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.

The development of information system to promote the product of Ban Samruen Community Enterprise Phetchaburi Province has the objective to promote the product of Ban Samruen Community Enterprise. Increase distribution channels for community products. In addition assess the satisfaction with the information systems to promote community science products. The built system makes operation easier. Data storage and product type classification Organized using PHP5 HTML5 CSS3 SQL and phpMyAdmin to design the database. The results of the satisfaction assessment of 30 website visitors was 4.57 the highest level. And the evaluation of system performance by experts on average 4.60 was at the highest level showing that the information system for promoting products of Ban Samruen Community Enterprise Phetchaburi can be applied to promote community enterprise products for the future use

This research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency percentage mean standard deviation one-way analisis of variance and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%) the age between 27-32 years (58. 30 %) education of bachelor’s degree (77. 5 0%) business of employee (56.80%) and average monthly income between 15001 – 30000 baht (61. 00 %). Diffenct Demographic characteristics included gender age career and average monthly income had purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%) price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent

From the development of broken-milled rice berry for the elderly to commercial overall it was found that there are 4 types of products that the elderly accept included 1.Ready to consume broken-milled rice berry with fried mackerel with shrimp paste sauce. 2. Ready to consume rich ingredient rice berry grains. 3. Ready to consume Stir died broken-milled rice berry with hot yellow curry paste. and 4.broken-milled rice berry burger. Found that the consumer rated the features in terms of color smell texture taste and the allover liking is very much to the most. The consumers gives the score of the product likelihood score 3 is highest. Nutrition studies of all four products which are 1.Ready to consume broken-milled rice berry with fried mackerel with shrimp paste sauce. 2. Ready to consume rich ingredient rice berry grains. 3. Ready to consume Stir died broken-milled rice berry with hot yellow curry paste. and 4.broken-milled rice berry burger found that: all four products are healthful and provide nutrients including essential and beneficial vitamins for elderly whether it be vitamin A D B12 K calcium Thymine Niacin phosphorus etc. Which these nutrients and vitamins cannot be synthesized by the body itself also inhibits the deterioration of the organs of the body and prevents various diseases that commonly occur in the elderly. And from microbiological examination for storage study by containing all four products in an opaque package with a list and can withstand over 110 degrees Celsius storage by temperature control does not exceed four degree Celsius for seven days. The results that within seven days there are no microorganisms yeast and mold have been found in four kinds of products which shows that storage by temperature control does not exceed four degree Celsius can be stored without harm to the consumers.

Foods rich in dietary fiber and antioxidants have attracted great attention to both of consumers and food manufacturers because of their significant health benefits. Increased consumption of dietary fiber improves lowering blood pressure and cholesterol levels. Furthermore it prevent a number of gastrointestinal disorders such as constipation and hemorrhoids. Antioxidants are bioactive compounds that can delay or inhibit the oxidation by inhibiting the initiation or propagation of oxidative chain reactions. These free radical reactions cause human diseases such as cardiovascular disease and cancer. Legumes are an excellent source of compounds having antioxidant. Hence recent research has been focused on the potential utilization of bean coat which was by-products from processing industry to the development of new functional ingredients for food nutrition enrichment. The extraction of bioactive compounds from seed coats are used as a food ingredient for various foods processing such as tofu with soybean hull fiber black bean seed coat in maize flours for the production of cookies and whole wheat bread. Therefore research and development of new functional foods from bean seed coat used as ingredient for the preparation of food products to improve food nutrition will be necessary to provide for Industrial manufacturing according to demand and sufficient for healthy food consumption in the future.