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5 20

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(5)

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20

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6

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2 (Lower –Upper Class)

3 (Upper-Middle Class)

4 (Lower-Middle Class)

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2

(Families)

(13)

?

(Family Life Cycle) 9

6 6

(Personal Factors)

1. (Age)

2. (Occupation)

(14)

3. (Opportunity)

4. (Education)

5. (Life Style)

(Marketing Influences on Consumer Decision Making)

(4P’s)

( )

(Product Influences)

(Price Influences)

(15)

(Place Influences)

(Promotion Influences)

(Situational influences on Consumer Decision Making)

5

1. (Physical features)

2. (Social features)

3. (Time)

4. (Task Features)

(16)

(Psychological influences on Consumer Decision Making)

(Motivation) (Perception)

(Leaning) (Personality)

(Beliefs & Attitude) (Motivation)

3

(Freud’s Theory)

(Maslow’s Heerarchy of Needs)

5 (Self-development and

realization)

4 (Esteem needs)

(17)

3 (Social needs)

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1 4 (Physiological needs)

(Herzberg’s Theory)

( )

( ) 2

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3

(Selective Attention)

(Selective Distortion)

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(id) (superego) 2

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(24)

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38.9 31.9

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. (2556). " "

http://www.bangkokbiznews.com/home/detail/business/marketing/20130705/515 431.html

. (2542). 1 :

. (2556). '

http://www.thairath.co.th/content/eco/384905

. (2542). . 1.

. (2543). . 2. ISBN 974-89458-4-7.

http://www.oknation.net/blog/motomotion/2013/08/01/entry-¹ . . (2556).

http://th.aectourismthai.com/content1/33

Philip Kotler and Gary Armstrong. (2001). Principles of Marketing (International Edition).

9^thEdition.

Prentice Hall International, Inc. ISBN 0-13-028-329-0.

(31)

1:

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( ) 20-30 ( ) 31- 40

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