This research aims to study 1) personal characteristics that affect the purchasing behavior of consumers in convenience stores in Nong-Don District Saraburi province and 2) retail market factors that affect the purchasing behavior in convenience stores in Nong-Don District Saraburi province. The sample group used in the research consisted of 400 people in Nong Don District Saraburi province. The instrument used for data collection was a questionnaire. The statistics used for data analysis were percentage mean standard deviation a statistical significance test with a value of 0.05. The results of the research are that 1) most of the sample groups were female aged 21-25 years with status occupation student a monthly income less than or equal to 10000 Baht and an education level below bachelors degree. 2) Furthermore factors influenced the purchasing behavior in convenience stores. Overall the average score was at the highest level. The process had the highest average score followed by the product and distribution physical characteristics personnel and marketing communications. The aspect with the least average score was the price. 3) Shopping behavior in convenience stores was analyzed by hypothesis testing. It was found that different sexes had different purchasing behavior in convenience stores in Nong-Don District Saraburi province. It was significantly different at the 0.05 level and age marital status occupation monthly income educational backgrounds. The different is consumers purchasing behavior in convenience stores in Nong-Don District Saraburi province were significantly different at the 0.05 level. Retail market factors like products price distribution marketing promotion personnel process and physical appearance affect the purchasing behavior in convenience stores in Nong-Don District Saraburi province.

The purposes of this research were 1) to study the purchasing behavior of readyto- drink coconut juice. 2) To study the marketing factors of ready-to-drink coconut juice of consumers. 3) To study the relationship between personal factors and behavior in purchasing ready-to-drink coconut juice and 4) to study the relationship between marketing factors and purchasing behavior of ready-to-drink coconut juice. This was a quantitative research using questionnaires as a tool to collect data from a sample of 400 people without gender who are 20 years of age or older and live in Bangkok. The statistics used in the data analysis consisted of percentage mean standard deviation and correlation was determined by chi-square statistical test. The results showed that 1) most consumers behaviors had a reason to choose ready-to-drink coconut juice as a healthy drink with a purchase frequency of 1-2 times per week. The amount of purchase per time is at 1 bottle / box / bag which the purchase cost per time is 51- 100 baht and most of them choose to buy products from convenience stores. 2) The overall marketing factors in purchasing ready-to-drink coconut juice of the sample group were at the highest level. When considering the factors by aspect they were found that almost all aspects had the highest level of opinion in terms of price products and distribution channels respectively. Except for marketing promotion it was found that the sample group had a high level of opinion. 3) The relationship between personal factors and behavior in purchasing ready-to-drink coconut juice found that gender was related to the purchase frequency and the cost of each purchase. The education level was related to the reason for the purchase purchase frequency and cost of each purchase. Age occupation and average monthly income were related to all aspects of purchasing behavior which were the reason for purchase frequency of purchase location of purchase quantity of each purchase and cost of each purchase were found to be (P ≤ 0.01) and 4) the relationship between marketing factors and purchasing behavior of ready-to-drink coconut juice found that the overall marketing factors were related to behavior in all aspects which were the reason for purchasing purchase frequency purchase location quantity of each purchase and each purchase cost were found to be statistically (P ≤ 0.05)

The purposes of this research were to 1) investigate personal factors of consumers in Bangkok after the outbreak of Coronavirus 2019 (COVID-19) 2) study information awareness in the widespread Coronavirus 2019 (COVID-19) 3) find out the new normal style of consumers’ behaviors in food purchasing options in Bangkok after the Coronavirus 2019 (COVID-19) epidemic 4) study the relationship between personal factors and the new normal style of consumers’ behaviors in food purchasing options in Bangkok after the outbreak of Coronavirus 2019 (COVID-19) and 5) examine the relationship between information awareness of the Coronavirus 2019 (COVID-19) outbreak and the new normal style of consumers’ behaviors in food purchasing options in Bangkok after the Coronavirus 2019 (COVID-19) outbreak. The sample was 400 consumers in Bangkok who were selected by stratified sampling. The research instrument used in this study was the questionnaire. The statistical analysis used in this study included frequency percentage means and chi square. The results of the study were as follows: 1) for personal factors of consumers in Bangkok most of them were female (222 participants) whose ages ranged from 20-30 years old. Their education was lower than bachelors level. Their occupations were company employees/private employees with an average income from 10001 to 20000 baht per month. 2) Regarding the awareness of the Coronavirus 2019 (COVID-19) pandemic the results showed that most of the consumers received main sourcesof information from the Ministry of Public Health family members and television channel. 3) In addition to the new normal style of purchasing food options the results reported that most consumers preliminary examined their readiness health check before going out to buy or use any services. The majority of consumers selected restaurants in the department stores buying a la carte for example meat rice and curry fried chicken bakery products instant noodles frozen meats and various Thai desserts. These consumers spending money less than 500 baht bought these products by themselves and making their own decisions. 4) Personal factors including gender and education level were correlated with the new normal style of consumers’behaviors in foods purchasing option with statistically significant at the .05 level. 5) For the outbreak information sources the informants reported that the widespread Coronavirus 2019 (COVID-19) was correlated to the new normal style of consumers’ behaviors in food purchasing options with statistically significant at the .05 level.

The purposes of this research were 1) to study of personal factors of the elderly in ChomThong District Bangkok 2) to study the perception of information about the new strain of coronavirus disease 2019 (COVID–19) 3) to study the adjustment in purchasing food for the new normal of the elderly 4) to study the relationship between personal factors and the adjustments in purchasing food for the new normal of the elderly and 5) to study the relationship between information perception about the new strain of coronavirus disease 2019 and the adaptation to purchasing food in the new normal of the elderly. The sample group consisted of 400 people including the elderly living in Chomthong District Bangkok. The samples were obtained by random sampling method and collected at convenience. The instrument used in this study was a questionnaire. The statistical analysis was frequency percentage and chi-square. The results showed that 1) personal factors of the elderly in ChomThong District Bangkok found that most of the women are single aged between 6 0 -6 5 years. The education level is at the elementary education level with an average income of not more than 5000 baht/month. 2) The perception of information about the new strain of coronavirus disease 2019 (COVID–19) revealed that most of the elderly had received the source of information from the COVID-19 Situation Administration Center Ministry of Health. For the channel of perception of information perceived by television. The awareness of the vaccine used to prevent the 2019 new strain of coronavirus found the most information about the AstraZeneca vaccine. 3) Adaptation in purchasing food in the new normal for the elderly in ChomThong District Bangkok in the situation of the epidemic of the new strain of coronavirus disease 2019 (COVID-19) found that the elderly had to change their behavior in leaving the house to buy food by protecting themselves before leaving the house every time by wearing a mask or cloth mask and using alcohol gel. Types of food that are chosen to buy according to the new normal for the elderly is fresh meat one dish dry food and semi-finished food ready-to-cook or ready-to-eat food frozen foods include frozen meat products water and various kinds of Thai desserts. The elderly will buy food from vendors who are dressed properly wear clean aprons wear masks and wear gloves while picking up food and buy food for themselves at the market near the house. The cost of purchasing food per time is between 201-300 baht. 4) Personal factors were related to the adaptation in purchasing food according to the new normal of the elderly in ChomThong District Bangkok had a statistically significant level of .05. 5) The perception of information about the new strain of coronavirus disease 2019 (COVID–19) is related to the adaptation in purchasing food according to the new normal of the elderly in ChomThong District Bangkok statistically significant at .05 except for the source of information on the outbreak of new strain of coronavirus disease 2019 (COVID-19) and the perception of information about the new strain of coronavirus vaccine. 2019 (COVID–19)

The purposes of this research were: 1) to study the individual factors of consumers in Chonburi Province 2) to investigate the marketing mix factors used for purchasing decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 3) to find out the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 4) to examine factors affecting the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province and 5) to establish guidelines for the development of Chinese pastry cake products for consumers in Chonburi Province. The sample in this study included 400 consumers in Chonburi who chose to buy Chinese pastry cake products and 7 business owners who sold Chinese pastry cake products. The research instruments consisted of questionnaires and interviews. The data were analyzed by using statistical analyses: frequency percentage mean standard deviation chi-square and descriptive data analysis. The results can be summarized as follows: 1) Most of the consumers were female between the age of 31-40 running a private business with an average monthly income of 20001 - 30000 baht and 74% of the study sample reside in Chonburi Province. 2) Overall consumers’ attention for the marketing mix was at a high level. When considering each aspect of the marketing mix factors the results reported that customers’ attention for the marketing mix from the most to the least: location individual price customer service marketing promotion and products. 3) The consumers purchased pastries as gifts or souvenirs for other people. Most of them bought a mix of golden bean paste pie and pumpkin in syrup once a month (3 - 4 pieces about 201 - 500 baht each time). Most consumers bought those desserts for themselves. 4) Factors affecting Chonburi consumers’ purchase decisions for Chinese pastry cake products were as follows: 4.1) The individual factors affecting consumer’s purchase decisions involved gender age occupation and average monthly income. Those factors affected the purchase decisions of Chinese pastry cake products of consumers in Chonburi Province with statistically significant differences at the .05 level. The residence of the consumers however did not result in purchasing decisions of Chinese pastry cake products at the .05 level of significance. 4.2) Marketing mix factors affecting consumers’ purchasing behavior included products price distribution marketing promotion personal factors location and service with significant results at the .05 level. In addition to the guidelines on how to develop Chinese pastry cake products for consumers in Chonburi Province the business owners should improve the pastries to attract market demand. Packaging improvement should be a combination of modern and traditional styles. The price should be various based on the types of products. Also developing distribution channels through social media and the decoration of attractive storefronts with Chinese themes should be implemented. Moreover there should be advertising through social media. Employees should be trained on the product and customer service knowledge. The store must be easily accessible to common people using public transportation. The shop owners should focus on the quality of the customer service and customer satisfaction enhancement.