@article{พุ่มอิ่ม_2021, title={Online Food Ordering Behavior Related to Marketing Mix via Mobile Application in Prachin Buri Province}, volume={13}, url={https://so02.tci-thaijo.org/index.php/mbs/article/view/250649}, abstractNote={<p>               This research aims to study on marketing mix of consumers and to compare personal data and behaviors related to the marketing mix on online food ordering in Prachin Buri Province.  Data were collected from 400 consumers in Muang District, Prachin Buri Province by using purposive sampling. Research tool used for collecting data was questionnaire. Data were analyzed by using: basic statistics including frequency, percentage, mean, and Standard Deviation; and inferential analysis by using independent-samples t-test and One-Way ANOVA to compare differences of variables. The results of analysis revealed that importance level of all dimensions of marketing mix, including Product, Price, Place, Promotion, Personalize, and Privacy, was in the highest level. Different genders had no effect on different marketing mix. Different ages, educational levels, occupations, monthly average incomes, frequency of food ordering, expenses of food ordering, food ordering times, food delivery places, number of diners, meals, and payment channels had different related to marketing mix with statistical significance at 0.05. The results of this research could be used as the guidelines for establishing strategies and operating food delivery business sustainably.</p>}, number={3}, journal={Journal of Accountancy and Management}, author={พุ่มอิ่ม อดลักษณ์}, year={2021}, month={Sep.}, pages={188–209} }