Marketing Mix Factors and Consumer Satisfaction Affecting on Decision Making of Grab Food Application in the Bangkok Metropolitan Region

Abstract

This research aimed to study 1) marketing mix factors (4P’s) that affect the decision-making of grab food applications in the Bangkok Metropolitan Region, and 2) consumer satisfaction level affecting the decision-making of grab food applications in the Bangkok Metropolitan Region. The samples of this research were 400 people aged 18 years and older in the Bangkok Metropolitan Region who used the Grab Food application with random sampling. The online questionnaire was used as a research instrument. The statistical analysis data were frequency, percentage, mean, standard deviation, and multiple linear regression analysis.

The research revealed that: 1) marketing mix factors (4P’s) affecting decision-making, promotion factor (b=.313), product factor (b=.194), price factor (b=.138), and place factor (b=.112) affecting decision-making of Grab food application in the Bangkok Metropolitan Region. And 2) Consumer satisfaction affecting decision-making perceived usefulness factor (b=.251), safety for consumers' factor (b=.228), reliable factor (b=.128), and perceived ease of use (b=.124) affecting decision-making of Grab food application in the Bangkok Metropolitan Region at a statistically significant level at .05 level.