This research aims to 1) analyze the SMEs 4.0 market management factors for Thai clothing brands among generation Y 2) to study personal factors affecting the SMEs 4.0 market management for Thai clothing brands among generation Y and 3) to generate the SMEs 4.0 market management model for Thai clothing brands among generation Y. This study uses qualitative and quantitative research methods. In-depth interviews served as a qualitative data collection methodology. Seventeen participants were grouped into experts stores managers and specialist contemporary Thai clothing brands. For the quantitative data collection methodology the researcher used questionnaires with a specific group of 430 Generation Y male and female participants who used to purchase or frequently purchase Thai clothing brands. To analyze data percentage mean and multiple classification analysis with a statistically significant level at 0.05 the researcher used G*power. Furthermore it was analyzed if the results were consistent with the qualitative data. The research results show that market management factors significantly relate to Thai clothing brand customers’ purchasing behaviors. These factors include purchasing rationale factor purchasing motivation factor brand management factor and demand management factor. The research findings link to the best practices in the market management model both online and offline markets and sustainable development in 5.0 society including 1) a rapid technology replacement 2) adding creative value to the society 3) natural harmonization management and 4) sustainable development.

The purposes of this research were to 1) study marketing opportunities of Samutsakorn’s processing herbal product with betel leaf 2) present the marketing strategy of startup business in processing herbal product. with betel leaf The samples were 1) person has problem about skin and person interest for thai herbal product 2) entrepreneur of startup business about processing herbal product with betel leaf 3) farmer group grow betel tree in Samutsakorn Province. The research instruments were depth interviewing and descriptive analysis. According to the research process it found that the great market trend for Thai herbal product and increasing capability of entrepreneur of startup business about processing herbal product with betel leaf is market opportunities for processing herbal product. Moreover marketing mix strategies of processing herbal product with betel leaf consisted of product strategies price strategies place strategies promotion strategies which could be used to recommend the marketing strategies in order to meet future local and national market needs.

The study on relationship between lifestyle patterns and event marketing models of the elderly’s activity in Bangkok was aimed to explore the lifestyle patterns of the elderly marketing model of the elderly and the relationship between the lifestyle and the marketing model of the elderly’ activity in Bangkok Metropolis. The statistics used in the data analysis were descriptive statistics including mean percentage and Standard deviation Inferential statistics and multiple regression analysis. The research tool used to collect data was a questionnaire applied on a group of sample consisting of 200 people selected through non - probability sampling in Lak Si Thung Song Hong District Bangkok. Results of the study regarding personal factors of the elderly revealed that most of them were married males aged 60-70 years old without bachelors degrees earning average monthly income 5000-10000 baht mainly from their work savings and currently unemployed. The results of the study of the elderly’s lifestyles of the sample group showed that they mostly participated in social activities exercises hobbies and tourism activities respectively. The results of the event marketing model of the elderly also revealed that the sample needed marketing mix and most activities were to be more personal. Moreover the promotion should be made on the location marketing process cost and activities respectively. The hypothesis testing revealed that the lifestyles social activities and tourism activities were related to the event marketing of the elderly in Bangkok.