The factors that influence consumers' decision to use food delivery service in Hua Hin district.

Abstract

The purpose of this research aims to understand two topics. First, the target consumers using food delivery service in Hua Hin district. Second, the factors that influence consumers’ decision to use food delivery service in Hua Hin district. This research studied three main factors that influence consumer to use food delivery service in Hua Hin district. These factors include demographic, socio-economic (lifestyle) and consumer’s attitude (convenience and product). Data was collected from group of people who stays in Hua Hin district in many purposes. Chi-square test, factor analysis, reliability analysis, correlation analysis, and multiple regressions were used to analyze data. The results indicated that target group of people that preferred to use food delivery service in Hua Hin were the people with the age around 15-45 years old and the key factors that influence customers’ decision to use food delivery service were convenience and lifestyle. This research also addressed the recommendation for entrepreneurs who have an idea to launch new food delivery business in Hua Hin to understand more about the need of people or consumers in Hua Hin district. KEY WORDS: Food delivery service / lifestyle / Convenience / Consumer behavior / Hua Hin District.