The objectives of this research were to: 1) study motives affecting a consumer in purchasing food trucks in Bangkok 2) study marketing mix influencing a consumer in purchasing food trucks in Bangkok 3) study consumers’ buying behavior towards the purchase of food trucks in Bangkok. The samples for this research were 400 customers who were deciding to buy food trucks and who used to buy and consume food trucks. The tool used to collect data was a survey questionnaire. Data was analyzed by using descriptive statistics to determine percentage mean and standard deviation as well as inferential statistics including multiple regression analysis for analyzing data and testing the hypothesis at the statistical significant level of 0.05. The research results revealed that the majority of respondents were female aged between 21-30 years and private employees who had average monthly income at 10001- 20000 baht. They typically had a bachelor’s degree or a diploma. They tended to purchase food trucks less than or equal to 3 times per month and spent 101-200 baht each time. The most popular type of food trucks was beverage. From samples motives and marketing mix were significant towards the decision in purchasing food trucks. Hypothesis test showed that product buying motives rational buying motives emotional buying motive and patronage buying motives influenced the decision in purchasing food truck in Bangkok as well as marketing mix that product price place and promotion also influenced the decision in purchasing food truck in Bangkok.

This paper was a survey research with the objectives 1) to compare the differences of demographic characteristics; 2) to measure the service satisfaction and; 3) to study the impact of marketing communication on the service satisfaction toward the K - Cyber Banking of consumers in Bangkok. The sample population was people at age between 20 - 60 years old who lived in Bangkok and used the K - Cyber Banking service provided by Kasikorn Bank through www.kasikornbank.com. The research based on the respondents’ feedback received through distributed research questionnaire. The analytical statistics included mean percentage frequency distribution standard deviation and the statistics on the hypothesis testing included value testing one-way analysis of variance and the “Enter Multiple Regression Analysis”. The research results found that most of the respondents were married female at age 30 - 39 years old obtained bachelor degree worked as employees of private organizations with an average of THB 20001 - 30000 of monthly income. From the hypothesis found that 1) the differences in consumers’ demographic characteristic i.e. age education career average monthly income caused the differences in service satisfaction of the K - Cyber Banking with statistically significant at .05 excepted gender and marital status which did not cause any differences and; 2) marketing communications affecting Bangkok consumers’ satisfactions with the K - Cyber Banking was statistically significant at .05 with the two factors that included public relations (increased by 15.60%) and sales promotions (increased by 11.40%).

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 purposes of this research were : 1. To study the personal factors of tourists 2. To The objective of this study was to investigate 1) personal factors of tourists 2) the decision making of purchasing One Tambon One Product (OTOP) and 3) the relationship between personal factors of tourists purchasing/ ever purchase OTOP in Nontaburi floating market and the decision making of purchasing products. Data collection were from 400 tourists in Koh Kred Floating Market Sainoi Floating Market and Wat Yaisawangarom Flaoting Market. Purposive selection used were frequency and percentage. Chi-square test and Contingency Coefficient at statistically significant level were 0.05. SPSS was used in this analysis. The result found that most tourists were women 31 - 40 years old Government officers were the most married bachelor degree and monthly income 10001 - 20000 baht. The decision making of purchasing products were from quality. Raw materials through primary processing were chosen because they were tasty. Non-alcohol drink purchase was from the benefits motivation purchase was from quality and product purchase was from indication labels. The relationship between personal factors and Thai motivation occupation related with reason of purchasing food products selling style and monthly income related with purchasing non-alcohol drinks. Educational levels related with 6 aspects except non-alcohol drinks. Marital status did not relate with purchasing One Tambon One Product in Nonthaburi Floating Market of Thai tourists at statistically significant level was 0.05.