SERVICE SELECTION BEHAVIOR AND MARKETING MIX FACTORS AFFECTING THE DECISION TO ORDER FOOD THROUGH ONLINE APPLICATIONS OF CONSUMERS IN BANGKOK

Abstract

The objectives of this research article were 1) to study on behavior to order food;
2) to study on marketing mix factors that influence the decision to order food; and 3) to study the relationship between the behavior to order food and marketing mix factors affecting the decision to order food through online applications of consumers in Bangkok. Using a quantitative research model. The sample group used in this study was 400 consumers in Bangkok who had used the service to order food through online applications. The research tool used to collect data is a questionnaire. The statistics used to analyze the data included percentage, mean, and standard deviation values, T - test, and F - test. The results of the study found that 1) Behavior in selecting food ordering services, most decide to order food by type of application, Food Panda, by ordering ready-made food. Food ordering frequency 6 - 10 times per month. The time period for choosing the service is 2:01 p.m. - 6:00 p.m. The average cost per time is 501 - 1,000 baht, and the reason for choosing the service. Because there is a complete service. 2) Marketing mix factors that affect food ordering decisions. The overall picture is at a high level, first in the location aspect, followed by the process, and products. The last is personnel. 3) Relationship between behavior in selecting food ordering services Application type, food type, service period selected, and cost per time with marketing mix factors product, price, marketing promotion, location, personnel, service process, and physical characteristics that affect the decision to order food through online applications of consumers in Bangkok are different at a statistical significance at the .05 level. As for the frequency and reasons for choosing the service no different.