Factors Influencing the Behavior Of Using Food Ordering Via Electronic Media In the Lower Northern Region

Abstract

This research aimed to study: 1) the characteristic of consumer behavior in using food ordering, 2) the marketing mix factors of using food delivery service via electronic media 3) compare the marketing mix factors of using food delivery service via electronic media classified by general information of respondent, 4) analyst the marketing mix factors affected of using food delivery service via electronic media in the northern region. Research was mixed method, qualitative methodology by in-depth interview of 5 key informants who were executives of food ordering business via semi structure questionnaire from marketing mix food delivery service business, and focus group to completed marketing mix factors affected of using food delivery service via electronic media in the northern region and quantitative methodology was the main.  

The research results were as follows: 1) the characteristic of consumer behavior in using food ordering at a high behavior level were application to order food, frequency of use per month, style of food ordered via electronic media respectively, 2) the marketing mix factors of using food delivery service via electronic media at a high important level were customer value, success in meeting customer needs, cost, convenience, communication, but service quality, care, at a moderate level respectively, 3) there was not significant different on the marketing mix factors of using food delivery service via electronic media classified by gender, age, education level, average income per month, 4) the marketing mix factors affected of using food delivery service via electronic media in the lower northern region were customer value, success in meeting customer needs, convenience, care, communication, these factors jointly prophesy the marketing mix factors affected of using food delivery service via electronic media in the lower northern region 50.6% at statistically significant level .05