FACTORS ANALYSIS OF THE DECISION OF MARKETING MIX FOR FOOD DELIVERY SERVICE IN BANGKOK AND METROPOLITAN AREA

Abstract

The objectives of this research article were to 1) Study the behavior of purchasing food delivery service in Bangkok and Metropolitan area 2) To study the Factors analysis of purchasing food delivery service in Bangkok and Metropolitan area. The researcher has studied from the sample which is a group of 400 people who have used Food delivery service in Bangkok and its vicinity. Statistical value, percentage, mean, standard deviation and factor analysis. The results of the research can be concluded that Consumer decision-making behavior in online channels The applications that were used the most were Grabfood followed by Foodpanda, with the most frequent use of the service once/week, followed by 2 - 3 times/week. Food of type Most of them are main dishes, followed by snacks (bread/bakery), while the service hours are mostly lunch (11.01 - 17.00), followed by dinner (17.01 - 23. 00) For the main purpose of using the service, most of them answered that they did not have time to go to the restaurant, followed by avoiding the restaurant queue And the average cost of using the service, most prices are lower than 300 baht, followed by 301 - 500 baht. The results of the study composition and patterns of purchasing food for public consumption online. By using the sub-variables of the marketing mix to analyze the composition by considering the weight of each variable in each element in order to determine which variables are in any element, conclude that there are 5 main components as follows: 1) Service provision, 2) Delivery officer, 3) Public relations, 4) Delivery format and 5. Price