This thesis has 2 purposes. The first is to study factors governing computer buyers' behavior in purchasing Personal Computer (Desktop) or Notebook Computer (Laptop). The second is to explore the factors influencing buyers in choosing the type of store to purchase their computers, either a general computer store (which sells everything from computer parts to readily assembled computers) or a computer store that carries only brand-name PCs and Notebook computers. The results have been drawn from the data obtained by questionnaires distributed to 359 computer buyers and 120 computer distributors in Bangkok during April - June 2002 and analyzed by the Binary Logit Model. The findings indicate that major factors stipulating consumers to choose between Personal or Notebook computers are gender, term of payment, price of the computer, income, whether this is a first computer purchase, and occupation. In addition, a probability to purchase a notebook computer is increasing if a buyer is female, uses of installation payment, intends to buy high price computer, and is not buying a first computer. It has also been observed that those who have fixed monthly income are usually more concerned on prices in choosing a computer. Finally, those whose monthly incomes are below 30,000 baht will not alter their choices even if their incomes rise. In choosing the place to purchase their computers, only a few variables have been observed to be significantly influential to computer buyers. The most important ones are income and gender, followed by term of payment. In particular, a probability of choosing a computer store that carries only brand name PCs and Notebooks is to increase if a buyer is female and uses installation (credit term) of payment. In addition, PC buyers tend to change from purchasing their computer at a general computer store to a brand name one as their income rises. Such a behavior has not been observed among notebook computer buyers, though. The study clearly indicates that there are different groups of computer buyers in the market. It thus implies that producers should carefully separate their target groups in order to maximize their operation effectiveness. Furthermore, if the government wants to support the "learning by IT" scheme, such as a "Computer for the Mass" project, it should consider having computers with a variety of configurations in order to satisfy the needs of different groups of computer buyers.