The marketing mix factors for online shopping via the 7-Eleven delivery application of CP All Public Company Limited under the new normal lifestyle in Thailand.
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Abstract
The research aims to study: 1) the general information of consumers, 2) the level of opinions on the marketing mix, and 3) the factors affecting the marketing mix in online shopping through the 7-Eleven delivery application under the new normal lifestyle. A survey research methodology was employed, collecting data from a sample of 400 consumers using a questionnaire. The data was analyzed using descriptive statistics, Independent T-Test, and One Way ANOVA.
The research findings revealed that: 1) the majority of consumers are female, aged between 21 and 29 years, with a bachelor's degree, and have an income ranging from 10,001 to 20,000 Baht; 2) consumers' overall opinions on the marketing mix were at a high level (ðĨĖ =4.07); and 3) personal factors that affect the marketing mix indicated that gender affects the marketing mix in terms of product, distribution channels, and promotion. Age impacts the marketing mix concerning product, promotion, personal factors, and physical attributes. Educational level affects the marketing mix in terms of product, price, promotion, personal factors, physical attributes, and processes. Income significantly impacts the marketing mix in terms of distribution and personal factors at the 0.05 level of significance.
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