The purposes of this research are (1) to study the marketing components that influence fish sauce buying behavior of consumers in The Central Region and (2) to study the influence of viral marketing (word-of-mouth marketing) on buying behavior of consumers in The Central Region. The instrument used in the study is a questionnaire. The data are analyzed by using frequency percentage mean standard deviation T-Test and F-Test The results of the research are as follows: The subjects chose fish sauce by looking at the expiry date and bought 1 to 3 bottles of 700 ml. fish sauce at the price of 21 to 30 baht and often found that the color of authentic fish sauce would change. The majority of subjects were greatly influenced by television advertising and sale promotion of ‘buy 1 get 1 free’ at points of sale for the buying of fish sauce in The Central Region. The monthly expense of consumers buying fish sauce in The Central Region was between 5000 and 10000 baht. Fish sauce buying behavior of subjects for various age groups education levels occupations and average incomes showed significant difference at the 0.05 level. Price and sale promotion were related to fish sauce buying behavior at a significant level of 0.05.

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 purposes of this survey research were to study (1) personal factors (2) student’s breakfast consumption behavior (3) the relationship between student’s personal factors and breakfast consumption behavior (4) ) relationship between knowledge of breakfast consumption to breakfast consumption behavior of student’s who were studying at College of Hotel and Tourism Rajamangala University of Technology Srivijaya Trang campus.Sample group was undergraduate Students studying in the 1st semester 2015 academic Year total 250 persons instrument were questionnaires. Percentage Mean Standard Deviation and Chi Square were used in data analysis. Research result found that Students had medium knowledge of breakfast consumption. Students breakfast consumption behavior was medium. When each question was examined fair medium and good were found. Students personal factors which are sex age year of study person who student stayed with had no relationship with students breakfast consumption behavior. Students knowledge of breakfast consumption had positive relationship with students breakfast consumption behavior at statistically difference of .05 significance.

The objectives of this study are (1) to investigate the demographic characteristics and decision for service of animal hospitals in Bangkok and (2) to explore the relationship of marketing communication tools and decision for service of animal hospitals in Bangkok. The methodology of this study is survey research. Data are collected through questionnaire. The sample of this study is 400 people consisting mostly of females; those aged 21-30 years; those with married or living together status; those graduated with bachelor’s degree; private employees; and those with monthly income of 10001 to 20000 baht. Questionnaire reliability is tested through Cronbach Alpha Formula. Data are analyzed through descriptive statistics including frequency percentage mean and standard deviation. Quantitative data analysis is conducted through difference testing by using T-test F-test and relationship testing by using Chi-Square with a statis-tical significance level of 0.05. Data are processed through statistical programming. The results of this study indicate high placement of the importance of marketing communication tools affecting service decision making. Sale force and problem awareness have the highest mean scores. Hypothesis testing shows that different personal factors including gender age and monthly income give rise to different decisions in relation to use of service. The relationship testing reveals that the overall marketing communication tools variable is positively related to decision to use service. The relationship between problem awareness and decision to use service is at the highest level.

งานวิจัยเรื่องความสัมพันธ์เชิงสาเหตุของรูปแบบภาวะผู้นำและความฉลาดทางสังคมที่มีอิทธิพลต่อรูปแบบ การจัดการความขัดแย้งของผู้บริหารบริาทที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย มีตถุประสงค์ของการวิจัยคือ 1) เพื่อพัฒนาโมเดลความสัมพันธ์เชิงสาเหตุของรูปแบบภาวะผู้นำแห่งการเปลี่ยนแปลงและความฉลาดทางอารมณ์ที่มีอิทธิพลต่อรูปแบบการจัดการความขัดแย้งของผู้บริหารบริษัทที่จดทะเบียน ในตลาดหลักทรัพย์แห่งประเทศไทย และ 2) เพื่อตรวจสอบความสอดคล้องของโมเดลที่พัฒนาขึ้นกับข้อมูลเชิงประจักษ์ ผลการวิจัยพบว่า โมเดลความสัมพันธ์เชิงสาเหตุของรูปแบบภาวะผู้นำแห่งการเปลี่ยนแปลงและความฉลาดทางอารมณ์ที่มีอิทธิพลต่อรูปแบบการจัดการความขัดแย้งของผู้บริหารบริษัทที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทยไม่มีความสอดคล้องกับข้อมูลเชิงประจักษ์ อย่างไรก็ตามผลการวิจัยพบว่า รูปแบบภาวะผู้นำแห่งการเปลี่ยนแปลงมีอิทธิพลทางตรงเชิงบวกต่อความฉลาด ทางสังคมและรูปแบบการจัดการความขัดแย้ง รูปแบบภาวะผู้นำแห่งการเปลี่ยนแปลงมีอิทธิพลทางอ้อมเชิงบวกต่อรูปแบบการจัดการความขัดแย้งผ่านความฉลาดทางสังคม และความฉลาดทางสังคมมีอิทธิพลทางตรงเชิงบวกต่อรูปแบบการจัดการความขัดแย้ง