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 aimed 1) to study levels of transformational leadership innovative climate knowledge management systems innovative work behaviors and firm performances 2) to investigate causal relationship of transformational leadership innovative climate knowledge management system as well as innovative work behaviors which influenced on performances of the Medical Device Business in Thailand 3) to examine relevance of those variables along with causal relationships of the antecedents affecting performance of the Medical Device Business in Thailand to empirical data. Data were collected from 312 middle level managers in Medical Device Business in Thailand by using questionnaires as a research instrument. All of the data were analyzed using Structural Equation Model. The analysis of correlation coefficient model showed that the latent variables significantly related to one other at statistical level of 0.001. The analysis of structural equation model (SEM) revealed that the model was completely compatible with the empirical data and the hypothesis. (GFI = 0.933 CFI = 0.972 RMSEA = 0.078 RMR = 0.018) The findings also showed that transformational leadership significantly affected innovative work behaviors at statistical level of 0.001. Similarly innovative climate significantly affected innovative work behaviors at statistical level of 0.001. Likewise knowledge management system significantly affected innovative work behaviors at statistical level of 0.001. Finally innovative work behaviors significantly and directly affected the firm performance at statistical level of 0.05.

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.

The purposes of this research were: 1) to study the individual factors of consumers in Chonburi Province 2) to investigate the marketing mix factors used for purchasing decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 3) to find out the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province 4) to examine factors affecting the purchase decisions of traditional Chinese pastry cake products of consumers in Chonburi Province and 5) to establish guidelines for the development of Chinese pastry cake products for consumers in Chonburi Province. The sample in this study included 400 consumers in Chonburi who chose to buy Chinese pastry cake products and 7 business owners who sold Chinese pastry cake products. The research instruments consisted of questionnaires and interviews. The data were analyzed by using statistical analyses: frequency percentage mean standard deviation chi-square and descriptive data analysis. The results can be summarized as follows: 1) Most of the consumers were female between the age of 31-40 running a private business with an average monthly income of 20001 - 30000 baht and 74% of the study sample reside in Chonburi Province. 2) Overall consumers’ attention for the marketing mix was at a high level. When considering each aspect of the marketing mix factors the results reported that customers’ attention for the marketing mix from the most to the least: location individual price customer service marketing promotion and products. 3) The consumers purchased pastries as gifts or souvenirs for other people. Most of them bought a mix of golden bean paste pie and pumpkin in syrup once a month (3 - 4 pieces about 201 - 500 baht each time). Most consumers bought those desserts for themselves. 4) Factors affecting Chonburi consumers’ purchase decisions for Chinese pastry cake products were as follows: 4.1) The individual factors affecting consumer’s purchase decisions involved gender age occupation and average monthly income. Those factors affected the purchase decisions of Chinese pastry cake products of consumers in Chonburi Province with statistically significant differences at the .05 level. The residence of the consumers however did not result in purchasing decisions of Chinese pastry cake products at the .05 level of significance. 4.2) Marketing mix factors affecting consumers’ purchasing behavior included products price distribution marketing promotion personal factors location and service with significant results at the .05 level. In addition to the guidelines on how to develop Chinese pastry cake products for consumers in Chonburi Province the business owners should improve the pastries to attract market demand. Packaging improvement should be a combination of modern and traditional styles. The price should be various based on the types of products. Also developing distribution channels through social media and the decoration of attractive storefronts with Chinese themes should be implemented. Moreover there should be advertising through social media. Employees should be trained on the product and customer service knowledge. The store must be easily accessible to common people using public transportation. The shop owners should focus on the quality of the customer service and customer satisfaction enhancement.