The purposed of this research “Trend and marketing mix factors affect toward purchasing behaviors of working women in Bangkok” was to study (1) the relation between personal factors of working women in Bangkok and the marketing mix factors of Korean cosmeceuticals (2) the trend of using the Korean cosmeceuticals of working women in Bangkok. The samples of this study were 400 working women in Bangkok. The questionnaires were implemented as the tool for data collection. The statistics methods were used for analyzing data; Percentage Mean Standard Deviation and Chi-Square. The results were found that: The results were showed that most of respondents had range of age between 20 to 30 years old hold Bachelor degree single and lived with the parents. Their monthly income were 15001-20000 bath and work with the private companies. They have bought face care cosmeceuticals and the reason of buying is products’ quality. Innisfree is the most popular cosmeceuticals brand. The price which they spent each time are not more than 1000 baht. The places where they buy the products is health & beauty shops such as Boots Watsons Matsumoto First Drug and EVEANDBOY. The purchasing frequency is once a month. They decided to buy the products by themselves and the information about Korean Cosmeceuticals come from the Internet. This research was found that the respondents are continually going to buy Korean Cosmeceuticals. They will interest to buy whitening product for next purchase. The hypothesis testing results showed that (1) monthly income age and education have mostly related to purchasing behavior of Korean Cosmeceuticals (2) monthly income has mostly related to the marketing mix factors. (3) product place and marketing communication have mostly effected to purchasing behavior

The research aims to investigate the problems and needs of the Lat Mayom Floating Market community in order to find ways to develop the market and improve the ability of tourism stakeholders to welcome foreign tourists. The research methodology was qualitative and data was collected by means of in-depth interviews with 20 tourism stakeholders in Lat Mayom Floating Market and a focus group discussion with 6 of these stakeholders. The research results indicate that Lat Mayom Floating Market is centred on agricultural tourism that presents the Thai way of life. The research identified several problems faced by floating market stakeholders including: difficulty in communicating in English; lack of tourism facilities to welcome tourists in the area of the floating market; and inadequate transfer of local wisdom and knowledge of tourism management to the younger generation. Due to these problems the participants stressed the need to receive training to develop their English and tourism management skills as well as the need to improve tourism facilities at this tourist site. Possible solutions to these problems identified by the research results include a project to train locals in many topics such as basic English for tourism service techniques to welcome tourists and knowledge of sustainable tourism management. The target group of this project should be locals who live in the area of Lat Mayom Floating Market. It is important that the training program be long-term to enable locals to practice English that can be used in real situations. Participants suggested that such a program could be organised by volunteers or by the government. Recommendations for developing Lat Mayom Floating Market include raising the awareness of both locals and tourists about conserving the environment and tourist safety (especially when taking boat rides); and preserving authentic culture of locals by developing only the tourism facilities (e.g. public toilets) that need to be improved not ง developing too many facilities such as parking lots or accommodation in order to limit the number of tourists to ensure the sustainability of Lat Mayom Floating Market.

This research explored the Marketing Mix (4P’s) factors affecting vocational education textbook buying decision of target customerss Wankaew Edutainment Co.Ltd. in Bangkok metropolitan area. The Population in this study are teachers and lecturers belong to vocational schools in Bangkok. The equation used to calculate the unknown sample population at 95% confidence level. The sampling and statistical sample of 400 active research. That have statistics used in this research is the Binary logistic regression. The results showed that with ten issues from three aspects that affect buying decisions. The level of statistical significance was 0.05 The 4P’s product clarified on two issues includes learning plans and test examination for course number 200 as a Microsoft Word file containing a CD and given to the print format four-color throughout. The 4P’s place focused on three issues as books sold through shops in the area close to the Lyceum sales by telesales and distributed E-Commerce system. The 4P’s promotion focused on five issues as counseling services academic and teaching buyer can author textbook buyer invite participants academic buyer have joined academic work and advertising through social media and website

The purposes of this study were to 1) investigate the consumers’ behavior in using THAI catering restaurant at Phuket International Airport 2) marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport 3) compare marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport with details on personal factors. The sample group consisted of 350 Thai customers of THAI catering restaurant at Phuket International Airport. The sample group was chosen by using the accidental sampling technique. The questionnaire was used to collect data. The statistics used in this study were percentage mean standard deviation t-test and F-test. The result showed that the majority of customers were women aged in the range of 35-45 years old with monthly income ranging from 15000 to 25000 bath. The reason for using the restaurant is to have food. The most popular time was between 11.01-13.00. The amount of money spent each time was less than 1000 bath. These customers usually ordered Thai food. As for the factors affecting the decision it was found that it was self-decision making. As for the marketing strategies affecting the consumers in using a THAI catering restaurant at Phuket International Airport all strategies were rated high with personnel ranking highest ( = 4.18) physical feature ( = 4.17) service ( = 4.13) product ( = 4.13) price ( = 4.06) channel ( = 3.87) and sale promotion ( = 3.64) respectively. According to the comparative marketing strategies affecting consumers in using the service of a THAI catering restaurant at Phuket International Airport it was found that sex or gender played no role in using the restaurant. However age affected the product price sale promotion personnel service and physical feature with significant statistic level at 0.05. It was also found that monthly income affected product sale promotion service with significant statistical level at 0.05.

This study was aimed to study business plan development of frozen Roti (Indian pancake) and formulate frozen Roti business strategies for the community enterprise producing traditional Muslim food in Ban Taladkaew Nonthaburi. Relevant theories documents articles as well as other useful information from in-depth interviews were collected and analyzed using the strategic management process theory. The samples used in this research were 10 community members of the traditional Muslim food stores from Ban Taladkaew. The results revealed that the strategies suitable for frozen Roti business of the community in Ban Taladkaew Nonthaburi as traditional Muslim food to increase capacity feasibility and appropriateness were Differentiation strategies. The recipe of frozen roti products a more than 150 year-old recipe with temple figurines and mosques as background showing that both Buddhist and Muslim Thais had lived together therefore Focused Differentiation was applied as consumer groups were for example students from schools nearby. Product and Operation Strategy was also used to focus on the development of standardized production processes and product quality in order to create alternative products for consumers. Marketing Strategy also help to create and increase different products from other markets which were aimed at online marketing. Finally Finance Strategy the most important one was applied to raise funds and prepare for the future business expansion.