Objective: The objective of this thematic paper is to understand the influencing factors of customer purchase decision making process towards online burger delivery service in Bangkok metropolis. This research would be useful for restaurant and food delivery service owners who wish to establish their online presence on various platforms. Research Limitations: This thematic paper only surveyed existing Thai consumers of online delivery service in Bangkok metropolis.
And the food industry has moved to respond to the transformation with online food ordering and delivery services. As in the trend to respond to changing consumer behavior and technology, online food ordering and delivery services are a key corporate response to a dynamic consumer environment. By ordering food online, people can keep track of their favorite restaurant as well as their favorite dishes.
With respect to Figure 1, the number of users of food delivery services has been increasing and is expected to increase further at an average rate of 20% per year until 2023. However, it is crucial to learn that there are two main types of food delivery service solutions for ready meals:.
Purpose of the Study
There are many people who start their home food service using apps and online tools as their main distribution channel. Apps and online tools have been just another channel for traditional brick-and-mortar restaurants. The study aims to help find and determine the important factors that have an impact on the decision to purchase American food online in and around Bangkok.
LITERATURE REVIEW
- Foods Delivery Service Industry
- Consumer Behavior in Changing Environment
- Application and Technology
- Summary of Literature Review
Some consumers may need help from people in the department as they believe that guidance from someone within the retail channels would have helped them find the right products. Training staff to correctly display produce and guide customers in selection can increase customer satisfaction and increase store loyalty. Therefore, it is likely that consumers will be more interested in stores that can provide and guide them with some detailed information.
Some who have repeatedly experienced standard store errors would turn to other stores that they find more reliable. Even in the food industry, another concern business owners should not overlook is speed. As for number 2, Thailand is 10th in the world in terms of social media penetration, in monthly active accounts on Thailand's top social network.
Furthermore, in the research, the application developers have worked hard to ensure that they can achieve and fulfill applications or technology users' requirement in terms of user experience and user interface. In the research, they found that the app design, tools, package design and the ordering app designs are important for users to start ordering.
RESEARCH METHODOLOGY
Secondary Research
Primary Research
- Online Surveys
The questions aim to find the factors that influence the purchase decision, which include the factors: media influence, the look and feel of the food, peer influence and the relationship between people of different ages and different purchase decision factors. 465 is a convenient sample size for the researcher to analyze data from people who buy food using online food delivery services. This sample is used as the researcher was able to collect information relevant to the research question and found it sufficient in the data collection.
DATA ANALYSIS AND FINDINGS
- Key findings of Secondary Research
- Key Findings from Primary Research: Online Survey – Demographic (Age and Gender)
- Factors Influencing Consumer Behavior in Burger Food Delivery Service
- Factor Analysis
- The Most Popular Contact Channel
- Average Purchase per Order per Person from online food delivery service
- The Frequency of Online Food Delivery Service Used
- Time to Order
- Preferred Promotion
- Types of Food Purchased from Online Food Delivery Service According to Figure 4.6, people are most familiar with online food delivery
- Cross-Tabulation
- Cross-Tabulation between Influence of Friends and Age Range Age range is clearly highly statistically significant and should be considered
- Cross-Tabulation between Influence of Family and Age Range Family Influence and Age range is clearly highly statistically significant
- Cross-Tabulation between Blogger Review and Age Range Blogger Review and Age range is clearly highly statistically significant and
- ANOVA Analysis
Currently, Line Man, GrabFoods and FoodPanda are the major players in the online food delivery service. These five factors represent how people make decisions when buying a burger from an online food delivery service. There were 17% of all respondents who had ordered Western food from an online food delivery service.
With a Pearson Chi-Square of .000, friend has a strong influence with respect to age range, as shown in Table 4.6. According to the findings, 33% of those who agreed were people in the age range of 26 to 35 years old. Of people in the older age category (46 years and older), 83% disagreed that they would consider purchasing an online food delivery service because of their friends.
With a Pearson chi-square of 0.000, family played a significant role with a strong association with age group as indicated in Table 4.8. I would order food online if my friends ordered it Age Range * I would order food online if my friends ordered it. Crosstab. Family was an important factor in the purchase decision when people order food online and it did not vary by age group, with 83% of all respondents agreeing with the statement, with 27% strongly agreeing that family has influential role in online food shopping. .
82% of people aged 46 and over agreed that family influenced the purchase decision when it came to ordering food online. Although people in the age range of 46 and over most agreed with the influence of family, the highest mean Likert scale score on this statement was 3.24 for people under 25, followed by the 36 to 45 age group. (3.21). Accordingly, people under the age of 25 were still strongly connected to their family.
For people in the age range of 36 to 45, this age group represents people who have just started their own family. Age range * I would order food online if my family ordered it Crosstab If my family ordered food online. With a Pearson chi-square of 0.000, blogger also affects age group as indicated in Table 4.10.
81% of people of age groups below 25 years old will order food online if they like the blogger review. Totally Agree Total Age Range * I will order food online if I like the blogger review Crosstabulation.
RECOMMENDATION AND CONCLUSIONS
Limitations
Recommendations
- Promotion to be used
- Media Influence to Consumers
- Platform to Select
- Menu Picture
Therefore, they would consider the restaurants that offer the discount on transportation costs regardless of the minimum order requirement. The platform on which restaurants should do their promotion would be on the application they use for their services. Some people, 22% of all respondents, stated that they do not need additional promotion to make a purchase.
According to the findings, restaurants do not have to take food price discounts into account. However, from all the variables, the researcher could find that people are interested in a promotional campaign as shown in the online food delivery application. It is highly recommended for the restaurants to use their selected online platform as a screen to display their promotion and campaign.
It can be more reassuring compared to many choices of restaurants on the application. Although there are many online food delivery service providers, people are more comfortable contacting the restaurants directly. The reasons behind this could be the trust and ease of use when it comes to the relationship and human touch.
They can feel that they have more control and it also gave restaurants more opportunities to sell in terms of wider selection of the application. According to the findings, the researcher found that Thais worried about the picture in the menu. In the statement asking the level of agreement whether customers prefer the menu without a picture, low scores were given to the questionnaire (1.62 out of 4).
This may indicate that for Thai people, respondents, it is important for them to have a picture of the foods on the menu. There are possibilities that customers don't have an idea about how the food looks. Customers do not know if the menu items will be as expected when they order them.
APPENDICES
Appendix A: Survey Questionnaire
100 THB 101 - 300
Please indicate your desired transportation fee per online food purchase:. you agree or disagree with each of the following. I prefer my food to be packed in a paper box. I prefer my food to be packed in plastic box. I prefer food to be still hot when delivered. I prefer that fresh produce is still fresh (for example: vegetables are not withered).
I prefer fried food to still be crispy. I prefer the food to look like the picture. I prefer that the food is well arranged in the package (eg the food is not outside the package). I prefer a menu with a clearly stated price. I prefer a menu with pictures of real reviews.
I prefer to browse the recommended list. I prefer to see what types of meat are available. I prefer the menu to include side dishes. I prefer the menu to include soft drinks. I prefer the menu to include alcoholic drinks. I prefer the menu list to contain the fixed menu. I would order food online if my friends ordered it. I would order food online if I see it on flyers. I would order food online if the restaurant has high customer ratings on Wongnai. I would order food online if I see it on Instagram. I would order food online if it is promoted with the delivery request. I would order food online if my family ordered it. I would order food online if I find it on YouTube.
