พฤติกรรมของผู้บริโภคในการใช้บริการอาหารแบบเดลิเวอรี่ในอำเภอเมืองแพร่

Abstract

This independent study aimed to study the Consumer Behavior Towards Using Food Delivery Services in Mueang Phrae District. Questionnaires were used as a tool to collect data from a sample of 385 from consumers who had used food delivery services for consumption and self-payment in Mueang Phrae District. Data were analyzed using descriptive statistics such as frequency, percentage, Mean and inferential statistics consisting of Independent-Sample T test and One-Way ANOVA. The results of the study found that Most of the respondents were female, aged 21-37 years, single status, highest level of education was a bachelor's degree, occupation of students. With an average monthly income of less than 10,000 baht. The food delivery service they like to use the most is an application. The application that uses most food delivery orders is Grab. The reason for using the food ordering service delivery via application because the application is easy to use and type of food that is usually ordered is a la carte food. Respondents aged 15 -20 years prefer using food delivery services through applications. The application that I like to use the most is Grab. The reason I like to order through the application is that the application is easy to use, followed by that there are a variety of stores to choose from. and have promotions/discount coupons. The food ordering service is used in the category of a la carte food, followed by fast food and drinks, which gives importance to the personal marketing mix factors Regarding food delivery staff correctly. Respondents aged 21 - 37 years prefer using food delivery services through applications. The application that I like to use the most is LINE MAN. The reason I like to order through the application is that the application is easy to use, followed by that there are promotions/discount coupons. And there are many shops to choose from. They use food ordering services such as a la carte food, followed by beverages and fast food, which pays attention to product marketing mix factors. In terms of using the food ordering service, it is easy to use. Respondents aged 38 - 53 years prefer using food delivery services through applications. The application that I like to use the most is Foodpanda. The reason I like to order through the application is that the application is easy to use, followed by that there are a variety of stores to choose from. and have promotions/discount coupons. The food ordering service in the category of a la carte food, followed by drinks and noodles. which gives importance to product marketing mix factors In terms of using the food ordering service, it is easy to use. Respondents aged 54 - 61 years like using the food delivery service via calling and ordering from a restaurant to be delivered to their location. Their favorite reason is that they know the store owner very well, followed by that it is easy to use and does not require a connection. Internet and don't want to queue at the store Use the food ordering service in the category of a la carte food, followed by noodles and drinks. which focuses on process marketing mix factors. The steps for ordering food are not complicated. In term of marketing mix factors that affecting the use of food delivery ordering services with the highest average values in each factor as follow. For product or service factor, using a food ordering service that is easy to use. For price factor, using the food ordering service is worth it compared to the money spent. For place factor, distribution channels include convenient and fast payment channels. For promotion factor, there are regular marketing promotion activities such as shipping discounts food discounts, etc. For personal factor, side includes Employees deliver food correctly. For physical evidence factor, food being delivered to the recipient in good, appetizing condition. For process factor, the steps for ordering food are not complicated.