Chapter 2
Review of The literature
study was independently. The study was compiled and related concepts and theories presented by topic. Thus
Demand
demand theory is a theory that describes the amount of goods and services that consumers want to buy. The demand has to be composed. Consumers have the desire to consume goods and services of one.
Based on the factors which determine the demand follows
: 1. The price of goods and services is, if the price increase would result in reduced demand. But if the price drop will result in increased demand
2. The income level of the consumer's income, the consumer needs to make changes to the
products and services 3. Other relevant is if the price. and other changes The demand change, but this
is tempered 4. consumer tastes or preferences on products and services at various times
of the season is to make consumer goods 5. Changes in the
number of factors. Above shows the relationship between the quantity and type of these factors as a function of demand concept of marketing mix 1. Product or Service (Product) refers to what is offered to the consumer to respond to the needs or the needs 2. Price (Price) means that consumers pay for the product or service provider. Providers will determine the price of 3. Location (Place) refers to a supplier or service provider. Ability to access or convenient to the services they offer 4. The promotion (Promotion) meant to inform or notify the consumer is aware of the nature of the services as well as the value and benefits of the decision to buy 2. (The buyer - Decision Process) in the decision making process of consumers (Nat. The 2543 Act claims settlement in CHALIDA Boonruangkhao 2551) Typically, consumers will have to step in to buy the 5 steps of the recognition of the need to recognize the problem of searching for information. Assessment and Selection Purchase Decision And post-purchase behavior profile following the recognition of the need (Need recognition) or recognition of the problem. The beginning of the buying process is. What consumers need to be stimulating demand. Spur consumer demand may be stimulated from within the body of the consumers themselves. Or the market may create market incentives to consumers to demand them. Sometimes needs to be stimulated may remain for a long time. Or may be fixed in a short period of time to find information (Information Search) on consumers' needs, it will have to seek information about important features about the type of product, price, place, sales and special offers. about the desired product brands. Marketers are interested to resources. And the influence of resources to influence the purchasing decisions of consumers, the consumer information is divided into 4 groups: the party is a close friend whose family had influence on most consumer commercial advertisements in the public. the media and the trial was ever try your product or service, then the decision to purchase (Purchase Decision) through the process of evaluating options for the consumer products that meet the most demanding and will be. want to buy, but by the time they want to buy it. There may be other factors involved in the re-appointed as the social factors. Situational factors associated with the purchase. So when consumers are willing to buy, but it probably will not happen, it is not really buying behavior after purchase (Post purchase) after the consumer has to buy it. If satisfied, it will come back to buy it again, but if the buyer is not satisfactory, it may not buy it. From what has been said above.
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