
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Department of city planning and urban
Development Bangkok metropolitan administration. (2004). phǣn phatthanākrung thēp mahā nakhō̜n sū mư̄ang nā yū [Bangkok development plan to livable city]. Retrieved from http://cpd.bangkok.go.th/files/admin/load_doc/devbma20y/bmadev20y01.pdf.
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patčhai thī song phon tō̜ kāntatsinčhai lư̄ak chai bō̜rikān čhat song ʻāhān thưngthī nai khēt mư̄ang Nakhō̜n Rātchasīmā [Factors affecting the decision toward home delivery service in Nakhon Ratchasima.]. RMUTI JOURNAL Humanities and Social Sciences, 6(1),113-125.
Foodpanda. (2018). Foodpanda. Retrieved from
https://www.foodpanda.co.th/?r=1.
Foodpanda. (2018). fūt phǣndā phœ̄i yō̜t sangsư̄ nai
Klum naksưksā mahāwitthayālai nai pī sō̜ngphanhārō̜ihoksipʻet phœ̄m māk khưn 25%
[Food panda revealed student customers revenue 25% growth in 2018]. Retrieved from https://www.ryt9.com/s/prg/2885482.
Holmes, A., Byrne A., & Rowley, J. (2013) .Mobile
shopping behaviour: insights into attitudes, shopping process involvement and
location. International Journal of Retail & Distribution Management, 42 (1), 25-39.
Ibusiness. (2019). GET samrūat phrưttikam
phūbō̜riphōk Khon Thai dān rān ʻāhān klum minlēnnīam chī yō̜t sang dēliwœ̄rī phung pǣtsip kō̜ kā lang thurakit fūtdēliwœ̄rī khǣng dư̄at [Get consumer surveyed Thai consumers behavior on Millanial restaurant aspect indicating that delivery growth hit 80% after fierce competition]. Retrieved from https://ibusiness.co/detail/9620000107849.
Jeon, H. M., Kim, M. J., & Jeong, H.C. (2016).
Influence of Smart Phone Food Delivery Apps' Service Quality on Emotional Response and
App Reuse Intention – Focused on PAD Theory
-.Culinary science and hospitality research. 22(2), 206-221.
Kimes, S. E. (2011). The current state of online food
ordering in the U.S. restaurant Industry.Cornell Hospitality Report, 11(17), 6-18.
Kotler, P., & Armstrong, G. (2018). Principle of Marketing. United Kingdom: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management, (12th ed.). New Jersey: Pearson Education.
Lalamove. (2020). Lalamove. Retrieved from
https://www.lalamove.com/thailand/bangkok/ th/home.
Lee, E.-Y., Lee, S.-B., & Jeon, Y. J. J. (2017).
Factors influencing the behavioral intention to use food delivery apps. Social Behavior and Personality: An international journal, 45, 1461-1474.
Marketeer. (2019). Line Man phung pao klum khon
sīsip + chīk kēm dūai Emotional Value [Lineman to aim 40+ group with emotional value game changer]. Retrieved from https://marketeeronline.co/archives/120466.
Marketingoops. (2015). čho̜ lưk mō bāi sēn
sō̜ngphansiphok phœ̄i withī sāng konlayut kāntalāt phān samātfōn čhāk ngān Mobile First, Win First dōi SHOPPENING [2016 mobile trend deep dive, mobile first win event revealed smart phone winning strategy by Shoppenning]. Retrieved from https://www.marketingoops.com/news/mobile-first-shoppening/.
Marketingoops. (2015). Data Analytics sāt hǣng
khō̜mūn thī chūai tham kāntalāt dai dī khưn [Data analytics data knowledge field for better marketing]. Retrieved from https://www.marketingoops.com/news/biz-news/data-analytics/.
Matichon. (2017). sathiti hǣng chāt phœ̄i Khon Thai
mī nī phœ̄m chalīa 1.77 sǣn bāt / khrūarư̄an nī nō̜k rabop klap mā ʻīk lǣo [National statistic revealed Thais have more average debt 177,000 THB/ household. Shark loans return] Retrieved from https://www.matichon.co.th/economy/news_775082.
National statistic office. (2017). siphok sathiti
theknōlōyī sārasonthēt læ kānsư̄sān [16 Information Technology and Communication Branch]. Retrieved from http://statbbi.nso.go.th/staticreport/page/sector/th/16.aspx??.
Office of The Royal Society. (2020).
photčhanānukrom chabap rātchabanthittayasathān [Thai Royal Society dictionary]. Retrieved from http://www.royin.go.th/dictionary/.
Pasunon, P. (2014). khwāmchư̄aman khō̜ng
bǣpsō̜pthām nai kānwičhai chœ̄ng parimān
[Reliability of questionnaire in quantitative research]. Parichart journal, 27(1),145-163.
Panyana, N., & Sapsanguanboon, W. (2019).
Factors Affecting the Decision Making in Thai Food Cooked to Order and Delivery. Economics and Business Administration Journal Thaksin University, 11(1), 33-66.
Phalachaipiromsil, S. (2011). nǣonōm kānchai mō bāi ʻǣphō̜ phlikhēchan [Usages Trend of
Mobile Application]. Executive Journal, 31(4),110-115.
Pigatto, G., De Camargo Ferraz Machado, J. G., Negreti, A. D. S., & Machado., L .M. ( 2017).
Have you chosen your request? Analysis of online food delivery companies in Brazil. British
Food Journal, 119 (3), 639-657.
Prachachart. (2018). čho̜ phrưttikam Gen Y [Gen Y’s
behavior penetration]. Retrieved from https://www.prachachat.net/facebook-instant-article/news-211335.
Prachachart. (2019). GET food rē ngō̜ sapīt hok
dư̄an hok thao yangtō mai phō̜ [Get food to speed up, 6 months 6 times was not enough]. Retrieved from https://www.prachachat.net/ict/news-359428.
Prachachart. (2019). LINE MAN ngat bikdātā to create
khrīʻētakēm mai fūt dī liwœ̄rī [Lineman to use bigdata food delivery new gaem]. Retrieved from https://www.prachachat.net/ict/news-368956.
Positioningmang. (2018). nakrīan - naksưksā ngō̜ʻā
hān ʻō̜nlai kai Kaolī - bœ̄kœ̄ ʻāhān yō̜t niyom čhulā - prasān mit ʻō̜dœ̄ yœ sut [Students’ food online delivery ordering became popular. Korean chicken- Burger as top dishes. Chula-Prasarnmit were heavy purchaser]. Retrieved from
https://positioningmag.com/1187464.
Saichana, S., & Srinuan, C. (2018). Factors
affecting the usage behavior of the QueQ application in Bangkok. Journal of Industrial Education. 17(3), 156-165.
Sangthongjai, S., & Taiphapoon, S. (2018). patčhai
sūan prasa thāngkān talāt thī mī ʻitthiphon tō̜ phrưttikam khō̜ng phūbō̜riphōk klum dičhithannēthīp Thai nai kānlư̄ak chai ʻǣp phlikhēchan sang læ čhat song ʻāhān nai Krung Thēp Mahā Nakhō̜n [The influence of marketing mix factors on Thai digital natives' decision bahvaior towards food delivery applications in Bangkok]. Journal of Public Relations and Advertising. 12(1), 13-31.
SCB Economic Intelligence Center. (2017).
. čhap čhangwa thurakit ʻāhān buk talāt sāi chō̜ paʻō̜nlai [Grab the rhythm of food business to attack online shopping]. Retrieved from
https://www.scbeic.com/th/detail/product/2678.
Schiffman, L.G., & Wesenblit, J. L. (2015).
Consumer behavior, (15th ed.). Harlow, England: Pearson Education.
Skootar. (2018). Skootar. Retrieved from
https://customer.skootar.com/skootar-brand/?utm_source=Google&utm_medium=cpc-g&utm_term=skootar-e&utm_content=293287994284&utm_campaign=1609_D_Skootar_Brand-SKOOTAR&campaignid=660654145&adgroupid=39024572372&gclid=CjwKCAiA35rxBRAWEiwADqB3756D0UMDKXLsJrEWU8g3i8t-wbv9Y9zhP_u8rQnO1ycNTp1lpc6zxRoCMoQQAvD_BwE.
SME cheechongruay. (2019). ʻǣp phlikhēchan sang
ʻāhān dan thurakit Food Delivery tō tō̜nư̄ang khāt mī mūnlakhā sūng thưng 3.3 3.5 mư̄nlān nai pī [Food delivery application drove food delivery business continuously, aiming for 33,000-35,000 millions value in 2019]. Retrieved from https://cheechongruay.smartsme.co.th/content/24180.
Sreeboonpeng, P., & Sukphan, P. (2019). patčhai thī
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