The purposes of this research were 1) to study the personal factors of Mahachai Market customers 2) to study coconut sugar buying behavior of Mahachai Market customers 3) to study the factors of marketing mix associated with coconut sugar buying behavior of Mahachai Market customers 4) to study the relationship between personal factors and coconut sugar buying behavior of Mahachai Market customers 5) to study the relationship between marketing mix and coconut sugar buying behavior of Mahachai Market customers The population was 200 coconut sugar buyers in Mahachai Market. The research instrument and to collect data was questionnaire. The statistics used to analyze the data were frequency percentage mean standard deviation and Pearson chi-square. The data were analyzed by SPSS. The research found that 1) the most Mahachai Market customers were female age range in 35 - 45 years monthly income was in a range of 25001 – 35000 Baths and lived in the central region. 2) coconut sugar buying behavior of Mahachai Market customers found that reason to buy was for family consumption the an average quantity bought was 1-5 kgs cost of buying was 101 - 300 Bahts the frequency of buying is one time per month coconut sugar was bought in small cups and one who influenced decision was oneself. 3) marketing mix associated with coconut sugar buying behavior of Mahachai Market customers found consumers has high level satisfaction and when considered each aspect the highest level satisfaction was price and product high level satisfaction was place and the moderate level satisfaction was promotion. 4) relationship between personal factors and coconut sugar buying Behavior of Mahachai Market customers were positive in gender age income and place of living at statistically significance of .05 level and 5) relationship between marketing mix and coconut sugar buying Behavior of Mahachai Market customers were positive in place and promotion at statistically significance of .05 level.

The purpose of this research was to study demographic factors and consumers’ behaviros of buying organic rice in Thailand and the marketing communications. This was a quantitative research collecting data from 4 0 0 samples by the questionnaire. The statistics used in this research were frequency percentage mean standarddeviation and chi-square test with statistical significance at .0 5 . The results showed that most of the consumers aged between 20- 29 were female Single employed in private companies graduated with a bachelor degree and had income THB 20000 – 30000 per month. Marketing communications were at a medium level Those are sold by Sales Representative public relations sales promotion advertisement and direct marketing. 1) The demographic factors Those accepted the hypothesis were age status and career. The Demographic factors those denied the hypothesis are were gender education and revenue. 2) Marketing communications factors in a magazine advertisement showed that buying behavior related to the frequency of monthly buying organic rice public relations through the agricultural market fair showed that the buying behavior related to the reason to select organic rice products Sales Representative who gave suggestions and demonstrate the correct organic rice cooking finally Sales Representative who informed the characteristic and differences of each type of organic rice. showed that the buying behavior related to The information of the organic rice products received through the media promotion and discounts the buying behavior related to the location to determine the buying of organic rice the direct market and customer contact via e-mail showed that the buying behavior related to the location to determine the buying of organic rice with statistical significance at .05.

The purposes of this research are (1) to study the marketing components that influence fish sauce buying behavior of consumers in The Central Region and (2) to study the influence of viral marketing (word-of-mouth marketing) on buying behavior of consumers in The Central Region. The instrument used in the study is a questionnaire. The data are analyzed by using frequency percentage mean standard deviation T-Test and F-Test The results of the research are as follows: The subjects chose fish sauce by looking at the expiry date and bought 1 to 3 bottles of 700 ml. fish sauce at the price of 21 to 30 baht and often found that the color of authentic fish sauce would change. The majority of subjects were greatly influenced by television advertising and sale promotion of ‘buy 1 get 1 free’ at points of sale for the buying of fish sauce in The Central Region. The monthly expense of consumers buying fish sauce in The Central Region was between 5000 and 10000 baht. Fish sauce buying behavior of subjects for various age groups education levels occupations and average incomes showed significant difference at the 0.05 level. Price and sale promotion were related to fish sauce buying behavior at a significant level of 0.05.

This study included the following objectives: 1) to study the demographic characteristics that influenced the consumer buying behavior for Honda cars 2) to examine the consumer perception that influenced a decision to choose Honda cars and 3) to investigate the marketing communication channel that had a decisive influence towards consumer buying behavior for Honda cars. The 400 customers who reserved Honda cars or signed contract of sale with the Honda car dealers at the showrooms in Bangkok were selected as a sample. This quantitative research was conducted by survey distribution of questionnaire for data collection data analysis using percentage mean and standard deviation and statistical hypothesis testing: T-test F-test and correlation analysis. Five appointed professionals had assessed the Index of Item - Objective Congruence (IOC) and the result of content validity for every item in the questionnaire was interpreted at 0.94 level with the reliability test result of the questionnaire at 0.9667 level.

The objective of this research is to study Valentine Present Buying Behavior undergraduate students Faculty of Home Economics Technology Rajamangala University of Technology Phranakhon. The purpose of this research were firstly to Valentine Present Buying Behavior of the bachelors’ Faculty of Home Economics Technology of Rajamangala University of Technology Phranakhon and secondly to study the relationship of between personal background and Valentine Present Buying Behavior of undergraduate students Home Economics Technology Rajamangala University of Technology Phranakhon. This research was divided into marketing factor and survey research. The sampling were 305 undergraduate students faculty of Home Economics Technology of Rajamangala University of Technology Phranakhon. The research tool was questionnaires and by analyzing statistical packages from social science programs and by using percentage and means. The result were found that Most undergraduate students faculty of Home Economics Technology Rajamangala University of Technology Phranakhon had bought Valentine presents from shops. They were bought for boy friends or girl friends price was 100 – 500 Bahts. The buying reason was depended on present styles. Flowers were the first buying Valentine present the planning in Valentine present buying was saving the most buying place was department stores. Friends accompanied them Valentines presents. Buyer decided by themselves on Valentine’s Day buyers bought Valentin presents about 1 - 5 pieces. Those who had never bouht Valentine Day’s present gave the reason of extravagance.