The objectives of this research were to: 1) study the level of marketing communication of consumers towards choosing tire stores and tire change service in Chanthaburi Province, 2) study the behavior of choosing tire stores and tire change service in Chanthaburi Province, and 3) study the marketing communication affecting the behavior of choosing services from tire stores and tire changes in Chanthaburi Province. The sample used in the research was a group of 400 residents, aged 20 years and over in Chanthaburi Province. The sample was determined by using the calculations based on Yamane and was selected by random sampling. The instrument used to collect data was a questionnaire on general information and behavior of the users of tire stores and tire change service in Chanthaburi Province. The open and closed-ended questions were about marketing communications affecting the selection of using tire stores and tire change service in Chanthaburi Province. The questionnaire used was a 5 - level rating scale with a reliability value of 0.80. The statistics used for data analysis consisted of: percentage, mean and standard deviation.
