The objective of this research is 1) to study the personal factors that are related to the marketing mix factors affecting the decision to buy fashion offline clothes in Nakhon Pathom province, and 2) to study the influencing factors affecting the Behavior of decision to buy offline fashion clothes in Nakhon Pathom province Quantitative research methods The samples were 400 students, students and general public who live in Nakhon Pathom. Data were collected by questionnaires. By simple sampling selection And analyze the data by using descriptive statistics such as percentage, average, standard deviation The statistics used in the test were Chi-Square One-Way ANOVA / F-test.

The results showed that most of the respondents were female have percentage 71.20%, aged 42-28 years have percentage 42.80% were earning less than 5,000 baht have percentage 41.80% had 63.80% education below bachelor degree, occupation was student / student have percentage 53.80% have incomes under 5,000 baht have percentage 41.80% and have a single status 67.50% 1) Personal factors that are important to marketing mix factors Respondents give importance The overall picture was at the highest level (x̄ = 4.41, S.D. = 0.64). When considering each aspect, it was found that The personal aspect was at the highest level (x̄ = 4.48, SD = 0.61), product (x̄ = 4.43, SD = 0.56), price (x̄ = 4.41, SD = 0.69), distribution (x̄ = 4.38, SD = 0.69) and Marketing promotion (x̄ = 4.36, SD = 0.69) respectively, and 2) influencing factors affecting the buying decision behavior of offline fashion clothes in Nakhon Pathom province. 42.50% of them choose to buy the most products through the market, 34.20% have the frequency of buying offline clothes more than 1 time / month, 67.80% of the average cost of buying fashion offline clothes is 67.80% and they have The most influential decision in buying offline fashion clothes is 69.80% respectively.

Keywords: CONSUMER BEHAVIOR, PURCHASING DECISIONS, MARKETING MIX