Motivation and marketing mix influencing the decision to purchase food truck in Bangkok

Abstract

The objectives of this research were to: 1) study motives affecting a consumer in purchasing food trucks in Bangkok, 2) study marketing mix influencing a consumer in purchasing food trucks in Bangkok, 3) study consumers’ buying behavior towards the purchase of food trucks in Bangkok. The samples for this research were 400 customers who were deciding to buy food trucks and who used to buy and consume food trucks. The tool used to collect data was a survey questionnaire. Data was analyzed by using descriptive statistics to determine percentage, mean, and standard deviation, as well as inferential statistics including multiple regression analysis for analyzing data and testing the hypothesis at the statistical significant level of 0.05. The research results revealed that the majority of respondents were female, aged between 21-30 years and private employees who had average monthly income at 10,001- 20,000 baht. They typically had a bachelor’s degree or a diploma. They tended to purchase food trucks less than or equal to 3 times per month and spent 101-200 baht each time. The most popular type of food trucks was beverage. From samples, motives and marketing mix were significant towards the decision in purchasing food trucks. Hypothesis test showed that product buying motives, rational buying motives, emotional buying motive and patronage buying motives influenced the decision in purchasing food truck in Bangkok, as well as marketing mix that product, price, place, and promotion also influenced the decision in purchasing food truck in Bangkok.