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FACTORS AFFECTING THE CONSUMER’S DECISION ON BUYING PRODUCT

Nowadays, many concerns have launched in the market. But it ‘s non easy to do appreciate for every people. Possibly, that is a ground of the client determination. While, the pupil is portion of buying power that the bargainer directed. Consumer behavior is the survey of how persons make determination to pass their available resources on consumption-related point ( Schiffman & A ; Kanuk, 1997 ) . In University the merchandise is of import for the pupil. While, the merchandise non cover all pupil because possibly the adolescent take the merchandise follow the life manner that their love. So, the merchandise hold more effected to determination buying with the pupil in adolescent ages. Specially, the foreign trade name is trust trade name that have support buying power by the client.

In Global scene, every merchandise have evaluated and developed all clip for client demand that is bosom of competition in a commercial sale. The most people have selected the merchandise follow several factor. So, the companies will be bettering your merchandises. Otherwise, the clients that have buying power can be change to other royalty trade name. The better they understand the factors underlying consumer behavior ( Assael, 1998 ) . The better able they are developing effectual selling schemes to run into consumer demands.

In National scene, the several factor to do a purchase. It ‘s ground to see for bargainer to choose merchandise that gross revenues and support. The several factor have consequence to doing a purchase ( Scheinberg, 1992 ) such as selling schemes, sex, ages, business, monetary values and besides the merchandise name have a repute values. The last factor is of import to analyze that why the trade name name have effected to client determination.

Locally, the merchandise names have a repute values is the trust trade name. The merchandise that sale for pupil in concern unmarried man disposal for Rajamangala University of Technology Thanyaburi will be in tendencies to response their client in this age. This survey concern with the behavior in doing a purchase that Brand is what consumers purchase and merchandise is what consumers use ; this shows that branding is really of import.

The trade name name is the trust trade names that have effected to do a purchase. Present, pupil ca n’t said that do n’t love their trade name name and specially, the foreign trade name is portion factor to doing a purchase. Even though, the trust trade name has copyright violation but the pupil will purchase for proprietor that merchandises. May be, the lower monetary values and closer manner of existent set are alternatively in utilizing. Follow the place, pupil would wish to see every hebdomad and person choose to proprietor. While, the existent trust set name from foreign in the Leading section shops have student merely high buying power that merely few per centum.

All of behavior from pupil in concern unmarried man disposal for Rajamangala University of Technology Thanyaburi is thing to analyze for cognize the ground why their choosing.

Consumers make many purchasing determinations every twenty-four hours ( Kotler & A ; Armstrong, 2001 ) . Most big company ‘s research consumer purchasing determinations in great item to reply inquiry about what consumers buy where they but, how and how much they buy, when they buy, and why they buy.

1.2 Statement of the Problem

Foreign trade names are expensive for pupils.

Quality of merchandise imitates.

The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them.

The personality of the clients.

1.3 Research Objective

The aim of the survey is to run into the replies of the job ;

Foreign trade names are expensive for pupils.

Quality of merchandise imitates.

The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them.

The personality of the clients.

The reply to the job is every bit follow:

To happen out how the monetary value of foreign trade name merchandises and imitations of them influence determination devising.

To happen out how the quality of foreign trade name merchandises and imitations of them influence determination devising.

To happen out how the societal value of foreign trade name merchandises and imitations of them influence determination devising.

To happen out the supplement personality of foreign trade name merchandises and imitations of them influence determination devising. .

1.4 Scope of research

The range of this research is the population analyzing at Rajamangala University of Technology Thanyaburi. This includes males and females aged 18-25 old ages old of 11 different modules numbering about 24,053 people. ( hypertext transfer protocol: //www.oreg.rmutt.ac.th/SKOStdCourse/2552/report % 203-2.asp )

The sample in this survey was pupils from the module of Business Administration, University of Technology Rajamangala Thanyaburi. This module has seven subdivisions including both work forces and adult females aged 19-25 old ages who make a purchases by themselves ; a sum of 6,299 people.

The variables studied:

– Mugwump variables are pupil ‘s gender, age, section of survey and the twelvemonth of survey.

– Dependant variable is the attitude toward purchasing foreign trade name merchandises ( monetary value, quality, trade name names and value. )

1.5 Restrictions of the Research

We acquired this information by directing questionnaires to pupils at Rajamangala University of Technology Thunyaburi ; this includes both work forces and adult females. One of the restrictions of this survey is, if a sample of pupils does non direct the questionnaire back to the research worker, or if they send it back uncomplete. Another restriction is the sum of clip we have is to direct the study to the pupils, receive the information and cipher the standard information.

1.6 Significance of the survey

This research is a survey of factors that influence behavior of pupils ( of concern disposal at Rajamangala University of Technology Thanyaburi ) when purchasing merchandise imitated foreign trade names. The findings of this survey will assist those interested in making concern foreign or interested in runing foreign trade names companies by finding selling schemes to accommodate the demands of mark clients.

1.7 Definition of Footings

Foreign trade names are expensive for pupils. The pupils will have the money from their parent. So, they do n’t hold money to purchase foreign trade names merchandise.

Quality of merchandise imitates. Continually, imitates merchandises ‘ quality have really good quality compare to foreign trade name merchandises, so there is a pick for pupils who has limited their money and want to utilize same trade name but good quality.

The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them. Following the pupil societal in university, the pupils want to be in tendency of manner for construct from their friends.

The personality of the clients. Some pupils, they do n’t hold confident in themselves. So, the pupils will utilize the merchandise from foreign trade names to assist them hold more confident.

Chapter II

Review of related literature and surveies

2.1 Definition and Features of the Independent Variable

In this chapter, discusses the rubric of research. Because this research is relevant to consumers: pupils of concern disposal at Rajamangala University of Technology Thanyaburi. So, need to cognize the significance of consumer behavior on purchasing for survey factors impacting the determination of the pupils.

Consumer behavior is the survey of how persons make determination to pass their available resources on consumption-related point. It includes the survey of what they buy, why they buy it, when they buy it, where they buy it, how frequently they buy it, and how frequently they use it ( Schiffman & A ; Kanuk, 1997 ) .

The purpose of selling is to run into and fulfill mark clients ‘ demands and want. The field of consumer behavior surveies how consumer select, purchase, usage, and dispose of merchandises, services, thoughts, or experiences to fulfill demands and desires ( Kotler, 2003 ) .

Sellers have come to recognize that their effectivity in run intoing consumer demands straight influences their profitableness. The better they understand the factors underlying consumer behavior. The better able they are developing effectual selling schemes to run into consumer demands ( Assael, 1998 ) .

Consumers make many purchasing determinations every twenty-four hours. Most big company ‘s research consumer purchasing determinations in great item to reply inquiry about what consumers buy where they but, how and how much they buy, when they buy, and why they buy ( Kotler & A ; Armstrong, 2001 ) .

Possibly the most ambitious construct in marketing trades with understanding why purchasers do what they do. But such cognition is critical for sellers since holding a strong apprehension of purchaser behavior will on what is of import to the consumer and besides suggest the of import influences on consumer decision-making. Using this information, sellers can make selling plans that they believe will be of involvement to consumers ( Kanhasiri, 2006 )

In add-on to this, besides need to cognize significance of the word “ imitate foreign trade names ” . Imitate foreign trade names means the merchandise transcript as merchandises of a foreign trade name. Popular merchandises make transcript are bags, tickers, apparels, and places. The imitate foreign trade names merchandises that we know and see frequently in everyplace are Chanel, Louis Vuitton, Nike, Christian Dior, Gucci and etc ( Kanhasiri, 2006 ) .

2.2 Theories Related to the Independent Variable ( s )

2.2.1 Foreign trade names are expensive for pupils.

Monetary values, merchandise distinction and quality measuring: a comparing between hedonistic and matched theoretical account methods studied by Gian Maria Tomat ( 2005 ) ; related parts to Pakes, Berry and Levinsohn ( 1993 ) and Nevo ( 2003 ) consider the job of doing exact public assistance comparings on the footing of the estimated parametric quantities of consumer penchants in a distinct pick theoretical account. This attack has been used in these plants to analyze jobs such as the consequence on consumer public assistance of alterations in environmental ordinance or of the debut of a new trade name of a merchandise. Stipulating the consumer ‘s pick job in the infinite of merchandise features, simplifies the analysis in comparing with correspondent jobs studied on the evidences of traditional demand theory, as is done for illustration in plants by Hausman. However, the consequences of the monetary values, merchandise distinction and quality measuring: a comparing between hedonistic and matched theoretical account methods surveies show that the attack can at most generate upper and lower bounds to the true monetary value indexes and the empirical grounds shows that these bounds are normally rather broad.

2.2.2 Quality of merchandise imitates.

From Quantity-Discount Dependent Consumer Preferences and Competitive Non-linear Pricing studied by Z. Jane Gu and Sha Yang ( 2009 ) ; they investigated the quantity-discount consequence, a type of dealing public-service corporation consumers derived from the unit monetary value difference between a little and a big bundle size of the same merchandise in a non-linear pricing environment. Consumers may comprehend measure price reductions as “ additions ” for buying larger bundle sizes with lower unit monetary values, or as “ losingss ” for buying smaller bundle sizes with higher unit monetary values. In add-on, consumers may differ in their inclinations to perceive measure price reductions as additions or losingss.

2.2.3 The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them.

Post-Materialism as a Cultural Factor Influencing Entrepreneurial Activity across Nations studied by Lorraine M. Uhlaner, Roy Thurik and Jan Hutjes ( 2002 ) ; the implicit in premiss of this research survey is that the stuff additions that are cardinal or important to entrepreneurial activity are of less value to post-materialist persons. The Research by McGrath, MacMillan and Scheinberg ( 1992 ) shows that single enterprisers from a broad assortment of states are more likely to hold mercenary values ; such as sing success as doing tonss of money, than their non-entrepreneur opposite numbers. However, they do non prove for state differences. Blais and Toulouse ( 1998 ) made such comparings and conclude that enterprisers across states tend to hold similar motives. In another studied of single enterprisers Robichaud, McGraw and Roger ( 2001 ) happen a positive correlativity between extrinsic motive of the enterpriser and gross revenues public presentation whereas they find negative relationships between the independent variables, intrinsic motive and liberty and independency on the one manus and the dependant variable, gross revenues public presentation, on the other. These findings are interesting because at the micro-level they correspond to the thesis that entrepreneurs, particularly successful 1s, are more mercenary than their opposite numbers. Missing comparable research at the macro degree of analysis, we can merely pull on these surveies for our hypotheses. In peculiar, presuming that tendencies from the micro degree can be aggregated to the social degree, we predict that the relationship between post-materialism and entrepreneurship is besides negative, i.e. , the less mercenary the civilization, the fewer people choose to go freelance. The cardinal hypothesis of the present paper so reads: The more post-materialistic the civilization, the lower the overall degree of entrepreneurship.

2.2.4 The personality of the clients.

Consumer Assessment of Social Product Features: An Empirical Probe Using Choice Experiments by Pat Auger, Timothy M. Devinney and Jordan J. Louviere studied the turning importance of this subject can be seen in the current motion toward societal answerability audits ( Economist 1999 ) , and the increasing sums of money that corporations spend to “ repair ” systems under force per unit area from progressively sophisticated involvement groups. Their research is relevant to this issue because it shows that although consumers do non understand the ethical dimensions of the merchandises they purchase, their purchases can be influenced by these dimensions if decently presented. From a managerial position, more work demands to be done on educating consumers to the concealed ethical nature of the merchandises they purchase. Corporations besides need to understand which clients care about ethical dimensions and what dimensions they care about. However, our consequences besides suggest that consumers wo n’t give merchandise public presentation for ethical considerations in malice of what militants might trust.

2.3 Critical Analysis/Discussion of the Theories Related to the Independent Variable

Motivation Theory

2.3.1 Maslow ‘s Hierarchy of Needs ; ( Abraham Maslow,1908-1970 )

Abraham Maslow was a psychologist. He developed a theory called the ‘Hierarchy of Needs ‘ . This hierarchy referred to the assorted demands that he believed characterised worlds. He identified five chief homo demands. These are:

– Physiological demands

These include the most basic demands that are critical to survival, such as the demand H2O, air, nutrient and slumber. Maslow believed that these demands are the most basic and natural demands in the hierarchy because all needs become secondary until these physiological demands are met.

– Security Needs

These include demands for safety and security. Security demands are of import for endurance, but they are non every bit demanding as the physiological demands. Examples of security demands include a desire for steady employment, wellness insurance, safe vicinities and shelter from the environment.

– Sociable Needs

These include demands for belonging, love and fondness. Maslow considered these demands to be less basic than physiological and security demands. Relationships such as friendly relationships, romantic fond regards and households help carry through this demand for company and credence, as engagement in societal, community or spiritual groups.

– Esteem Needs

After the first three demands have been satisfied, esteem demands becomes progressively of import. These include the demand for things that reflect on self-pride, personal worth, societal acknowledgment and achievement.

– Self-actualizing Needs

This is the highest degree of Maslow ‘s hierarchy of needs.A Self-actualizingA people are self-conscious, concerned with personal growing, less concerned with the sentiments of others and interested carry throughing their potency.

Figure 1 Maslow ‘s Hierarchy of Needs

Maslow suggested that the first demand dominates a individual ‘s behaviour until it is satisfied, and so the 2nd, and so on. A scholar would non be interested in larning, need 5, until demands 3 or 4 ; ‘belonging ‘ and being ‘esteemed by others ‘ had been satisfied. Nor so, would they be interested in larning until they were warm, and replete.

A visible radiation, airy, warm, comfy “ safe ” larning environment, equal ‘comfort interruptions ‘ and realistic timings can assist to ease these conditions. An consciousness of, and proactive attack to, group kineticss will besides assist to fulfill ( or at least non de-satisfy ) some of the association and esteem demands. ( Abraham Maslow, 1908-1970 )

( Beginning: hypertext transfer protocol: //www.envisionsoftware.com/articles/Maslows_Needs_Hierarchy.html )

2.3.2 Clayton Alderfer ‘s ERG Theory ; ( Clayton Alderfer, 1969 )

An effort to simplify Maslow ‘s demands theory was put frontward by psychologist Clayton Alderfer with his ERG theory. Both theories see demands as the motivation force behind behavior. Peoples are motivated to make things by different demands, of which Alderfer identified three:

– Being Needs

Include all stuff and physiological desires ( e.g. , nutrient, H2O, air, vesture, safety, physical love and fondness ) Maslow ‘s first two degrees.

– Relatedness Needs

Encompass societal and external regard ; relationships with important others like household, friends, colleagues and employers. This besides means to be recognized and experience secure as portion of a group or household. Maslow ‘s 3rd and 4th degrees.

– Growth Needs

Internal regard and self realization ; these force a individual to do originative or productive effects on himself and the environment ( e.g. , to come on toward one ‘s ideal ego ) . Maslow ‘s 4th and 5th degrees. This includes desires to be originative and productive, and to finish meaningful undertakings.

Figure 2 Clayton Alderfer ‘s ERG Theory

Alderfer argued that it was possible to travel in either way. This means that, if growing needs become hard or impossible to run into, defeat arrested development occurs, doing persons to concentrate on carry throughing their relatedness and their being demands. Unsatisfied needs, hence, go less instead than more of import. Maslow proposed the antonym.

In this survey the research workers used two theories are Maslow ‘s Theory ( Maslow ‘s hierarchy of demands ) and Clayton Alderfer ‘s ERG Theory are chief formulated in this survey ( Clayton Alderfer, 1969 ) .

( Beginning: hypertext transfer protocol: //www.envisionsoftware.com/articles/ERG_Theory.html )

2.4 Discussion of the Dependent Variable

The monetary value of merchandises have effected to doing determination. In add-on, Arthur & A ; Rafael ( 2002 ) found “ When the new merchandise launches and better quality besides this merchandise will be compared to increase monetary value ” .

While, Aart & A ; Jaume ( 2000 ) said that “ When the merchandises have high demand so the merchandises monetary values that will be increase on demand ” besides Ray ( 2002 ) found “ Business will happen the ways to avoid the job to better the popular merchandise and harder to copy for lessening their hazard ” as a consequence Amine, Taimur & A ; Joseph ( 2007 ) supported “ Sellers will be developing monetary value merchandises to acquire the popularity may be the consumers utilizing pirated goods ” in fact Gian ( 2006 ) said that “ The monetary value is appropriate accommodations so the merchandise will be popular Increasing ” so Xavier & A ; Giround ( 2008 ) found “ The quality monetary values will be changed follow the quality merchandises ” in the past Laszlo & A ; Miklos ( 2004 ) stated “ The import merchandise monetary value will be rise follow depend on the engineering and competitory environment of the purchaser ” . On the other manus, Joanna ( 2006 ) found “ The analysis of monetary value convergence to the consumer market is examined on sum and disaggregates degrees ” although Peter, Judith & A ; Anil ( 2002 ) stated “ The determination purchase of consumer will depend on monetary value by the lower monetary value besides the buying power that so lift ” .

Finally, Emek ( 2005 ) supported “ The measure the monetary value of a low-cost have more accomplished to consumer determination ” . The quality of merchandise imitates have effected to doing determination when, Wong & A ; Zhou ( 2005 ) found “ perceived value has a greater consequence on purchase purpose for conspicuous foreign merchandises ” While, Heflin, Shaw & A ; Wild found “ The liquidness of equity markets depends on quality information ” and Faruq ( 2006 ) found “ R & A ; D activities and FDI influxs are of import determiners of quality ” so Sharma found “ The trade name must be relevant to a latent demand of the consumer ” but Jin & A ; Leslie ( 2002 ) found “ Supplying people with better information causes people to alter their purchase determinations and causes i¬?rms to modify their behavior ” while Orosel & A ; Zauner ( 2003 ) found “ good ‘s quality is unobservable to purchasers, a continuum of quality degrees is technologically executable, and minimal quality is supplied under competitory conditions ” although Koppius & A ; Heck ( 2002 ) found “ Electronic auctions have quickly increased in popularity, but the effects of exchanging to an electronic auction are ill-defined ” Furthermore Borin & A ; Lamieri ( 2008 ) found “ empirical surveies over clear grounds on the increasing importance of intra-industry trade in presence of vertically regardful merchandises ” nevertheless Matsa ( 2009 ) found “ Product quality is an of import component of competition in a broad scope of markets, including the supermarket industry ” in add-on Bertini, Wathieu & A ; Iyengar ( 2010 ) found “ parsimoniousness and simpleness in ingestion is needfully advantageous across all classs of concern ”

The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them have effected to doing determination so, Mehrotra ( 1919 ) found “ cod assorted proficient information about pull offing your revenue enhancement personal businesss and amalgamations and acquisitions, revenue enhancement jurisprudence and the particular rights or rational belongings rights and the thought of the American company. Each other based on rules of jurisprudence and political economic system of the state. ”while Closius ( 1995 ) said ”that the expiration of the motion of certain groups of people in America with a alteration to the political policy of national fusion and the creative activity of justness to happen and make societal consciousness to the populace more than of all time ” Furthermore Kyvelidis ( 2001 ) stated “ that Measure currents in the Black Socialist philistinism may be obtained from the GDP of each state, which evaluates the value per caput was increased from the current popularity with the increasing philistinism. ”

After that Anderson ( 2001 ) “ has found that satisfaction in philistinism is one of the psychological jobs that make people in society are seeking to make everything to acquire it occupied, such as auto, house and manner. ” And Boven ( 2005 ) survey “ that most people want to populate good and merrily in every individual and found that philistinism, such as the auto place manner is of import to make felicity for them really good. ”

However, Uhlaner, Thurik, & A ; Hutjes ( 2002 ) supports ‘that found that enterprisers across states tend to happen a manner to merchandise against the competition in trade and create stableness for themselves as to rule the turning market and found that many of the cultural factors and philistinism of the people affected. ” In add-on Fuchs said “ that the theories of cultural objects are of import factors correlated with the values of people in society. ”

Therefore Sarkar ( 1996 ) found “ the function of work forces is to buy goods and Research indicates that attitudes in the ownership of philistinism instead than value of the object with the purchase of such merchandises used in life Which led to satisfaction and success of many people. As a consequence of Kroh ( 2008 ) discovered that the function of the purchases is likely to alter the monetary value degree and economic security but Boven, Campbell & A ; Gilovich ( 2005 ) the survey found “ that current flow in the philistinism in society more selfish, selfish private involvements over public.

The personality of the clients have effected to doing determination when, Devinney & A ; Louviere ( 1986 ) survey “ that of interpersonal psychological science, moralss and personality have been shown correlated with the figure of complex societal jobs. ” While Rajagopol ( 1986 ) found “ that of the theoretical account to mensurate the public presentation of trade names and attitudes, including personalities, image, repute and trust. ” But Balaji & A ; a Raghavan ( 1970 ) discovered “ that Cultures and different image for the merchandise of subjects related to engineering and trade name repute. ” Therefore Pandey ( 1968 ) found “ that Experiment designed to analyze the function and relevancy of the personality of the individual. Found that the advertizement or communicating plan plays an of import function in the perceptual experience of trade name personality ” although Bartholomew & A ; Horowitz ( 1994 ) survey “ that Changes in market and competition has reduced the cost of selling and new merchandise debuts, including the hazard of failure of the merchandise. ” Therefore Sharma ( 1997 ) supports “ that we besides found that consumer evaluations of direction public presentation in the context of consumer retail low ” but Zhenzhong Ma ( 1970 ) found “ that Aims to make understanding about the local trade name can last. ” In fact Mckenzie & A ; Woodruff ( 1964 ) survey “ that present the basic constructs for researching the relationship between personality and forms of struggle behaviour and concern dialogues. ” Then Koufopoulos ( 1999 ) stated “ that Product invention. Personality and impact a really of import chance to entrepreneurs to introduce. ” Finally, Kanhasiri ( 1990 ) found “ that Products and mensurate the relationship between the characteristic comparing in the hereafter. Quantitative methods of analysis and agencies of roll uping informations, frequence analysis of research and planning informations in line charts and saloon graphs and suggestions for future research will take consequence to rivals with better client trueness. ”

2.5 Relationship of the Independent Variable ( s ) to the Dependent Variable

Arthur & A ; Rafael ( 2002 ) found “ When the new merchandise launches and better quality besides this merchandise will be compared to increase monetary value ” . Although many concern office merchandises are trade name name copyright violation really earnestly and forbid all research and merchandise development at the clip out to analyze consumer satisfaction, with the updates of new merchandises out of the market demand. But still have other concern merchandises illicitly copied out widely. Consumers like the merchandises that they are cheaper and look like the existent. While, Aart & A ; Jaume ( 2000 ) said that “ When the merchandises have high demand so the merchandises monetary values that will be increase on demand ” Cheap is increasing on demand. Many consumers decided to purchase imitation merchandises backpack alternatively of the echt merchandise is expensive. Besides Ray ( 2002 ) found “ Business will happen the ways to avoid the job to better the popular merchandise and harder to copy for lessening their hazard ”

The quality of merchandise imitates have effected to doing determination when, Wong & A ; Zhou ( 2005 ) found “ perceived value has a greater consequence on purchase purpose for conspicuous foreign merchandises ” and Faruq ( 2006 ) found “ R & A ; D activities and FDI influxs are of import determiners of quality ” The Company that industry high quality merchandises to the market are disclosed information to consumers less known because those are of import to the company and the liquidness of the market. The company has disclosed merely basic information merely. States are exporters of quality differences. This is the consequence of differences in factors such as gift, engineering, research and development ( R & A ; D ) . While, Heflin, Shaw & A ; Wild found “ The liquidness of equity markets depends on quality information ”

The current philistinism of society makes pupils feel like they have to purchase foreign trade name merchandises or imitations of them have effected to doing determination so, Anderson ( 2001 ) “ has found that satisfaction in philistinism is one of the psychological jobs that make people in society are seeking to make everything to acquire it occupied, such as auto, house and manner. ” And Boven ( 2005 ) survey “ that most people want to populate good and merrily in every individual and found that philistinism, such as the auto place manner is of import to make felicity for them really good. ” The philistinism is satisfied from the Black Marias of single values ensuing psychological advantage over the other now, value of the harvest screen philistinism has resulted in increasing attitude of purchasing commercial terminal gourmet and frequently non satisfied with the simple life and different people require a comfy life. Although philistinism has a negative consequence, but many people will desire to have it like a large house, luxury autos, expensive apparels, beautiful furniture and other. Because human demands are infinite, they seek what they want to come and hold a echt merchandise if the monetary value is excessively high, doing them purchases commercial class transcript. Although it is copied, it can replace the same name that looks realistic and cheaper it is one ground consumers purchase determination without respect to copyright infringement Torahs.

The personality of the clients have effected to doing determination when Devinney & A ; Louviere ( 1986 ) survey “ that of interpersonal psychological science, moralss and personality have been shown correlated with the figure of complex societal jobs. ” While Rajagopol ( 1986 ) found “ that of the theoretical account to mensurate the public presentation of trade names and attitudes, including personalities, image, repute and trust. ” But Balaji & A ; a Raghavan ( 1970 ) discovered “ that Cultures and different image for the merchandise of subjects related to engineering and trade name repute. ” Therefore Pandey ( 1968 ) found “ that Experiment designed to analyze the function and relevancy of the personality of the individual. Found that the advertizement or communicating plan plays an of import function in the perceptual experience of trade name personality ” The cultural and societal including kick similar image with Bush. This is sometimes the merchandise to the personality of our merchandises or we like it because it is frequently excessively expensive trade name, so many people chose to be turned to copy alternatively of the existent merchandise.

2.6 Previous Surveies

There are 4 criterions subdivision ;

– Introduction & A ; background

The trade name name is the trust trade name that have effected to doing a purchase from pupil at RMUTT. Now, the pupil say love trade name name. Harmonizing to Schiffman & A ; Kanuk ( 1997 ) Consumer behavior is the survey of how persons make determination to pass and take this things. When, notice the pupils that show their usage accoutrements trade name name. This is normal happen now but it ‘s non just in their providers that think and make it for sale. While, the existent trust set name from abroad in the Leading section shops have student merely high buying power that merely few per centum. Behaviour from pupil in concern unmarried man disposal for Rajamangala University of Technology Thanyaburi is thing to analyze for cognize the ground why their choosing.

– Methods

The methods to analyze behaviour of pupil at RMUTT such as notice, questionnaires, and convey the theory that related to refering survey with instance survey.

– Consequence

Now yearss, Counterfeiting is so much. In a position of provider, the so called merchandise buccaneering can be merely approximately outlined. The Experts and everyone, who good know that merchandise buccaneering: “ trade grade rights in a commercial as trust planetary trade names ” have consequence to “ Counterfeiting and Criminal manner ” . Such as the actions of person that who merely thing for do a benefit to yourself as “ The purpose of selling is to run into and fulfill mark clients ‘ demands ” ( Kotler, 2003 ) . While, who would wish to be proprietor of the trust trade names merchandise. That all said that in the beginning from committed in a purposeful, voluminous and profit-making mode under “ the demand to react of person for credence as engagement in societal, community, and spiritual groups ” ( Abraham Maslow,1908-1970 ) . Product buccaneering requires non merely the violation of branded labels but besides includes merely somewhat modified imitations of branded goods implies knowing usage. In contrast to that the term “ counterfeiting ” implies. the knowing usage of trade name name or packaging and the specific expression of merchandises by 3rd parties. So, method to protect your merchandises, Trademark and Brand name that refering merchandise security, it is necessary to separate between designation characteristics and security characteristics. A logo, for illustration, is an designation characteristic, but does n’t supply any safety. It can be imitated without great attempt. The more hard and complicated it is to copy a security characteristic, the more appropriate it is to protect merchandises.

In a position of consumer as pupils in this adolescent is comparatively hapless economic. Many people would wish to be an proprietor and seek to happen something that who loves. While, who will seek to rake with comparison to acquire the deals and look across to happen something even it non right and un carnival for the proprietor planetary trust trade name. This is our picks of merchandises violate right of first publication or contraband. The belowground market will turn stronger. The illegal trade is more influential. The trade is in the right format and who pay revenue enhancements right will weaken. The consequence that purchaser will run into is the merchandises from the profiteer may be the duty of the merchandise is less easy. In the last, this group profiteer would non to responsibility so ( Z. Jane Gu, Sha Yang ; 2009 ) . Follow the theory of Maslow that show the people like to take best things for respond demand is basal of so. Student make “ persons determination to pass their available resources on consumption-related point ” ( Schiffman, Kanuk, 1997 ) .

-Discussion

Behind the Solution that people good know that the job come from many people are support to purchase the merchandise that forging. On a global degree even the UN is interested in a permanent solution and built planetary understanding. But the intensification of Torahs and even stricter controls wo n’t be working if merchandise label is n’t implemented. Coordinated profiteers the industry is forced to present such label and the security governments have to command them continuously. Security experts explain that coordinated methods and short ways of information would be able to halt profiteers. That express is difficult to command the profiteers and the pupil will be “ support to appreciate follow behavior of doing to the determination to purchase the merchandises ” ( Skinner, 1957 ) . Therefore, the transcript right merchandises normally have consequence. Because, the profiteers sale their merchandise about the lower monetary values, alternatively quality, follow tendency Materialism and the last of import is response doing buying. While, the consumer like to purchase for respond their base of demand to other stairss for societal and people who acceptable that their think ( Abraham Maslow, 1908-1970 ) .

Chapter III

Research Model

Dependent Variables

Independent Variables

Maslow ‘s Hierarchy of Needs & A ;

Clayton Alderfer ‘s ERG Theory

Gender

Age

Year

Department

The monetary value of foreign trade name merchandises and imitations of them influence determination devising.

The quality of foreign trade name merchandises and imitations of them influence determination devising.

The societal value of foreign trade name merchandises and imitations of them influence determination devising.

The supplement personality of foreign trade name merchandises and imitations of them influence determination devising.

The Operationalization Table:

Hypothesis

Operationalization

Question

H01: Foreign trade names are expensive for pupils.

Ha1:

– Merchandises are more expensive.

– Students have low income.

1. Are merchandises more expensive?

2. Are pupils holding low income?

H02: Quality of merchandise imitates.

Ha2:

– Defective merchandise.

– The merchandises are n’t standardized.

1. Is merchandise faulty?

2. Are n’t merchandises standardized?

H03: The current philistinism of society

Ha3:

– Students adopt the western civilization more.

– Students focus on objects instead than religious.

1. Are pupils following the western civilization excessively much?

2. Are pupils concentrating on objects instead than Mentality?

H04: The personality of the clients

Ha4:

– Students have no assurance.

– Students have munificent disbursement wonts.

1. Are pupils holding their assurance?

2. Are pupils holding munificent disbursement wonts?

Chapter IV

Research Methodology

4.1 Method of research Used

– Historical Research ( DR )

Consumer behavior refers to the procedure of single determinations and actions to happen and buy the merchandise or service rating is expected to their demand.

Sellers will be studied that Consumer behavior on the demands of consumers so that the satisfaction to cognize that 5W 1H ( Rudyard Kipling, 1902 )

( Who are the consumers, what consumers want to purchase, why they want to purchase, when they want to purchase, where they want to purchase, how they want to purchase, and/or how much. )

The client is who have buying power to buy behavior and utilizing behavior.

1. Need: Consumers must be a demand for merchandises.

2. Buying power: Consumers must be a buying power together with demand for merchandises.

3. Buying behavior: When the client has a demand and purchasing power so will be purchasing.

4. Using behavior: the client behavior as life manner to utilizing merchandises.

( Beginning: scribd.com/doc/3666200/5W1H-Who-What-Where-When-Why-How )

– Descriptive Research ( DR )

The clients behaviour of doing to the determination to purchase the merchandises. That all is marketing mix that makes demand before stimulus by merchandise such as organic structure, colorss, public-service corporation, and monetary values. In add-on, the stimulation from the monetary values appropriate, beginning of gross revenues, and publicity to make client. From this as black box or Buyer ‘s Characteristic of client believing effectual from stimulation ( Internal Factors and External Factors ) so have response by client. So, Type of this behavior calls

S-R Theory or theory of Stimulus and Response. ( Skinner, 1957 )

Stimulus = S

Selling Stimulation

Other Stimulation

Merchandise

Monetary values

Topographic point

publicity

Economic

Technology

Politic

Cultural

Etc.

Black Box

Buyer ‘s Characteristic

Internal Factor

– Motivations

– Personality

– Attitude

– Percept

– Learning

External Factor

– Family

– Culture

– Mention Groups

Response = R

Buying merchandise

Trust Brand

Seller

Time to purchase

Measure

This is theoretical account of S-R Theory or theory of Stimulus and Response from Skinner theory ( Skinner, 1957 )

( Beginning: classweb.gmu.edu/ndabbagh/ … /IDKB/models_theories.htm )

– Experimental and Quasi-Experimental Methods ( EM )

Buying Decision Process is Quasi-Experimental Methods. That from trial to instance survey ( pupil in concern unmarried man disposal at RMUTT ) and consequence relationships. The Data of this research from a Primary Data and some Secondary Data by 3 Methods of Research Used

1. Observation: by Unstructured Observation

2. Interview: by Less or Unstructured Interview that Questionnaire Guide to Focused Interview

3. Questionnaire: by Check list Question follow their sentiment from of import weight that Sort Descending

3 Methods of Research Used must be the Data to ensue that Validity and Reliability

– Ethnographic Research ( ER )

Technique to 3 Methods of Research and 5W 1H ( Rudyard Kipling, 1902 ) will utilize that it aim to detect their Consumer behavior refers to the procedure of single determinations and actions to happen and buy the merchandise or service rating is expected to their demand in instance survey of pupil Business RMUTT. And, depict the determination behavior in natural scene.

Making a questionnaire

1. To keep the nonsubjective and hypothesis to base of survey

2. To analyze the aim and hypothesis that what to cognize

3. To divide that thing survey such as quality of a individual, makings of a individual, and your behavior that is Variable to posting

4. To convey the information to turn out with hypothesis

5. No make the inquiry irrelevant

A rule of making a questionnaire

1. Making a questionnaire to brief and unclutter

2. Having a chief questionnaire

3. Avoid prima inquiries

4. Avoid proficient word

5. Making closed questionnaire excessively much to fast and easy to analysis

6. Trying to make inquiry that can reply

7. Avoid the inquiry to do confuse and messy in reply

Following, this is inquiry for usage to this research that relevant with Operationalization and have inquiry

Operationalization

Question

– Merchandises are more expensive.

– Students have low income.

1. Are merchandises more expensive?

2. Are pupils holding low income?

– Defective merchandise.

– The merchandises are n’t standardized.

1. Is merchandise faulty?

2. Are n’t merchandises standardized?

– Students adopt the western civilization more.

– Student focal point on objects instead than religious.

1. Are pupils following the western civilization for excessively much?

2. Are pupils concentrating on objects instead than spiritual?

– Students have no assurance.

– Students have munificent disbursement wonts.

1. Are pupils holding their assurance?

2. Are pupils holding munificent disbursement wonts?

– Case Study ( CS )

The statement Factors impacting the consumer ‘s determination on purchasing merchandise which imitates foreign trade names

Independent variables: Student Business RMUTT

Gender, Age, Salary, Product, Price, Place, Promotion, Brand Image

Dependent variable: Decision behaviors

4.2 Respondents and Sampling Procedures

Respondents of the Study

The sample in this survey was pupils from the module of Business Administration, University of Technology Rajamangala Thanyaburi a sum of 6,299 people.

( Referent From: hypertext transfer protocol: //www.bus.rmutt.ac.th/ )

The research worker determined the size of population by utilizing Sampling Size Estimate of Proportion used when the population is excessively large and the figure is unsure. Therefore the size was determined by the usage of this expression: Taro Yamane ‘s expression ;

Ns =

N = figure of population size

n = figure of sample size

vitamin E = the mistake of trying ( 0.052 )

The expression when we replace symbols with figure is:

= 376.1158

So, the sample size for the survey has been calculated harmonizing to recommendation as follows: n = 6,299/ { 1+6,299 ( 0.052 ) } = ( approximative = 376.115 )

With N = 6,299, vitamin E = 5 % ( at 95 % assurance degree ) , Hence the sample size is 376 respondents. Because of limited clip, we would roll up informations merely 100respondents.

4.3 Research Tools

The tool used for this research was the questionnaires about factors that impacting the consumer ‘s determination on purchasing merchandise which imitates foreign trade names points divided into 3 parts.

First Part: Asking the general information about the respondent in the signifier of Check List that including gender, age, section of survey, and the twelvemonth of survey.

Second Part: Asking about the factors that impacting the consumer ‘s determination on purchasing merchandise which imitates foreign trade names. By utilizing the Likert ‘s graduated table for mensurating with a evaluation graduated table of five degrees with rule of hiting as below:

Strongly agree 5 points

Agree 4 points

Average 3 points

Disagree 2 points

Strongly disagree 1 point

For sing the degree of tonss for factors impacting the consumer ‘s determination for purchasing merchandise which imitates foreign trade names, the research worker used the rule of normal distribution of informations with the graduated table of tonss as follow:

The interval mark of each degree = ( Maximum score – Minimum mark )

The sum of degree

= ( 5-1 ) /5 = 0.8

The mark among 1.00-1.80 average Strongly differ

The mark among 1.81-2.60 mean Disagree

The mark among 2.61-3.40 average Average

The mark among 3.41-4.20 mean Agree

The mark among 4.21-5.00 mean Strongly agree

Third Part: Suggestions are opening questionnaire in order that the respondents give suggestions and advice.

4.4 Collection of Datas

1. Primary Datas: Used to garner informations collected pupils from the module of Business Administration, University of Technology Rajamangala Thanyaburi on 100 peoples by utilizing the questionnaires.

2. Secondary Datas: The research information from looked up the diaries, paperss, texts, thesis and web site related.

Procedure of roll uping informations from 100 people to try in 5 yearss of continuance, per centum andA collected informations from August 10, 2010 to August 14, 2010

4.5 Pre-Test

4.6 Statistical Treatment of Datas

As a consequence of informations analysis make the information contained in the information quality and in measure. For doing research and investigative step, most information is in the signifier of quantitative analysis. The computing machine plan that will assist the research worker to be able to treat information rapidly and accurately by several bing plans, we consider that the SPSS plan suitable for this research because it helps to correctly analyze the consequences in concrete.

The basic of running plan

The procedure depends on the degree of information.

1. DESCRIPTIVE ( Variables one by one )

Datas

– Degree scope

– Degree ratio

2. CROSSTAB ( Two variables )

Independent variables

dependent variables

Degree variables

– Variable group

– Variable that is non excessively much

3. MEANS ( Two variables )

Independent variables

dependent variables

Degree variables

– Mugwump variables/ Variable evaluation

– Dependant variables ( The degree or ratio )

The informations were analyzed by SPSS for windows plan ( Statistical bundle for societal scientific disciplines ) in footings of frequence, mean, standard divergence, chi-square, t-test, f-test. The depicting statistic was used for grouping and explicating general features of sample group including of described independency and dependance.