The objectives of the study were : 1) to study the character of Generation y effecting to buying decision at convenience stores. 2) to study the communication channels effecting to buying decision at convenience stores. The sample group was 500 graduation single females age between 25-29 years old working in private companies monthly income between 30000 – 40000 baht. The instruments used in the study were 1) the questionnaire and 2) the multiple regression analysis. The frequency percentage and mean were the parameters used for statistical analysis. The result of the study were 1) the most frequent buying store was 7-11 2) the most frequent communication channel was LINE application 3) the most frequent connecting tools were smartphone and tablet and 4) the most frequent payment channel was convenience stores. The finding of Generation Y population’s character analysis showed that occupations the convenience stores’ brand and connecting tools had effected to buying decision at the convenience stores and it is statistically significant at .05 level. For the marketing communication channels analysis showed that Advertising Sales Promotion Public Relations and Publicity Online and Social media Marketing Mobile Marketing Direct and Database Marketing and Personal selling were effected to buying decision at convenience stores.

The purpose of this research is to study demographic characteristics towards buying decision on cosmetic product of consumers in Bangkok. The Research also involves in studying behavior of consumers to purchase the cosmetic product via beauty blogger. The methodology through questionnaire is a primary and qualitative research methodology through in-depth interview is supportive. The data is collected from 400 samples whose age are more than 18 years old and 9 key informants from 5 areas. The research found that the demographic majority of respondents are female aged between 18-30 years old Bachelor’s degree and single. Their monthly income are less than 10000 baht. The evaluation of alternative selection post-evaluation problem recognition and information gathering mostly affect the buying decision respectively. The research also reveals that occupation affects the buying decisions especially business owners because of either their higher income of their beauty concern.

The study aimed to :1) create a standard formula for frozen rice berry flour Khnom Tien 2) study the defrosting process using a microwave and 3) evaluate consumers’ acceptance. The physical properties sensory evaluation chemical composition and microbiological quality were studied. To create the formula substitution of riceberry flour for sticky rice flour at 20 30 and 40% weight per weight were used and studied. It was found that Khnom Tien with 20% of rice berry flour in substitution for sticky rice flour was accepted most on appearance smell taste and overall appearance but texture (stickiness) was accepted at “a little level”. To improve the texture arrowroot flour was added to increase amylopectin. The result showed that the addition of 7.5% arrowroot flour for the total flour weight was most accepted in all aspects. The results of the physical quality analysis indicated that the stickiness value was to that of the basic formula. The standard formula of riceberry Khnom Tien contained 80% sticky- rice flour 20 % of rice berry flour to sticky- rice flour (w/w) 7.5% of arrowroot flour to the total flour weight(sticky rice flour and riceberry flour weight)500g palm sugar and 800g Gnaphalium affine juice. Microwaving at 600 watts for 2 minutes or at 800 watts for 1.30 minutes could be used in defrosting Khnom Tien. The product could be kept for 60 days at -18 ºc; none of the microorganism yeast or mold was found. One hundred grams of the product provided 249.4kcal energy 5.17g carbohydrate 1.12 fat 3.66g protein 0.41g fiber and 0.81mg anthocyanin. The consumers accepted the product at “much” and “moderate” levels; 95% of them were interested in buying the product sold in a department store/ supermarket at 36 baht for one plastic box containing 4 pieces of Khnom Tien.

The objectives of this study were to (1) evaluate physical and chemical properties of the commercial beverages from fruit and vegetable extracts (2) develop a beverage from butterfly pea and roselle extracts (3) analyze the shelf-life of this product and (4) determinate the consumer acceptance of the beverage from extracts of butterfly pea and roselle. The findings showed that the commercial beverages from fruit and vegetable extracts were clear and dark brown color 3.43-3.67 (pH) 16.50-35.00°Brix (total soluble solids) and low anthocyanin content. The optimum extraction of butterfly pea and roselle was boiling at 70+2°C and evaporation at vacuum pressure (72 millibar). This process resulted in the final anthocyanin content approximately 1366.98 and 4090.19 mg/l for butterfly pea and roselle extracts respectively. Then the butterfly pea and the roselle extracts were blended at various ratios. Based on sensory evaluators (n=50) the 50:50 blend was the most preferential with respect to overall acceptability (p≤0.05). The decrease in the anthocyanin content was observed during storage for 5 weeks. No Coliform bacteria E. coli Salmonella spp. and yeast and mould were found in all samples while the total plate counts were still accepted asconsidered for the standard set by the Ministry of Public Health. An acceptance test showed that consumers (n=100) absolutely accepted this product.

The objectives of this study were :1) to evaluate the basic information :2) to determine the operational status and problems and :3) to study the potential development guidelines for the operation of community enterprises of food processing groups in Samut Prakran Province. Samples selected by stratified random sampling technique were 112 members of community enterprises in Samut Prakran Province. These samples was drawn from the presidents of community enterprises of food processing in Samut Prakran Province which were assessed as the good level in potential operation. Data collection were done by using questionnaire technique while the data were analyzed with frequency percentage mean and standard deviation. The results revealed that the assessment of potential operation of the community enterprises of food processing groups 268 in Samut Prakran Province were at the good level of 114 the average level of 117 and the improvement level of 20. The community enterprises had strong intention to the strengthening of communities and the supportive system from the partite participation consisted of knowledge and developing budget. The overall of operational status was at a high level while the overall of operational problem was at a low level. The potential development guidelines for the operation of community enterprises of food processing groups in Samut Prakran Province were ;1) planning approach: making master plan for all sub-district ;2) organization structure approach: overall operation review with all of members ;3) personnel management approach: creating morale for work performance of personnel together ;4) marketing approach: producing products to meet market needs ;5) production approach: supporting the production knowledge by government sectors and ;6) accounting/ financial approach: making real income and expense accounts.