Chapter 2Review of the literatureA study by the independent this time. Those studies have been done to gather the relevant concepts and theory, and has presented on topics. As follows:The theory of demandThe hypothesis is a hypothesis describing the demand quantity of goods and services that consumers want to buy. That would be the demand must contain. Consumers have a desire to consume certain products and services. Moreover, consumers must also have the ability and willingness to buy goods and services that meet their needs. Consumers will have a demand for goods and services purchased or any kind of a lot or less. Depending on the key factor which determines the demand. 1. the price of goods and services is that if prices rise will result in reduced demand for quantity. But if prices decline will result in increased demand for quantity. 2. the income levels of consumers is the consumer's income changes, will cause demand for change. 3. the price of goods and services concerned are goods and services if the price has changed. Make the change to the requirement quantity. 4. consumer tastes is the mood or preferences in goods and services over time. 5. the season will make consumer items that are changed. From the above factors can show the relationship between the quantity of the item and the specific type of service with these factors as a function of demand.The concept of best marketing combined1. the product or service (Product) refers to what is offered in response to consumer demand or necessary.2. the price (Price) means that consumers pay for a product or service provider, the provider will determine the price.3. place (Place) means that supplier or service. The ability to access, or that the service will offer.4. to promote the selling (Promotion) means a notice or notification of consumers know the value and nature of the services, as well as the benefits of the service.2. purchase decision process (The buyer – the Decision Process) In the process of purchasing decisions of consumers (natthaporn kraisi 2543 (2000) amount claimed in chali, white bun rueang 2551 (2008)) typically, consumers will have to decide whether to buy the 5 steps are as follows: the requirement to acknowledge or recognize the problem to find information. Alternative assessment The decision to buy and purchase behavior.The details are as follows: The realization of requirements (Need recognition) or recognized the problem of the origin of the purchase process is something that consumers want or stimulating demand. What stimulates consumer demand could be spurred by consumer within the body itself, or the market may create a market incentive for consumers to demand it. Occasionally, demand has been stimulating may remain for a long time or may remain in a short period of time only. Search for information (Information Search) when a consumer demand, it will have to seek information about important features about the type of item. The price of goods Where to buy, and various special offers on items that require multiple brands. Marketers are interested in different information sources and influence of the data source that will affect a consumer's decision to buy the consumer's information sources are divided into 4 groups: human resources is a family friend who had success against the most consumers. Various sources of public source is commercial advertising, mass media, and a trial is a trial that goods or services were acquired.The decision to purchase (Purchase Decision) when through the process of evaluating alternatives, consumers will have items that meet the most demanding and will need to be purchased, however, when it's time to buy, there may be other factors that are really relevant to many other factors, such as compound is social. Factors to the circumstances associated with the purchase. So, when consumers have the intention to buy, but it probably won't happen, it's really buying.After purchasing behaviour (Post purchase) after the consumer has purchased it. If satisfied, it will come back to buy them again. But if the buyer is not satisfied, it may not be purchased. From what has been mentioned above.
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