Baby boomer decision making upon online delivery food in Bangkok Metropolitan

Abstract

The objectives of this study were to study the demographic factors including gender, age, status, education level, occupation and income affecting the decision to buy food online, and tostudy the marketing mix, and technology adoption that affected the online food purchasing decisions of Baby Boomersin Bangkok. The population was 55-75 years old Baby Boomer who bought food online in Bangkok. The probability sampling, specifically the stratified sampling method, was used to determine the total of 400 samples. The data was analyzed using descriptive statistics such as frequency, percentage, mean and standard deviation. The inferential statistics were Independent Sample T-test, One-way ANOVA analysis, Pearson's Correlation Coefficient and Multiple Regression Analysis The study results showed that the marketing mix factors could meet the demand for online food ordering of the sample in high level. The technology acceptance level of the overall sample group was high. The importance of the 4-step online food purchasing decision process of the samples namely the perception of the need or problem, information seeking, alternative assessment, and buying decisions was high. The hypothesis testing found that, on the evaluation of purchasing options, different age groups had a statistically significant difference at 0.05. On purchasing decision, married samplesand the widows paid more attention to the purchasing decision process differently at the statistical significance of 0.05.On the perception of needs or problems, the sample group with bachelor's degrees put more emphasis than those who graduated from elementary schoolsand the group who finished secondary education with the statistical significance at 0.05. On the evaluation of purchasing decision options, the group with secondary education put less emphasis thanthe group with bachelor's degrees at the statistical significanceof 0.01. On purchasing decision, the group with secondary education put less emphasis than associate degree graduates with the statistical significance at 0.05 and put less emphasis thanthe group with a bachelor's degree with the statistical significance at 0.05. On data acquisition, groups with different incomes put different emphasis with the statistical significance at 0.05. Convenience, ease of use, and consumer factors had a positive influence on the need or problem perception process at the significant level of 0.05. Convenience, benefit perception, and ease of use factors had a positive influence on the information seeking processat the significance level of 0.05. Value, convenience, communication, ease of use,and consumer factors had a positive influence on the process of evaluating purchasing options at the significant level of 0.05. Convenience, benefit perception, ease of use, and consumer factorshad a positive influence on the purchasing decision process at the significance level of 0.05.