A Marketing strategic model towards millennials customers’ buying decision using food delivery application

Abstract

This research aims to study a model of marketing strategic towards generationmillennials customers’ buying decision using food delivery application and to present model of marketing strategic towards generationmillennials customers’ buying decision using food delivery application. The mixed methods approaches of quantitative and qualitative research methods were used. In qualitative research method using in-depth interviews with 11 respondents and quantitative research in which questionnaire was used as an instrument to collect data from 400 populations of generation millennials customer living in Bangkok who order foods through food delivery application. Statistics for data analysis included frequency, percentage, average, standard deviation, exploratory factor analysis (EFA) The results indicated that most of the respondents were women, with a bachelorsdegree, who had a career as private company employees and an average monthly income of 18,000 – 25,000 bahts, use Grab application the most, use less than once week, there are a total of 2 orders per order, choose order the most street food, average 100 - 350 Baht cost per time, order food in the evening (17.01-22.00 p.m.), order food to eat at accommodation, most order food to eat with friends, reason for ordering a delivery is that it is comfortable from out going by self, choose to pay by cash and consumers think that all of the factors are important in deciding to order food from restaurants through the Delivery Application application at high level. Results analysis of factors affecting generation millennials customers’ decision making to order from food delivery application be classified into eight factor as 1) easy to user experience strategy 2) goods value and price strategy 3) physical evidence and presentation strategy 4) strategies for brand awareness 5) accuracy and complete strategy 6) restaurants management system strategy 7) sales promotion strategy 8) new product development strategy.