The influence of 7P’s of marketing on consumer purchase decisions on online food delivery service: an empirical study in Bangkok its Metropolitan Areas

This research aimed to study the influence of 7P's marketing factor on consumer purchase decisions in Bangkok and its metropolitan areas. Samples were 572 people who live in Bangkok and its metropolitan areas. The instrument used to collect data was a questionnaire. Data were analyzed by using the Multiple regression model.This research found that among 7Ps, Promotion and Physical Evidence are two significant factors affecting a decision toward ordering OFD. The promotion has a positive coefficient, while Physical Evidence has a negative coefficient. Other significant factors are related to behavioral and demographic attributes, and the first significant factor is related to the frequencies of ordering OFD; all variable of frequency has negative coefficients with the reference group (Order daily). The second ordinal factor is time, which shows that time after 9 p.m. has a positive coefficient, and the reference group is between 12:01 – 3:00 p.m. Next is the purpose for ordering, and the result is that the purpose for ordering for friends has a negative coefficient that can explain different results as reference (Purpose – Order for yourself). The result of education shows that the group of people with a Master's degree or above has a positive coefficient if compared with the reference group (Bachelor’s degree). Occupation was the last factor affecting the decision to order food through OFD services. Almost every occupation comes up in a table with a negative coefficient with a reference group (Student).