The objectives of this research were 1) to study the behavior and decision to buy online food of vocational students in Phitsanulok Province 2) to compare of personal factors with behavior and decision to buy online food of vocational students in Phitsanulok Province and 3) to study online food shopping behavior affecting to buy online food decisions of students vocational in Phitsanulok Province. The research was a quantitative research using questionnaires from 400 vocational students in Phitsanulok Province. Data was systematically analyzed by percentage mean standard deviation (S.D.) t-Test One-way ANOVA and multiple regression analysis. The result showed that the behavior of buying online food was at moderate level. The decision to buy online food was at moderate level. Difference Personal factors including gender year of study type of subject housing type and monthly income had different of behavior of online food shopping with no statistical significance. Difference Personal factors including type of subject and monthly income had different of decision to buy food online with statistical significance at .05. Online food purchasing behavior effecting decision to buy food online with statistical significance at .05.

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 were to study the personal and environment and investment experiences factors influencing decision making to invest in the provident funds of The Office of the Rubber Replanting Aid Fund’s Staffs. The sample consisted of 341 persons from Rubber Replanting Aid Fund’s staffs at Bangkok office (central region). The research instrument was a questionnaire and using the descriptive statistic such as mean percentage standard deviation to analyze the data and Exploratory Factor Analysis : EFA and Binary Logistic Regression Analysis to test the hypothesis. The results of the study found that sex age the knowledge and investment experiences the risks of investment the economy the politics differences influencing the decision making to invest in the provident funds of The Office of the Rubber Replanting Aid Fund’s Staffs at statistically 0.05 significant level.

The purposes of this research were 1) to study the individual factors of Thai women on making decisions about purchasing Thai-style embroidered textiles in the Bangkok area 2) to study the marketing mix factors which have an effect on their decision making 3) to study the decision making of the women 4) to study the relation between marketing mix factors and the women’s decision making and 5) to compare the level of decision making on purchasing of Thai-style embroidered textiles by considering the individual factors. The sample consisted of 400 women who purchased Thai-style embroidered textiles in Laksi Phra Nakorn Phaya Thai and Chatuchak districts. The employed research instruments were a questionnaire. The statistical methods used in analyzing the data were frequency percentage mean standard deviation Pearson Product Moment Correlation and One-Way ANOVA. The results showed that: 1) The main target group was women who were aged between 41 and 50 years single and have bachelor degrees. They were government or state enterprise officers who have an income from 25001 to 35000 baht per month. 2) The target group prioritized marketing mix factors at a high level; the product factor was at the highest average followed by the price factor. The lowest average was the staff factor. 3) The decision making considered several factors; the pattern of Thai-style embroidered textiles had the highest average followed by influencers. The lowest average was the buying frequency. 4) The marketing mix factors (product price channel promotion staff place of selling and service) were correlated with the decision making factor with a significance at the .05 level. And 5) the comparison of individual factors that affect decision making showed that status and average income per month were different while other factors were the same with significance at the .05