THE STUDY OF MARKETING MIX FACTORS IN THE PERSPECTIVE OF CUSTOMERS (7C’s) THAT AFFECT THE DECISION TO USE THE FOOD PANDA APPLICATION SERVICE IN MUEANG DISTRICT SURIN PROVINCE

Abstract

This study aims to the study of marketing mix factors in the perspective of customers (7C’s) that affect the decision to use the Food Panda application service in Mueang district Surin province. It is an exploratory research the tools used for data collection are questionnaire the population used in the study was experienced consumers use food delivery services through the Food Panda application. The study was the total of 400 people. The statistics used are Frequency, percentage, mean, standard deviation and analysis of multiple regression at 0.05 level of statistical significance.

The results of the research found that most of the respondents were female. Age between 31-40 years. Education at the bachelor's level. Government employee occupation and average monthly income 10,001-20,000 Baht. In terms of marketing mix factors in the perspective of customers (7C’s) in Mueang District, Surin Province. The overall opinion of the respondents was at the highest level. When sorted in descending order as follows aspect of the communication, aspect of the convenience, aspect of the convenience of purchasing products, aspect of the completeness, aspect of the caring, aspect of the price and aspect of the Product respectively. In terms of marketing mix factors in the perspective of customers (7C’s) in Mueang District, Surin Province found that marketing mix factors in the perspective of customers (7C’s) in Mueang District, Surin Province that affect the decision to use the service Food Panda Application in Mueang District, Surin Province, namely aspect of the caring aspect of the convenience and aspect of the completeness. And marketing mix factors in the perspective of customers (7C’s) in Mueang District, Surin Province that does not affect the decision to use the service Food Panda applications in Mueang District, Surin Province are product side price side the convenience of purchasing products and communication.