Effects of Food Ordering Behavior and Attitudes towards Marketing Mix on Use of Food Delivery Applications of Customers in Muang District, Lampang Province

Abstract

This research aims to explore impact of behaviors in using food delivery services and attitudes towards marketing mix on the use of food delivery applications of consumers in Muang District, Lampang Province. The data were collected from 400 users of food delivery applications through a questionnaire with an IOC value of 0.970 and   a Cronbach’s alpha coefficient of 0.963. The data were analyzed and expressed in frequency, percentage, average, and SD. The results were as follows. 1) most of the respondents were female, aged between 20-30, and single. They lived in a family of 2 - 4 members, and had an average income between 5,001 - 10,000 baht. 2) The majority of the respondents reported that they occasionally ordered food through applications, and Grab Food was their most frequently used application. Moreover, they reported using food delivery applications most during 12:01 - 3:00 p.m., especially during weekend time with their family, with an average order value of less than 200 baht using COD payment method. Finally, 3) the factors of the marketing mix that influenced respondents’ level of attitudes towards using food delivery application most was the distribution, while the factors influencing their decision to buy were personal factors, products, marketing promotion, and prices, respectively. It is highly recommended for further studies that influences of demographic factors on behaviors of food ordering through applications be investigated.