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 purpose of this research is to study the effect of marketing communications on student decision in relation to enrollment for a bachelor degree at Rajamangala University of Technology Phra Naknon and to determine other factors affecting such decision of grade 12 students and year 3 vocational certificate students in Bangkok. The research tool used in this study is a questionnaire to enable analysis through frequency percentage mean standard deviation and Chi-Square Test. The findings show that subjects are influenced in their choice to study by online media (such as websites and Facebook) the public relations media of the university (in the form of newspapers journals and posters) as well as the reputation and image of the university. The results further show with a level of significance at 0.05 that student decision with regard to enrollment in a bachelor degree at Rajamangala University of Technology Phra Naknon depends on viral marketing or word-of-mouth marketing

The summary of females living in Bangkok was as follows: results from the research shows that out of the 400 participants a large proportion were aged between 23 - 30 year’s old who held a Bachelor’s degree and worked in private sector earning approximately between 10000 to 18000 THB per month. If purchased through a sales person a customer has the privilege to compare products and make informed decision. Also if products are on sale the customer may buy extra items and pay at the counter (otherwise it is purchased through online stores for example: Lazada). The overall participants who decided to purchase lingerie were also at a somewhat moderate level. Participants who decided to purchase lingerie were found to place the most importance on the sales person and the level of service they received. As it’s expected all participants differ in terms of their age education occupation and income. In terms of buying patterns education was the factor with the most influence in correlation with the initial hypothesis. However in terms of other factors such as age occupation and income the differences in these groups and the impact upon their buying habits which deviated from the initial hypothesis. In terms of IMC age was the factor most affected by the use of it in correlation with the initial hypothesis. Other factors such as education occupation and income which again differed from the initial hypothesis. The factors of IMC that relate to advertising are the salesperson themselves; the service they provide to their customers sales promotions special events to promote the product and direct selling. These factors affect the behavior and buying decisions of women’s lingerie which is in accordance with the hypothesis.

Social networking is a popular medium for the business of selling female clothing and has been growing steadily. This is because of ease and availability of access faster communication and lower cost in comparison to competing market media strategies. This study investigates the influence of integrated marketing communications (IMC) on female decision making in social online clothing purchase. The research involves quantitative method by use of questionnaire as a tool in collecting information. The population for this study comprises females who live in Bangkok and use online social networking services. Quota sampling is used to select for a sample size of 445 subjects. The results show that most in the sample group deciding to purchase clothes online with an overview of IMC tools (advertising public relations promotion and direct marketing) are in the moderate range (43.82%). In addition Eta ( ) correlation ratio indicates strong nonlinear relationship between clothing purchase and the IMC tools except for advertising which has a weak positive relationship (0.165). Multiple regression analysis results show that marital status age level of education revenue time using the Internet and times to view products through online social network all have effect on clothing purchase. The sample group outcome suggests that entrepreneurs should pay attention to warranty information on products and prices security of financial transactions and contact with manufacturers in order to encourage consumer online purchasing.

This is a research of Independent study on “Integrated Marketing Communications Factors Influence the Decision to Purchase Tablets in the Bangkok Area”. This research aims to study the demographic characteristics of consumers who decided to purchase a tablet electronic device in the Bangkok area their purchasing decision and integrated marketing communications factors which influence the decision to purchase tablets in the Bangkok area. This was a quantitative research study. Data were collected using a questionnaire survey administered to a sample of 400 respondents.