“Usage of Luo Han Guo instead Coconut Sugar in Kgawyaco milk Gelatin Product” Objective To determine the usage Kgawyaco milk as coconut milk substitutes of Kgawyaco milk jelly Amounts of three different levels: 40 60 and 80 percent of all coconut milk . And to determine the appropriate amount of Luo Han Guo used to replace sugar and Kgawyaco milk jelatin . Amounts of three different levels: 15 20 and 25 percent by weight of coconut sugar. The experiment follows the Randomized complete Block design (RCBD) principle. The quality of senses; color smell criteria taste texture and overall appreciation were evaluated and given up to 9- point hedonic scale by 80 experimenters. The average was computed and the variance was analyzed by ANOVA at the 0.05 confidence intervals and the difference of averages were examined by Least Significant Difference test through the prefabricated program. The results sensory evaluation of using coconut milk instead of jelly custard Kgawyaco panelists recognized at the level of 60% in the appearance color odor taste texture and overall liking averaged 7.72 and 8.51 8.05 8.02 8.03 8.10 respectively. Analysis of variance and compared differences are statistically at 0.05. Evaluated sensory of use Luo Han Guo substitutes coconut sugar of jelly milk Kgawyaco panelists recognized at 15 in appearance color taste and texture with an average 7.81 7.72 7.71 and 7.46. respectively analysis of variance and compared difference of smell texture and overall are statistically at 0.05.

The purposes of this research were 1) to study the personal factors of Mahachai Market customers 2) to study coconut sugar buying behavior of Mahachai Market customers 3) to study the factors of marketing mix associated with coconut sugar buying behavior of Mahachai Market customers 4) to study the relationship between personal factors and coconut sugar buying behavior of Mahachai Market customers 5) to study the relationship between marketing mix and coconut sugar buying behavior of Mahachai Market customers The population was 200 coconut sugar buyers in Mahachai Market. The research instrument and to collect data was questionnaire. The statistics used to analyze the data were frequency percentage mean standard deviation and Pearson chi-square. The data were analyzed by SPSS. The research found that 1) the most Mahachai Market customers were female age range in 35 - 45 years monthly income was in a range of 25001 – 35000 Baths and lived in the central region. 2) coconut sugar buying behavior of Mahachai Market customers found that reason to buy was for family consumption the an average quantity bought was 1-5 kgs cost of buying was 101 - 300 Bahts the frequency of buying is one time per month coconut sugar was bought in small cups and one who influenced decision was oneself. 3) marketing mix associated with coconut sugar buying behavior of Mahachai Market customers found consumers has high level satisfaction and when considered each aspect the highest level satisfaction was price and product high level satisfaction was place and the moderate level satisfaction was promotion. 4) relationship between personal factors and coconut sugar buying Behavior of Mahachai Market customers were positive in gender age income and place of living at statistically significance of .05 level and 5) relationship between marketing mix and coconut sugar buying Behavior of Mahachai Market customers were positive in place and promotion at statistically significance of .05 level.