The Relationship between Reference Groups and Marketing Stimuli with the Motivation to Purchase Food Delivery among Urban Consumers in Bangkok Metropolitan Region
Article Sidebar
Main Article Content
Abstract
This study aims to: 1) explore the correlation between reference groups and marketing stimuli with urban consumers' motivations for purchasing food delivery, and 2) find insights into the motivations behind food delivery purchases. Mixed research methodologies were used. The quantitative phase involved surveying 440 consumers in the Bangkok Metropolitan region, utilizing a stratified sampling technique. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and Pearson correlation coefficients. Additionally, qualitative research was conducted to gain deeper insights into the motivations for purchasing food delivery. This involved in-depth interviews with ten consumers, and the data were analyzed through content analysis.
The research results revealed a significant positive relationship between reference groups, marketing stimuli, and the motivation to purchase food delivery, with statistical significance at the 0.01 level. Marketers can capitalize on this relationship, particularly regarding friends and family, to cultivate trust and generate interest in products and services. Additionally, marketing stimuli such as a diverse product range, standardized packaging, compelling product images, sufficient rider quantity, and competitive or lower shipping rates can further stimulate consumer purchases. Additionally, Highlighting the advantages of online distribution channels, which offer convenience and speed, addresses traffic-related issues. Incorporating marketing communications, such as promotions, price reductions, and leveraging reviews or advertising on online social networks. The research also indicates that consumers are highly mindful of business practices associated with good governance, emphasizing the importance of honesty and responsibility in fostering a positive brand image that engenders credibility and long-term customer support.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019). The influence of products and promotions on purchasing decisions mediated in purchase motivation. Journal of Applied Management, 17(1), 152-161.
Agmapisarn, C., Khetjenkarn, S., Tachochalalai, S. (2020). A study of Bangkok Street food consumption and its effects on consumer attitude and behavioral intention. Chulalongkorn Business Review, 42(1), 21-42.
Blackwell, R., DSouza, C., Taghian, M., Miniard, P., & Engel, J. (2006). Consumer behaviour: an Asia Pacific approach. South Melbourne, AUS: Thomson.
Bodhisundara, N., & Pattanarangsun, P. (2022). The Factors Affecting the Decision to Use Food Delivery Applications in Bangkok. Journal of Business, Economics and Communications, 17(4), 123-139.
Boonchuai, P. & Chantuk, T. (2019). The causal relationship of the interest which influences the decision to shop online of generation Y. University of the Thai Chamber of Commerce Journal, 39(1), 22-36.
Boonmarueang, W., Kumpal, P., & Jungsuwadee, K. (2022). The factors influencing the working-age consumers’ decision to buy online goods in Ubon Ratchathani province. Journal of MCU Ubon Review, 7(2), 235-248.
Brown, L. D., & Caylor, M. L. (2006). Corporate governance and firm valuation. Journal of Accounting and Public Policy, 25(4), 409-434.
Digital Government Development Agency. (2023). Population report classified by province and age for the fiscal year 2022. Retrieved from https://data.go.th/dataset/dataset-rg_11_14
Jitsoonthornchaikul, M. (2022). The causal relationship in influencing buying behavior of online food delivery in the Bangkok area. Humanities, Arts and Social Sciences Studies, 22(2), 413-422.
Kasikorn Research Center. (2022). Amidst the ongoing COVID-19 pandemic and measures implemented to control the outbreak, it is anticipated that the food delivery market's value will increase by 18.4-24.4 percent throughout the entirety of the year 2021. Retrieved December 22, 2023, from https://www.kasikornresearch.com/InfoGraphic/Documents/z3256.pdf
Kasikorn Research Center. (2024). The Food Delivery market in 2024 continues to exhibit a downward trend. Retrieved from https://medias.thansettakij.com/media/pdf/2024/0uxrX51Ih8CEor3rnXhq.pdf
Kotler, P., & Armstrong, G. (2012). Principles of marketing. 14th ed. New Jersey: Pearson Prentice Hall.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.
Loudon, D. L., & Della Bitta, A. J. (1984). Consumer behavior: Concepts and applications. New York: McGraw-Hill.
Mehrolia, S., Alagarsamy, S., & Solaikutty, V. M. (2021). Customers response to online food delivery services during COVID‐19 outbreak using binary logistic regression. International Journal of Consumer Studies, 45(3), 396-408.
Nunnally, J. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
Panyana, N. & Sapsanguanboon, W. (2019). Factors affecting the decision making in Thai food cooked to order and delivery. Economics and Business Administration Journal Thaksin University, 11(1), 53-66.
Poldongnok, T. (2021). Digital integrated marketing communication and reliability of application relating to consumer's buying behavior on application Shopee of generation Y in Rayong province. (Master of Business Administration). Srinakharinwirot University.
Ramya, N. A. S. A. M., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80.
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.
Trade Competition Commission of Thailand. (2020). Explore competitive behaviors in the business sector by offering food delivery services. Retrieved from https://www.caat.or.th/
wpcontent/uploads/2020/11/ฉ.60-จุลสารมองโลกแข่งขัน.pdf
Uppathampracha, R. (2015). The relationship between good governance and performance of Thai listed companies in the stock exchange of Thailand. Srinakharinwirot Business Journal, 6(1), 12-25.
Zhang, S., Liu, L., & Feng, Y. (2019). A study of factors influencing restaurants sales in online-to-offline food delivery platforms: differences between high-sales restaurants and low-sales restaurants. Pacific Asia Conference on Information Systems 2019, China.