Factors on Marketing Mix from the Point of View of Consumers (4c’s) that Affect the Decision to Order Food by Delivery Application during Covid-19 of the Generation X Consumers in Chonburi

Abstract

The purposes of this study were to investigate the factors on marketing mix (4C’s) that affected decision making to order food by delivery application during the COVID-19 pandemic of Generation X consumers in Chonburi. The data of the study were collected through a questionnaire from 420 Generation X samples. The statistical procedures for data analysis included frequency, percentage, standard deviation, and multiple linear regression.

It was found that the factors on consumers’ convenience affected the decision to use the delivery application during the COVID-19 situation of Generation X consumers in Chonburi the most, followed by consumers’ communication, consumers’ wants and needs, and consumers’ cost to satisfy, respectively. The service users with different monthly incomes had different decision to order food by delivery application, and needed convenience factors that affected using the delivery application the most.     

That is delivery application could be easily installed and used on a smart phone or a tablet. The delivery application could also help save the time accessing the store with a quick and safe service, enabling service users to have impression and confidence to make decision to use the delivery application.