Srirattanaworakul, S., O. Maneesong, and P. Tantiprabpa. “Consumer Behavior Analysis and Marketing Mix Factors Influencing the Decision to Purchase Peeled Durian in Modern Retail Stores: Recommendations to Marketing Strategy Development”. Parichart Journal, vol. 38, no. 2, May 2025, pp. 379-93, doi:10.55164/pactj.v38i2.275103.