CLUSTER OF FOOD DELIVERED CONSUMER BY LIFESTYLE AND BEHAVIOR FOR USING FOOD DELIVERED IN SAMUT SAKHON: CASE STUDY OF PORTO CHINO SHOPPING MALL

Abstract

The purpose of this research was to study consumer lifestyle, behavior for using food delivered and clustering consumer by lifestyle and behavior for using food delivered. Using questionnaire as research tool to collect data from 400 Porto Chino’s consumers in Samut Sakhon. The statistics used in data analysis were frequency, percentage, mean, standard deviation, K-Means Cluster Analysis and Hierarchical Cluster Analysis.

The research found that 1) Consumer focus on Things to buy (What), Purchase channel (Where), Buying Decision Process (How), Objective (Why), Participants in decision making (Whom) and Time to buy (When), respectively. 2) Most of the consumers like to play internet / computer, interested in social media and think that food is important to life. 3) The consumers could be segmented into 3 segments. Segment 1 focuses on behavior and lifestyle, Segment 2 focuses on behavior for using food delivered and Segment 3 focused on Lifestyle activities.