พฤติกรรมผู้บริโภคในกรุงเทพมหานครต่อการใช้บริการสั่งอาหารเดลิเวอรี่ผ่านเว็บไซต์

Abstract

This study aimed to explore behavior of consumers in Bangkok towards food delivery service via website. Data collection was conducted via the distribution of questionnaires, in accordance with the convenience sampling method, to 400 samples, who were consumers in Bangkok and used food delivery service via website. Data obtained were analyzed by the use of basic statistics, called descriptive statistics, including frequency and mean. General information of respondents was presented as follows. The majority was female in the age of 26-30 years old and single. Their highest education background was bachelor’s degree. They worked as company employee, earned monthly income at the amount of 20,001-25,000 baht. There were 3-4 persons involving in the consumption of food delivery. The studied result on behavior of respondents in Bangkok towards food delivery service via website showed that the respondents frequently purchased and ordered food delivery service mostly from KFC. They paid concerns on being leading and famous brand when selecting the food delivery service. Reason of ordering food delivery service via website was convenient and rapid order and service processes. Type of food to be ordered was fried/ grilled chicken. Person who made decision to order the food delivery service via website was the respondents themselves. Occasion in making an order of the food delivery service via website was unlimited at the frequency of 4-6 times per year and the delivery destination was home. The product they ordered was for their main meal, especially for lunch. Prior to making an order, they searched for information from search engines. Their behavior after using food delivery service via website was to reorder such a service certainly. The studied results on marketing mix affecting the respondents towards ordering food delivery service via website showed that in an overview, the respondents paid high level of concerns to the marketing mix. In product factor, the top affecting element was food quality. In price factor, the top affecting element was budget pricing. In place factor, the top affecting element was ease of payment. In promotion factor, the top affecting element was media advertisement.