FACTORS AFFECTING CONSUMERS IN MAKING DECISIONS IN USING FOOD DELIVERY SERVICE

Abstract

The purpose of this research is to (1) study the factors of demography that influence the
decision to choose food delivery services of consumers in Bangkok (2) study behavioral science
factors that influence the consumers' decision to use food delivery services in Bangkok and (3)
study the marketing mix factors that influence the decision to choose food delivery services of
consumers in Bangkok. This research is quantitative research by using a questionnaire consisting
of 400 participants and analyzing by t-test, One-way ANOVA and Simple regression. As the results
from the convenience sampling method showed that (1) the majority of consumers are female,
67.00%, 68.50% are in the age range of 20-29 years, 77.50% are bachelor degree graduates, 55.30%
are students studying in school / students studying in the university with average monthly income
less than 15,000 baht, 42.00 %. Furthermore, the hypothesis test found that (1) different factors
of demography do not differ decisions in using food delivery with statistical significance at the
level of 0.05 (2) service selection behavior reasons for choosing a different food delivery service
have a different decision in choosing to use the food delivery service at the level of 0.05 and (3)
the marketing mix factors have a significant influence on the decision to use the food delivery
service at the level of 0.05