The Marketing Mix Factors Affecting the Decision-Making Using Food Delivery Service via Electronic Media in Muang District, Khon Kaen.

Abstract

The objective of the study was to investigate the factors which affect the decision-making to use food delivery service via electronic media in Muang district, Khon Kaen. The seven marketing mix factors: product, price, place, promotion, personnel, physical factors, and demographic characteristics (age, education level, occupation, and salary) were used as an instrument to meet the needs of consumers. The research results can use as a guidance for improvement and development for a comprehensive service. The population was consumers who ordered food delivery services via electronic media in Muang district, Khon Kaen. The sample data were collected using 405 questionnaires and analyzed by using the software package. The findings indicated that the factors which affect the decision-making to use food delivery service via electronic media in Muang district, Khon Kaen, were place and process. In terms of demographic characteristics, the differences of age, education level, occupation, and salary affecting the decision-making to use food delivery service via electronic media in Muang District, Khon Kaen: age, education level, occupation, and salary, respectively.