Consumer Behavior and Marketing Mix Factors Influencing the Decision to Use Food Delivery Services in Ubon Ratchathani Municipality

Abstract

                 This research on consumer behavior and marketing mix factors influencing the decision to use food delivery services among consumers in Ubon Ratchathani Municipality aimed to: 1) examine the behavior of consumers using food delivery services in Ubon Ratchathani Municipality; 2) investigate the level of marketing mix factors affecting consumers’ decisions to use food delivery services in Ubon Ratchathani Municipality; and 3) study the relationship between demographic factors and the decision to use food delivery services in UbonRatchathani Municipality. This quantitative research employed questionnaires as the research instrument. The sample consisted of 400 consumers who had previously used food delivery services in Ubon Ratchathani Municipality, selected through purposive sampling. Data were analyzed using descriptive statistics, including percentage, mean, standard deviation, and chi-square tests.

                 The findings revealed that, regarding service usage behavior, most respondents preferred using Grab services, primarily for convenience in daily life. The majority used food delivery services approximately 3–5 times per month, commonly ordering main dishes during lunchtime for individual consumption, with average spending ranging from 100–300 baht per order. Friends or colleagues were identified as the most influential source of information affecting decision-making. Regarding marketing mix factors, the overall influence on service usage decisions was found to be at a high level, with the product factor obtaining the highest mean score. The results of the relationship analysis between demographic variables and service usage decisions indicated that age, occupation, and average monthly income were significantly related to the decision to use food delivery services at the 0.05 level of statistical significance.