The research objective was to study the market mix factors (7Ps) that affect the decision to use the domestic airline service of Thai passengers at Suvarnabhumi Airport. The population used in the study was Thai passengers that used four domestic airlines at Suvarnabhumi Airport namely Thai Airways Thai Smile Airways Bangkok Airways and Vietjet Airlines. The sample number was 100 passengers per airline or a total of 400 people. The statistics used in the data analysis were percentage mean standard deviation mean difference analysis (One-way ANOVA) and multiple regression analysis. The study results found that most of the passengers who used domestic airlines focused on the overall marketing mix factor (7Ps) at Very Important level. That affected the overall decision to choose the domestic airline service at Very Important level. The hypothesis testing revealed that the different demographic factors in terms of gender age status educational level and average monthly income affected the selection of domestic airlines differently. Marketing mix factors (7Ps) on products physical evidence and process affected the selection of domestic airlines at a statistically significant level of 0.05.

The objectives of this study were 1 ) to investigate the marketing mix factors influencing sukiyaki consumption among the elderly in Bangkok 2) to explore the consumer behavior of the elderly in sukiyaki consumption and 3 ) to study the relationship between marketing mix factors and the behavior of the elderly in sukiyaki consumption in Bangkok. The sample was 400 elderly people aged 6 0 years and over who living in Bangkok and consumed sukiyaki as food. A questionnaire was used as a research instrument. Statistics used in data analysis were frequency percentage mean standard deviation and hypothesis testing using Chi-Square. The results found that 1) overall opinion of the sample group was at a high level in terms of opinion on service staffs distribution channels product price service process and physical environment except for marketing promotion there was at moderate opinion. 2) In terms of sukiyaki consumption behavior the most popular ingredients in sukiyaki were fresh vegetables meat and meat products noodles and starchy foods eggs and mushrooms. The sample group liked to consume in sukiyaki restaurants. The reasons for sukiyaki consumption were the taste quality freshness various menus and the price of the food was reasonable with the quantity and quality. The frequency of consuming sukiyaki was less than once a month followed by once a month. The average food cost was between 201-300 bath per person. Most sukiyaki consumption time was on weekends between 13.01-16.00. Most of the consumption consisted of family members and the number of people eating was 4 or more. 3) Marketing mix factors included product factors price distribution channels marketing promotion service staffs service process and the physical environment found to be related to Suki food consumption behavior in terms of the reason for consumption the frequencies used in food consumption per month the average consumption cost per time per person and the time spent in food intake with statistical significance at the .05 level.

The objectives of this research were to study personal factors and cat product consumer behavior. To study marketing mix factors related to customer behavior included marketing mix factor related to cat product consumer behavior in Thailand metropolis. This research was combined 2 methods. Quantitative research: The samples were 400 consumers by using questionnaire as tool to collected data. Analyzed by using descriptive statistics to determine frequency percentage mean standard deviation Pearsons chi-squared test statistics on the statistical level significance of .05. And Quality research: The sample are opinion leader vendor and consumer by using Indepth interview to analyze relation between opinion vender and consumer conform to result of quantitative research. The research results revealed as follow: 1) Majority of the samples were female age between 31-35 years old single status tropically had bachelors degree average monthly income level 20001-30000 Baht per month own only one cat main reason for taking care cat to make friend. 2) Majority of the samples were focus on the quality of the cat product. Frequency of purchasing few times per week. Spend more than 500 baht per time. Decission making by themselves. The quatity of purchasing are uncertainty depend on the convenience and purchasing by themselves. The location of purchasing mostly in departmentstore or supermarke at pets department. 3) Marketing mix factors related with cat products consumer behavior were focus on purchasing frequency of purchasing expense of purchasing per time person who is involved quantity of purchasing chanal of purchasing on the statistical level significance of .05 except The place of purchasing frequenly are unrelated. The results of the Quantitative research: the most of opinion of opinion leader vender and consumer werw conform to quantitative research.

The purpose of this research was to study personal factors and service marketing mix factors affecting consumer satisfaction towards co-working space in Bangkok. This research combined a research methodology between quantitative and qualitative research with tools for data collection including survey and in-depth interviews. Quantitative data was obtained from a survey of 400 samples using coworking space in Bangkok. Qualitative data was obtained by the use of in-depth interview with consumer manager and coworking space specialist. The results showed that the personal factors affecting consumer satisfaction towards coworking space in Bangkok were mainly 1) ages between 25 - 30 years old at 44.25% 2) private employees at 53.00% 3) average monthly salary 20001 to 30000 baht at 42.75% and 4) usage frequency 1 - 2 times per week at 37.25%. Service marketing mix factors affecting consumer satisfaction towards coworking space in Bangkok were 1) product (mean 4.22) and 2) physical evidence and presentation (mean 4.37) at the .05 statistical significance level.

The objectives of this research were to study 1) the marketing mix factors of choosing derlers of Japanese imported wind instruments 2) consumer loyalty of choosing derlers of Japanese imported wind instruments and 3) to study the influence of marketing mix factors in choosing derlrs of Japanese imported wind instruments. The sample group was 240 consumers who chose to use sales representatives Japanese imported wind instruments. The questionnaire was used to collect data in the metropolitan areas. The data were analyzed using statistics including frequency percentage mean standard deviation and multiple regression analysis which was applied to test the hypothesis. The study result indicated that most respondents were males aged between 31 - 40 years old working as engineers earning monthly income averaged between 20001 - 40000 baht. The marketing mix factors of Japanese imported tools dealers in terms of the distribution channel was considered highest followed by the price process personnel product physical characteristics and the marketing promotion respectively. Regarding the consumer loyalty in choosing Japanese imported wind instrument dealers the highest was word of followed by the price sensitivity purchasing intention and claim behavior respectively. The hypothesis testing reveal that the marketing mix factors in terms of price did influence the loyalty in all aspects namely word of mouth purchasing intention price sensitivity and claim behavior. Therefore the hypothesis was accepted. The marketing mix factor related to product had no influence on loyalty in every aspect such as word of mouth purchasing intention price sensitivity and claim behavior. Therefore the hypothesis was rejected. The marketing mix factor related to the process and price that influenced the consumer loyalty towards word of mouth in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price sales staff and distribution channels influenced the consumer loyalty in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price sales staff and process influenced the consumer loyalty and price sensitivity in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to the physical characteristics price and marketing promotion influencing consumer loyalty claim behavior and promotion in choosing dealers of Japanese imported wind instruments.