This survey was conducted from 480 samples that were randomly conducted by typical sampling method. Data were collected by using Influence of Marketing sociological factors and attitudes have towards influencing the buying decision of Sufficiency Economic books. questionnaires. The result of this research found that: Marketing factors have effects upon buying decision of sufficiency economic books with factors such as product price place promotion have effect in decision making of buying sufficiency economic book at 0.05 significance level. Sociological factors also show influence in buying sufficiency economic books with attributes such as family values source of news social class and social values affecting decision of buying sufficiency economic books at significant level 0.05. Attitudes relative effects on buying sufficiency economic books decision making can be segregated into different interest groups. Only attitudes of the group who have heard or aware and the group of applied of concept of sufficiency economy philosophy have no effect on their buying decision. In the group who understand the philosophy attitudes shows no effect towards their buying decision. Lastly in the group who understand the philosophy the outcome shows no relevance on their buying decision. Highly educated group with post graduate studies attitudes have tendency to think that sufficiency economic philosophy tend constraint progress. The higher age group showed limited interest to sufficiency economic philosophy.

The research of the factors influencing people’s purchase of the book about sufficiency economy in Bangkok was aimed at studying 1) attitudes towards sufficiency economy 2) marketing factors and book purchasing behavior about sufficiency economy 3) sociological effects upon sufficient economy and 4) factors influencing people’s purchase of the book about sufficiency economy in Bangkok. The questionnaires were constructed as a tool for collecting data from 400 samples of the people in Bangkok who used to purchase the book about sufficiency economy. The results of hypotheses tests at the statistical significance of 0.05 showed that 1) awareness knowledge liking and preference in attitudes towards sufficiency economy had no influence upon a purchase of the book about sufficient economy 2) marketing factors including product price promotion and place had influence upon purchase of the book about sufficiency economy 3) sufficiency economy book purchasing behavior the number of the books about sufficiency economy had influence upon book purchasing behavior 4) morality and sufficiency aspect in sociological effects had influence on sufficiency economy book purchasing behaviors.