This research aims to study the demographic characteristics affecting the decision-making of the working-age group in Ratchathewi District Bangkok Thailand to buy clean food and examine the marketing mix influencing their decision-making. The study population comprised 68635 people aged between 21 and 59 years in the group mentioned above. The sample consisted of 397 people. Descriptive statistics frequency percentage mean and standard deviation (SD) and inferential statistics i.e. independent samples t-test one-way ANOVA Pearson correlation coefficient analysis and multiple regression analysis were used to analyze the collected data. The research results illustrated that demographic factors like the different ages and educational backgrounds caused differences in the decision-making to buy clean food at a statistically significant level of 0.05. Moreover the marketing mix involving product price and promotion positively impacted the overall decision-making to buy clean food. It also positively affected the decision process of the need arousal or problem recognition (ND) information search (IS) evaluation of alternatives (EA) purchasing decision (PD) and post-purchase behavior (PB). Furthermore the place positively impacted the overall decision-making only in the PB process. Since the product price and promotion affected each aspect of the decisionmaking process (ND IS EA PD and PB) it was recommended that the clean food shops should pay more attention to these aspects

This research aims to 1) to study the personal factors of Thai and foreign tourists towards their buying decision making behavior in spa products; 2) to study the current situation of buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 and 3) to create behavior patterns of purchasing decisions to develop spa product entrepreneurs driving the strategy of Thailand 4.0. The research used mixed methods qualitative and quantitative. The researcher applied qualitative methods by interviewing 21 selected key informants. The data obtained from qualitative was used to construct the questionnaires which were used to gather quantitative data and analyzed by multiple classifications. The researcher determined the sample size to represent the population using the G*Power program. The research tools used in this research were 1) an in-depth interview and closed-ended questionnaires for qualitative research and 2) a questionnaire obtained from the qualitative research using the Delphi technique as a reviewed questionnaire for quantitative research. The questionnaires were distributed to the 305 samples. The results of the hypothesis testing of personal data were as follows: gender nationality age education level source of information that brought them to Phra Nakhon Si Ayutthaya Province and participants traveling to Phra Nakhon Si Ayutthaya Province are the factors that affect buying decision making behavior spa product of model buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 strategy. The result of hypothesis testing factors affect the buying decision making behavior for spa products come into 6 factors are local identity product usage buy as a souvenir repeated buying information from reliable sources and the interpersonal factor of entrepreneurs or salespeople. All of these results comply with the assumptions.

The objectives of this study were to study the demographic factors including gender age status education level occupation and income affecting the decision to buy food online and tostudy the marketing mix and technology adoption that affected the online food purchasing decisions of Baby Boomersin Bangkok. The population was 55-75 years old Baby Boomer who bought food online in Bangkok. The probability sampling specifically the stratified sampling method was used to determine the total of 400 samples. The data was analyzed using descriptive statistics such as frequency percentage mean and standard deviation. The inferential statistics were Independent Sample T-test One-way ANOVA analysis Pearsons Correlation Coefficient and Multiple Regression Analysis The study results showed that the marketing mix factors could meet the demand for online food ordering of the sample in high level. The technology acceptance level of the overall sample group was high. The importance of the 4-step online food purchasing decision process of the samples namely the perception of the need or problem information seeking alternative assessment and buying decisions was high. The hypothesis testing found that on the evaluation of purchasing options different age groups had a statistically significant difference at 0.05. On purchasing decision married samplesand the widows paid more attention to the purchasing decision process differently at the statistical significance of 0.05.On the perception of needs or problems the sample group with bachelors degrees put more emphasis than those who graduated from elementary schoolsand the group who finished secondary education with the statistical significance at 0.05. On the evaluation of purchasing decision options the group with secondary education put less emphasis thanthe group with bachelors degrees at the statistical significanceof 0.01. On purchasing decision the group with secondary education put less emphasis than associate degree graduates with the statistical significance at 0.05 and put less emphasis thanthe group with a bachelors degree with the statistical significance at 0.05. On data acquisition groups with different incomes put different emphasis with the statistical significance at 0.05. Convenience ease of use and consumer factors had a positive influence on the need or problem perception process at the significant level of 0.05. Convenience benefit perception and ease of use factors had a positive influence on the information seeking processat the significance level of 0.05. Value convenience communication ease of useand consumer factors had a positive influence on the process of evaluating purchasing options at the significant level of 0.05. Convenience benefit perception ease of use and consumer factorshad a positive influence on the purchasing decision process at the significance level of 0.05.

The objectives of this research are: (1) to study the demographic factors that influence decision making in buying home appliances through the Shopee application of generation X (2) to study how the marketing mix such as product price place promotion influences the buying decision of home appliances through Shopee application of generation X. The 400 samples were drawn from 10 districts in Ratchaburi province using the convenient sampling method statistics analysis done under 95 percent confidence interval with significant level 0.05. The results show that: (1) demographic factors like gender age and income affected consumer buying. Education and occupation did not affect the consumers’ buying decisions. (2) Product price place promotion affected the buying decisions of home appliances through the Shopee application of generation X in Ratchaburi province. The Regression Analysis using R2 was applied to determine the relationship between marketing mix and problem recognition information findings alternative assessment consumer decision making and reaction after buying. The R2 are 0.62 0.53 0.59 0.58 and 0.62 respectively. The consumer problem recognition and response after buying are higher in the relationship of R2. In conclusion the consumer buying decisions of home appliances through the Shopee application are related to the marketing mix problem recognition and the reaction after buying.

This research aims to study the demographic characteristics affecting the decision to buy home furniture through mobile applications for Gen Y consumers and study the marketing mix 7 P’s and digital marketing model that affect the decision to buy home furniture through mobile application of Gen Y consumers. The population used in this research is population born between 1980 and 1997 are now between 24-41 years old live in Bangkok amount of 1453477 people the data were collected from 400 samples. The sample size was calculated following the Taro Yamane method.The descriptive statistics used were frequency percentage mean standard deviation (SD) and Inference statistical such as the difference analysis of the mean of the 2 sample groups (Independent Sample T-test) difference analysis for sample mean of more than 2 groups by one-way analysis of variance (One-Way ANOVA) and multiple regression analysis (Multiple Regression). The research results indicated that 1) the demographic characteristics such as gender and age had no impact on the overall decision-making to buy home furniture through mobile application of Gen Y consumers. In contrast marital status level of education career and income had an overall effect on the decision to buy home furniture through mobile applications for Gen Y consumers 2) Furthermore the marketing mix 7 P’s consisting of product price promotion process physica presentation and digital model on the overall effect the decision-making to buy home furniture through mobile applications. Moreover digital marketing model content marketing website creation assisted marketing e-mail marketing and online marketing impact the decision-making of buying home furniture through a mobile application. It was recommended that since the marketing mix especially product price and promotion affected the overall decision-making of buying product. Therefore if home furnitures are sold through mobile application content marketing must be developed at the highest level followed by social media marketing and email marketing had the most negligible positive impact on the overall buying decision-making and every factors