The objectives of this research were to prepare the syrup from the extracted yam bean and apply this syrup for adjusting the sweetness in the orange flavor drinking yogurt. The study made a yam bean extract concentrated by 3 difference heating methods; steaming boiling and boiled-evaporating. The results showed that a proper method was boiling yam bean extracted at a temperature of 90°C for one hour. The syrup was light brown color and not very strong smell of yam bean the total soluble solid was 20 °Brix and the non-reducing sugar content was 17.80 %. The drinking yogurt which was formulated using a ratio of set yogurt: orange juice (100%): yam bean syrup at 1:1:1 had the sensory properties (9-Point Hedonic Scale) higher than the ratio of 1:1:0.5 and 1:1:1.5 (p≤0.05). This drinking yogurt had a pH at 4.2 the total soluble solid was 15 °Brix protein was 1.75 % fat was 2.1% and non-reducing sugar content was 5.39 %. The microbiological properties passed quality standards (drinking yogurt) of Notification of the Ministry of Public Health No. 353 B.E 2556. The study of consumer acceptance on the drinking yoghurt with yam bean syrup showed that consumers had a preference for the product at like - most like level at 72 % acceptance on the product at 97 % and would buy this product at 76 %.

The objectives of the research were 1) to study the level of marketing mix factors marketing communication mix and mettle of mind factors towards consumer buying behaviors toward drinking yoghurt 2) to examine the level of drinking yoghurt buying behaviors of dwellers in Bangkok 3) to compare the demographic characteristics and drinking yoghurt buying behaviors of people living in Bangkok 4) to investigate the marketing mix that influenced Bangkok’s consumer behaviors in choosing drinking yoghurt 5) to study the marketing communication mix that affected consumer behaviors in purchasing drinking yoghurt of Bangkok residents and 6) to explore the mettle of mind factors which influenced consumer behaviors towards buying drinking yoghurt of people in Bangkok Metropolitan. A sample was identified by a number of 400 people who reside in Bangkok Metropolitan. 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 enter multiple regression analysis. 1. The results indicated the majority of female consumers accounting for 62.50 percent. The age range from 31 to 40 was responsible for 42.70 percent. The bachelor’s degree holders comprised 59.80 percent. The employees working in the private companies were found 61 percent. As much as 66 percent of the sample remained unmarried and 31.50 percent of the people earned an average monthly income from 15001 to 20000 baht. 2. The marketing mix factors the marketing communication mix and mettle of mind factors were prioritized in a high level. The consumer buying behaviors were in a high level. 3. The increase of marketing mix factors including product price and place resulted in a higher level of drinking yoghurt buying behavior. 4. The marketing communication mix including advertising public relations and sales promotion increased the level of drinking yoghurt buying behavior. 5. The mettle of mind factors particularly in the aspect of lifestyle and personality stimulated a higher level of drinking yoghurt buying behavior. 6. People with different age occupation average monthly income and marital status had different drinking yoghurt buying behaviors with statistical significance at level .05 while different gender and educational background showed no differences of the buying behaviors.