This research aims to 1) understand population characteristics that influence consumer decision making in purchasing frozen food products 2) to understand types of point-of-sale advertising that influence consumer decision making in purchasing the frozen food products and 3) to understand the interrelationship between the population characteristics and the point of purchase advertising that influences decision making. There were 400 respondents in this research that were chosen by using the purposive random sampling method. A questionnaire was used to collect data. The collected data was then analyzed by using statistics including distribution frequency percentage mean and standard deviation. Moreover ANCOVA (One - Way ANOVA) and Pearson correlation coefficient were used for the hypothesis testing. The results indicated that most respondents are female between 21 – 30 years old. They are single have an undergraduate education level and work at private or government - owned companies. Their income per month is between 20001 – 30000 baht. Their opinions towards overall point-of-sale advertising are average. The overall point of purchase advertising includes advertising media that ranges from the most to the least including: product demonstration advertising banners packaging and product displays respectively. The respondents decision making in purchasing the frozen food product is average including problem recognition evaluation of alternatives post-purchase behavior purchase decision and information search respectively. The hypothesis testing found that; 1) The population characteristics refer to demographics including gender age education level and average income per month. Whereas the point of purchase advertising refers to advertising banners types of packaging product display and product demonstration. This paper attempted to find out whether or not and how each type of point of purchase advertising has influenced the respondents in purchasing frozen food products within Bangkok. The hypothesis testing showed that the population characteristics have no influence on purchasing the frozen food products in Bangkok. 2) However when controlling the covariate variables (from item 1) the results differed. It was found that different marital status and occupation has an influence on decision making in purchasing the frozen food products in Bangkok. The hypothesis testing found that population characteristics including gender age education level and income per month have differently influenced purchasing decision process at the point of purchase advertising including product banners product display and product demonstration. However packaging has no influence on purchasing decision of frozen food products. 3) After controlling the covariate variables (from item 1) it was found that the marital status and occupation have no statistical significance towards the purchasing decision process. Whereas the independent variables and the covariate variables have in fact influenced the purchasing decision process.

The purposes of this research were 1) to study the personal factors of students buying ready made frozen food products 2) to study the knowledge in buying ready made frozen food products of students 3) to study students buying behavior of ready made frozen food products 4) to study the relationship between personal factors and buying behavior of ready made frozen food products and 5) to study the knowledge in buying ready made frozen food products and buying behavior of ready made frozen food products. The sample was 300 students of the Faculty of Home Economics Technology Rajamangala University of Technology Phra Nakhon. The research instrument was questionnaire. The statistics used to analyze the data were frequency percentage mean standard deviation and Pearson chi-square. The data analyzed by SPSS. The research found that 1) most of students were female age range in 20-21 years studying at 3rd year income of 7001 Baths and live with families. 2)the most students knowledge buying ready made frozen food products moderately level 3) most students bought ready made frozen food products in from 7-Eleven store buying 3-4 times per week fried rice and side dish for lunch cost of buying was 51 Bahts time range of buying was 12.01-18.00 minutes the reason to buy was because it was fast and the influence decision was oneself. 4) relationship between personal factors and buying behavior of ready made frozen food products found that age year of study average monthly income and shelters except sex at 0.05 significance level. 5) knowledge buying ready made frozen food products and buying behavior ready made frozen food products found that no relationship at the 0.05 significance level.