DECISION-MAKING FOR USING FOOD ORDERING APPLICATIONS ON SMARTPHONES BY PEOPLE IN THE PROVINCE OF RATCHABURI
Keywords:Purchase Decision, Application for Ordering Food, Marketing Mix from Consumers’ Viewpoints, MIMIC model
The research sought to accomplish the following goals: 1) To examine the demographic factors influencing the decision of people in Ratchaburi province to use smartphone applications for food ordering, and 2) To study the marketing mix factors, as perceived by consumers influencing customers’ decisions to use smartphone applications for food ordering in the province of Ratchaburi. This study employed a quantitative research methodology and collected a convenience sample of 313 participants. The statistical analysis included a variety of methods, such as percentage calculation, determination of mean and standard deviation, t-test, one-way ANOVA, and application of the Multiple Indicators and Multiple Causes Model (MIMIC model). The decision of consumers in Ratchaburi province to place their food orders via smartphone applications was influenced by a variety of demographic factors, including gender, age, education level, and average monthly income. At the 0.05 level of statistical significance, these factors were found to be significant. In addition, the opinions of customers regarding the aspects of the marketing mix that were considered in the decision-making process were taken into consideration. These aspects of the market were referred to as Consumer Wants and Needs (CWN), Convenience to Buy (CTB), Communication that Connects (CTC), and Consumer's Cost to Satisfy (CCS). It was determined that these parameters had a predictive value equivalent to 76.30 percent.
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