Effects of Marketing Mix Factors on Behavior from Food Delivery Application in Thailand

Abstract

The main aim of this research is to the influence of marketing mix factors (4C’s), which are consumer, cost, convenience and communication about the behavior of food delivery users through the Foodpanda application in South of Thailand, which is the area with the highest growth potential in South of Thailand and high competition as well. The data is collected from 400 sets of samples and the results of multiple regression analyses found that the marketing mix factors (4C’s) influence the behavior of food delivery users through the Foodpanda application. Suggestions from this study can be used as a guideline for strategic planning and business operations. To be a leader in the food delivery industry.