This research aims to study 1) personal characteristics that affect the purchasing behavior of consumers in convenience stores in Nong-Don District Saraburi province and 2) retail market factors that affect the purchasing behavior in convenience stores in Nong-Don District Saraburi province. The sample group used in the research consisted of 400 people in Nong Don District Saraburi province. The instrument used for data collection was a questionnaire. The statistics used for data analysis were percentage mean standard deviation a statistical significance test with a value of 0.05. The results of the research are that 1) most of the sample groups were female aged 21-25 years with status occupation student a monthly income less than or equal to 10000 Baht and an education level below bachelors degree. 2) Furthermore factors influenced the purchasing behavior in convenience stores. Overall the average score was at the highest level. The process had the highest average score followed by the product and distribution physical characteristics personnel and marketing communications. The aspect with the least average score was the price. 3) Shopping behavior in convenience stores was analyzed by hypothesis testing. It was found that different sexes had different purchasing behavior in convenience stores in Nong-Don District Saraburi province. It was significantly different at the 0.05 level and age marital status occupation monthly income educational backgrounds. The different is consumers purchasing behavior in convenience stores in Nong-Don District Saraburi province were significantly different at the 0.05 level. Retail market factors like products price distribution marketing promotion personnel process and physical appearance affect the purchasing behavior in convenience stores in Nong-Don District Saraburi province.

The purposes of this research are 1) to study the demographic characteristics and behavior in purchasing via line application and 2) to compare the level of satisfaction in purchasing via line application for an open chat consumer group Kheha Thanee 4 Village Bangkok. This study applied quantitative methods and the research instrument was an online questionnaire. The sample group of this study consisted of 306 consumers members of the open chat consumer group Kheha Thanee 4 Village Bangkok. The data were analyzed by frequency percentage mean standard deviation and the researcher tested hypothesis with T Test and One Way ANOVA. The research findings were as follows:

The objectives of this research were 1) to study the behavior and decision to buy online food of vocational students in Phitsanulok Province 2) to compare of personal factors with behavior and decision to buy online food of vocational students in Phitsanulok Province and 3) to study online food shopping behavior affecting to buy online food decisions of students vocational in Phitsanulok Province. The research was a quantitative research using questionnaires from 400 vocational students in Phitsanulok Province. Data was systematically analyzed by percentage mean standard deviation (S.D.) t-Test One-way ANOVA and multiple regression analysis. The result showed that the behavior of buying online food was at moderate level. The decision to buy online food was at moderate level. Difference Personal factors including gender year of study type of subject housing type and monthly income had different of behavior of online food shopping with no statistical significance. Difference Personal factors including type of subject and monthly income had different of decision to buy food online with statistical significance at .05. Online food purchasing behavior effecting decision to buy food online with statistical significance at .05.

The objectives of this study were to study the demographic factors including gender age status education level occupation and income affecting the decision to buy food online and tostudy the marketing mix and technology adoption that affected the online food purchasing decisions of Baby Boomersin Bangkok. The population was 55-75 years old Baby Boomer who bought food online in Bangkok. The probability sampling specifically the stratified sampling method was used to determine the total of 400 samples. The data was analyzed using descriptive statistics such as frequency percentage mean and standard deviation. The inferential statistics were Independent Sample T-test One-way ANOVA analysis Pearsons Correlation Coefficient and Multiple Regression Analysis The study results showed that the marketing mix factors could meet the demand for online food ordering of the sample in high level. The technology acceptance level of the overall sample group was high. The importance of the 4-step online food purchasing decision process of the samples namely the perception of the need or problem information seeking alternative assessment and buying decisions was high. The hypothesis testing found that on the evaluation of purchasing options different age groups had a statistically significant difference at 0.05. On purchasing decision married samplesand the widows paid more attention to the purchasing decision process differently at the statistical significance of 0.05.On the perception of needs or problems the sample group with bachelors degrees put more emphasis than those who graduated from elementary schoolsand the group who finished secondary education with the statistical significance at 0.05. On the evaluation of purchasing decision options the group with secondary education put less emphasis thanthe group with bachelors degrees at the statistical significanceof 0.01. On purchasing decision the group with secondary education put less emphasis than associate degree graduates with the statistical significance at 0.05 and put less emphasis thanthe group with a bachelors degree with the statistical significance at 0.05. On data acquisition groups with different incomes put different emphasis with the statistical significance at 0.05. Convenience ease of use and consumer factors had a positive influence on the need or problem perception process at the significant level of 0.05. Convenience benefit perception and ease of use factors had a positive influence on the information seeking processat the significance level of 0.05. Value convenience communication ease of useand consumer factors had a positive influence on the process of evaluating purchasing options at the significant level of 0.05. Convenience benefit perception ease of use and consumer factorshad a positive influence on the purchasing decision process at the significance level of 0.05.

The objectives of this research are: (1) to study the demographic factors that influence decision making in buying home appliances through the Shopee application of generation X (2) to study how the marketing mix such as product price place promotion influences the buying decision of home appliances through Shopee application of generation X. The 400 samples were drawn from 10 districts in Ratchaburi province using the convenient sampling method statistics analysis done under 95 percent confidence interval with significant level 0.05. The results show that: (1) demographic factors like gender age and income affected consumer buying. Education and occupation did not affect the consumers’ buying decisions. (2) Product price place promotion affected the buying decisions of home appliances through the Shopee application of generation X in Ratchaburi province. The Regression Analysis using R2 was applied to determine the relationship between marketing mix and problem recognition information findings alternative assessment consumer decision making and reaction after buying. The R2 are 0.62 0.53 0.59 0.58 and 0.62 respectively. The consumer problem recognition and response after buying are higher in the relationship of R2. In conclusion the consumer buying decisions of home appliances through the Shopee application are related to the marketing mix problem recognition and the reaction after buying.