Marketing Mix Factors Affecting Consumers' Decision on Food Delivery Service in Samut Sakhon Province

Abstract

          The objectives of this research were: 1) to study the marketing mix factors affecting consumers' decision of food delivery service in Samut Sakhon Province; 2) to study demographic factors, (gender, age, income and educational degree), with the decision on food delivery service in Samut Sakhon Province. It was a quantitative research. The sample in the study were the 524 consumers using the food delivery service in Samut Sakhon Province. This research results revealed that:

1. The consumers' decision on the food delivery service was in the highest level
   ( = 3.98). The highest mean was the personal process, followed by physical appearance, product, price, distribution channel and marketing promotion respectively. The marketing mix factors affecting consumers’ decisions on the food delivery service in Samut Sakhon Province were statistically significant at the .05 level.
2. The different demographic factor of gender, income and educational degree had no difference of food delivery use. The different age related significantly to the consumers’ decisions of food delivery service at the .05 level.