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