This research was aimed to identify personal factors and consumers’ needs of the marketing mix as well as to study of the strategy development of instant clean foods business in Bangkok Metro Metropolis. To obtain the data a questionnaire was designed to gather the information from the 400 samples in the study selected by convenience sampling in five out of 50 districts from 50 districts. In-depth interviews were also arranged among five respondents. The statistical analysis was completed by percentage mean and SD. The hypothesis was tested by the t-test F-test and Oneway ANOVA. To test differences in pairs LSD was applied at the level of statistical significance at the 0.05. This research employed mixed research method: the quantitative research looked into the quantitative data obtained from the respondents who consumed instant clean foods. Qualitative research relied on the data from the indepth interviews of the clean food business operators. Concerning the marketing mix the targets groups and marketing strategies the research revealed most respondents were single female who aged 21-30 years old with bachelor’s degrees. The average incomes were 10000 - 20000 baht. Their needs related to the marketing mix were the importance of products relevant with freshness and cleanness. They highly focused on food prices and made a wide variety of payments (cash credit card online etc.) The consumers also paid attention to distribution channels at a high level (store sale convenience stores various online channels etc.) and convenient to buy from various reasons such as stores that were close to work schools and shopping malls. The consumers also paid high focus on the clean food promotion.

The research is to study the success factors in small and medium-sized enterprises in Nakhon Pathom. There are 2 points in objective: 1) to study characteristic of operation characteristic of entrepreneur characteristic of doing business and the success in an operation of small and medium-sized entrepreneurs. 2) to study the operation factor influencing the success of small and medium-sized enterprises. The sample size is 400 small and medium-sized entrepreneurs in Nakhon Pathom. In this research there are 3 independent variables including financial and accounting management production management and marketing mix. While dependent variable in the research is the success in doing business. Furthermore basic statistics and pearson correlation were applied in order to analyse all data. The results of this research are indicated that financial and accounting management have relation with the success at a significance level of 0.01. However when considering in each point of financial and accounting management it find out that financial planning is the factor that is more influential than accounting record at a significance level of 0.01. Meanwhile production management has relation with the success at a significance level of 0.01. Whereas it appears that the standardization is an influencing factor rather than quality and cost reduction respectively at a significance level of 0.01. In terms of marketing mix it presents that marketing mix also has relation with the success at significance level of 0.01. And when examining in each point of marketing mix product is more influential than promotion price and place at significance level of 0.01.

This research is intended 1) to study situation and trend of merit-based incentives development of Thai film business for promoting creative economy. 2) to present developing innovation model of merit-based incentives in Thai film business for promoting creative economy. The key informants consisted of the public department and relevance to Thai film business groups. The entrepreneur in Thai film business and relevance business including related to Thai film business in ASEAN groups intellectual persons and marketers; 17 persons in total with the selection through purposive method. The research was conducted the future research method using the Delphi technique involving three-round questionaires as a research instrument. The descriptive statistics including median interquartile range (IR) for desired agreement and consensus answer of key informants. The research result found that: 1. In the first objective consisted of 1.1 To set up the film industry development institution in promoting merit-based incentives in Thai film business for promoting creative economy. 1.2 To create strategic development on film production to building potential and competitiveness world class in promoting merit-based incentives in Thai film business for promoting creative economy. 1.3 To create strategic promotion on inbound and outbound market in promoting merit-based incentives in Thai film business for promoting creative economy. 1.4 To create strategic promotion on private sector in film education development on supported promoting merit-based incentives in Thai film business for promoting creative economy. 1.5 To create strategic promotion and development to Thai film art preserve on supported merit-based incentives in Thai film business for promoting creative economy. 2. In the second objective from the above research finding & led to the presentation model approach in innovative developing model on merit-based incentives in Thai film business for promoting creative economy as follows; to set up the film industry development institution on supported merit-based incentives in Thai film business for promoting creative economy must in the patterns of public organization in leading to 4 post strategic concerned to strategic promotion on film and video industry. It as to proceed value creation on creative economy development by using content leading marketing and to establishing Thainess popular culture through media practicing for world connectivity could led to Thai film acceptance.

The research studies self-discipline behaviour of business administration student of Rajamangala University of Technology Phra Nakhon Pha Nakorn. There are 2 main points in objective: 1) To study the power to predict student’s self-discipline behaviour by psychological characteristic psycho-situational characteristic and social characteristic in collected group and subgroups. 2) To examine the interaction between psychological characteristic psycho-situational characteristic and social characteristic that relates to self-discipline behaviour in collected group and subgroups. The survey of 400 undergraduates was conducted to assess self-discipline behaviour of students. Moreover there are 6 independent variables in this research including 2 variables of psychological characteristic (future orientation and self-control and achievement motivation) 2 psycho-situational characteristic variables (perceived self-efficacy and attitude toward self-discipline behaviour and 2 variables of social characteristic (good role model from family and supportive rearing while the dependent variable is self-discipline behaviour. Basic statistics multiple regression analysis and two-way ANOVA were used to analyse. All of the analysis was also used in both collected group and subgroup according to socio-demographic characteristic. The results of this research are as follow: 1. 6 variables in term of psychological characteristic psycho-situational characteristic and social characteristic can predict self-discipline behaviour in collected group accounting for 59.5 per cent while subgroups are between 32.1 to 44.8 per cent. The most prediction is female group. Furthermore the most significant predicting factor is attitude toward self-discipline behaviour which is in equation in collected group and subgroups and it is the first significant predicting factor in collected group and male group as well as the student group who study in first and second years in bachelor’s degree. 2. Students who have high level of future orientation and self-control and good role model from family will have great self-discipline behaviour. In fact it is found that future orientation and self-control and good role model from family disconnect with student’s self-discipline behaviour at the level of significance of 0.05. However when analysing each independent variable self-discipline behaviour varies with future orientation and self-control. It appears on collected group and 4 subgroups which consist of male group female group the first and second year undergraduate group and the third and fourth year undergraduate group. In addition good role model from family influences self-discipline behaviour that can be found in collected group and 4 subgroups such as male group female group the first and second year undergraduate group and the third and fourth year undergraduate group. 3. The students who have high achievement motivation and supportive rearing are estimated to have great self-discipline behaviour. Whereas it is apparent that achievement motivation and supportive rearing do not interact with self-discipline behaviour at the level of significance of 0.05. On the contrary when considering each independent variable achievement motivation affects self-discipline behaviour in collected group and subgroups (male group female group the first and second year undergraduate group and the third and fourth year undergraduate group). At the same time self-discipline behaviour is also determined by supportive rearing that presents in both of collected group and subgroups which include male group female group the first and second year undergraduate group and the third and fourth year undergraduate group.

Direct selling business has plays a vital role for generating national revenue towards Thailand economic for several decades. Particularly during last past decade direct selling business has been generating in the diversity size involved large medium and small business unites. This business attempts to win in national consumption markets by using the form of direct selling system for distribute of products and increase sale volume. Thus the objective of the research is attempts to study the quality of direct sales in particular supplement food products through the lens of independent distributor. The results of the study will used for developing of direct sale company service quality efficiency. Five point Likert scale and closed end questionnaires were used for collecting data from executives directors of 12 direct sale companies and 400 independent distributors. The data were interpreting by using percentage (%) Mean (x) and standard deviation (S.D). The inferential statistics represented by t - test and F-test. The research finding indicated that direct sales service quality management is the important factor that can be contributing business success. Considering in detail found that the relationship between service provider (direct sale company) and service receiver (independent distributor agency customer) have a most significantly important in among other service dimensions. Look through the company size dimension the large size company has pay attention on every service quality details. Despite the overall picture of direct sale companies in Thailand have providing promotional services to the independent distributor in order to meets the standards of the direct sale association development of Thailand. Addition the objective of this association is for enhance direct selling business standard simultaneously generated the confident of new comer businessmen and customer in direct sale business network. Hence promoting business development plan is requiring the expertise person who have been in this particular area of business to supervise of business outline under the framework of direct sale association development of Thailand Key words : The direct selling business