Consumer Buying Behavior towards Food Delivery of Room Renters in Chang Phueak Subdistrict, Mueang District, Chiang Mai Province

Main Article Content

Thawatchai Boonmee
Jirawan Boonmee

Abstract

This research aimed to study consumer buying behavior toward food delivery of room renters and investigate the personal factors of room renters influencing the buying behaviors and an amount of budgets spending on food delivery in Chang Phueak Subdistrict, Mueang District, Chiang Mai Province.  The data obtained through questionnaires from 580 samples, of which 485 samples were used to buy food delivery, were statistically analyzed to find the frequency, percentage, mean, standard deviation, chi-square test, independent-samples T-Test, and one-way ANOVA.  The result showed that personal factors affecting buying food delivery were at a significant level at 0.05 including gender, age, marital status, income, and education level. Additionally, the finding revealed that samples with different personal factors involving age, marital status, occupation, income, room members, and personal vehicles spent the different amount of budget on food delivery at a significant level of 0.05.  Arguably, entrepreneurs in this industry can apply the research results as a guideline for determining marketing strategies that are congruent with the target consumers appropriately.

Article Details

How to Cite
Boonmee, T. ., & Boonmee, J. (2022). Consumer Buying Behavior towards Food Delivery of Room Renters in Chang Phueak Subdistrict, Mueang District, Chiang Mai Province. Parichart Journal, 35(3), 150–167. https://doi.org/10.55164/pactj.v35i3.252655
Section
Research Articles

References

Department of Business Development E-commerce Division. (2021). COVID 19: the golden age of online sales Ministry of Commerce advises online merchants. https://www.dbd.go.th/news_view.php?nid=469419403. (In Thai)

Hobbs, J. E. (2020). Food supply chains during the COVID-19 pandemic. Canadian Journal of Agricultural Economics, 68(2), 171-176.

Kasikorn Research Center. (2020). Guidelines for food delivery businesses. https://kasikornresearch.com/th/analysis/k-social-media/Pages/Food-Delivery-FB-10-11-20.aspx. (In Thai)

Food Intelligence Center. (2019). Food delivery business in Thailand. http://fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=269. (In Thai)

Kasikorn Research Center. (2020). Fierce competition in the food delivery application industry. https://kasikornresearch.com/th/analysis/k-social-media/Pages/Food-delivery-FB060820.aspx. (In Thai)

Rangsisena Na Ayudhya, V., & Tangchitsomkit, A. (2019, July 12-13). Factor affecting consumer behavior in using food order through online media in Bangkok metropolitan region [Conference session]. The 10th Hatyai National and International Conference, Hatyai University, Songkhla, Thailand. (In Thai)

Onyen, A. (2017). The relationship to the buy on food from businesses delivery of learner in Phranakhon Rajabhat University. Unpublished master’s thesis. Rajamangala University of Technology Phra Nakhon. (In Thai)

Parnmak, S. (2017). Consumer decision-making on food delivery service. Unpublished master’s thesis. Burapha University. (In Thai)

Kotler, P., & Keller, K. L. (2016). Marketing management. (15th ed.). Pearson Education Limited.

Laohasamphantaporn, W. (2020). Effects of marketing mix factors on behavior from food delivery Users though food panda application in Hatyai district, Songkhla province. Prince of Songkla University. (In Thai)

Serirat, S., Serirat, S., Mechinda, P., Lertwannawit, A., Laksitanon, P., Patawanich, O., & Anuwichanont, J. (2009). Modern marketing management new revision 2009. Dharmasarn Printing Company Limited. (In Thai)

Tangkitthanongsak, N. (2017). Factors influenced food delivery service via mobile application of generation Y in Bangkok. College of Management Mahidol University. (In Thai)

Pigatto, G., Machado, J. C., Negreti, A. S., & Machado, L. M. (2016). Have you chosen your request? Analysis of online food delivery companies in Brazil. British Food Journal, 119(3), 639-657.

Troise, C., O’Driscoll, A., Tani, M., & Priso, A. (2021). Online food delivery services and behavioural intention – a test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664-683.

Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2020). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management, 33(4), 1129-1159.

Lakkphanphakdee, C. (2017). Factors affecting purchase decisions for food order online in the Bangkok metropolitan area. Thammasat University. (In Thai)

Sesma, M. (2019). Marketing mix factors in selecting service to order food and deliver to customers in Bangkok area. Suvarnabhumi Institute of Technology. (In Thai)

Chalermdan, N. (2020). Consumers’ behavior on buying delivery food via mobile application during new species of corona virus 2019 (covid-19) in Bangkok. Journal of Industrial Business Administration, 2(1), 92-106. (In Thai)

Boonmee, K., Chaisena, A., Maikami, S., Siriprayoonsak, M., Srichan, S., & Phusanam, A. (2019, July 20). Factors for selecting to order food via the delivery application of customer at mueang district, Khon Kaen province [Conference session]. The 6th NEU National and International Conference 2019 (NEUNIC 2019), North Eastern University, Khon Kaen, Thailand. (In Thai)

Khaykrathok, T.,Bulkusol, S., Hongthong, A., & Thunwattanaphong, S. (2020, May 29). Decision making process for using food delivery services in Ubon Ratchathani [Conference session]. The 5th National Conference (RTUNC 2020), Ubon Ratchathani, Thailand. (In Thai)

Dan, P., Boonchoo, A., & Sombultawee, K. (2018). Technology acceptance affecting food order intention via wongnai application by line man’s services [Conference session]. The 18th Graduate Studies of Northern Rajabhat University Network Conference and The 4th Lampang Research, Thailand. (In Thai)

Kieniam, W., & Rajkulchai, S. (2019, March 30). Roles of technologies and procedures in ordering food via online platforms [Conference session]. The 11th National Academic Conference of 2019: Professional Management in a Disruptive World, Siam University, Bangkok, Thailand. (In Thai)

Panyana, N., & Sapsanguanboon, W. (2019). Factors affecting the decision making in Thai food cooked to order and delivery. Economics and Business Administration Journal Thaksin University, 11(1), 53-65. (In Thai)

Cochran, W. G. (1977). Sampling techniques. (3rd ed.). John Wiley & Sons.

Pasunon, P. (2015). Validity of questionnaire for social science research. Journal of Social Sciences Srinakharinwirot University, 18(18), 375-396. (In Thai)

Vangjeen, A. (2007). One-way ANOVA solution when miss basic assumption data in social science research. Sripatum Review Journal, 7(1), 44-53. (In Thai)

Riansut, W. (2018). A comparison of the efficiency of the parametric test statistics for testing Homogeneity of variances. Naresuan University Journal: Science and Technology, 26(3), 170-180. (In Thai)

Siriattakul, P. (2012). One-way ANOVA: social science research. Journal of Interdisciplinary Research: Graduate Studies, 1(1), 13-23. (In Thai)