The purposes of this research were : 1) studying the personal factors of coffee consumers premium gas station in Ayutthaya province 2) studying the marketing mix of premium coffee at a gas station in Ayutthaya 3) the decision to buying coffee premium gas station in Ayutthaya province 4) to studying the relationship between the individual factors on the decision to buy coffee premium gas station in Ayutthaya province and 5) to studying the relationship between marketing mix with deciding to buy premium coffee in a gas station in Ayutthaya province. The samples were to consumers who enter the job the shuttle back and buy coffee premium gas stations a total of 29 and 406. They used in this research are statistics used to analyze data the frequency percentage mean standard deviation and the Chi-Square data were analyze using a computer program. The results showed that: 1) most consumers were to female between the ages of 20-30 years of undergraduate study private employees. The average income per month 20001-25000 baht 2) analysis of the data will be relating to the marketing mix used in the decision to buy premium coffee overall consumers were already seeing a high level. The first two items in order from most to least find that the side with the highest mean score. The distribution channel followed by the physical price of the product. Promotion marketing provider and the average minimum was personnel. 3) the decision was to buying premium coffee at the gas station of consumers. Most were intending to intend to drink coffee the espresso because reasonable pricing. The coffee will has tasted smoother most coffee once a day each 1 cup of coffee at a time which pays less than 100 baht by buying time 12:00 to 14:00 pm during uncertain. Most choose to used because it will have been sample parking and comfortable. The coffee shop was offers Wi-Fi / internet free 4) the relationship between personal factors the decision was to buying premium coffee at the gas station consumers in Ayutthaya province were finding to be relate and the statistical was significance level and 5) the relationship was between marketing mix with the decision to buy premium coffee at the gas station consumers in Ayutthaya province found to be related the statistical significance level .05.

This research aimed to 1) study social networking communications and wordof-mouth communications that affected consumer behavior in visiting pet cafés in Bangkok; and 2) study attitudes toward using services that affected consumer behavior in making a decision to visit pet cafés in Bangkok. The sample group in this research consisted of 400 people who visited pet cafés in Bangkok with questionnaires as the research tool to collect data. Statistics employed were frequency percentage average and standard deviation as well as multiple regression analysis and the level of statistical significance at .01. The research results found that : Most of the questionnaire responders were women accounting for 59.25 percent; between 21-30 years of age accounting for 56.50 percent; single accounting for 7 2 .5 0 percent; undergraduates accounting for 69.00 percent; earning monthly income of 10001-20000 baht accounting for 37.75 percent; and residents of detached houses accounting for 31.75 percent. When testing the hypotheses it found that social networking communications and word-of-mouth communications affected consumer behavior in visiting pet cafés in Bangkok at the statistically significant level of .01. Emotional and behavioral attitudes affected consumer behavior in visiting pet cafés in Bangkok at the statistically significant level of .01.

According to the growing and highly competing of textile and apparel industry in Thailand producers has to adopt of new technology to invent new products. Antimicrobial apparel such as baby clothes socks and underwear are innovative product that has antibacterial fiber. However perception and use of such products are not very widespread so I am interested in studying the factors that affect to the buying antimicrobial apparel behaviour of the consumers living in Bangkok metropolitan by following concept of Rogers Everett (1976). This study was done by quantitative methodology with close-ended questionnaires gathering 384 sampling from consumer living in Bangkok who have bought antimicrobial apparels. Data were analysed using descriptive statistics such as frequency percentage mean standard deviation hypothesis testing was by multiple regression techniques. Independent variables are consumer characteristics innovative factors sociological and communication factor. Dependents variables are buying behavior in antimicrobial apparel of consumer under seasons price times place and frequency of buying with confidence interval of 95 percent. The results were that the buying majority were female mostly employed in private company aged between 32–38 years old with bachelor’s degrees and monthly income 20001-30000 baht. Most of buyers referred to antimicrobial apparels as they can buy as frequently as any times for all year round. Most buyers bought from department stores 3-4 times in every 3 months with the spending less than 1000 baht each time. When proving personal factors affecting consumers buying behaviour it found that consumers with different gender age and occupation have a statistically significant effect on the frequency of buying behaviour at .05 level and consumers with different incomes have have a statistically significant effect on place and frequency of buying behaviour at .05. The study has resulted in differences in purchasing behaviour such products.The buying behavior of antimicrobial apparel of consumer in Bangkok metropolitan has related to innovative factor in very low range and sociological factor in low range. Model of this relationship are Y= 0.980 + 0.274 (X1) + 0.429(X2 X1 is innovative factor X2 while is sociological factor and Y is buying behavior in antimicrobial apparel of consumer in Bangkok metropolitan. All hyprothesis testings are under statistical confident interval level of 95 percent

The objectives of this research were to study 1) the marketing mix factors of choosing derlers of Japanese imported wind instruments 2) consumer loyalty of choosing derlers of Japanese imported wind instruments and 3) to study the influence of marketing mix factors in choosing derlrs of Japanese imported wind instruments. The sample group was 240 consumers who chose to use sales representatives Japanese imported wind instruments. The questionnaire was used to collect data in the metropolitan areas. The data were analyzed using statistics including frequency percentage mean standard deviation and multiple regression analysis which was applied to test the hypothesis. The study result indicated that most respondents were males aged between 31 - 40 years old working as engineers earning monthly income averaged between 20001 - 40000 baht. The marketing mix factors of Japanese imported tools dealers in terms of the distribution channel was considered highest followed by the price process personnel product physical characteristics and the marketing promotion respectively. Regarding the consumer loyalty in choosing Japanese imported wind instrument dealers the highest was word of followed by the price sensitivity purchasing intention and claim behavior respectively. The hypothesis testing reveal that the marketing mix factors in terms of price did influence the loyalty in all aspects namely word of mouth purchasing intention price sensitivity and claim behavior. Therefore the hypothesis was accepted. The marketing mix factor related to product had no influence on loyalty in every aspect such as word of mouth purchasing intention price sensitivity and claim behavior. Therefore the hypothesis was rejected. The marketing mix factor related to the process and price that influenced the consumer loyalty towards word of mouth in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price sales staff and distribution channels influenced the consumer loyalty in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price sales staff and process influenced the consumer loyalty and price sensitivity in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to the physical characteristics price and marketing promotion influencing consumer loyalty claim behavior and promotion in choosing dealers of Japanese imported wind instruments.

The purposes of this research were : 1) to study the general information of the respondents and marketing mix factors 2) to study on purchasing behavior of fresh flowers from the invention business of consumers in Muang District Phuket Province 3) to study on relationship between general information of respondents and purchasing behavior of fresh flowers from consumer goods business in Muang District Phuket Province and 4) to study on the relationship between marketing mix factors and buying behavior of fresh flowers from the consumer invention business in Muang District Phuket Province. Samples were consumers living in Muang District Phuket and had purchased 400 fresh flowers from the invention business in Muang District Phuket Province. The instruments used is the statistical questionnaire used in data analysis include frequency value percentage value mean value standard deviation value and Pearson Chi-square. Statistical analysis using computer program. The results showed that : 1) most of the consumers are female between 20 and 29 years old. Have a bachelors degree. Most of occupation is private business such as trade or general contractor. Average monthly income is about 20001 - 30000 Baht. Most of consumers are living in Phuket. Consumers emphasize to the factor of marketing mix. Overall and individual aspects are at a high level 2) Consumers have a reason to buy fresh flowers for use in ceremonial or important events. They choose fresh bouquet of flowers for a price range of 501 - 1000 baht. By buying about 2-3 times a year most consumers will buy red roses. Consumers often buy to congratulate others or make their own buying decisions 3) The relationship between the general information of the respondents viz sex age education level occupation income per month and habitat and behavior of buying fresh flowers from the consumer invention business in Amphoe Muang Phuket Province found that the relationship between all was statistically significant at the .05 level and 4) The relationship between marketing mix with behavior of buying fresh flowers from the consumer invention business in Amphoe Muang Phuket Province found that product price and distribution channels have relationship but Marketing promotion does not have a relationship with behavior of buying fresh flowers from the consumer invention business in Amphoe Muang Phuket Province found that the relationship between all was statistically significant at the .05 level.