This research was conducted with the aim to identify personal factors and the factors of the marketing mix that influenced the decision to buy beauty drinks. It also looked at the marketing mix factors that were associated with the decision to buy beauty drinks. A sample of 400 people was selected through purposive sampling and snowball sampling. The instrument used to collect data was a rating scale questionnaire and interviews categorized by their professions. The statistics used in this research were statistical hypothesis testing Pearson Correlation Coefficient qualitative analysis (interviews) t-test Independent and F-test at the level of statistical significance of .05. The results were as follows. 1) The analysis of individual factors showed that the majority were females between 26-30 years old with diplomas with an average income per month from 10001 to 20000 baht. 2) Personal factors influencing the decision to purchase beauty drinks were high in the overall purchasing decisions. 3) The result of the study to examine the relationship between the marketing mix associated with the decision to purchase beauty drinks was positively and moderately correlated with the marketing mix in 7 aspects.

This research aims to study population’s characteristic towards Buying Decision on Alcoholic Beverage (Beer) Via ModernqTrade Channel in Bangkok Case Studyๆ:Boonrawd Brewery Company Limited and to study marketing Communication towards Buying Decision on AlcoholicKBeverage (Beer) Via ModernKTrade Channel in Bangkok Case Studyq: Boonrawd Brewery CompanykLimited. The sample group use in this study is average population of Bangkok of both sexes of age 20 years and above. The reason for this age specification is due to the Alcoholic Beverage Control Act B.E. 2551 which disallow selling alcoholic beverage to those under 20 years of age. The data is collected from 400 surveys using statistical set of percentage means standard deviation and Pearson’s Correlation Coefficient analysis. The study has found that the population’s characteristic towards Buying Decision on Alcoholic Beverage (Beer) Via Modern Trade Channel in Bangkok most sample are men from age 20ไ-ไ30 years old single education level of bachelor degree occupation as office worker income between 10001 - 20000 baht and marketing communication towards Buying Decision on Alcoholic Beverage (Beer) Via Modern Trade Channellin Bangkok in aspects of sale support through salesperson advertisement and public relation and direct marketing over all all are in high rating with score means between 2.98 - 3.99