THE FACTORS AFFECTING CONSUMERS IN BANGKOK'S PURCHASING BEHAVIOR TOWARD ONLINE FOOD DELIVERY RESTAURANT. Faced with a major problem in Bangkok, such as traffic congestion, rainy season and rising oil prices, many people tend to choose delivery to buy many things to satisfy them. According to Kasikornthai Econ Analysis Year 22, Number 2797, Thailand's economy has been declining in 2016 due to political fluctuations; the food supply is growing by about 11 to 15 percent every year.
This research aims to understand the factors influencing the purchase intention of the customer in Bangkok towards the online food delivery restaurant. The questionnaire was sent to 103 people between the ages of 23 and over 50 living in Bangkok and the suburbs through the online channel. According to Kasikornthai Econ Analysis Year 22 2797, 8 December 2015, even as the Thai economy is regressing from political fluctuations in 2016, food supply continues to grow around 11-15 percent annually.
Lalamove, the on-demand delivery company reveals that the most online delivery order by people in Bangkok is food and drinks. The restaurant is quite conservative, so I decided to take a step by conducting a study to analyze the factors that will influence buying food delivery to create new product in the future. There are many factors that influence the purchasing decision of the consumer who decided to order food delivery in Bangkok.
The survey will reduce the problem in the future by putting ourselves in the shoes of our consumer.
Problem Statement
Topic Selection
Because the family business that has not undergone any change for a long time and wants to expand their growth by supplying their products must be careful about the product they are going to launch in this market. The factor analysis is the other good way to get selected to reveal what is going on in the customer's mind and create a product that satisfies them. After the introduction of topic selection, the milestone was set and the data and theory related to time are examined.
LITERATURE REVIEW
- Framework of Customer Decision Making
- Attitude toward act or behavior
- Subjective Norm
- Perceived Behavioral Control
- Relevant Empirical Studies
- Quality of foods
- Convenience
- Time Pressure
- Healthy and taste
- Packaging
- Service and word of mouth reputation
- Conceptual Framework
- Hypothesis
This topic is about products or services individual belief that how these products or services will give them a benefit or a loss for their life is the attitude towards action or behavior. For example, people will consider how online food delivery will benefit them when choosing this service. In addition, if consumers get inspiration from the others, they tend to buy that product more and more.
For example, when the consumer discovered that their colleagues order online food delivery, they tend to order online food delivery as well. For example, once consumers found that ordering food delivery online is easy, they tend to order food delivery online in the future. The main reason why customers repurchase the online food delivery service is the quality of the food.
This notable factor related to the food quality or taste of the food, the food experience (Mona A. Clark, Roy C. Wood, 1998). This factor is the most important for customers to buy online food delivery, not only to repurchase, but also to become loyal. The research shows that among certain consumer groups the perceptions 'unhealthy is tasteless' and 'healthy is tasty' predominate.
Other factors that can affect the customer's purchase intention should be the quality of the ingredient and the taste of the food. The research reveals that consumer research should be a central part not only at the final stage of packaging design, but also at the initial stage. The research found that there is a pattern of correlation between the overall level of customer satisfaction with a fast food restaurant and its word-of-mouth reputation.
Studies from (Zhang, Z., Ye, Q., Law, R. and Li, Y. 2010) reveal that a good review created by a customer can ensure a good attitude towards a restaurant and lead to restaurant popularity. . According to the theory of planned behavior and the empirical literature, there are many factors that can influence the consumer's purchase intention, so the theory needs to be combined with the empirical literature. Factor Influencing Bangkok Consumers' Shopping Behavior Toward Online Food Delivery Restaurant.
RESEARCH METHODOLOGY
Research Design
Sample and Data collection
Instrument
DATA ANALYSIS
Most of the group which has 49 people, 47.57% indicate that they choose online delivery because of convenience. The second group of 31 people, 30.10% indicate that they choose online delivery because of the difficulty of going out to eat. The main group is those who have ever had experience in online food delivery, there are 88 people, 85.44% while 15 respondents, 14.56%, have never had experience in online food delivery.
There are 4 related components that influence the purchasing behavior of choosing an on-demand food delivery service for people in Bangkok. The first factor is advertising and public relations, which includes Internet advertising, various public relations channels, attractive advertising and promotion. The third factor is the package, which consists of a new package, a brand logo, a package design, and the outsourcing of a well-known brand's delivery service.
The last factor is service which consists of the personality of the waiter, the human relationship of the waiter and the trusted waiter.
DISCUSSIONS
Conclusion
For the newcomer who wants to move forward in this sea, the restaurant must think about the product that they want to launch in the online delivery market must have the 4 factors mentioned above. Once the restaurant knows what factors concern their customer, they can adopt their product to match the customer's needs.
The limitation of the research
Recommendation for future research
From this research, the factors will be selected based on restaurant which may differ from other restaurant, so the next research should also consider this reason.
APPENDICES
Appendix A: Questionnaire
Please rate your opinion if you agree or disagree with each of the following statements
