Factors Affecting Consumers’ Decision Making in Food Delivery Service Selection in Pathum Thani Province

Abstract

The independent study aimed to investigate 1) demographic factors influencing consumers’ decision making in food delivery service selection in Pathum Thani province, and 2) marketing mix affecting consumers’ decision making in food delivery service selection in Pathum Thani province.

               The sample group was consisted of 400 consumers in Pathum Thani province who used food delivery service. The research instrument used for collecting data was questionnaires. The data were analyzed using frequency distributions, percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, and regression analysis with a 95% confidence interval.

The study indicated that 1) demographic factors including educational level and monthly income had an influence on consumers’ decision making in food delivery service selection in Pathum Thani province. 2) marketing mix including price, place, promotion, people, physical evidence had an effect on consumers’ decision making in food delivery service selection in Pathum Thani province at a significance level of .05