The research objective was to study the market mix factors (7Ps) that affect the decision to use the domestic airline service of Thai passengers at Suvarnabhumi Airport. The population used in the study was Thai passengers that used four domestic airlines at Suvarnabhumi Airport namely Thai Airways Thai Smile Airways Bangkok Airways and Vietjet Airlines. The sample number was 100 passengers per airline or a total of 400 people. The statistics used in the data analysis were percentage mean standard deviation mean difference analysis (One-way ANOVA) and multiple regression analysis. The study results found that most of the passengers who used domestic airlines focused on the overall marketing mix factor (7Ps) at Very Important level. That affected the overall decision to choose the domestic airline service at Very Important level. The hypothesis testing revealed that the different demographic factors in terms of gender age status educational level and average monthly income affected the selection of domestic airlines differently. Marketing mix factors (7Ps) on products physical evidence and process affected the selection of domestic airlines at a statistically significant level of 0.05.

The objectives of this study were to study the demographic factors including gender age status education level occupation and income affecting the decision to buy food online and tostudy the marketing mix and technology adoption that affected the online food purchasing decisions of Baby Boomersin Bangkok. The population was 55-75 years old Baby Boomer who bought food online in Bangkok. The probability sampling specifically the stratified sampling method was used to determine the total of 400 samples. The data was analyzed using descriptive statistics such as frequency percentage mean and standard deviation. The inferential statistics were Independent Sample T-test One-way ANOVA analysis Pearsons Correlation Coefficient and Multiple Regression Analysis The study results showed that the marketing mix factors could meet the demand for online food ordering of the sample in high level. The technology acceptance level of the overall sample group was high. The importance of the 4-step online food purchasing decision process of the samples namely the perception of the need or problem information seeking alternative assessment and buying decisions was high. The hypothesis testing found that on the evaluation of purchasing options different age groups had a statistically significant difference at 0.05. On purchasing decision married samplesand the widows paid more attention to the purchasing decision process differently at the statistical significance of 0.05.On the perception of needs or problems the sample group with bachelors degrees put more emphasis than those who graduated from elementary schoolsand the group who finished secondary education with the statistical significance at 0.05. On the evaluation of purchasing decision options the group with secondary education put less emphasis thanthe group with bachelors degrees at the statistical significanceof 0.01. On purchasing decision the group with secondary education put less emphasis than associate degree graduates with the statistical significance at 0.05 and put less emphasis thanthe group with a bachelors degree with the statistical significance at 0.05. On data acquisition groups with different incomes put different emphasis with the statistical significance at 0.05. Convenience ease of use and consumer factors had a positive influence on the need or problem perception process at the significant level of 0.05. Convenience benefit perception and ease of use factors had a positive influence on the information seeking processat the significance level of 0.05. Value convenience communication ease of useand consumer factors had a positive influence on the process of evaluating purchasing options at the significant level of 0.05. Convenience benefit perception ease of use and consumer factorshad a positive influence on the purchasing decision process at the significance level of 0.05.

The objectives of this research are 1) to study the behavior of buying fresh food through an online application under the new norms.2) To study the importance of fresh food quality influencing the food purchasing decision-making process through an online application under the new norms.3) To compare personal factors and decisionmaking processes to buy fresh food through online application under the new norms.4) To study the relationship between the quality factors of fresh food and the process of making decisions in food purchasing through an online application under the new norms. This research is a quantitative research. The sample group of 400 people are Thai consumers who have used an online application to order fresh food at least once. The questionnaire was used as a tool for data collection. The statistics used for data analysis were frequency percentage mean standard deviation t-Test and F-Test fromone-way analysis of variance and the Pearson correlation coefficient. The findings of this study shown that almost of participants who use the online application are female age between 22-38 which have income 15001-20000 Thai Bahtper month work as employee in private company and all are single. Most of them are living with their families including 3-4 family members. In terms of participants’ behavior they know Tesco Lotuss online application for ordering fresh food the most however mostly ordered the fresh food through Tops #1 Food&Grocery. Participants know the information on how to order food from social media and usually ordered pork. Normally they decided to buy their own and often choose to buy on Saturday from 10.01 - 12.00 and have an average cost of 501 baht or more. The importance of fresh food quality influencing online shopping app decisionmaking under the new norms. Overall opinions and aspects were found to be at the highest level in all aspects. And decisions affecting fresh food choices through online applications under the new norms overall opinion found that the decision was made at the highest level. The highest level of decision making was found in 4 factors and only 1 factor is at the high level. The results of a comparison of consumer decisionmaking processes towards purchasing fresh food through an online application under the new norms the classification according to demographic characteristics were found that gender age average monthly income status and number of family members all the aspects were found to have a statistically significant difference in the decisionmaking process at the 0.05 level. And the analysis of the relationship between fresh food quality and the process of making a decision on choosing fresh food through an online application under the new norms overall aspects were found at moderate level and correlate in the same direction. When considering each aspect it was found that there was a moderate relationship. It also found that the relationship was in the same direction in 3 factors: physical quality sensory quality and safety for consumption.

The objective of this research is to study the relationship between the quality of accounting data knowledge and understanding of accounting information business organization feature and the decision-making efficiency of executives in small and medium-sized businesses in the metropolitan area. The demographic group is the management of 351 companies. The data is analyzed using descriptive statistics such as frequency percentage mean and standard deviation and inferential statistics such as pearson’s Correlation Coefficient and multiple Regression. The results showed that the administrators had a high level of knowledge and understanding of accounting information and the quality of accounting data the characteristics of business organizations and the overall decision-making efficiency of the executives at a very good level. In the multiple regression analysis between cognitive information quality of account data and business organization feature to the efficiency of the executive decision making in general (Y) the regression equation was statistically significant at the level of 0.01

The objectives of this study were to study personal factors service quality and the decision to choose the service of savings cooperatives in Bangkok to study personal factors that affect the decision to choose the service of savings cooperative members in Bangkok and to study the quality of service that affects the decision to choose the service of savings cooperative members in Bangkok. The population was 1210043 savings cooperative members in Bangkok in 2019. The samples were randomly selected from the population by Purposive Sampling of 400 people. The sample size was determined according to Taro Yamane method. The data was analyzed using descriptive statistics such as frequency percentage mean and standard deviation. The inferential statistics were: independent sample T-test one-way ANOVA analysis Pearsons Correlation Coefficient and Multiple Regression Analysis. The study results showed that the overall service quality level of savings cooperatives in Bangkok was high. The aspects that the sample group thought was of the highest quality was the facilities and responses to member services. The most important factors affecting the decision to use the services of the sample group were human resource development and service development. The study hypothesis test showed that personal factors namely age and membership duration in a savings cooperative affected the decision to use the service of savings cooperative member in Bangkok at a significant level of 0.05. The cooperative members aged 26-35 years focused on service development less than those aged 46 years and over at the statistical significance of 0.05. The group of 16-year membership focused more onservice development than those at the group of 6-10 year membership and the group of 11-15 years of membership at a significant level of 0.05. The service quality factors on trustworthiness confidence and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on cooperative business development aspect at the significant level of 0.05. The service quality factors on trustworthiness confidence and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on human resource development aspect at the significant level of 0.05. The service quality factors on trustworthiness and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on service development aspect at the significant level of 0.05. The service quality factors on confidence and facilities had a positive influence on the decision to use the savings cooperative service on service area development aspect at the significant level of 0.05.