Online food service applications–an investigation of Thai consumer behavior and implications for marketing strategy development

From the emergence of the e-commerce and the increasing internet usage in Thailand, online to offline commerce (O2O commerce) is considered one of the highest potential businesses in this era. Food delivery service is a subset of the online to offline commerce which has been an interesting technological business in Thailand for the past few years with several major players in the market, for instance, LINE Man, Grab Food, Food Panda, etc. Thai early adopter started to experience these services which both inhibit food ordering behavior and demands in trying new foods elsewhere at home. However, the current business issue is not about the growth from gaining new users but how to make the users satisfied with the product and service. Most consumer has an easy tendency to switch brands or stop using the product easier than ever, in comparison to the era before the internet and e-commerce.This proposal is a contemporary topic in applied marketing to study the Thai’s consumer behavior in online food service application usage and implications for marketing strategy development. The study will be based on marketing knowledge focusing on the subject area of technology.