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 objectives of this research were to study the effect of the substitution of sinin rice flour to wheat flour in the crust of the flaky Chinese pastry (Kha-Nom Pia Kularb) on the physical quality the chemical composition and the consumer acceptance of the developed product. The ratios of sinin rice flour substituted for wheat flour (w/w) at 0:100 (control) 10:90 20:80 30:70 and 40:60 were studied. The results showed that increasing substitution levels caused darker purple lower cohesiveness and more difficult for shaping. Additional the higher level of substitution the more decreased of product’s size specific volume and lightness (L*) of crust and filling. According to the texture profile analysis when the ratio of sinin rice flour in the product increased the hardness springiness and cohesiveness of the product decreased while the chewiness increased. Sensory quality evaluated with 9-point hedonic scale by 55 panelists. The crust of product which was formulated using a ratio of sinin rice flour: wheat flour at 20:80 had liking score higher than the others with moderate liking score. Analysis of chemical compositions (100 g product) showed that the contents of moisture protein fat ash carbohydrate and dietary fiber as 16.37 7.09 26.30 0.62 49.62 and 2.27 g respectively. The total calorie was calculated as 463..54 Kcal/100 g. Furthermore this product provided anthocyanin 6.5 mg/100g (dry basis). Moreover consumer acceptance test with 120 consumers revealed that the overall liking of this product was like highly and 98.0% of consumers accept it besides 96.7% of them decided to buy it.