Factors Affecting the Food Delivery Application Usage of Millennial Consumers in Bangkok Metropolitan Area

Abstract

At present, food delivery application usage increases significantly, especially in Bangkok Metropolitan Region (BMR). Moreover, millennials are potential consumers due to their behavior in terms of technology knowledge and internet usage. Therefore, this research aims to 1) study marketing mix strategy towards millennial consumer satisfaction on food delivery application in the BMR and 2) the impact of COVID-19 on the millennial consumer use of food delivery application in the BMR. The questionnaires are collected from 400 millennial consumers. Then, this paper conducts Multiple Regression Analysis. The results show that millennial consumers rate their satisfaction on price strategy at the lowest level. The factors affecting positively on the changing of application usage frequency are as follows: COVID-19 impact, gender, income, and customer satisfaction on marketing mix. Only the COVID-19 affects the changing of expense on food ordered for delivery. Therefore, to increase application usage frequency and expense of food delivery, the entrepreneur should take this COVID-19 situation to increase customer base. Moreover, the entrepreneur should target female customers with promotion and increase customer satisfaction on pricing strategy to increase application usage frequency.