BEHAVIOR OF CHOOSING TO ORDER FOOD DELIVERY SERVICE OF CONSUMERS IN BANGKOK

Abstract

The research study on marketing mix factors in selecting service to order food and deliver to customers in Bangkok Area.  The objectives were 1) to study the behavior of the consumer in selecting service to order food and deliver to customers in Bangkok Area, 2) to study the level of  marketing mix factors in selecting service to order food and deliver to customers in Bangkok Area,  and 3) to compare the market-mix factors in selecting service to order food and deliver to customers in Bangkok Area. Classified by demographic factors. The population used in studying were consumers in Bangkok, who selected service to order food and deliver to customers in Bangkok Area which could not specify the exact amount. The samples used in the research were the purchasers who selecting service to order food and deliver to Customers in Bangkok Area  for 400 people by using the accidental sample selection (Accident sampling) collects data using a questionnaires as a study instruments and used data analysis statistics using a percentage value (percentage). The mean (mean) standard deviation (standard deviation) and a hypothesis test using t-test and F-test statistics, and to analyze the difference in the average value coupled with the Scheffe method, the findings are summarized as follows:

1. The majority of the respondents were females. 59.50%. The aged between 31-40 years, accounting for 41.80%, having marital status accounting for 40.00%, the bachelor degree accounting for 55.50%, they were employed by private companies / contractors accounting for 49.00%, with an average monthly income was 20,001-30,000 baht accounting for 49.00 %.


2. 2. The majority of the respondents frequently used ordering and delivering food services was the Line man accounting for 73.75 %. The frequency of using this service in 2 months, 1 time / 1 month, accounting 45.50%. The kind of food ordered was the main dish, accounting for 60.00%. The main objectives using this kind of service, they didn’t have enough time to go to the restaurant, accounting for 59.75 %.


3. Marketing mix factors in selecting to order and deliver food service in Bangkok area. Overall were at a high level. When considered individual aspect found that distribution was the highest average. Followed by the personnel, processes, pricing, marketing promotion and marketing. products and the physical, respectively.


4. The comparing marketing mix factors in selecting service to order food and deliver to customers in Bangkok area. Classified by demographic factors found that consumers in Bangkok with gender, marital status, education level and different income per month. Having selecting service to order and deliver food were not different and the consumers with different age and career life. The selection of a different order and deliver were statistically significant at .05 level