Paper Title
Effect Of Brand Image And Satisfaction Toward The Buying Behavior Of Khaotan (Rice Crispy) Consumers In Muang Lampang District, Lampang Province, Thailand

Abstract
The purpose of this research was to study the opinion levels of brand image, satisfaction and buying behavior of Khaotan (Rice Crispy) consumers,. and to study the effect of brand image and satisfaction toward the buying behavior of Khaotan (Rice Crispy) consumers in Muang Lampang district, Lampang province. The sampling group was 332 Khaotan (Rice Crispy) consumers in Muang Lampang district, Lampang province. The research tool was in questionnaire format and applied statistics in data analysis, i.e. descriptive statistics to find the percentage, average, standard deviation and inferential statistics with multiple regression technique. The outcomes of research revealed that the majority of questionnaire respondents was female in gender, with average age group between 41-50 years old, with married marital status, with under graduate educational level, with profession as government officer and State enterprises and followed by entrepreneurs and student, with the objective of buying products as gifts or souvenirs, with mainly buying from general souvenir shops, with satisfaction on Khaotan (Rice Crispy) with water melon sauce and by having opinion toward brand image, satisfaction and buying behavior at high level on all factors. The outcomes of multiple regression analysis revealed that brand image had highest effect toward buying behavior and followed by satisfaction had effect toward buying behavior of Khaotan (Rice Crispy) consumers. Keywords - Brand Image, Satisfaction, Buying Behavior