The purposes of this study were to 1) study consumer’s behavior at Yellow Orchids restaurant at the Operation Center of Thai Airways International 2) investigate marketing strategies affecting the consumer’s decision on choosing the Yellow Orchids restaurant 3) compare personal factors affecting the consumer’s decision on choosing Yellow Orchids restaurant. The sample group was 350 Thai customers using the restaurants. The sample group was chosen by using the accidental sampling technique. The questionnaire was used in this study to collect data. The statistics used in this research were percentage mean frequency standard deviation t-test and F-test. The result showed that the majority of consumers were women aged over 45 years old with monthly income in a range of 25001-35000 bath. As for the consumer’s behavior it was found that they came here to have food during 11.01- 13.00. They spent less than 1000 bath. They usually order Thai food. The factor involving the decision was self-decision making As for the marketing strategies affecting the consumers in using Yellow Orchids restaurant all strategies were rated high with price and service ranking highest ( = 4.15) physical environment ( = 4.14) product ( = 4.11) personnel ( = 4.10) channel ( = 3.86) and sale promotion ( = 3.79) respectively. According to the comparative marketing strategies affecting consumers in using the service of Yellow Orchids restaurant it was found that sex or gender played no role in using the restaurant. However age affected the product price sale promotion personnel service and physical environment with significant statistic level at 0.05. It was also found that monthly income affected product sale promotion service with significant statistical level at 0.05.

The purpose of this study were to 1) study consumer’s behaviors at on choosing fresh coffee at restaurant 2) investigate marketing strategies affecting the consumer’s decision on choosing fresh coffee at restaurant 3 ) compare personal factors affecting the consumer’s decision on choosing fresh coffee at restaurant at Thai Airways International classifications on the factors for the educations will be consumer’s decision on choosing fresh coffee of Yellow Orchid Restaurant at Thai Airway International. The sample group was 225 Thai customer’s using the restaurants. The questionnaire was used in this study to collect data. The statistics used this research were percentage mean frequency standard deviation t-test and F-test. The results showed that the men age 35 to 45 years old work as employees for the private companies with salary of 35000 bahts and up the reasons for having coffee were because of the conferences and meetings. From 7:00 am until 9:00 am cost around 85 bahts/time. Consume hot coffee at least 1 cup. Cappuccino and latte are popularly being selected among the people. Do not buy other products alongside coffee. Change the coffee type sometimes. Other than coffee then they’ll be lemonade Anchan juice and decide for yourself. As for the marketing strategies affecting the consumer decision on choosing Fresh Coffee all strategies were rated high. According to the comparative marketing strategies affecting consumers in choosing Fresh Coffee it was found that sex or gender played no role in using the restaurant. However age affected products Place Promotion People process of service and Physical with significant statistic level at 0.05. However vocation affected products Place Promotion with significant statistic level at 0.05. However Earnings affected products price Place People process of service and Physical with significant statistic level at 0.05