Factors Affecting Consumer's Decision Making in Food Delivery Service Selection in Kumphawapi Municipal Area, Kumphawapi, Udonthani Province

Abstract

           Research on Factors affecting consumer’ s decision making in food delivery servive in Kumphawapi Municipal area, Kumphawapi, Udonthani Province, The objective of this study was to compare demographic factors and consumers' decision to use online food ordering services in Kumphawapi Municipal area, Kumphawapi, Udonthani Province, and to study the marketing mix factors (7Ps) that affect consumers' decision to use online food ordering services in Kumphawapi Municipal area, Kumphawapi, Udonthani Province. By using a questionnaire as a tool for the study and using a sampling method using a specific target group selection method (Purposive Sampling), data was collected from a questionnaire of a sample group is located in  Kumphawapi Municipality area, Kumphawapi, Udonthani Province, totaling 418 people.
          The research results found that demographic factors, including sex, age, status, education level, occupation, and average monthly income, significantly affected the decision to use online food ordering services of consumers in Kumphawapi Municipality area, Kumphawapi, Udonthani Province at a statistically significant level of 0.05. And information on marketing mix factors (7Ps) that affect the decision to use online food ordering services, including product, price, promotion, physical evidence and process, it has a statistically significant effect on the decision to use online food ordering services of consumers in Kumphawapi Municipality area, Kumphawapi, Udonthani Province at a level of 0.05. The factors that have the most influence on the decision to use online food ordering services are product, physical evidence, process, promotion, and price, the factors of Place and people have no effect on the decision to use online food ordering services of consumers in Kumphawapi  Municipality area, Kumphawapi , Udonthani Province.