The Influence of Marketing Mix on Consumers Behavior in Selecting Line man Application in Phutthamonthon District, Nakhonpathom
The main objective of this research is to study the marketing mix factors affecting consumer behavior in choosing the Lineman application for food delivery service in Phutthamonthon District. Nakhon Pathom Province Data were collected from a sample of 400 consumers who opted to use the Lineman app for food delivery services. In Phutthamonthon District in Nakhon Pathom Province. The data were analyzed using descriptive statistic, inferential statistic and multiple regression analysis. Most of the respondents in this study were male, age between 20-30 years old with bachelor degrees and their average monthly incomes did not exceed 10,000 baht. The study identified the important elements of the marketing mix based on the consumer’s point of view were the convenience of purchasing, followed by communication, consumer demands, and consumer cost respectively. In the aspect of consumer behavior, they gave the priority on recognizing problems followed by purchasing decision. post-purchasing behavior, assessing alternatives and searching for information respectively. In addition, the study found that age had affected the choice of using the Lineman application. In terms of data search and post-purchase behavior were significantly different from 0.05 statistic. The findings showed that the marketing mix factors which consisted of communication. consumer demand, consumer cost and convenience affected consumer behavior of food delivery service through the LINE Man application. The results in this study are for the benefit of consumers. entrepreneurs in the marketing planning and further development of the services.