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 objectives of this research are to study about character factors of entrepreneur which influence to using of marketing strategy via online channel and to study about the importance of marketing strategy factors. This study also explains the relationship between internal and external factors and the using of marketing strategy. This study collects data from 337 online questionnaires and then analyzed data with ANOVA statistic and Pearson’s Correlation. The findings reveal that factors about characteristic of entrepreneur e.g. time of operating monthly average revenues type of business amount of capital and amount of employees influence to using of marketing strategy. The entrepreneurs consider internal factors e.g. suppliers customers competitors and delivery as an important level which affect to business. The external factors such as economics political and legal system cultures and social and technology are also important. The internal factors are highly correlated to using of marketing strategy. Moreover the external factors are correlated to using of marketing strategy at moderate level. This findings suggest that entrepreneurs pay attention only to deliver products to customer on time to give them with the most satisfactory. In additional entrepreneurs should pay more attention to get on time delivery from suppliers by following supply chain management concept which entrepreneur must keep long term relationship with suppliers in order to get maximize profit.

The objectives of this independent study were 1) to investigate consumer perceptions of advertising media and event marketing of Gogi Tempura Flour 2) to investigate consumer buying decision behavior for Gogi Tempura Flour in Bangkok area 3) to investigate the relationship between demographic characteristics and consumer buying decision behavior for Gogi Tempura Flour in Bangkok area and 4) to investigate the relationship between consumer perceptions of advertising media and event marketing of Gogi Tempura Flour in Bangkok area. The sample consisted of 400 consumers in Bangkok area. Data were collected through the questionnaire and then analyzed by frequency percentage and Chi-Square Test.1. The sample mostly consisted of: females (67.50%); those aged 25-30 years (31%); freelancers(merchants/business owners/freelancers) (52%) those graduated with bachelor’s degree (72.50%); those earned monthly income of 10001-20000 baht (46.50%) and single people (56.50%). 2. The sample’s perception of Gogi Tempura Flour advertising came from magazine and event marketing. However they never perceived Gogi Tempura Flour advertising through television. 3. In terms of the sample’s buying decision behavior they bought Gogi Tempura Flour after tasting sample foods cooked by using Gogi Tempura Flour as well as visiting Gogi booth in department store. 4. Age occupation education level. Monthly income and marital status were related to Gogi Tempura Flour buying behavior of consumers in Bangkok area at statistical significance level of .05. However gender was not related to the sample’s Gogi Tempura Flour buying behavior.5. Advertising media and event marketing perception were related to Gogi Tempura Flour buying behavior of consumers in Bangkok area at statistical significance level of .05.

The Objectives of this research aim to study about demographic factors which influence customers’ behaviors for online products and to study about the importance of marketing mix factors of customers. This research also study about the relationship between marketing mix factors and customers’ buying decision for online products. This research collects data from 384 online questionnaires and then analyzes data with Chi-Square test and Chi-Square Correlation. The research reveals that the difference of demographic factors influence to customers’ buying decision for online products by genders age education occupation average revenues and marital status. The customer recognized marketing mix factors as an important level which consistent to Kotler and Armstrong (2009) model. They indicate that marketing mix factors influence buying behaviors of customer. The most important of marketing mix factor from customers’ perspective is the process factor. The marketing mix factors (Product Price Place Promotion People Process and Physical Evidence) are related to customers’ behaviors in some aspects. The findings suggest that entrepreneur should pay more attention on the marketing mix by presenting unique online products to make differentiate from the other products in common shop. This might motivate customer’s behaviors for buying more online products. Moreover entrepreneurs should precisely focus on quality of products because consumers always complain about quality of products which exaggerated from advertisement. From this reason make consumers gain negative attitudes from buying online products which affect to next buying from customers.

The objectives of the research were 1) to study the level of marketing mix factors marketing communication mix and mettle of mind factors towards consumer buying behaviors toward drinking yoghurt 2) to examine the level of drinking yoghurt buying behaviors of dwellers in Bangkok 3) to compare the demographic characteristics and drinking yoghurt buying behaviors of people living in Bangkok 4) to investigate the marketing mix that influenced Bangkok’s consumer behaviors in choosing drinking yoghurt 5) to study the marketing communication mix that affected consumer behaviors in purchasing drinking yoghurt of Bangkok residents and 6) to explore the mettle of mind factors which influenced consumer behaviors towards buying drinking yoghurt of people in Bangkok Metropolitan. A sample was identified by a number of 400 people who reside in Bangkok Metropolitan. The questionnaires were distributed to the selected respondents in order to collect data. The statistical methods used to analyze data were frequency percentage mean standard deviation t-test one-way analysis of variance and enter multiple regression analysis. 1. The results indicated the majority of female consumers accounting for 62.50 percent. The age range from 31 to 40 was responsible for 42.70 percent. The bachelor’s degree holders comprised 59.80 percent. The employees working in the private companies were found 61 percent. As much as 66 percent of the sample remained unmarried and 31.50 percent of the people earned an average monthly income from 15001 to 20000 baht. 2. The marketing mix factors the marketing communication mix and mettle of mind factors were prioritized in a high level. The consumer buying behaviors were in a high level. 3. The increase of marketing mix factors including product price and place resulted in a higher level of drinking yoghurt buying behavior. 4. The marketing communication mix including advertising public relations and sales promotion increased the level of drinking yoghurt buying behavior. 5. The mettle of mind factors particularly in the aspect of lifestyle and personality stimulated a higher level of drinking yoghurt buying behavior. 6. People with different age occupation average monthly income and marital status had different drinking yoghurt buying behaviors with statistical significance at level .05 while different gender and educational background showed no differences of the buying behaviors.