The objectives of this research were to: 1) study motives affecting a consumer in purchasing food trucks in Bangkok 2) study marketing mix influencing a consumer in purchasing food trucks in Bangkok 3) study consumers’ buying behavior towards the purchase of food trucks in Bangkok. The samples for this research were 400 customers who were deciding to buy food trucks and who used to buy and consume food trucks. The tool used to collect data was a survey questionnaire. Data was analyzed by using descriptive statistics to determine percentage mean and standard deviation as well as inferential statistics including multiple regression analysis for analyzing data and testing the hypothesis at the statistical significant level of 0.05. The research results revealed that the majority of respondents were female aged between 21-30 years and private employees who had average monthly income at 10001- 20000 baht. They typically had a bachelor’s degree or a diploma. They tended to purchase food trucks less than or equal to 3 times per month and spent 101-200 baht each time. The most popular type of food trucks was beverage. From samples motives and marketing mix were significant towards the decision in purchasing food trucks. Hypothesis test showed that product buying motives rational buying motives emotional buying motive and patronage buying motives influenced the decision in purchasing food truck in Bangkok as well as marketing mix that product price place and promotion also influenced the decision in purchasing food truck in Bangkok.

The study aimed to :1) create a standard formula for frozen rice berry flour Khnom Tien 2) study the defrosting process using a microwave and 3) evaluate consumers’ acceptance. The physical properties sensory evaluation chemical composition and microbiological quality were studied. To create the formula substitution of riceberry flour for sticky rice flour at 20 30 and 40% weight per weight were used and studied. It was found that Khnom Tien with 20% of rice berry flour in substitution for sticky rice flour was accepted most on appearance smell taste and overall appearance but texture (stickiness) was accepted at “a little level”. To improve the texture arrowroot flour was added to increase amylopectin. The result showed that the addition of 7.5% arrowroot flour for the total flour weight was most accepted in all aspects. The results of the physical quality analysis indicated that the stickiness value was to that of the basic formula. The standard formula of riceberry Khnom Tien contained 80% sticky- rice flour 20 % of rice berry flour to sticky- rice flour (w/w) 7.5% of arrowroot flour to the total flour weight(sticky rice flour and riceberry flour weight)500g palm sugar and 800g Gnaphalium affine juice. Microwaving at 600 watts for 2 minutes or at 800 watts for 1.30 minutes could be used in defrosting Khnom Tien. The product could be kept for 60 days at -18 ºc; none of the microorganism yeast or mold was found. One hundred grams of the product provided 249.4kcal energy 5.17g carbohydrate 1.12 fat 3.66g protein 0.41g fiber and 0.81mg anthocyanin. The consumers accepted the product at “much” and “moderate” levels; 95% of them were interested in buying the product sold in a department store/ supermarket at 36 baht for one plastic box containing 4 pieces of Khnom Tien.

The purposes of this research were : 1. To study the personal factors of tourists 2. To The objective of this study was to investigate 1) personal factors of tourists 2) the decision making of purchasing One Tambon One Product (OTOP) and 3) the relationship between personal factors of tourists purchasing/ ever purchase OTOP in Nontaburi floating market and the decision making of purchasing products. Data collection were from 400 tourists in Koh Kred Floating Market Sainoi Floating Market and Wat Yaisawangarom Flaoting Market. Purposive selection used were frequency and percentage. Chi-square test and Contingency Coefficient at statistically significant level were 0.05. SPSS was used in this analysis. The result found that most tourists were women 31 - 40 years old Government officers were the most married bachelor degree and monthly income 10001 - 20000 baht. The decision making of purchasing products were from quality. Raw materials through primary processing were chosen because they were tasty. Non-alcohol drink purchase was from the benefits motivation purchase was from quality and product purchase was from indication labels. The relationship between personal factors and Thai motivation occupation related with reason of purchasing food products selling style and monthly income related with purchasing non-alcohol drinks. Educational levels related with 6 aspects except non-alcohol drinks. Marital status did not relate with purchasing One Tambon One Product in Nonthaburi Floating Market of Thai tourists at statistically significant level was 0.05.

The objectives of this thesis were to study 1) Eating knowledge 2) satisfaction in the Food Shops at Queen Sirikit National Institute of Child Health (QSNICH) 3) food consumption behavior 4) T Relationship of eating knowledge and food consumption behavior 5) the correlation between satisfaction in the Food Shops at QSNICH and food consumption behavior. The study was conducted with 315 staffs QSNICH who served in the Food shops at QSNICH. The research instruments used were the personal data questionnaire. Data analysis was presented in frequency average standard deviation and Pearson’s Product Moment Correlation Coefficient. Results indicated that average scores as calculated by mean percent for eating knowledge was shown at good level. Most of the staffs had medium level satisfaction of food shops and the food consumption behavior was shown at sometime level. In terms of the relation of eatting‘s knowledge and food consumption behavior there was no significant associations. In addition the correlation between satisfaction in food shops at QSNICH and food consumption behavior had no significant association. The suggestion for this research was to promot activity to change food consumption behavior to increased eatting healthy food.

สรุป การศึกษาอิทธิพลของส่วนผสมทางการตลาดที่มีต่อการตัดสินใจซื้อแบตเตอรี่มอเตอร์ไซด์ทดแทนของผู้ขับขี่ในกรุงเทพฯ โดยสาระและความแตกต่างที่แท้จริงก็อิทธิพลของส่วนผสมทางการตลาด เช่น ราคา ที่จัดจำหน่ายผู้ขายแบตเตอรี่ หรือ ร้านติดตั้งแบตเตอรี่ สินค้าที่ไม่มีความแตกต่างจากที่ติดมาตอนซื้อ การส่งเสริมการตลาด โดยการการตรวจสอบจากลูกค้า มุมมองว่าส่วนประสมทางการตลาด (4Ps) มีความสัมพันธ์กับผู้บริโภคในกรุงเทพฯ ตั้งใจที่จะซื้อแบตเตอรี่รถจักรยายยนต์หาปัจจัยในการผสมตลาดที่มีอิทธิพลความตั้งใจของผู้บริโภคในกรุงเทพฯที่จะซื้อแบตเตอรี่รถจักรยานยนต์ พร้อมการตรวจสอบคุณลักษณะของส่วนประสมทางการตลาดที่มีต่อความตั้งใจของผู้บริโภคที่จะซื้อเป็นสิ่งสำคัญที่สุดเมื่อจำแนกตามผลิตภัณฑ์ราคาสถานที่และโปรโมชั่นและผู้ขับขี่มอเตอร์ไซด์ในกรุงเทพฯที่ตัดสินใจซื้อแบตเตอรี่มอเตอร์ไซด์ทดแทน ดังนั้นการศึกษาอิทธิพลของส่วนผสมทางการตลาดที่มีต่อการตัดสินในซื้อแบตเตอรี่มอเตอร์ไซด์ทดแทนของผู้ขับขี่ในกรุงเทพฯ ในโลกที่มีการติดต่อสัมพันธ์ด้านต่างๆ อย่างรวดเร็วจะต้องมีการ การศึกษาอิทธิพลของส่วนผสมทางการตลาดที่มีต่อการตัดสินใจซื้อแบตเตอรี่มอเตอร์ไซด์ทดแทนเพื่อเป็นปนะโยชน์ต่อผู้ประกอบการและผู้ที่มีความสนใจในการประกอบการธุรกิจแบตเตอรี่มอเตอร์ไซด์ทดแทนในตลาดพื้นที่กรุงเทพฯ