Characteristics of Fast Food Packaging in the Digital Age and the Marketing Mix for Ordering Through Smartphone Application in Nonthaburi Province
Keywords:
Packaging Characteristics, Fast food, Smartphone Application, Marketing MixAbstract
This research aimed to examine: 1) the level of opinions toward the characteristics of fast-food packaging in the digital era, 2) the marketing mix for ordering via smartphone applications among residents in Nonthaburi Province, 3) the comparison of packaging characteristics classified by demographic factors, 4) the comparison of the marketing mix classified by demographic factors, and 5) the relationship between fast-food packaging characteristics and the marketing mix. The sample consisted of 400 residents of Nonthaburi Province. Data were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and Pearson’s correlation coefficient.
The findings revealed that: 1) opinions toward fast-food packaging characteristics were at a high level; 2) among the marketing mix components, price received the highest level of agreement; 3) opinions differed significantly by gender for paper and glass packaging, while differences in age, education, and average monthly income resulted in significant differences in all packaging aspects. Marital status and occupation also affected opinions on paper, glass, plastic, and metal packaging; 4) education level, income, marital status, and occupation significantly influenced all aspects of the marketing mix at the .05 level, with education specifically affecting opinions on price and personnel; and 5) there was a statistically significant positive correlation between fast-food packaging characteristics and the marketing mix at the .01 level, with correlation strengths ranging from moderate to low (r max = 0.556, r min = 0.216).
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