Factors Affecting the Decision Making in Thai Food Cooked to Order and Delivery

Journal article

Authors/Editors

Strategic Research Themes

No matching items found.

Publication Details

Author list: Natttasat Panyana;Watcharapoj Sapsanguanboon

Publication year: 2019

Volume number: 11

Issue number: 1

Start page: 53

End page: 66

ISSN: 1905-2421

eISSN: 2651-1592

URL: https://www.tci-thaijo.org/index.php/ecbatsu/article/view/180521/136247

Abstract

This research aims (1) to study the consumer behavior in decision making to buy Thai food cooked to order and delivery (2) to study the marketing mix affecting the decision making to buy Thai food cooked to order and delivery. The data is collected by questionnaire with 400 respondents, who work or study at university in Bangkok, or people who live nearby the university in Bangkok. Data is analyzed by frequency, percentage, mean, standard deviation and Pearson Chi-square. The result shows that most respondents are female, aged between 21-30 years old, graduated a bachelor degree. Most of them are students with an average monthly income less than 20,000 Baht. Consumers decide to buy Thai cooked to order food delivery because convenience. The most important marketing mix which affect the decision making are place, product, people, process and physical evidence respectively. Marketing mix which affects the decision making to buy Thai food cooked to order and delivery, are product, place, promotion and physical evidence.

Keywords

อาหารตามสั่งแบบจัดส่ง