This research aims to 1) To analyze the situation of logistics and supply chain of healthy ready to eat meals that sold via online. 2) To study a framework of logistics and supply chain development in value added healthy ready meals that sold via online. 3) To practically benefit in making money from online business in the future which Thailand is entering the digital society according to the policy of Thailand 4.0. The researcher has a desire that this study will contribute to supporting the use of digital technology in business for creating alternatives decisions and system management together with the development of the product category. Hence this enables building long-term competitive advantage for entrepreneurs and reduces the complexity from the use of digital technology which plays a role in in Thailands infrastructure and logistics and supply chain management. In this qualitative research the study sample includes seven full-time or parttime entrepreneurs selling healthy ready meals that sold via online in Bangkok and vicinities. Data collection is conducted through interviews. The study found that the locations of six online healthy ready meals sellers are in Bangkok and one in Sumutprakarn. Four sellers provide delivery service in Bangkok and vicinities and three only in Bangkok. Six sellers provide food ordering channel via Line Application five via Facebook three via phone call two via Instagram and one via a specific food ordering application. Three sellers have more than 21 menus while two other sellers have 8-14 and 15-21 menus. There is no seller whose menus are less than 7. Most of the payment methods which six sellers provide are through bank transfer two sellers by cash and two sellers by credit/debit cards respectively. This research can be concluded based on the objectives of this research as follows. 1) Situation of popular online health products. Health-conscious consumers are becoming more interested in food consumption. The suitable calorie intakes are calculated each day and non-toxic ingredients and safe cooking methods are used. It is found that food delivered directly to consumers must have the appropriate supply chain with logistics activity management in order to be consistent with product category and consumers who are of working age that have no time to cook or eat at a restaurant. Some people think it is impossible to cook as their work is too busy. Therefore they decide to order food online for convenience while they can still take care of health. 2) In studying the framework it is important to pay attention to raw materials coordinating with suppliers of raw material method and workspace of the cook delivery to customers customer relationship management and 3) Practical benefits in making money from online business in the future which Thailand is entering the digital society according to the policy of Thailand 4.0. Therefore consumer behavior has changed and it is possible to use technology that is the driving force of the food business the technological development along with logistics management and supply chain management in quality preservation cooking of ingredients transportation and after-sales service. The use of technology can shorten the supply chain because the manufacturer can directly deal with the customer. It can solve the problem or improve the ability of the business directly which will add value and enhance competitiveness. As a result the business will be growing and competitive in the long run. Suggestions for online food entrepreneurs are the risk of miscommunication and careless transportation that ignores customer details which can cause loss of customers despite not the food quality. Therefore entrepreneurs need to manage supply chain quality thoroughly. Moreover the online healthy food entrepreneurs should regularly monitor the quality of raw materials to build credibility so that customers will make the purchase decision once they know the product and then repeat purchase in the future.

The Objectives of this research aim to study about demographic factors which influence customers’ behaviors for online products and to study about the importance of marketing mix factors of customers. This research also study about the relationship between marketing mix factors and customers’ buying decision for online products. This research collects data from 384 online questionnaires and then analyzes data with Chi-Square test and Chi-Square Correlation. The research reveals that the difference of demographic factors influence to customers’ buying decision for online products by genders age education occupation average revenues and marital status. The customer recognized marketing mix factors as an important level which consistent to Kotler and Armstrong (2009) model. They indicate that marketing mix factors influence buying behaviors of customer. The most important of marketing mix factor from customers’ perspective is the process factor. The marketing mix factors (Product Price Place Promotion People Process and Physical Evidence) are related to customers’ behaviors in some aspects. The findings suggest that entrepreneur should pay more attention on the marketing mix by presenting unique online products to make differentiate from the other products in common shop. This might motivate customer’s behaviors for buying more online products. Moreover entrepreneurs should precisely focus on quality of products because consumers always complain about quality of products which exaggerated from advertisement. From this reason make consumers gain negative attitudes from buying online products which affect to next buying from customers.

This study was aimed to study the demographic characteristics of who decided to shop online to explore working-age people’s internet behavior and to investigate the demographic factors influencing internet shopping decisions. The population and sample used in this study were working-age people drawn from Snowball Sampling method. The questionnaire used was distributed through the internet to 400 respondents. The data were collected and analyzed by the computer program through the statistical analysis including frequency percentage mean () standard deviation (S.D.) and two-way analysis (ANOVA). The research results revealed that Marketing mix factors affected the internet shopping decisions of the working-age people in general at high level (= 4.13 S. D. = 0.430) . When looking into each aspect it was found that the price factor highly influenced the online purchasing decisions (= 4.16 S. D. = 0.463) . followed by the product factor (= 4.13 S. D. = 0.452) which was also considered at high level. The promotion factor had high impact on online shopping decision (= 4.13 S. D. = 0.422) as well as the distribution channel (= 4.13 S. D. = 0.386). The result regarding the relationship revealing gender and age (F = gender *age (1357) = 7.128 p < .05 ) had a significant effect on online shopping at the .05 level. Gender * and occupation (4357 ) = 1.503 p < .05 ) had influence on decisions to online shopping with statistical significance at .05. Occupations and income (F * occupation * income (1357) = 11.487 p < 0.5 ) could influence decision making on the internet shopping with statistical significance at .05. Also the relationship between gender and occupation (F * gender occupation ( 4357 ) = 5.237 p < .05 ) had an influence on the choice of the internet shopping decision on price at the .05 level; the relationship of gender and occupation (F * sex occupation ( 1357 ) =8.000 p < .05 ) influenced the decision to shop on the internet in terms of marketing promotion at the .05 level of significance.