The objectives of this quantitative research were 1) to study consumer behavior to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin 2) to compare decision-making to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin classified by demographic characteristics and 3) to study the relationship between service marketing mix factors and the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. The sample of this study consisted of 400 Thai consumers with at least once experience to use the service of Bangkok restaurants receiving Bib Gourmand awarded by Michelin. A questionnaire was used as a research instrument to collect data. Data collected were analyzed by statistics including frequency percentage mean standard deviation t-test and F-test one-way analysis of variance and the Pearson’s correlation coefficient. The results of this research indicated that most of the respondents were female between 20-30 years worked as a private company employee graduated with a Bachelors degree or equivalent earned an average monthly income of 15000-25000 baht and had a single status. In terms of consumer behavior most of the respondents have known Bib Gourmand by Michelin award. The most popular restaurant was Krua Apsorn (Sam Sen). The average duration of waiting for each service was 11-30 minutes. An influential person for purchase decision was oneself. They used the service for dinner during Saturday – Sunday. The frequency of using the service was about once per month and the average cost per person was 101-400 baht per time. Service marketing mix factors affecting the decision to select Bangkok restaurants receiving Bib ourmand awarded by Michelin for both overall and individual aspects were at a high level. Decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin for both overall and individual aspects were at a high level. In terms of comparing demographic characteristics the respondents with different age occupation monthly income and marital status had different decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin with a statistical significance level of 0.05. In addition service marketing mix factors were moderately positively related with the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. When individual aspects were considered six factors including product place promotion people process and physical evidence were moderately related with the decision-making process. However price was related with the decision-making process at a low level.

This research approach to study the development of interior wall for reduce energy consumption by air conditioning in the building. In order to be a prototype in the development of an industrial system for the export of green architecture in order to generate income for the community or entrepreneurs to bring money into the country to upgrade the industrial economy to be sustainable It is an architectural material that is compatible with the weather in Thailand. It can be used as a guideline for people interested in applying it to their own home building or disseminating through various media to reduce energy costs for a comfortable living. The objective is to study the factors that affect the development of wall paneling in order to reduce the energy burden of the air conditioner in the building in order to further the commercial production. The researcher collected data for the past 6 months not including other thermal energy. Used to calculate the energy consumption index for 2 building groups it was found that the electricity consumption of green buildings were 531100 kilowatt hours. And an average of 5.31 kilowatt hours per square meter While the non-green building has an average of 653360 kilowatt hours. And an average of 6.53 kilowatt hours per square meter As for the results of the data analysis the damage level is mostly at level 1 which is the wall surface and no obvious damage. Especially the 4th and 5th height is 1.55 meters and 1.85 meters from the floor level in the building. Damage level 3 is found at the height level 3 at a height of 1.00 meters from the floor level in the building. Assessment of damage caused to the interior wall of the building that occurred in 3 levels. The results of the data analysis showed that most damage levels were at level 1 namely the wall surface without obvious damage. Especially the 4th and 5th height is 1.55 meters and 1.85 meters from the floor level in the building. Damage level 3 is found at the height level 3 at a height of 1.00 meters and from the results of collecting moisture content in the exterior wall materials And analyzed to find the average for each of the 5 levels of height which are 0.55 meters 0.75 meters 0.95 meters 1.55 meters and 1.85 meters found that the buildings have different moisture content in each wall level (p <0.05). In conclusion this green building index equation can be applied to other buildings to reduce energy consumption and meet the standards of the green building. From the equation the electricity consumption can be predicted using the electricity usage index and systematically designed energy management in buildings. The area with the most damage will find the humidity in the range of 47% -98% the highest damage level 3 at an elevation of 0.80 meters from the floor level in the building

Music piracy is the copying and distributing of recordings of a piece of music for which the rights owners; composer recording artist or copyright-holding record company did not give consent. In order to understand the situation in Thailand the purpose of this paper is to determine factors affecting the unauthorized buying and downloading of copyrighted music. The research tools employed in this study are a questionnaire to enable statistical analysis from the desired sample of 410 subjects and focus group interview 30 subjects from every region in Thailand. The findings show that subjects are influenced in their decision to unauthorized buying and downloading of copyrighted music because of integrated marketing communication; advertising sale promotion public relations and direct marketing in the neutrul level. However the Chi-Square Test results further show with a level of significance at 0.01 that consumers’ decision with regard to unauthorized buying and downloading of copyrighted music depends on price law social acceptance and religion belief which are confirmed by focus group interview. Hence these are a key factor in influencing consumers to enroll for music piracy in Thailand that the rights owners and the policy makers should consider for to prevent or stop this illegal behaviour.

This research aimed to study consumer demand for food truck consumption decisions and to study food truck investment guidelines a case study: Huai Khwang Chatuchak and Lat Phrao. of 400 persons was a questionnaire. The statistics used were frequency percentage standard deviation. t-test F-test และ Chi-Square (𝑥2) The study found that Most of the consumers are female aged 21-30 years with a bachelors degree. Occupation student / student The cost of using the service per time 101-500 baht frequency for using the service 2-3 times / week The results of the study of consumer demand factors in making decisions on food truck consumption were found that the overall level was at a high level which was found to be the most cost factor. (𝑥̅ = 4.36) Followed by economic factors (𝑥̅ = 4.35) The results of the relationship between demographic factors and food truck service behavior in Bangkok showed that age affected the behavior of choosing to use food trucks in terms of expenses. Times you use food truck service And the frequency of using food truck service The status affects the behavior of choosing to use the food truck service on the cost of each time you use the food truck service. The educational level influenced the behavior of choosing to use the food truck service in terms of the cost of each service used and the frequency of using the service. Occupations affect the behavior of choosing to use food trucks as well as the costs of each time using food trucks. And information sources that affect the decision to use the food truck service Occupational income affects the behavior of choosing to use food truck services on the expenses of each time using food truck services. And the frequency of using food truck service Statistically significant at the 0.05 level.

The purpose of this research were to explore factors affecting success of medium size chain restaurant entrepreneurs and to present the keys success of medium size chain restaurant entrepreneurs. This research was mix methods research. The data of qualitative research were collected by In-depth Interview with two chain restaurant experts one president of the Thai Franchise & License Association three medium size chain restaurant entrepreneurs and six individual medium size chain restaurant customers. The data of quantitative research were collected by the questionnaire to 400 Thai medium size chain restaurant customers. Statistics for data analysis included frequency percentage average standard deviation and exploratory factor analysis (EFA). The results of this search showed that the factors affecting success of the medium size chain restaurant entrepreneurs were as follows 1) The factors affecting success of medium size chain restaurant entrepreneurs in management which included strategic planning good organization structure for chain restaurant clearly and defining the system well trained staff owned style of management and set share value. 2) The factors affecting success of medium size chain restaurant entrepreneurs in how to meet customer needs which included quality of service essential of social responsibility customer satisfaction in food quality right location and attractive promotion.