The factors influencing consumer behavior in using a food delivery service VIA mobile applications in Bangkok.

Abstract

With a large and popular growing of online or mobile application of food ordering, this research is conducted to examine the use of food delivery app and consumers behavior. The purpose of this research is to study consumer behavior in using food delivery service via online application in Bangkok and understand the factors influencing on consumer behavior. The research considers only on the marketing mix or the 4Ps and the consumer’s personal factors as the factors affect consumer behavior. The research is a quantitative study and use a questionnaire to collect data for analysis. The surveys were distributed through online channels to 100 respondents. The results showed that consumer monthly income, types of accommodations, and the marketing mix impact the consumer decision on using the service. However, the main limitation of this study is period of time. The researcher is able to achieve the research objective, but it may not possible to use the current information for further discussion.