Factors Affecting Buying Behavior of Consumer on Foods Online Ordering from The Pizza Company in Bangkok

Abstract

                   The research aimed to study Factors Affecting Buying Behavior of Consumer on Foods Online Ordering from The Pizza Company in Bangkok. The independent variables were demographic data, marketing mix (7P’s) and external factors. The dependent variable was food ordering behavior of the subjects.

                    The subjects of this quantitative research were 400 people in Bangkok who were randomly selected. The data collecting instrument was questionnaires; the data were statistically analyzed through mean, t-test, One-way Anova and Least Standard Deviation (LSD).

                     The findings showed that the majority of the respondents were 35-42 years old, single, with monthly average income higher than 30,001 baht. Most of them hold bachelor degrees and now worked for private companies. The marketing mix factors affecting the decision making in terms of food ordering mostly were product and external factors regarding business competitor. The study found that the respondent’s gender did not affect the marketing mix. Also, the educational background did not relate to decision to order food online at significance level of 0.05.