The objectives of this study is to 1) study the behaviors of consumption of baked goods in Bangkhen district Bangkok and 2) study factors of decision making of consumers on services. We have sample of 400 subjects and used statistical methods consist of frequency proportion mean standard deviation t-test and F-test. From the results we found that most of the consumers are female of age between 20 – 30. Most of our samples are students and have income less than 10000 baht per month. For the results on behaviors we found that most purchases are for self-consumption. Cakes are the most popular baked goods. There’re 1 – 3 quantity of goods per purchase and cost around 70 -150 baht. The frequency that samples go to bakery is 1 – 4 times a week from Monday to Friday and around 15.01 – 19.00. Samples mostly got information of bakery from personal communication. The results show that price is the most important factors influence on consideration of consumers given ( = 4.46) of mean. While other important factors are products ( = 4.37) convenience ( = 4.10) brand loyalism ( = 4.05) commercial ( = 3.99) brand’s quality ( = 3.96) and brand ( = 3.85). There’s no difference on the influence of gender on consumption but there’s a significant difference between price and brand’s quality and between ages and between convenience and commercial.

The purposes of this study were to 1) study consumer’s behavior at Yellow Orchids restaurant at the Operation Center of Thai Airways International 2) investigate marketing strategies affecting the consumer’s decision on choosing the Yellow Orchids restaurant 3) compare personal factors affecting the consumer’s decision on choosing Yellow Orchids restaurant. The sample group was 350 Thai customers using the restaurants. The sample group was chosen by using the accidental sampling technique. The questionnaire was used in this study to collect data. The statistics used in this research were percentage mean frequency standard deviation t-test and F-test. The result showed that the majority of consumers were women aged over 45 years old with monthly income in a range of 25001-35000 bath. As for the consumer’s behavior it was found that they came here to have food during 11.01- 13.00. They spent less than 1000 bath. They usually order Thai food. The factor involving the decision was self-decision making As for the marketing strategies affecting the consumers in using Yellow Orchids restaurant all strategies were rated high with price and service ranking highest ( = 4.15) physical environment ( = 4.14) product ( = 4.11) personnel ( = 4.10) channel ( = 3.86) and sale promotion ( = 3.79) respectively. According to the comparative marketing strategies affecting consumers in using the service of Yellow Orchids restaurant it was found that sex or gender played no role in using the restaurant. However age affected the product price sale promotion personnel service and physical environment with significant statistic level at 0.05. It was also found that monthly income affected product sale promotion service with significant statistical level at 0.05.

The purposes of this study were to 1) investigate the consumers’ behavior in using THAI catering restaurant at Phuket International Airport 2) marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport 3) compare marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport with details on personal factors. The sample group consisted of 350 Thai customers of THAI catering restaurant at Phuket International Airport. The sample group was chosen by using the accidental sampling technique. The questionnaire was used to collect data. The statistics used in this study were percentage mean standard deviation t-test and F-test. The result showed that the majority of customers were women aged in the range of 35-45 years old with monthly income ranging from 15000 to 25000 bath. The reason for using the restaurant is to have food. The most popular time was between 11.01-13.00. The amount of money spent each time was less than 1000 bath. These customers usually ordered Thai food. As for the factors affecting the decision it was found that it was self-decision making. As for the marketing strategies affecting the consumers in using a THAI catering restaurant at Phuket International Airport all strategies were rated high with personnel ranking highest ( = 4.18) physical feature ( = 4.17) service ( = 4.13) product ( = 4.13) price ( = 4.06) channel ( = 3.87) and sale promotion ( = 3.64) respectively. According to the comparative marketing strategies affecting consumers in using the service of a THAI catering restaurant at Phuket International Airport it was found that sex or gender played no role in using the restaurant. However age affected the product price sale promotion personnel service and physical feature with significant statistic level at 0.05. It was also found that monthly income affected product sale promotion service with significant statistical level at 0.05.

The objectives of this study were: 1) to study consumer behavior towards Sizzler and 2) to study customer satisfaction towards Sizzler’s service quality. The 368 participants were the customers of Sizzler (Siam Square One branch). We used Purposive Sampling to select individuals and a questionnaire using a Likert scale was created as a tool. To analyze the sets of data Descriptive Statistics consist of Frequency Distribution Percentage Mean and Standard Deviation was used to describe the data. We collected the data in March and April 2016. 368 questionnaires which were calculated to be 100% were got back from the participants. The results reviewed that most participants were students aged 20-30 years old. T heir a verage i ncomes p er m onth w ere l ess t han 1 0000 b aht. T hey w ent to Sizzler with friends. Moreover the top reasons they went to eat at Sizzler were Sizzler provides foods they want to eat followed by interesting promotion and location of the restaurant. Most participants went to Sizzler around 12-2 PM. Internet was the source most participants got the information from. The most popular main dish among the participants was chicken steak followed by pork steak and sea food. The most popular Salad Bar menu was mixed salad followed by soup and fruits. We also found that the consumer satisfaction towards food got around 4.12 out of 5. In addition according to the data the main dish got 4.16 followed by Salad bar menu which got 4.1. Moreover consumer satisfaction towards service quality also got high rate which was 4.08. When we considered in details it is found that the factor participants were satisfied most was the restaurant and its area nearby are clean tidy and uncrowded followed by staff wear clean and modest uniforms and utensils are provided to use conveniently. These three factors got 4.17 4.26 and 4.17 respectively.

The objectives of this study were to examine the royalty of customers categorized according to population properties and to investigate the relationship between service quality and royalty of customers. The data were collected from 288 existing customers through the application of questionnaires. The statistics applied for the data analysis comprise Percentage Mean Frequency Minimum Maximum Standard deviation Independent Samples t-test One-way ANOVA and Scheffe’s Method between 0.01 to 0.05 level of significance. The study demonstrated that the differences in gender and education had influences on the royalty of customers at 0.05 level of significance while there is no significant differences in age job and monthly income. Overall it was found that the service quality had a positive relationship with the royalty of customers at 0.01 level of significance.