Factors correlating fresh food quality and food purchase decision-making processes through an online application under the new norms

Abstract

The objectives of this research are 1) to study the behavior of buying fresh food through an online application under the new norms.2) To study the importance of fresh food quality influencing the food purchasing decision-making process through an online application under the new norms.3) To compare personal factors and decisionmaking processes to buy fresh food through online application under the new norms.4) To study the relationship between the quality factors of fresh food and the process of making decisions in food purchasing through an online application under the new norms. This research is a quantitative research. The sample group of 400 people are Thai consumers who have used an online application to order fresh food at least once. The questionnaire was used as a tool for data collection. The statistics used for data analysis were frequency, percentage, mean, standard deviation, t-Test and F-Test fromone-way analysis of variance and the Pearson correlation coefficient. The findings of this study shown that almost of participants who use the online application are female, age between 22-38 which have income 15,001-20,000 Thai Bahtper month, work as employee in private company and all are single. Most of them are living with their families, including 3-4 family members. In terms of participants’ behavior, they know Tesco Lotus's online application for ordering fresh food the most, however, mostly ordered the fresh food through Tops #1 Food&Grocery. Participants know the information on how to order food from social media and usually ordered pork. Normally, they decided to buy their own and often choose to buy on Saturday from 10.01 - 12.00 and have an average cost of 501 baht or more. The importance of fresh food quality influencing online shopping app decisionmaking, under the new norms. Overall opinions and aspects were found to be at the highest level in all aspects. And decisions affecting fresh food choices through online applications under the new norms, overall opinion found that the decision was made at the highest level. The highest level of decision making was found in 4 factors and only 1 factor is at the high level. The results of a comparison of consumer decisionmaking processes towards purchasing fresh food through an online application under the new norms, the classification according to demographic characteristics were found that gender, age, average monthly income, status and number of family members, all the aspects were found to have a statistically significant difference in the decisionmaking process at the 0.05 level. And the analysis of the relationship between fresh food quality and the process of making a decision on choosing fresh food through an online application under the new norms, overall aspects were found at moderate level and correlate in the same direction. When considering each aspect, it was found that there was a moderate relationship. It also found that the relationship was in the same direction in 3 factors: physical quality, sensory quality, and safety for consumption.