The purpose of this independent study to study the demographic factors that affect the buying decision of Reebok products in Bangkok and to study marketing communication channels that affect to the buying decision of Reebok products in Bangkok. This research is quantitative research using survey and questionnaire as a tool to collect data from the 400 samples in Bangkok. The result of this research found that the majority of them were single female consumers were in the age range between 21-25 years old and hold bachelor’s degree or equivalent working at a private company and earning the personal income between 10000 – 20000 baht. While the marketing communication channels found that the most important factor was Personal selling followed by Sales promotion and Public Relations. Moreover in decision making the marketing communications channel had influenced consumer buying decisions in Bangkok. The statistically significant level at .05 was the Public Relations factor Sales promotion factors Personal selling factors staff and Direct marketing factors. While advertising factors do not affect consumers decision to buy Reebok products.

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 the marketing communication towards buying decision of single house in Bangkok metropolitan region. The Research involves in studying behavior of customers who plan to purchase their new houses within 3 years. The mixed research methodology is used in this research which quantitative research methodology is a primary and qualitative research methodology is supportive. The research reveals that the simple group has planned to purchase their new houses within 3 years. Demographic characteristics which are gender age marital status number of family members of children education level home town occupation and income have no effect on single house buying decision. Moreover advertising sale promotion and Public Relation highly effect on the decision making; however direct marketing communication point of purchase communication and personal selling did not do so.

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