Marketing Mix Factors Affecting The Decision to Order Food Delivery Via Application of Consumers in Muang District, Chiangmai Province

Abstract

This article aimed to (1) study the marketing mix factors and consumer choice of service decisions for food delivery services through applications, and (2) investigate the marketing mix factors that affect consumer choice of service decisions for food delivery services through applications in Muang District, Chiang Mai Province. The sample group used in the study consisted of 400 participants. The research instruments included a questionnaire, and the statistical tools for data analysis included descriptive statistics such as mean, frequency, percentage, and standard deviation, as well as inferential statistics using multiple regression analysis (Enter Multiple Regression Analysis). The findings revealed that: 1) The marketing mix factors and choice of service decisions for food delivery services through applications, in general, were of the highest importance. When considering individual factors, the highest mean value was for product, followed by process, physical evidence, distribution channels, promotion, and price, and the lowest mean value was for people. 2) The marketing mix factors significantly affected consumer choice of service decisions for food delivery services through applications in Muang District, Chiang Mai Province, at a statistically significant level of 0.05; the six components of marketing mix include Promotion, Distribution Channels, Physical Evidence, Process, Price, and People, respectively.