FACTORS INFLUENCING THE BUYING DECISION OF PRODUCTS THROUGH THE CONVENIENCE STORE DELIVERY APPLICATION IN BANGKOK

Abstract

This research aimed to 1. study the effects of gender on purchasing goods via delivery applications from convenience stores in Bangkok, 2. compare the decisions to purchase goods via delivery applications from convenience stores in Bangkok based on individual factors (age, educational background, career, martial status and monthly income), and 3. study the causal relationship of service marketing mix factors (7Ps) affecting the decisions to purchase goods via delivery applications from convenience stores in Bangkok. The population was consumers who purchased goods via delivery applications from convenience stores in Bangkok between January to September 2021. There were 400 samples. Descriptive analysis was used to analyze the general demographic information including percentage, means and standard deviation. Hypothesis testing to achieve the research objectives was done using the independent sample t-test, one way ANOVA (F-test), pearson’s correlation coefficient and multiple linear regression analysis.   

The findings indicated that the majority of the respondents were single females aged below 26. They were undergraduate students with incomes approximately 10,001 – 20,000 baht per month.  Hypothesis testing found that age affected decisions to purchase goods via delivery applications from convenience stores with a statistical significance level of 0.05 while the causal relationship of the service marketing mix (7Ps) affected decisions to purchase goods via delivery applications from convenience stores with a statistical significance level of 0.05. The order from the highest to lowest levels was product, channel of distribution, individual, physical appearance and process. It was also found that these factors could predict consumers’ decisions to purchase goods via delivery applications from convenience stores in Bangkok with 53.70 accuracy.