OBJECTIVES: The aim of this research was finding the factors affect the decision of customers in drug stores for selecting the sore throat lozenges. METHODS: Survey research had been conducted since October to November 2012. The data had been collected by using questionnaires from 410 buyers age over 15 years who request the sore throat lozenges in drugstores for themselves. RESULTS:  Most of respondents were women(71.46%), aged 15-25 years old(30.49%), hold bachelor degree(40.73%), students(25.12%), no monthly income(27.80%) and had no income (27.80%). Most of them used to buy modern medicine types of sore throat lozenges (68.78%) more than traditional medicine type(21.22%). Their objectives were for reducing sore throat (36.35%) follow by reducing throat irritation (23.97%), reducing cough(19.95%) and expectorant(9.98%) respectively. Most of them would buy the modern medicine in the next time (69.27%). The level of decision making using available factor and information factor were in high level, the price factor and product factor were in medium level. The relationship between gender and gender and former using on selecting the types of sore throat lozenges were statistical significance of 0.05 levels. The factors influenced the selection of sore throat lozenges were 1) Place factor (=4.02±1.81) especially selecting from availability and convenience was in the high level, 2) Information factor (=3.60±0.33) especially selecting by using their information and receiving the information from health professions were in the high level, receiving the information from the various medias and the intimate persons were in the medium level. 3) Price factor ( =3.44±0.18) especially selecting from appropriateness to severity was in the high level. 4) Product factor ( =3.18,±0.50) especially selecting from taste was in the high level  ( =4.02±1.81). CONCLUSIONS: The results could be applied by community pharmacists in advising the customers for sore throat lozenges selection and the manufacturers or marketing managers in producing and distributing their products.