The purposes of this research were: 1) to study the individual factors of consumers in Chonburi Province 2) to investigate the marketing mix factors used for purchasing decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 3) to find out the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 4) to examine factors affecting the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province and 5) to establish guidelines for the development of Chinese pastry cake products for consumers in Chonburi Province. The sample in this study included 400 consumers in Chonburi who chose to buy Chinese pastry cake products and 7 business owners who sold Chinese pastry cake products. The research instruments consisted of questionnaires and interviews. The data were analyzed by using statistical analyses: frequency percentage mean standard deviation chi-square and descriptive data analysis. The results can be summarized as follows: 1) Most of the consumers were female between the age of 31-40 running a private business with an average monthly income of 20001 - 30000 baht and 74% of the study sample reside in Chonburi Province. 2) Overall consumers’ attention for the marketing mix was at a high level. When considering each aspect of the marketing mix factors the results reported that customers’ attention for the marketing mix from the most to the least: location individual price customer service marketing promotion and products. 3) The consumers purchased pastries as gifts or souvenirs for other people. Most of them bought a mix of golden bean paste pie and pumpkin in syrup once a month (3 - 4 pieces about 201 - 500 baht each time). Most consumers bought those desserts for themselves. 4) Factors affecting Chonburi consumers’ purchase decisions for Chinese pastry cake products were as follows: 4.1) The individual factors affecting consumer’s purchase decisions involved gender age occupation and average monthly income. Those factors affected the purchase decisions of Chinese pastry cake products of consumers in Chonburi Province with statistically significant differences at the .05 level. The residence of the consumers however did not result in purchasing decisions of Chinese pastry cake products at the .05 level of significance. 4.2) Marketing mix factors affecting consumers’ purchasing behavior included products price distribution marketing promotion personal factors location and service with significant results at the .05 level. In addition to the guidelines on how to develop Chinese pastry cake products for consumers in Chonburi Province the business owners should improve the pastries to attract market demand. Packaging improvement should be a combination of modern and traditional styles. The price should be various based on the types of products. Also developing distribution channels through social media and the decoration of attractive storefronts with Chinese themes should be implemented. Moreover there should be advertising through social media. Employees should be trained on the product and customer service knowledge. The store must be easily accessible to common people using public transportation. The shop owners should focus on the quality of the customer service and customer satisfaction enhancement.

This research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency percentage mean standard deviation one-way analisis of variance and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%) the age between 27-32 years (58. 30 %) education of bachelor’s degree (77. 5 0%) business of employee (56.80%) and average monthly income between 15001 – 30000 baht (61. 00 %). Diffenct Demographic characteristics included gender age career and average monthly income had purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%) price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent

The purposes of the study was to study the convenience store image consumers’ satisfaction and loyalty which was differentiated by demographic characteristics and to study relationship between convenience store image and consumers satisfaction and loyalty. The questionnaire was applied as a research tool. The population in this study were 384 consumers of 108 CP Fresh Mart stores in the Bangkok metropolitan area. The statistics used were Percentage Mean Standard deviation t-test one-way ANOVA and Pearsons correlation coefficient at statistical significance level of 0.05. The research result revealed demographic factors regarding consumers who shopped at CP Fresh Mart with different genders ages education levels average monthly income and the frequency of the use of service were dissimilar in terms of the consumer image consumer satisfaction and customer loyalty at the 0.05 level of significance. The convenience store image was positively correlated with the consumers’ satisfaction and loyalty statistically significant at the 0.01 level.

This research has objectives 1) to study about personal factors of bakery buyers; 2) to study about behavior of selection to buy bakery of consumers; 3) to study about marketing factors affecting behavior of selecting to buy bakery of consumers; 4) to study regarding relations between personal factors and behavior of selecting to buy bakery of consumers and 5) to study the relations between marketing mix factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District Nonthaburi Province. Sample group contained buyers of bakery in Mueang Nonthaburi District Nonthaburi Province numbering 400 buyers. Research tools are questionnaires. Statistics used in analysis of data comprised frequency percentage mean standard deviation and chi-square. The researcher analyzed the statistic information by using computer programs. The research result found that : 1) most consumers were female aged below 20 years education was in Bachelors Degree; most were school students and university students having average income per month for 10001-20000 Baht; 2) behavior of selection to buy bakery of consumers in Mueang Nonthaburi District Nonthaburi Province it was found that most consumers selected to buy bakery from beverage and bakery shop. Type of bakery selected to buy was bread. The reasons to use bakery shop service were that bakery was delicious. Opportunity to select for buying bakery was to consume by themselves. The period for selecting to buy was 15.00-18.00 hours. Expense in buying bakery in average per time for 51-100 Baht. Frequency in using bakery shop service was 1-2 weeks per time; 3) the factor of marketing towards selection to buy bakery of consumers. In the overview the evaluation result was in much decision. When each aspect was considered it was found that in the aspect of products and in the aspect of service providing process the result was in the most level and the aspect of distribution price and marketing promotion were in much level; 4) relations between personal factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District Nonthaburi Province it was found that gender age education level occupation and average income per month had relations having statistical significance at level of .05 and 5) relations between marketing mix factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District Nonthaburi Province it was found that the aspect of product price distribution marketing promotion and aspect of service providing process had relations with statistical significance at level of .05.

The rapid development of Information and communication Technology and the growth of Internet of Things concept accelerate the transformation of marketing environment into the era of marketing 4.0 In this era the market becomes more inclusive horizontal and social-oriented. Social media eliminate geographic and demographic barriers enabling people to connect and communicate limitlessly. Customers communicate more with each other and their decision-making process rely more on social trends. The access to wider range of news and information increases customers’ choices of purchasing and bargaining power which directly affects retailers who target the end users. The objective of this article is to review related literatures in order to study the suitability of the Omni channel retailing concept to the retail business in 4.0 marketing era. The result of this study suggests that the suitable approach for retail businesses is to do the Omni Channel retailing a multi-channel distribution approach using interconnect data and operating systems. Through this seamless channel of distribution approach customers can enjoy fast and convenient shopping experiences that suit their lifestyles as well as the customized services that increase the level engagement between customers and retailers resulting in the continuous growth of the retailing business.