The purposes of this research were 1) to study the personal factors of Mahachai Market customers 2) to study coconut sugar buying behavior of Mahachai Market customers 3) to study the factors of marketing mix associated with coconut sugar buying behavior of Mahachai Market customers 4) to study the relationship between personal factors and coconut sugar buying behavior of Mahachai Market customers 5) to study the relationship between marketing mix and coconut sugar buying behavior of Mahachai Market customers The population was 200 coconut sugar buyers in Mahachai Market. The research instrument and to collect data was questionnaire. The statistics used to analyze the data were frequency percentage mean standard deviation and Pearson chi-square. The data were analyzed by SPSS. The research found that 1) the most Mahachai Market customers were female age range in 35 - 45 years monthly income was in a range of 25001 – 35000 Baths and lived in the central region. 2) coconut sugar buying behavior of Mahachai Market customers found that reason to buy was for family consumption the an average quantity bought was 1-5 kgs cost of buying was 101 - 300 Bahts the frequency of buying is one time per month coconut sugar was bought in small cups and one who influenced decision was oneself. 3) marketing mix associated with coconut sugar buying behavior of Mahachai Market customers found consumers has high level satisfaction and when considered each aspect the highest level satisfaction was price and product high level satisfaction was place and the moderate level satisfaction was promotion. 4) relationship between personal factors and coconut sugar buying Behavior of Mahachai Market customers were positive in gender age income and place of living at statistically significance of .05 level and 5) relationship between marketing mix and coconut sugar buying Behavior of Mahachai Market customers were positive in place and promotion at statistically significance of .05 level.

The rapid development of Information and communication Technology and the growth of Internet of Things concept accelerate the transformation of marketing environment into the era of marketing 4.0 In this era the market becomes more inclusive horizontal and social-oriented. Social media eliminate geographic and demographic barriers enabling people to connect and communicate limitlessly. Customers communicate more with each other and their decision-making process rely more on social trends. The access to wider range of news and information increases customers’ choices of purchasing and bargaining power which directly affects retailers who target the end users. The objective of this article is to review related literatures in order to study the suitability of the Omni channel retailing concept to the retail business in 4.0 marketing era. The result of this study suggests that the suitable approach for retail businesses is to do the Omni Channel retailing a multi-channel distribution approach using interconnect data and operating systems. Through this seamless channel of distribution approach customers can enjoy fast and convenient shopping experiences that suit their lifestyles as well as the customized services that increase the level engagement between customers and retailers resulting in the continuous growth of the retailing business.

This research aims to enhance Nangloeng Market as a cultural tourist destination and to assist Nangloeng Market to manage its cultural object into a sustainable way. This research applied a qualitative research design. Primary sources were from field work as data collecting interviewing 7 groups totally 28 participants namely people responsible for Nangloeng Market’s tourism management and services both government and private sectors leaders of the community small enterprises local people tour leaders and tourists by using indicative questions. The second sources were investigated analyzed from various kinds of information such as academic document and previous research then interpreted based on knowledge and experiences of the researcher. It was found that 60.71% of the 7 groups credited on integrated strategy including Communication Theory Stakeholders’ Involvement Civil State Empowerment Social Network by Facebook a campaign by Tourism Authority of Thailand and Food Safety Standard as a strategy to enhance Nangloeng Market to manage tourism sustainably rather than applying the single method which was 39.29% in calculation.

The objectives of this research are to study marketing mix factors of banana flour in bakery business and to study organizing factors of banana flour in bakery business. Data were gathered by using in-depth interviews and questionnaires. The samplers of this research are bakery business in Bangkok to analyze it through typological analysis domain analysis and descriptive statistics. The result of this research shows that there are 32 Marketing Mix factors divided into 8 Product factors 4 Price factors 6 Place factors and 14 Promotion factors. There are 12 Organizing factors divided into 4 Environmental factors 2 Organizational factors 3 Buying Center factors and 3 Individual factors and show that Price factors Place factors Product factors and Promotion factors were at high level respectively. Buying Center factors Environmental factors Organizational factors and Individual factors were at high level respectively. The researchers provided commercial marketing guidelines of banana flour in bakery business for entrepreneurs and advised them to improve packaging of banana flour to promote the image of banana flour as a healthy food to develop distributing channel through retail stores to focus on marketing communication through online to plan a long term banana flour marketing strategies and to create a good relationship with bakery business owner.

This research on the participation of the community in Lamphaya Floating Market Nakhon Pathom Province to develop sustainable tourism has the objective of studying the participation of locals in the community to manage tourism at Lamphaya Floating Market sustainably and to identify ways to encourage locals in the community to co-operate in sustainable tourism management at Lamphaya Floating Market. The research method involved the collection of both primary and secondary data. The primary data was obtained from interviews and questionnaires. The interview were in-depth interviews with structured interview questions. The researcher interviewed one participant who identified other potential informants to interview and the process was repeated until the interviews were completed. The qualitative data analysis involved Content Analysis which was performed by coding interview transcripts. The quantitative method was also employed: 100 questionnaires were distributed through Accidental Random Sampling to locals living in the Lamphaya area and to local government officials (Sub district Administrative Organization) at Lamphaya Floating Market. This process produced results about how locals in the community co-operate in sustainable tourism management at Lamphaya Floating Market. All data are analysis was performed by computer program. The research found that the participation of locals in tourism management was at a high level especially in terms of location management. Locals participate in planning attend meetings about policy and discuss new ideas with regard to many things. However while locals are able to evaluate tourism facilities as good or not good they are not directly involved in the process of planning or policy or management. Locals co-operate to manage human resources very well but they do not participate much in setting the rules of the village. This is because the rules are flexible and are transferred from generation to generation rather than being fixed. On the other hand locals participate in the management of the creative local product process at a high level. Suggestions 1. The new generation should be encouraged to participate in tourism management. 2. The locals should think about the public and love the community more than seek private benefits through their own business. 3. Government should be involved in helping locals and local government should be involved in meeting and planning about tourism management at Lamphaya Floating Market. 4. Locals and the community in the nearby area should be encouraged to recognize the importance of sustainable tourism management.