The factors that influence consumers in Bangkok on purchasing behavior towards online food delivery.

Abstract

Nowadays there is a lot of behavioural change in our society. One the them is the lifestyle change ,people in the city rarely cook for themselves because the society becomes more competitive and people have less time.This could be an opportunity for start-up who want to do food business or a restaurant planning to expand through online channel. E-commerce is increasing to be top channel for customer to buy any product in the market. I think the food business could use this opportunity to expand in this area. The study aims to understand what is the factor that influence the customer of choice on how to choose a restaurant and use online food delivery service, for a start-up restaurant to create a strategy to attract customer. Qualitative research methodology was applied in the research. Questionnaire was sent to 84 people from age of 25-74 who live in Bangkok via online channel. The results revealed that there is attributes that can influence the customer choice,consist of quality or taste, convenience, reputation of the restaurant and cleanliness.