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The objectives of this research were to examine the consumers’ behavior and satisfactory in purchasing palm oil and to investigate factors affecting consumers’ decision in purchasing palm oil in Mueang District, Chiang Mai Province. Questionnaires were used to collect data from 330 consumers who purchased palm oil in Mueang District, Chiang Mai Province. Data analysis has been performed based on Frequency, Percentage, Mean and Chi-Square Test. Findings were summarized as follows: With regard to consumers’ behavior in purchasing Palm oil, it revealed that the consumer subjects purchasing Palm oil from the Department Stores and fresh markets were in agreement with personal characteristics. To clarify, the majority of them were female, married, aged between 31-40 years old. They had an average income of 10,000-20,000 Baht per month. They did not have regular shops in buying Palm oil. They usually bought Palm oil less than 5 litres with an average of 2-3 times per month. Buying palm oil, they did not have fixed time or did not compare the price from each shop. The influential person for making a decision was the subjects themselves. The reasons for purchasing were the appropriate price and the most frequent advertising media, TV. They also bought and used other kinds of oil which was soy bean oil along with Palm oil. Meanwhile, it indicated that most of the consumer subjects purchasing Palm oil from the Department Store held a bachelor degree and were civil servants or state enterprise employees. The purpose of buying was to use it to cook in their household. The Palm oil they mostly purchased was “Olean” in a bottle with less than 100 Baht. However, it was found that most of the consumer samples purchasing Palm oil from fresh market finished high school/vocational certificate. Their work was related with food as they cook food for selling/reselling. They purchased the brand “Palm Thip” in plastic bag with more than 201 Baht per each. According to factors affecting consumers’ decision in purchasing Palm oil, it found that both consumer samples concentrated on them in the high level. Considering in each aspect, the consumer samples who bought Palm oil in the Department Store gave first priority to product factor in the high level. While the consumer samples who bought Palm oil in fresh market gave the first priority to physical characteristic factor in the high level. Besides, in terms of consumers’ satisfaction after purchasing Palm oil, it showed that the consumer samples purchasing Palm oil from the Department Stores and fresh markets were both generally satisfied with the Palm oil in the high level and were both satisfied with packaging factor in the first place. Finally, considered between personal characteristics and decision making in purchasing Palm oil from the Department Store or from fresh market, it implied that the difference of education level, occupation and average income per month affected the decision in purchasing Palm oil from the Department Store or from fresh market differently.
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