Generation Y Consumers’ Need of Food Delivery Service Application after the Coronavirus Disease 2019 (COVID-19) Pandemic in Bangkok

Abstract

The objectives of this research were 1) to study Generation Y consumers’ behavior in using food delivery service application in Bangkok, and 2) to study Generation Y consumers’ needs of 7Ps marketing mix in using food delivery service application after the Coronavirus Disease 2019 (COVID-19) pandemic in Bangkok. Quantitative research was employed. The data were collected by using a questionnaire of 420 Generation Y consumers in Bangkok who used food delivery services applications. Data were analyzed by using descriptive statistics: frequency, percentage, mean, and standard deviation.

The results showed that the majority of Generation Y consumers who used food delivery service applications were females, between the age of 34-39 years old, single, and graduated with a bachelor's degree. They worked in the private sector with a monthly income of 20,000 Baht or less, and mostly lived with 3-4 family members. Grab Application was the most frequently used. The factors that encouraged the use of food delivery service applications included a variety of restaurants showed on the applications and the restrictions and inconveniences in eating out during the COVID-19 pandemic. The popular choice of food ordered was Thai fast food with an average cost of 300 Baht per order or lower. The payment was usually made in cash. The ordering frequency through an application was 1-3 times per week, usually for lunch on the weekdays. The maximum acceptable wait time was reported not to exceed 30 minutes. Most consumers had positive feedback regarding delivery speed and tended to return to use the service continuously. After the COVID-19 pandemic, the overall Generation Y consumers' need of 7Ps marketing mix was found to be at the highest level.