Mixed Marketing Factors in Choosing to Buy Food through Online Channels of Consumers during the Covid-19 Pandemic

Abstract

          The objectives of this study were: 1) to study mixed marketing factors affecting consumers' decision to purchase food through online channels during the Covid-19 outbreak situation. It was a quantitative research. Classified according to personal information, a sample of 400 people was selected as the data collection tool. A questionnaire was used as a tool for the study. The statistical instruments used for the data analysis were: frequency, percentage, mean, and standard deviation, and Multiple Regression Analysis. The results of the study revealed that most of the respondents were female with age 21-30 years, undergraduate degrees, average monthly income between 10,000-19,999 baht, and employees at the private companies. Consumers chose to purchase food through online channels during COVID more than at restaurants in person. The application that they chose to use the most was Grab. The time for using the online food ordering service the most was between 12.01-18.00. The mixed marketing factors price, distribution channel, marketing promotion and physical characteristics influenced consumers' decision to purchase food through online channels during the Covid-19 outbreak situation with statistical significance at the .05 level.