This chapter demonstrates the research finding with other literature. As stimuli, personal characteristic, psychological factor, and health consciousness had impacted buyer’s decision on frozen foods. Consumer attitude and belief is directly influenced decision, if they have positive attitude on frozen food products, they will gain more trust and believe it have same taste and nutrition with common foods. The change of consumer lifestyle in Bangkok affected hoe they consume food daily. The major benefit of frozen food is convenience and giving less preparation time. Sometime it can substitute fresh cooked food, but many Thai consumers still perceived it as less nutrition than normal food.