The purpose of this study was to study and compare services marketing mix factors affecting students’ decision to pursue study at undergraduate level in faculty of business administration of Rajamangala University of Technology Phra Nakhon in 7 aspects: product price place promotion people process and physical evidence. The undergraduates were classified by gender major subjects educational background curriculum department of education domicile and achievement. The samples in this research were 281 undergraduates. The study participates selected by stratified random sampling. The 84 item questionnaires of rating scales with the coefficient alpha 0.98 were used as the research instrument. Percentage mean standard deviation t - test for independent sample F – test and Scheffe’s test were statistical method to analyze data. The results were as follows: 1. Services marketing mix factors affecting students’ decision to pursue study at undergraduate level in faculty of business administration of Rajamangala University of Technology Phra Nakhon all aspects were in relatively high levels that product was the highest while people and promotion was in the lowest rank. 2. There was significant difference for services marketing mix factors affecting students’ decision to pursue study at undergraduate level in faculty of business administration of Rajamangala University of Technology Phra Nakhon at the 0.05 level among undergraduates in different gender major subjects educational background curriculum department of education domicile and achievement.

The purpose of this research is to study directions to Eco-tourism Business Management: Mahanakorn Floating Market Bangkok The first sample consisted of 150 Members of the local community. The second Sample were 385 tourists who visited Mahanakorn Floating Market. Yamané calculation formula was applied for the research. The data were analyzed by using Frequency Percentage Mean Standard Division t-test One-Way ANOVA and Correlation. The results indicated that: 1. The local community had different opinions on directions for Tourism Development in Bangkok: Mahanakorn Floating Market in terms of management process and participation was more than statistic 0.05. But sex age education and occupation non different opinion. 2. Educational levels and income per month of the local community significantly affected view directions tourism for development of Bangkok: Mahanakorn Floating Market overall and about zoning with statistical significant the research also found that monthly income influence viewpoint on directing for tourism development of Bangkok: Mahanakorn Floating Market. Market overall in terms of participation at statistical level 0.05 within area different opinion was more than statistic 0.05. And income per month of local community has different opinion. The participation was area different was more than statistic 0.05 3. The opinions of the local community had different opinions on directins for tourism development in Bangkok: Mahanakorn Floating Market in terms of area management process and participation was more than statistic 0.05. And were area management process and participation were related positively.

This study aim to study the marketing factors and media exposure which have an effect on condominium purchasing of LPN Development Public Company Limited. It is a one-time information gathering survey research where questionnaires were provided to consumers who have purchased and lived in 6 different projects of LPN Development Public Company Limited in Bangkok area. The respondents were both males and females of age over 20 years old for 400 examples. Mixed Sampling was done by multiple processes. All data were analyzed by percentage mean scores t-test one way ANOVA. The results showed that the demographies; gender age marital status education level income number of family members projects comparision influential groups budget work space are relevant to condominium purchasing decision behaviors. It was found that consumers were exposed to direct marketing the most followed by advertising media and online media respectively. Moreover it was found that consumers of different types of LPN.’s condominiums were exposed to different types of channels of LPN’s condominiums with statistical significance Regarding the marketing mix factors which affected the respondents’ purchasing decision it was found that locations had the highest purchasing decision effect where they paid attention to the trends of land price and future development in the area as well as the location of the project being in the important spot of the city. Morever the respondents also gave importance to the product designs and product warrantee which affected their purchasing decisions the most. The price also had effects on the purchasing decision where the respondents gave importance to the length of installment payment as well as the banks’ loan interest while the respondents paid the least attention to the marketing promotions. It was found that buyers of different types of condominiums namely Lumpini Suite Lumpini Place Lumpini Park Lumpini Ville and Lumpini Center condominiums used the locations as purchasing decision factor of LPN’s condominiums the most except that the buyers of Lumpini Condo Town condominiums used the products as purchasing decision factor. Additionally it was found that the respondents had purchasing budget between 1600000 – 2000000 bahts. They needed average work space less than 30 sq.m and decided to purchase the condominiums by themselves. They purchased them as living units nearby their work place where they compared over 3 different projects before they dicided to purchase them.

The objectives of the research were (1) to study perception of Integrated Marketing Communication (IMC) of Air Force Clubs (2) to study aspect of fans to Air Force Club’s image (3) to compare demographic characteristics with Air Force Club’s image and to study correlation of IMC of Air Force Club’s image with Air Force Club’s image. The data were collected by using questionnaire sampling from 400 members who were fans of Air Force Club. Data analysis employed frequency percentage arithmetic mean (􀝔􀒧) and standard deviation (S.D.) statistics used for hypothesis testing include t-test one-way analysis of variance and Pearson Product Moment Correlation Coefficient. The study presented the following results:Demographic Fans’Air Force Club were males (78.50%) ages between 25-34 (42.00%) government/stage enterprises occupation (42.75%) average monthly income between 20001-30000 baht (33.00%) marital status (48.30%) and lower than bachelor degree (82.50%) Demographic Air Force Club Fans from the middle class get news updates about the league from IMC social media television broadcast and radio reports. The fans are generally concerned about the league’s game results club’s news and information league’s schedule and result of drawing lots. Demographic Air Force Club Fans play a big role in bringing the image of Air Force Club in high level. The hypothesis testing showed that different occupation average monthly income and marital status of fans’ Air Force Clubhad statistically significant differences at the level of .05 on Air Force Club’s image. On the contrary difference in gender age education had no statistical significance for their Air Force Club’s image. The IMC of Air Force Club showed correlation with Air Force Club’s imageatstatistical significance .05that was three channelsincluding television broadcastingmedia radio broadcasting media and printed media.

This research was to analyze the content of locality and method to symbolically communicate locality through cultural commodities focusing on the process of analyzing the meaning from the tourist commodities of Klong Lat Mayom floating community along the framework basing on semiotic theories and the in-depth information collection in the real phenomena to understand the contexts related to the research issues. The findings reveal that the locality reflected in the cultural commodities had 3 content issues namely 1) naturalism of life associated with water without dependency on technology and the love in the value of trees as the component 2) traditional way of life which was simple with handicraft as the prime livelihood and 3) in-trend culture by which the reconstruction of old things and diversity were presented on the commodities. Symbolic communication was done through 3 forms namely 1) paradigmatic communication which was the results of using the parts to communicate 2) intertextuality by using clues of old things to create value with the new meaning and 3) construction of opposites or bipolarity to clearly differentiate between urban and rural societies. The research findings could expand the perspective on the use of local culture as the factor to enhance the capacity of tourism to assure its development and sustainability.