Factors influencing the purchase decision of online burgers in Bangkok metropolis.

Abstract

Objective: The objective of this thematic paper is to understand the influencing factors of purchase decision process from customers towards online burger delivery service in Bangkok metropolis. This research would be beneficial for restaurant and food delivery service owners who would like to establish their online presences on different platforms. Methodology: This thematic paper used both primary and secondary research method to obtain data and information. The primary research consisted of 465 online surveys from people of all age and gender living in Bangkok and its vicinity. Findings: There are many factors that involve in purchase decision of consumers. Consumers understand the concept of online delivery service. However, they hold a different perception regarding price and promotion in 4Ps comparing to restaurants with physical presence. Research Limitations: This thematic paper only surveyed existing Thai consumers of online delivery service in Bangkok metropolis.