The purposes of the research were (1) to study CAT Telecom Public Company Limited (CAT) staffs perception of organizational communication (2) to study CAT staffs’ efficiency of organizational communication (3) to study the comparison of the differences on personal aspect and efficiency of organizational communication (4) to study perception of organizational communication related to efficiency of organizational communication. The sample group was 380 samples who were CAT staffs all over the country. The questionnaires were distributed to the selected respondents in order to collect data. The statistical methods used to analyze data were frequency percentage mean standard deviation t-test One-way analysis of variance and Pearson product moment correlation coefficient. The results indicated the majority of female respondents for 60.26 percent. The bachelor’s degree or equivalence comprised 48.95 percent. There were experience group from 6-10 years was 28.68 percent and 70.26 percent of work in central location. The CAT staffs’ perception of organizational communication was in high level (xˉ=3.79). Considering each aspect found that all aspect were in high level included receiving message aspect (xˉ=3.80) interesting in message (xˉ=3.63) ability to remember the message (xˉ=3.71) and credibility of message (xˉ=3.99). The overview of efficiency of organizational communication of CAT was in high level (xˉ=3.70). Considering each aspect found that all aspect were in high level included sender (xˉ=3.72) message (xˉ=3.72) channel (xˉ=3.64) and receiver (xˉ=3.74). The result of the hypothesis found that: Personal aspect was the difference on education experience and work location had different efficiency of organizational communication with statistical significance at level .05 while different gender showed no differences of the efficiency of organizational communication. The perception of organizational communication was unrelated to the efficiency of organizational communication. xˉ=3.72) message (xˉ=3.72) channel (xˉ=3.64) and receiver (xˉ=3.74).

The purposes of this research are (1) to study the marketing components that influence fish sauce buying behavior of consumers in The Central Region and (2) to study the influence of viral marketing (word-of-mouth marketing) on buying behavior of consumers in The Central Region. The instrument used in the study is a questionnaire. The data are analyzed by using frequency percentage mean standard deviation T-Test and F-Test The results of the research are as follows: The subjects chose fish sauce by looking at the expiry date and bought 1 to 3 bottles of 700 ml. fish sauce at the price of 21 to 30 baht and often found that the color of authentic fish sauce would change. The majority of subjects were greatly influenced by television advertising and sale promotion of ‘buy 1 get 1 free’ at points of sale for the buying of fish sauce in The Central Region. The monthly expense of consumers buying fish sauce in The Central Region was between 5000 and 10000 baht. Fish sauce buying behavior of subjects for various age groups education levels occupations and average incomes showed significant difference at the 0.05 level. Price and sale promotion were related to fish sauce buying behavior at a significant level of 0.05.