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The Factor that Affect People's Decision to Use the High Speed Internet (ADSL)

of TOT Public Company Limited,

in Students' Dormitory at Thammasat University, Rungsit Branch Area

Chalee Isarankura Na ayudhya

A Term Paper Submitted in Partial Fulfillment of the Requirements

for the Degree of Master of Science

Department of Telecommunications Management

Graduate School, D hurakij Pundit University

2007

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Term Paper Title The factor that affect people's decision to use the high speed internet

(ADSL) of TOT Public Company Limited, in students'dormitory at

Thammasat University, Rungsit Branch Area

Author Chalee lsarankura Na ayudhya

Term Paper Advisor Gp.Cap.Dr. Weerachai Chaokamnerd

Department Telecommunication Management

Academic Year 2007

ABSTRACT

Purposes of this research were to study the factors that affect people's decision to use

high Internet (ADSL) of TOT Public Company Limited, in students'dormitory at Thammasat

University, Rungsit Branch area. Samphg groups selected by quota samphg were 400 students in

dormitory at Thammasat University, Rungsit Branch area. The methodology of this survey

research is survey horn stratified sampling. Instnrment user for data collection was a 5-rating

scales questionnaire. The reliability calculated by Cronbach Alpha Coefficient was 0.935 Data

was analyzed by using mean ( ), Standard Deviation (S.D.), T-test and One Way ANOVA.

The research results were as follows ;

I ) Over all, tbe factors that affect people's decision to use high speed internet

(ADSL) are product, price, place, promotion, people, physical evidence presentation and process.

Factors with strong influence are reliability, easy to connect and can use all the time, efficiency to

download and upload of data, good location of the customer service, staff manner, clear and fast

process. Factors with medium influence are pmducts range price range, the several price of

products, the example of products, the information of promotion and new promotion, the facilities

in the office and the sufficiency of staff.

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2) Statistical Hypothesis Testing shows the following outcomes: 1 . Samples of

different genders are indifferent in choosing high speed interest (ADSL) of TOT Public Company

Limjted. 2. Samples of different are indifferent in choosing high speed internet (ADSL) of TOT

Public Company Limited, except in process of service have different informative exposure on this

Project 3. Samples of different level of education are different informative exposure of the factor

to affect to build the filtration uses to serve the high speed hternet (ADSL) of TOT Public

Company Limited, except people have indifferent informative exposure on this Project. 4.

Samples of different major program, have indifferent informative exposure of the factor to affect

to build the filtration uses to serve the high speed internet (ADSL) of TOT Public Company

Limited. 5. Samples of different incomes of customers have different informative exposure of the

factor to affect to build the filtration uses to serve ihe high speed internet (ADSL) of TOT Public

Company Limited, except people have indifferent about ttus project.

Keywords: Using behavior / The factor to affect to build the filtration to uses / High Speed

Internet/ TOT Public Company Limited.

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lnq$$t-giym Digital Video I M ~ ~ I ~ ~ ~ M R ~ U I ~ O I ~ ~ : ' L ~ ~ ~ ~ U ~ U ~ ~ ~ U ~ ~ ~ ~ ~ I R L L U U ~ G B ~ I U 4 r:Guiuuocmioi~uA!d k i u ADSL ~ o d e m & % z ~ ~ i8~n;l Fornard Ermr Correction .I(

DPU

2 - A' iBurzuudsi~ua~n~1~1i ja~a i~ d o ~ o ~ n ^ n d ~ n u 8 ~ ~ ~ ~ ~ u n a u w ~ n ~ v p d l u w * a s ~ a a i ~ u u ~ n u 4d

M ~ D W B U ~ ~ , Impulse Noise TRU ADSL Modem ~ : ~ ~ ~ ~ ~ ~ ~ ~ ~ R O Y R ? I U ? Y I W ~ ~ R ~ ~ ~ ~ I U Y U d 2 d w wug~uuoq r n s r i 1 n u ~ I N " 9 m r n ~ ~ 0 ~ ~ 0 ~ ~ ~ ~ 1 ~ n ~ d i n ~ ~ a msiiiiiuu nuqsiquln' dumr

w w ~ ~ ~ ~ r ~ ~ s ~ a ~ ~ o s ~ ~ ~ ~ m ~ u n a ~ l ~ a ~ ~

5 ) f l 7 5 ~ 1 9 1 ~ 9 8 9 ADSL

a ~ u ~ w r h ~ ~ d i o i n a a ~ w o ~ ~ ~ a ~ ii Bandwidth ~ G ~ R I ~ U nmul MHz k i u 8 4 1 Y

ii msllliqri2un ~ l ~ ~ i i ~ o n l ~ u a i a p d do1#-nu~nui~nls~b1~flib?uni7 FDM (Frequency i

Division Multiplexing) T ~ ~ ~ u ~ M R ~ ~ ~ ~ ~ ~ ~ ' ~ ~ o ~ ~ ~ ~ I ~ ~ ~ o o ~ ) ~ ~ u ~ ~ I u ~ ~ o ~ ~nvfhl~ia::

s i o ~ ~ ~ c u ~ o l o ~ 9 n a ~ ~ d d ~ ~ a n ~ i ~ n ' ~ i d u a-I& andw width dial ihd 5.1 rilun?lllitIu~n~m'u 4 KHZ dnio~~nli7lJ7l#bfiu voice fh FAX

i 5.2 d ~ u n m ~ d d ~ ~ n i ~ d o ~ g n d ~ r o - l o o a 7 % n ' n ~ ~ f ~ 9 i ~ ~ ~ U ~ Tnuiavn:: wwr

q n l l i q ~ ~ n i g u na~uci~un?~ui ~ d u doqBtgymdin?u mrFuBnqa~luu Downstream

hi?od-~c ibu mr awnl load SOUR ~ i ~ ~ d ~ ~ n i l j ~ ~ t l l B i u ~ 1 ~ d 1 ~ i u n i ~ p i ~ ~ ~ ~ a ~ ~ ~ a ~ ~ 1 ~ f ~ ~ 1 4 4 ni? Downstream iaqnuni~ Upstream n ~ o d i n i u m r Upload I ~ U ~ ~ U emwd 2.3

Frequency Dhision Multiplexing

Downstream Data

Frequency

DPU

mwi 2.4 ~ R I I ~ kd infrastructure UO~IR?O(~ID ADSL

4 sinmni 2.4 l~um~~~n~.rmridoudo ADSL ~ U ~ ~ Y W L L R ~ O ~ I U ~ r ~ a d and w

nrnilnanmuuud ii~lrliuuliuu~u ~ m a ~ t ~ i - ~ ~ l s ' u u i n l r i j ~ Modem C/ISUS:UY ADsL 4 d W

14du duvlhfh Connector i & ~ u p d n ~ d ~ u n i ~ splitter H%I Filter W ~ U ~ ~ ~ ~ D I C R $ I U ~ ~ I L ~ Y el A mulnrfin' 64o:i; Connector 2 i o c T~uio~~u.rd1niui8oua1u ~ o d e m v ~ l t d a n d 0 4 ~ ~ 1

~ ~ M ~ V L ~ U I J I ~ ~ ~ ~ ~ I ~ T T I ~ W M " miludnR' uarrnui~t l l~~~u~~wQouqn"u uuniuTnrilvl6iffu

iiu26uiutd1& (ADSL M O ~ U I ~ ~ ~ U U ~ U I ~ ~ Z P I ~ ~ ~ B ~ ~ " U T I ~ ~ ~ ' % ~ T ~ W ~ ? & L li#~io.r~$sudo

liu Splitter) X~YP~EUOJG? Splitter ~ 3 0 Filter kmwd 2.5 ttn:: 2.6

DPU

B nlwd 2.6 M S L T B X I ~ D ~ ~ H ~ I ~ ADSL Modem ~ ~ I U

m~9~~7m~mu1rnl4Tn~~pl i1~ ADSL ilvldomr Access ~UYilduo?=uu?mso~ng p l y 4

Il?ll?fIl3 (Provider) I ~ U Internet Provider H ~ U qlwulm5 Video On Demand Server H!Q( 4 A I ~ I J F ; J ~ ~ ~ J Q ~ F I P ~ I \ ~ ~ U O ~ O I ~ Q : R O ~ ADSL Modern I& & ~ 0 4 ; 9dn5$~Bnlpi?~~~ lid!&

A d4l 4 na'muw#~n"o splitter n'5~ ~iiter a~~dn~w.2; d

4 w dinFurnsd4 voice m i ~ r n ~ ~ ~ l ~ u ~ n r ~ i w d w d~uci~un?iu$dmn"o iniu i -2 MHZ uuld ~ : ~ n ~ u 7 i i i r d o r n s ? i ~ G o ~ w (Upstream) L~~IL?IJ$FI~~~~IUI (Downstream) I R U ~ Splitter

mu~sai iundVry l tu 3 oonoinriu k ~ ~ v i i u r n u i r n ~ u ~ n r ~ w n ' v w ~ ~ u ' ~ ~ ~ ~ ~ ~ ~ ~ D O W I I I O ~ ~

; b u n o ~ n tunoi~iinn5orriYul# B

d3uiqubu?mss~uu ADSL IfU a l ~ u f l ~ l CO W% Central Office T ~ O I Q ~ ~ U U O . I

@w"LI?ms ADSL n j l o l r i ~ ~ i n ~ ~ u ~ u s ~ ~ ~ n ~ ~ w ~ i ~ u ~ o ~ i f Y 6 o:vi~nu~~~~ui~in*cy~ini voice

Services ( ~ ~ u P ~ F I ~ w T ~ ~ ) ~ $ J u I ? ~ ? Voice Switch ~. IOIOS~UA Data ;!# In0 ~ ~ ~ 3 P r i 4 #d u d s J 4

no~ozu~iuqndqdnsani5tlni~ splitter l [n~n~iqu~nurmf i l idd rinvol:iwdullii

i#uma Local Loop ( i # u w i ~ r n 5 ~ i D ~ ~ i o r ~ n ~ i ~ ~ ~ ~ u ~ m ~ ~ ~ ~ ~ u u ~ m r i Q:Y d;iuqnd r l dd w A

Access Node I I Y I U ~ O P L ~ U CO Switch (iljl Access Node 1I.I; iinu1u~dqdnsap1~~iw~nBu a A s

$qruior ADSL ~ ~ n ~ a u n j i DSLAM (DSL Access Multiplexer d m CO Switch HTO Voice

Switch M ~ I U ~ ~ ~ ~ ~ ~ ~ ~ # ~ ~ ' I ~ I ~ " D I ~ Y ~ ~ ~ ~ ~ ~ P I ' L I ' % W ~ ~ W M " ) ~dl6uo.r DSLAM l i u d

rnsrrhfig7ol ADSL ~ L B I U I W ~ O U ~ ~ ~ ~ U N ~ I U J O P IRU~IUL#IUI~~~~R Splitter 1 ~ f l ~ 6 4 In'uirn? ~n~aiuimoon~dd ~s~riryn ilrnun1.l &~ui i f '~~t i r i ~ I d u 7 r n s s ~ ~ u r n 4 ~ i i a i i ~ ~

d Y 9 - 4 s ' - ~ d u ISP nroa$nmmr Video On Demand n ~ ~ ~ u u l n u s m 5 ~ ~ ~ n d i a ~ i ~ d 1 ~ ~ d o d * o r

I t i ~ ~ c 1 u ~ n ~ u o ~ ~ ~ a u ~ ~ u ~ ~ i i 0 ~ 1 i n ~ 0 n ~ ~ d n ~ ~ mmwd 2.7

DPU

n?wi 2.7 tnvwzuoq DSLAM

7) a i a l a d s : n o ~ l u o s ~ ~ 7 ~ ~ ~ 1 ~ ADSL

nnrnw4 2.8 o ~ i h i l ido$,u ADSL L I Z X I O U ~ ~ J ADSL ATU-R &ifiuqdn~-d Y Y 9

~ ~ I ~ H ~ I ~ ~ I V ~ U I ~ ~ A ~ S S I $ I ~ ~ # I W ? O / I U ADSL 1# ~ ~ ~ $ ~ d m d ~ d n d ~ ~ o~aOrinvnlz d v 4 t8uniiocldn7 d~tuuani'o, PC ~4ouu TV nlcl .rakuu~nndnrdd o:du A ~ S L Modem

4 wQonr4ao splitter ADSL ROUW O ~ ~ ~ % R O ~ ~ H U Q

mniorr~oa~aoin ATU-R omi~unluLwijourn3i+& l o~ase -T LAN 01X Y Y Y

wioll;iio~oii~?iuna'~l$p~Bou w'adu nir%&mtoilu ATM 8ldulGi C~iiu'uo~iiugJnsei

doz~r ' dann Access k ~ ~ ? l ~ i m f o i w ADSLO~I(!T% LIU'~IPII~~UW~ A C ~ S I~~IJ&:YU

m9oi1ulu~Juyuuos Broad Band ~ ( R I U ll~fl1'1140~~0iTi~1~l8~~ 1 d 8 O J f i D l S l d d U U i ~ d ~ 4 A d d 4 ~wiof.nln tuoso~nilqdnm ntrunil Splitter G I H ~ I ~ ~ ~ U ~ ~ ~ ~ I Analog OOnul mulu

c.enw1 Office niopri~u~nrriw6ii4ih ( n i o @ I k i n ~ r ADSL) lfu r n s ~ d ~ ~ m ~ 4 1 ~ l ~ ~ u . r

DPU

A d 4 4 d d pl llUU Analog ~ ~ ~ ~ O L ~ U P T V I S ~ W ~ O ~ ~ ~ J C ~ I U I I J ~ PSTN Voice Switch ( ~ : u I J T I I ~ J w ~ I I ~ ~ o ~ ~

luilapljn) n f ~ u i w splitter ~ ~ I ~ H I ~ B ~ ~ R I T U ~ ~ 1 n u a * n ~ ~ 1 ~ 1 l n ~ ~ i w 6 ~ ~ ~ n i ~ u n 0 0 n ~ d ~ ~ ~ ' ~ ] u

niYuiu~iu8~~xulns~wM"nlnii rim +iyndadiru6~~uu"nldniuio~n ADSL Modern O B ~ ~ ~ C M ~

DSLAM 9 3 n h a : gn Multiplex ~ ~ a t l ~ u ~ t g ~ l 0 1 ! d i ~ w ' u i n l ~ i n ~ ~ d ~ ~ u ~ i 1 9 ~ I ~ U ISP l?iu

ill

T ~ u d n f t l l h S o h a r e din~~rnss&muiqyiolTns#wM"~i~irflusio~~&~~

nlsudioulldrr4 n7o Upgrade 11Piodl~l~ ( ~ ~ H ~ O U ~ S Z U U ISDN dh(m5 Upgrade) w

wonninB ADSL ~4i3118fl61~3~~04 Voice Switch 1 1 a ~ a a ~ q n 1 f i372 l l l~~~9 ln . l Trunk 6u A 9 9 -

~ u o ~ l n i n n m r l ~ u 1 n i ~ d 1 ~ l i voice msdoueiount A ~ S L I & H ~ R ~ I J I P I ~ ~ I . ~ Y 5t-m srln - w

d 4 4 A d 0, dV

rguodb; DSLAM ~ 1 f i l j u R ~ ~ ~ n i 1 i l i i d ~ d n 4 ~ nizunji DACS rcgJnrpla?u o a w i l h i A 4 A d $

Trunk P I O ~ ~ ~ ? @ ~ I U ~ % - ~ U P 'lr4 Trunk d B l Q i f i U 5ZUY Unehmelized T3 ' Y P ? ~ V I F I ~ I U I % J 45

bps L I R ~ O ~ ~ ~ U ~ O C % L + I ~ ISP ijntinUd9 ~ I M ? U ~ U ~ I Y L I I R ~ U rif11tu?ni5~1~1Ud14 A 4

~ r u n k moiaaadnriu@$uimr ISP d u ~rame ~ e l q UUIRR?IU;? 512 ~ b ~ s i h n ~ w d 2.9

8) ADSL ~ E I U I B I S ~ I M ~ I ~ ~ I ~ I U n 1 5 i 1 ~ ~ ~ ~ 1 1 0 r l 5 ~ ~ ~ n i % f i ~ ~ 1 ~ ~ 0 4 ADSL 9 w n

3 :gudgunmr t94 Physical Layer TR u American National Standard Institute (ANSI) 2 I4ifi1wumul~rpiuuo.r ADSL ~ u u i i i u n j ~ ~.413-199s d ~ ~ u i o n n l s j r n n s ~ i ~ pdnrd

ADSL mu~mdamrrilluu dodluuuu ~ n a l ~ g LOOP Iiaciiql~ i i d ~ u l ~ n a ~ r l i ! ~ ~ ~ ~ ~ ~ ~ :

o ~ u ~ a n a ~ i l a o n s s u ~ ~ ~ % j ~ ~ o ~ ~ n i o . l i ~ ~ ~ a ~ ~ l i ' ~ n ~ ~ ~ n * u ? n uono~nZ~~lri!n'a8uiernd1d

DPU

9 4 mrl!l.nlmmulu Qdf83d ADSL Access Node Inq I I ~ I - ~ u o ~ ~ ~ A ~ I ~ M " ~ ~ ' Q % J , ~ ~ ~ ~ I U ~ M A'

mu s?a&~nsdn%quod Frame) uua~ua~tpnr ~ ~ m i i t u s i MSL Y A Q ~ H ~ ~ Y U I ~ T ~ ~ I ~

A 4 unc Line Coding ( ~ ~ f l 1 ~ h ~ ~ 5 f l ~ i P i l w o n i ~ a i ~ d ~ ~ ~ 8 1 ~ ~ ~ ~ ~ ~ .runrnrunc Line Coding 2

lllJY !#llfi Carries Amplitude/Phase Modulation (CAP) Quadrature Amplitude Modulation

(QAM) I ~ ~ E ~ F I T M T E I Z Discrete Multi tone (DMT) W'U Line Coding , I E ~ U L ~ % , ?d;l

m u l i t y q ~ ~ ~ ~ n o ~ ~ # ~ ~ ~ B n J I % I I I # ~ ~ D ~ ~ I ~ ? P I ~ ' ~ ~ ~ " D U ~ ~ 1 1 Duplex ( ~ I T ~ U ~ ~ J O ~ I I I U U d - U d n?urntriuldn6uillr:ni1~QFun'u(d~) ~ R I U H T O W ~ U U O J R L ~ U R ~ I U ~ O : ~ ~ I ~ ~ ~ Upstream W?D

Downstream Bandwidth (ILUU FDM IIUU~IU) O ~ ~ I ~ I R O ~ I P ~ Z P W ; O O : & D ~ ~ ~ Echo d

Cancellation flm?%J

' 9 4 Y

~17~%0lbf l%0~1tJ ADSL 5:fll-I FDM Echo Cancellation X T 1 ~ ~ 1 7 ~ ~ l ; l l l d ~ 3 ~ ~ ~ ~

~iuuwnuaaiuriuli ( i ~ ~ w n i i i m 1 8 3 a ~ FDM i i i U d ~ ~ ~ i n ~ G ~ d n i i ~ n i o ~ ~ ~ ~ i m o~niuiriirii

rnrrrziuihgryisu % c ~ ~ ~ ~ b t n ~ u ~ ~ i w ~ ~ ~ ~ d ~ ~ n " ~ ~ ~ i ~ rno~n~Piw6~#ut~u?n"u) ~ U H R I U

fl54 UIWTJ7U ANSI nltI%&L~~fll~ T.413 !#fh~irfl%i ADSL %$ Line Coding ~ ~ u u L M F I ~ u ~ ~ ~ 4

DMT i l a : h l % i P i l ~ ~ n l ~ FDM 14% Echo Cancellation o ~ I ~ % w D ~ I ~ ~ M ~ ~ ~ w u ~ D ~ ~ ~ ~ I u ~ ~ P ~ ~ u a d Y 9

I W D W % ~ ~ W ~ ~ I ~ ~ ~ ~ ~ U A L ~ ' U Full Duplex

FDM I ~ u ? ? mr~~ iudomr l4~1u d ? ~ Echo Cancellation DIOIRRB~WI Ncar

~ n d cw ~ a l k ( l i f y n J ~ ~ ~ ~ n ~ ~ d ~ ~ d a ~ ~ ~ ~ ~ ~ u " ~ ~ ~ ~ ~ ~ o ~ ~ q ~ ~ ~ R U O ~ ' ~ I U P I ~ ~ ~ U U O P ~

9 4 l i 4 ) FDM ~u7snn~nl~04ilt l?wl Near End Cmss Talk iff ~ R U ~ ~ ~ I ~ W ~ R I O J ? U ~ ~ ~ I Q ~ ~ B ~ ~ U

aa n ~ i u o n m ~ o ~ P i ~ l & i ~ Ncar End Cross Talk OOnUl $ P A L I I ~ u o u ~ FDM P ( I U I ~ ~ ~ R ~ O U ~ I U ? U B

UOP Bandwidth ~ ~ 0 ~ 1 ~ ~ ~ i t i t n ~ f f m d ~ U D L ~ U ~ < U ~ ~ c h o Cancellation IIIUIIO~$~;JI:~U%~UB~UDJ d A

Bandwidth ?~D~~.IIUII I ~ O ~ ~ ~ ~ ~ I U ~ U # ~ U ~ U ~ I ~ ~ I Q ~ U L ~ I ~ ~ ~ I ~ ~ f l ~ l f l i ~ c h o Cancellation

rnuirn~b?ludi i !~iumi~w j/~l$SiiJ~:dn?n1wn15s;i1~1uq~q~

9) ~ ~ ~ ~ ~ u ~ ~ ~ ~ o ' L ~ ~ o Q ~ E u ' L I ADSL

9.1 ADSL ~ d ~ ~ t l ~ : n 0 u d 1 4 i i ~ ~ u ~ ~ 4 0 1 n l ~ 24-

9.2 ADSL Transceiver Unit Central Office (ATU-C) 1h~jJn50l ~ A R R ~ I u ~ u G

Mvirns ADSL ~ ~ ~ R n ~ ~ t i t ~ a ~ a ~ z v - i i q f l + u j n ~ ~ d ~ u ~ i q i n 5 i d mwfiu Splitter i d b " l r ~ l . I ~ ~ l ~ l h DSLAM

1

9.3 ADSL Transceiver Unit Remote OBee (ATU-R) H P D ~ ~ u n j l ADSL B

Modern Splitter I ~ U Filter ilULl Law Pass Filter ~ w o l B ~ u n + ~ q j ~ t u POT (Plain Old Telephone

rzuu'ln.ihvG~ld) win ADSL

DPU

9.4 Digital Subscriber Line Access Multiplexer (DSLAM) dl~150%!1fl15

~ u l t i ~ l e x ~ ~ ~ 1 0 l d i t 1 u i n i ~ ~ i t l n 0 4 1 1 ~ 4 d 1 1 f l ~ 1 ATM Mode Fiber S ? U i ; r ~ d ATUC 1~

F-= ~ i a 3 i ~ u gdnind 2.10

Central offlce ?

Central office

ad ADSL LODP ARCHITECTURE

m d 2.10 ADSL Loop Architecture

w uua 2.2 nquiji~K~apdssAu~~~u7Inp1 ilu-ilQrenuon3 w n d ~ ~ d a d

o~nms3nlnpdnqn' T n u o ~ A u n z i n m s u o ; r ~ ~ ~ ~ i ~ ~ a u ~ e l a ~ ~ ( ~ a w of Demand) d 9 s o: l i iu l i+~~dn~n' (Demand) W I I P I B S ~ I I U ~ U B ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ' ~ ' E ~ W Z H ~ (Effective demand) #O

a a q~n~'ii~mr$nuiu~~wQuii~a ui.riuq~n.mi~.rHoJiu~~nl'ilauo~o~u~~ n f o u 3 r n 5 ~ ~ ~ 1 ~ B d YGRWUQ el(cl0~~a~d'i:n~u6auo~6nl~~nou 3 h z n i ~ ~ ~ ~ i ~ a i u d ~ ~ ~ o u ~ ~ u i n ~ ~ ~ X i i

a 'Y pr4 nmumlnsods:aornui1w1~unaiuLiu1~ wlovto"lod$;8uk&u1~?1n~ (Willingness to

buy) dc: 9 ly iloiuri~nun~dn.rn' m r i m s 1 ~ ~ ~ 6 u ~ ~ ~ ~ d ~ ~ ~ 0 ~ ~ f l u n 1 ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ u u ~ ~ w 1 ~

~ u n ' ~ ~ i a ~ u i r n s ~ u ~ ~ n ' ~ u ~ d ~ n ~ ~ u ? ~ n n ~ ~ i ~ u ~ncld~u?~nnoi~t fi~dp.fa'9doz!#%'fl nmu Y Y X wola~cqn ~ ~ i i t d o r n ~ a n n ~ ~ u d u ~ u ~ o ~ ~ ~ ~ ~ i i ~ d u ~ & l u n ~ ~ ~ i ~ ~ i ~ p 9 d n d ~ a ~ d?lnolro

~ I ~ ~ ~ ~ ~ ~ I ~ ~ ' R $ R ~ ~ W ~ ~ ~ " ~ O ~ ~ % I I ~ H ~ O ~ O I I L ~ ~ ~ Q ~ W ~ ~ ~ ~ ~ ~ U Q ~ ~ P J ~ I ~ I V O ~ ~ U X I ~ ~ R E M J ~ ~ i ~ o r i i ~ l i i u ~ ~ d i u ~ l n ~ ~ ~ i ~ ~ ; l b i ~ ~ ~ ~ ~ ~ n " f l ~ ~ ~ u ~ u ~ ~ n ~ m ~ ~ C i i ~ d 5 ~ n 0 ~ i i U dinr'u

d Y Y

ntlu~uocqdn.rn'd~so~os^u~ub.rwqinssomr~bon~oiudi~~n:u~ni~vs~{uih d~i i

DPU

d n : n r i ~ o u o ~ ~ u K ~ d ~ ~ ~ ~ t i ' u v p d o -1~"n?1uno1odnnn~n1ur i1~ua3un~n1rn~n~uo~

J orrnds~T&u'~uqwfl'iu ( L ~ W of Diminishing ~srg ioa l Utility) &&@?hno-.ao,u~; 4 d a i A u u u n n o ~ u o s i r n i i u ~ i 1 ~ a a a ~ ~ ~ e r ~ w 0 ~ 0 : ~ u ~ ~ ~ a ~ a 1 doaa.rmuilriud

~uk~tnlnd?un~~6~u?n]~lxrn~9104~d~96 (Law of Demand)

DPU

4 1 IY 2.3 n q ~ P 3 ~ ~ ~ ~ ~ q ~ n ~ ~ ~ i h a n " ~ ~ u ~ ~ n m

2.3.1 nnu~lnuratwqGns5~g'u?Inm 4 w()~nrruqu?lnn (Consumer Behavior) MUIU$J nqin~~us.rynnnvi~msbuni

mr& ms14 r n s d s ~ ~ u ' u ~ a w ~ ~ n " r m e n " ~ ~ 0 3 ~ ~ n i ~ T ~ a m ~ i ~ r r a o u n u o ~ n ? ~ ~ ~ ~ ~ ~ n ~ ~ v ~ ~ ~ v i 9 i Y or n ~ r i n l n a ~ ~ n ~ r u ~ u ~ I n ~ ~ u u ~ ~ n n n r i ~ n ~ r i n i i u ~ r ~ a n x w uinr dii (13n1 i;u ~ 3 - i ~

a e l 3 wuiu9u) 1~riumsui1nn~uiii~~op1~n15 r ~ a ~ ~ ; i ~ o i u d i i iju~'lli.lnn.aoo:h rill uo4.o r o X 4 ldolr &u'oudualn II~:: rnsdr-~iu w a r n e ~ & n ' ~ ~ w o .ac~: i j wndornr$~~1uou~~1~6au

( E a s m ~ ~ 1 7 Y m i i Ilaznw, 2546)

2.3.2 m ~ i m ~ i z 6 ~ i n ( l ~ n ~ ~ ~ ~ u ? T n n

r n r ~ a r i : 6 w q ~ n r r ~ ~ u ~ ~ n . l n n (Analyzing Consumer Behavior) I ~ U ~ I ~ U M I M $ O J ~ ~ u ~ ~ ~ ~ i i u w ~ ~ n s r u n 1 ~ ~ 0 1 1 a ~ n ~ ~ ~ 4 ~ ~ ~ ~ ~ ' ~ ~ ~ i t d d u nnn nzju n?oosn'ms i&M

Y

~ T I U ~ ~ ~ ~ N ~ E ~ ~ I U ~ B ~ ~ I ~ A I ~ ~ W ~ G ~ ~ T ' U ~ ~ J ~ O nirI+ n~r~bonu?nis arua;~ w+o

dr~~urnrddr:rii~~fu31n~w"4wolo ciinoud~ A o ~ r i ? a l f i ~ n n ~ s a a i c l ~ i l n r n r i ~ w u ~ n n

rp'IifIl.rsllnll (Marketing Strategies) ~ ~ U ~ ~ ~ A ~ U L I U O ~ R ? ~ U ~ P W O I ~ U O ~ ~ ~ ] ~ I ~ R ~ ~ ~ ~ I ~

DPU

d prd h r n n n l r ~ w o K u m r i n ~ 6 ~ ~ w q ~ n ~ s ~ ~ u ~ 1 ~ 1 ~ n"a 6w unr I H &ds-nouhu B v

Who?, What?, Why?, Who?, When?, Where? 11% How? L W D R U ~ - ~ ~ R I ~ D U 7 ~ T E ~ H S M?D 70s 4 W S ~ 3: BY Occupants, Objects, Objective, Organizations, Occasions, Outlets rlaY

Operations & R I S ~ J ~ 1 i ~ f l i n ~ r n i l ~ i ~ r n u 7 dinmu iw'orniiimou 7 d ~ ~ m r i ~ u ~ ~ u i u w ~ i n ~ i ~ t ~

~ u i ~ n n r ? a d m i r ~ l n u n n n y n a ' m . i ~ ~ ~ ~ l n ' n a ~ ~ d o ~ n " ~ ~ ~ ~ ~ w i ~ u a n " ~ w q ~ n ~ s u ~ ~ ? l ~ ~

(%arm I~??HG iia~nu:, 2546)

does the consumer buy?)

' 4~ ' A 8anYu?~nn~o~rnr& (Objects) 44n

y'u51nninsniso1nw2im~~w"~~~ w- 4

~ o ~ n i ~ ~ a r a ' u u ~ w r o e ~ n ' I ] ~ : f i ~ u ~ o ~

~ s @ l n ' d (Product component) ila:

n~ivianiudrnlioni1~~ipi4~'u

(Competitive differentiation)

~ ~ o ~ w ~ # I u wS~4ihnd (~roduct Strategies)

ds:nsu8w ( I ) ~ ~ ~ d i s u & t b n (2) 3d%&

w3wn"ern' Y#iiti rn~u~r~n"onw" msGu#~

~ J L L U U Gni f qmmw bn~tu~5r~1urnssu

(3) ~l~nr~ardmu (4) w%Gwdin~nn k

( 5 ) Jnun~w w i i a i m ~ n ~ i u ~ ~ ~ f i d i ~ n ~ ~ n ~ ~

LL&$U (Competitive differentiation)

ds:nou&~a~a~uiundi~#~u~~mn'a91" u?n~f

w Crwiu ila:n-iwih~d I

DPU

I I

nslqws'rn.sma~wiPnaa#~a

nnyn~d~#uiniia (I) nnqn

(Products strategies) (2) nnynm'nlrd.rta3u

n i m a ~ (Promotion strategies) J~:nsu&auna

ynimr k r w m s n u T a a l C l n j n ~ ~ u ~ ~ u mr

dsl&uniruiu ni.i'lGi7a n1sJ~:r7Zuiuwus'

(3) n n q ~ i & l u ~ i ~ i (Price strategies) (4) fl~qvllid

~ l u 4 i e c l n i . r n n ~ ~ ~ i ~ ~ i ~ (Distribution channel

strategies)

oa(ni~14uinn"o nnunhirIsrvun iia: ( d o ,

n w q n i n ~ ~ ~ d d i n ? i l n ~ l ~ ~ l ~ I A d ~ e r t i ~ i ~ g a n d

promotion amtegics) ToolYnijuaniwn

dd v nny nrnlauin8o nn ynhrd~miumrmo~~

(Promotion sbategies) L$U $ 7 ~ 7 5 d 4 t 6 ? ~

f - t ~ ~ m a i ~ I $ O I R $ J % E ~ B A ~ # B ~ ~ ' I I I O ~ I ~ I M ~ ~ ~ I TO

nnyniio~mmms k h a d , u ( ~ i ~ i b u t i o n

channel swategies) ~ i ~ ~ n ~ ~ ~ ~ m n i ~

I ~ I M U ' I U h 1 ~ 4 0 1 5 ~ 1j1~~diununm~~il9a%

naUwid lb~n j in n n q n i n i ~ d ~ ~ a ~ u n ~ ~ ~ n ~ ~

(Promotion strategies) dssnau#wrnr ~ W W I

rnm~ul~ul4rru'n~1uw111 nnduaiufli~uiu

n-n%#i11 im:n~%drznauw"ui nnwplim

niawsa IJU wu'n~iu~liun:fi1wuw3'rnqn]5~~.t~

Sun~.icliu 3daorrnbs~6uiPrptlrra~n1idn~s Y

hZuloJo

Pi~aiu (6W ~ln: IH)

3, di!u$v'uilnn%& (why

does the consumer buy?)

4. I ~ s G d ~ u i ~ u l u n ~ r tfitiu~adB (who

participates in the buying?)

5 , $uilnn&:oh (When

does the consumer buy?)

6. au~~nn$~~!i;'lnu (Where

does the consumer buy?)

7. {Glnn&odiqlr (HOW

does the consumer buy?)

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k muuon mdol${ui~nn ~ i i ~ m ~ r r n ~ o a - n s w ~ w h n " ~ . r n s ~ ~ u o ' ~ i ~ ~ f l u a n ~ ~ ~ l ~ l ~ ~ ? w n ~ s ~ ~ X

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1.1.1 ~ t n ~ ~ ~ u h u w ~ m f i ~ d ( ~ r ~ d u c t ) ! $ u 0 0 f l l l ~ ~ ~ $ f l ~ ~ . n " ~ d f l 3 ~ 4 1 1 ~

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adirsrare m ~ ~ ~ ~ ~ ~ v r u i u ~ u " ~ ~ ~ r ( ~ n ~ ~ u w ~ u nimm laan [inn iiaalosr n i s . r r ? ~ w ~ ~ u ~ % ~ i u i

6 ~ 3 % ~ y ~ n n & l d d

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1ln:ns~u~urnr~~~1?9uf~"uoq~$~ & 4,

2 .1 hYDIIUO.I$&I (Buy Characteristics) ~ ~ Y O ~ Z U D ~ ~ % ~ U @ W $ W ~ P ~ ~ O I ~ ~ O ~ U

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2.1.1 Bobn"iu.inru.ss~~ (Cultural Factors) ~ ~ 1 ~ ~ a 5 ~ l g u i ~ d ~ ~ ~ b f i f 1 4

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2.1.2 %I~~ IU%RU (Social Factors) I ~ U ~ Q Q ~ ~ ~ L ~ U ? $ O J ~ U ~ ? M ~ ~ ~ = : ~ ~ ? U

1ta: i i5~a 'wndorr~ln~~uni~do # n v o l ~ r n ; l k n u d s ~ n o u ~ ~ t r n ~ ~ o " ? ~ ~ ~ nrouni? unuin iiElZtTfKTUE@fD

2.1.3 iqoioiauqnnn (PenonalFacton) Ykui olq ?gtn~%m

mounr'3 oiQw 1on~ani ; l in~~~Eo m54ner-1 ~llrauumsdii~q45m yniinniw liaz

~ ~ u ~ n ~ ~ r ~ ~ ~ l k ~ u ~ n n n i ~ n ~ ~ w d ~ n ~ r i ~ ~ ~ ~ l ~ ' ~ ~ ~ ~ ~ ~

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di~niwndowt~~nssun15ello i~n-mrla'l9uK1 Irsbrnuluds~nouhu n i r y l o ~IJ?IJ$

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2.2 n~:u~um~~miniiu1n4avo~~do (Buyer Decision Process) dr:nn~&a~

Hmui?uploun"o niafwf n?iu~oqrns ( i l n / ~ i ) rnsAu4~yn m5d~:tu'uwnmrllion ma II X G & ~ u % o ~ o L L W E W ~ Z ~ ~ T U ~ I U W ~ ~ ~ I ~ Y O

u I 3) rnsR8ll~ufNuo;r(i&I (Buyer's Response) MSFI ma~miplaul~l0909{ll?~nfI

A' (Buyer's Purchase Decisions) i $ l J ? ~ ~ f l 9 ~ ~ f i l f & 8 ~ ~ 0 ~ 0 f l ~ ~ f i ~ C M d ~ l 9 7 T R u W ~ ~ ~ ~ I O I ~

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3.4 rnxii?nnt?n~~urn& (Purchase Timing) 1 U m l d 8 U U f i d D . r i U ~ ~ f l n

o&onrmi kg7 nmq?u bUdu J

3.5 mr&n Jilntumsw (Purchase Amount) ~ J Q ~ I J ~ U ~ T ~ ~ Q % L $ Q ~ ~ ~ I O : :

&uunudtndoa n $ d l ~ n nfowudd duiu

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iiawomniosn'u

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adu I

lfisripiun~~~rnown'wn"wn"~~a:pl?.d"~

5 ) i h 9 ~ l s u o c $ u ~ h n

n ' i i ~ Bq. r lo (Motive) cp mmma 1 ~ d i i ~ n i n e ~ ~ ~ i i m s i 1 t l " ~ ~ a ~ % 1 ~ i i ~ ~ n X o ~ ~ i M " ~ 3 ~ ~ ~ ~ ~ I ~ Y ~ I A R ? ~ U + ~ P I L I P ~ U I : O ~

An413 munu] g d u 1uri2u1irnd ~ a ~ a i u o i ; o ~ o m n n u n ~ u ~ 9 i i ~ u u 1 1 ~ ~ 1 u ' ~ ~ ~ % 1 1 ~ u ~ ~ ~

ii-ind1?irrdodor1~Ldu1~iidq3$up1n~ioqoi14"1T3~*~9 (wk ~uha6,2539:75-77) 4 4 a i u n u ~ n ~ o ~ ~ ~ ~ . r l n ~ l ~ n ' u l u m i ~ d ' ~ ~ 1 mono~llins~unalrosf~a$i~ t i ~ l u

(u3~nn~~nj.mlzfiidu1f1.1 r i n r n ~ ~ a ~ m d ~ u ~ n o j ~ n ~ ~ ~ ~ ~ ~ ~ u ~ u ~ ~ o ' u ~ u i ~ d ~ ~ i ~ 7 dodlu Black Box i i ? u n i ~ $ $ ~ % ~ ~ u a ~ f i ~ i % " $ J ~ ~ I P " F J ~ ! ? ~ ~ ? Y - I ~ u ? I J ~ ~ ~ u o ~ J I ~ ~ m ~ ~ : n d v ? d i j ~ l i

i i u o u l v n d k ~ u ~ l 6 o i ~ ~ I m 1 a u n ~ r ~ ~ u n d r t ~ n n u o a d ~ ~ ~ ~ ~ ~ ~ ~ a ~ ~ ~ a ~ i ~ n d ~ ~ n ' u ~ d ~ ~ ~ ~ ~ ~

~ i u r i u h n ~ 8 i n ~ ~ u f ~ 1 1 9 ~ 1 ~ d ~ ~ ~ ~ ~ 1 1 ~ 1 ~ 9 n " i a p . f ~ 1 ~ r j 1 9 f ] 1 n 1 ~ ~ 3 4 ~ n.~.1930-1940

u'nin'ina3u1mu ~ ~ ~ i o n d s r m ~ ~ l o ~ ~ ~ ~ ~ 9 ~ ~ 0 n ~ t l o " ~ 30 JsrinniS i i u nontBu n.nuH'-, B d iroqnn anuoudu n~inoainfauin~iiu~~~zou 7 1u~~ni~3ua~u~u~nn~~mStiwlu~u"tl~u d 94 nlwu m a ~ u n d s : m n d ~ p ~ l ~ l ~ ~ d ~ ~ d ~ ~ d d ~ ~ ~ n ~ ~ ~ ~ + d ~

1. B,g.r~oiulwuar dqqhdondu (Primary h d Selective Motive)

2. d t o ~ ~ ~ ~ f 1 6 ~ q ~ ~ f l ~ ~ ~ ~ 2 ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ s u ' (~ational And Emotional Motives)

3. ~ 4 1 4 ~ ~ g ~ ~ ~ 6 ( P a ~ o n a g e M o f i v e s ) A w w

4. &PJ~qnlmqLmrd~P4~oi~i f~a (Conrcious or Dormant) d 4 d

d 7 ~ (Primary Buying Motives) i h t ~ ~ ~ 1 ~ 6 . 1

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w'mr m~dondu~a1u~d~i6v~m1w%w"nww"~ Inola wi:luur~~~~!u'f]~iP(~o~u 7 rCnhuriu d r ( ~ i u l ~ ~ n IGUSF~I I C ~ ~ R J qaq) ~ ~ d a 1un3tiido:nuiuzc 4 ~ p ~ ~ ~ ~ w m ~ . a o n i a o n i i l u

(Selective buying motives) innfunxi~an fimuin~rns~lfilhi~LiwudaGia~"uni~1~uLw~~z

nqlulo.rn lJ i i~ j~Hl iu~1uiLiuin"u?d w i o l o a r n r I ~ m ~ ~ r r r r ~ u ~ ~ % ~ w " ~ ~ ~ a $ ~ A I I U

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motive) i u i r f iu~:oadaz~n~~~i~r inn,~u~~uinni l iidotii.r'lri% lun~~rr~u1uiA?du#7

msuundrr ~nntdud u ' n r r ~ m s ~ o ~ s s u ~ ~ ~ u d ~ ~ o ~ a " ~ ~ m ~ n ~ u ~ d ~ n v ~ ~ ~ a ' m n ' ~ n " ~ ~ ~ ~ i ~ n a " ~

~ ~ l i i i ~ u i w ~ w a s l o ~ r n ~ d D 8 e i i ~ w d 9 I ~ I I L I U ~ ~ G F I ~ ~ ~ ~ U G I U T ; ~ ~ mrliiioicl~iufiTn nfo

n ~ 1 u u " n ~ ' ~ d ? u d ? u 1 r ~ u ~ p 4 ~ w s t ~ o ~ r n s ~ ~ $ n o r i ~ ~ n u d ~ ~ s 3 ~ l o l u r n s ~ ~ # i ~ u i n q p l n

~ ~ u ~ a l d ~ n e a ~ n i ~ w " 0 ~ 5 ~ 1 ~ ~ wCind%~nu"~ ~1aia~ilnl~~8~5n1w n ~ ~ u t . ! i l % ~ s % o 4 nmunanurn-x nmufi:~,n1uni~14 rnuxauriusiuV iin-ou 7 luuanittnriu dsn.rlo

d ~ ~ ~ I ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ o w ~ ~ ~ I w ~ w w L Y I D ~ ~ ~ L ~ ~ Q . U " P ~ r l ~ a ~ o i o r i ~ t 1 n Y ~ n t ~ t l u ~ 9 ~ ~ p d ~ u 1 ~ i ~ u d 4 mna'n~ddviiuia h i~onmurr-a?nt~uiu iwonwtlqumdo nmanzloon:cnu imr

n~~umnpGlr ~?luAu d ~ ~ ~ d 1 ~ 8 n ~ ~ ~ ~ 1 ~ U d ~ $ ~ ~ ~ 6 . 1 ~ ~ 1 ~ d i ~ u ? f i ~ m r f i 1 ~ u ~ i m d d d a z $ ~ m ~ r o idu

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m a w mrlndit 7 w?odnn??uhnei~unP:~un~u.~iL~td # 4 g t ~ 9 Q d ~ ~ 6 (Patronage motive) d d w f i n i u i i n ? ~ n u ~ n u n r n ~ ~ ~ i ~ ~ n 1 4 ~ 1 ~ i ~ ~ ~ o msuicldu d.ra.r~~disi-, ~ 4 0

ihsola$llifiY2 (Conscious or ~ormant) diahdqt "ldf~xfu azifIud4 p d l d g u ~ ~ n m c d

n ~ 1 l u j i i n n u l a ~ 7 o m s r ~ u ' n d ~ i ~ a ~ ~ u ~ ~ ~ n % ~ 0 ~ 1 ~ iia:'lri611~udozbio~~flisin~s{u~in

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1) ?dniuiroCu%ioalC (Intangibility) u ? ~ I ' ~ ? U ' ~ U ? I O U O ~ ~ U n?~lii~flllu$8fl

~n'rioudPriims& W n i a ~ m u o n ' l M ~ o ~ ' l ~ ~ ' ~ ~ 5 n 1 ~ 1 ~ ~ ' 1 1 ~ ~ ~ ~ l ~ 1 ~ u n 1 ~ d ~ ~ ~ p l " 1

2) ~~~7r~l~~il~dli~nf115~#fl?flla (ImeparabiBty) m3~#21?n151~~m5wa'm~baz

n I 7 ~ ? ~ f ? n l ~ ~ t u ~ d ~ 7 n " ~ % J fulowudts~amu,ro~w"uimr Q n ~ ~ ~ u u ~ : i u !~inudts?a B

i u o ~ o i n ~ u i a ~ ~ s l : s ~ e r ~ a " f i ~ ~ m t ~ ~ w ~ : ~ a Y ~ ~ I ~ I ~ ~ I $ @ ~ ~ ~ I X ~ ~ ? ~ I T I L M U I A L W ~ ~ ' & N P I A P R

~ i n : u i l n ~ l u ~ a dil~msu1uuin1ro~9u~rhnklu~~o~~0~~aa1 I

3) ! ~ ~ U B U (Variability) ~ ~ i n ~ m s ~ ~ ~ ~ ~ m ~ l [ ~ ~ ~ ~ u ~ u v ~ ~ ~ n ' ~ ~ ~ ~ ~ i ~ ~ ~ n i ~ ~ ~ u

In1 orl&~3n~r~:olr idlnu iln:odiqlr &~~{dauinlts::4io~$o'.mnulriLiriuDulu

msu?m~ iiarnoumu~!urioudo:ba"~fl~'uu?fli~

4) !dt'llsl%tI!i%ll?Y# (Perish Ability) u?flll ? ~ r f l l i l ~ O ~ i i F I l i t ~ ~ a " l $ ! ~ i i 8 ~ ~ u i l

8u~1nnub.mrn.rind1~~'uo nisfv?u?n~siio:IpiiIY~w I ~loiii~fl'nuwr n?iu&an~r 'li I L ~ U Q U ~ ~ ~ I ~ ~ ' ~ ~ ~ ~ ~ H ~ ~ D u?mr !~hh~?olu' i jpn~%

2.4.3 Q w m W n i J ~ ~ i n i ~ o : ~ ~ n u F u : ~ ~ i ( ~ m a s i 4n~6'iornn,z540: i o) pl Y

1) rndhi?qni i ( A C C ~ S S ) u ~ r n ~ d ~ ~ ' f i u ~ n n ~ ~ ~ o ~ ~ I u ? u R ? ~ u R ~ R ~ ~ ~ u ~ I u A ~ ~ I I Y

cio~udi~ti~nh WoU917~milb.mouuw r i~ iaSikmu~r~u ~ U ~ ~ U R R P ~ . ~ ~ ~ U ~ ~ ~ I S ~ V O ~ ~ I ~

tu"1iiqnii1 2) f l l ~ ~ 4 ~ ~ 0 d 0 t T l l (Comrnu~eation) i ; m ~ o ~ u i u o d w ~ n i ~ 1 ~ 1 ~ u l 6 1 u i d ~ n ~ 1

l$1%941~

3) nqiumum (Competence) dl J ~ P I U ~ I ~ Y U ? ~ T ~ D ~ ~ ~ ~ ~ I ~ ~ ~ ~ R ~ I U Q ~ U I ~

~ ~ a ~ i i n ~ ~ u $ n ~ ~ u n i u i ~ ~ I u ~ i u

4) nmuijiL1s (couaesy) d ~ l i n c ~ u d ~ ~ ~ ? r n r ~ o ~ ~ ~ ~ ~ ~ n ~ ~ ~ u ~ ~ i ~ u w " u i i ~ u dm d a nuliaono iin~iuifluciu~os ii'ioim~~pl

A a A ' 5) fl?l~L!lLlfEI00 (Credibbility) ~~~nin3lud1~iujni~&oamui~onf1an~~uno~u

a4 A 11a:n~iul.S~i~la9uu9ms 1~urnuau7msn~nqn~bfiqnn'1

6) nmu'li?74lo (Reliability) u ? m ~ ~ 1 ~ ~ ~ ~ n ~ 1 b i o ~ i n ' 3 1 . x 1 ~ n ~ ~ ~ i 1 ~ ~ ~ i 1 ~ ~ % 1 ~

7) ~ ~ I I R O U R U D ~ ~ ~ R ' I (Responsiveness) d7~n4lud1n'u?nlsn'o.r~~clalnr

d l d u i m r a a ~ ~ a n " i l ~ ~ q ~ ~ ~ ~ ~ n ~ ~ ~ e l i ~ ' i a w ~ ~ a w ~ u d ~ n $ i ~ ~ ~ ~ n ~ ~

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p i i d 7 I ~ u ~ I s ~ ~ u L u o ~ ~ ? ~ ~ ~ M ~ ~ I % ~ ~ " Y

9) nlr didu?rnr ~ \ k f i u d f h (tangible) n i ~ i l n d ~ l M " ~ n & i i $ ? ~ ~ ~ ~ n ~ f Q n ~ ~ ? n i ~ A

G u ~ w o r i i l L 1 n n ~ i u G - l q ~ n 1 ~ 1 ~ 0 ~ ~ ~ ? n i ~ ~ ~ n a ' i a ~ ~

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BOOK

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R E L I A B I L I T Y A N A L Y S I S - S C A L E ( A L P H A )

N of Cases = 30.0

Item-total Statistics

PROD 1

PROD2

PROD3

PROD4

PRODS

PRICE6

PRICW

PLACE8

PLACE9

PROMOT I0

PROMOT11

PROMOT12

PROMOT1 3

PROMOTI4

PEOPLE1 5

PEOPLE16

PEOPLE 1 7

PEOPLE18

PRESEN I9

PRESENM

PRESEN21

PRESEN22

PROCJi23

PROCE24

PROCELS

PROCE26

PROCE27

Reliability Coefficients 27 items

Alpha = ,9357 Standardized item alpha = ,9330

DPU

Independent Samples Test

k;lumwsau

$ 1 ~

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-

Equal variances

asumed

Equal variances

not assumed

Equal variances

assumed

Equal variances

not assumed

Lcvene's Test

for Equality

of Variances

F

,244

,046

t-test fw Equality of -p Means

# ? ~ i n ~

Sig.

,622

,830

t .

-.622

-.625

-.759

-.758

-.0490

-.@I90

-.or173

-.0473

-.I283

-.I283

,0916

.09 16

&~unis

s'mdiu

$ 1 ~ n75

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nimnlw

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d f

398

368.8W

398

359.596

.a8985

.08916

.08 1 30

.08221

,07858

,07767

,06998

.07138

assumed

Equal variances

not assumed

Equal variances

assumed

Equal variances

not asumed

Equal variances

assumed

Equal varian~cs

not assumed

Equal variances

assumed

Equal variances

not assumed

Sig.

(I-tailed)

,534

.532

,448

-449

1.00

. I33

3.18

-.22568 ,12760

-.22436

-207 14

-.20899

-.18283

-.28 1 06

-.Q4594

Mcan

Differwce

-.0376

-.0376

- ,0530

-.0530 ----

,316

,715

,075

,12627

. I 1254

. I 1439

,02614

,02437

,12920

-.Ma78 .23203

Std. Error

Difference

-.550

-.582

-.ST5

-1.633

-1.652

1.309

1.284

95% Confidence

Intmal of the

Difference

371.888

398

346.822

398

376.449

398 ---------

333.918

,06047

.06015

,06987

.07001

586

,583

,561

,565

,103

.Q99

.!91

,200

-. 15648

-.I5588

-. 19041

-.I9072

.08 1 28

,08068

,08433

. 08W

DPU

lndependent Samples Test

Levene's Test

for Equality

of Variances t-test for Equality of Means

Sig.

,281

,638

F t

-.848

-.862

-.065

-.065

diun7aGirnuo

~ ~ u n r ~ u l u

n14~&~lljnls

df

398

381.387

39s

359.417

Mean

Difference

-.0715

- 0715

-.0056

-.0056

~ q u a ~ variances

assumed

Equal variances

not assumed

Equalvariances

assumtd

Equal variances

not assumed

Sig.

(2-tailed)

--------

,397

,389

,948

.949

S td. Ermr

biffeercnce

,08435

,08298

,08568

,08642

1.16

,221

95% Confidence

Interval of the

DiRerenct

Lower Upper

..23736

-.23468

-.I7403

-. 17554

,09429

.09 162

.I6287

,16439

DPU

&lunlws.~xr

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& I U I I ~ ~ I

Sum of

Squares

1.152

141.013

142.165

.265

189.659

189.923

3.983

309.841

313.824

1.960

255.034

256.994

546

240.927

241.474

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

df

3

396

399

3

396

399

3

396

399

3

396

399

3

396

399

%;l~~l~~FiUWbl~Li~u

# ~ ; ? u ~ ~ ~ s ~ J I ~ ~ ~ P J ~ ~ J ~ w I w

&~uynains

& I U ~ ~ ? ' S ~ I ~ ~ U O

Within Groups 277.773 396 ,701

TotaI 285.184 399

3

396 ----- 399

3

396

399

3

Between Cmups

Within Groups

Total

Between Groups

Within Groups

Mean Square

.384

,356

.088

.479

1.328

.782

----- .653

.644

.I82

.608 ----- Total

&;lldfl4:3~?~fl7s%H'~~fI13 Between Grnups 7.41 1

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

-870

.476

.391

,696

---- 2.470

2.609

188.419

191.027

1.172

275.688

276.859

F

1.079

.I84

1.697

1.015

.299

Sig.

-358

,907

.I67

.386

326

1.827 ,142

.561

3.522

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Sum of

Squares

4.372

137.793

142.165

4.514

185.409

189.923

1 1.270

302.554

313.824

8.559

248.435

256.994

6.023

235.45 1

241.474

2.653

188.375

191.028

9.745

267.1 14

276.859

1 1.429

273.754

285.184

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Withim Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

df

4

395

399

4

395

399

4

395

399

4

395

399

4

395

399

4

395

399

4

395

399

4

395

399

Mean Square

1.093

-349

1.129

.469

2.818

.766

2. I 4

,629

1 .SO6

.596

.663

.477

2.436

.676

2.857

,693

F

3.133

2.404

3.678

3.402

2.526

1.391

3 -603

4.123

Sig.

.015*

.049*

.006*

.N9*

.MO*

.236

.007*

.003*

DPU

Independent Samples Test

Levene's Test

for Equality of

Sig.

,943

,147

,467

284

,097

,658

t

,625

.625

1.82

1.83

,372

,376

,300

,304

2.86

2.91

-1 .53

-1.54

Variances

F

for Equality

Mean

D~ffcrcncc

,0379

,0379

,1274

,1274

,0335

,0335

,0245

,0245

2241

,224 1

-.I076

-.!076

Kiuniw~ au '

6 1 ~ ~ ~ F i f i t U ~

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&iiluni~ ;a

ilrtu'lu

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fll3PIPlF1

8 l~ l /p l~ l f i f

df

398

357.138

398

360.442

398

367.324 I _ - - - - -

398

370.699

398

377.270

398

163.465

t-teat

Sig.

(2-ta~ld)

--------

,533

,532

,069

,068

,710

,707

,764 ---------- ,761

,004

.CQ4

.I26

,123

of Means

Std. Error

Difference

,06062

M 5 4

,0698 1

.069$3

,09039

,08922

,081 53

08050

,07824

,07677

,07010

,06964

Equal variances

assumed

Equal variances

not assumed

Equal variances

sssumed

Equal variances

not wsumed

Equal variances

assumed

Equal variances

not assumed

Equal variances

a s m e d

Equal variances

not assumed

Equal vuiaaccs

assumed

Equal variances

not assumed

Equal variances

assumed

Equal variances

not assumed

,005

2.109

-530

1 151

2.773

,197

95% Confidence

Interval of the

Difference

h w a Upper

-.08131

- 08 120

-.M985

-.0934

-.I4357

-.I4190

,15703

-15692

.2W63

,26413

,21066

.20899

-.I3581 ,18477

-.I3382 ,18278

,07030

07316

-.24536

-.24451

.37793

,37507

.03C25

,02940

DPU

Independent Samples Test

Levene's Test

for Equality

of Variances t-test for Equality o f Means

Sig.

,498

,564

F t

-1.28

-1.27

,831

.828

kiiu nlri7laus

~iun~~11'1u

fl75l#~?f175

Sig.

(2-tailed)

--------

.20 1

,204

,407

,408

df

398

347.085

398

351.870

Equal variances

assumed

Equal variances

not assumed

Equal variances

assumed

Equal variances

not assumed

Mean

Difference

-. 1083

-.I083

.0713

.07 13

,460

3 3 3

Std, Error

Difference

,08446

,08501

.OM82

,08607

95% Confidence

Interval of the

Difference

Lower Upper

-.27430

-27545

-69744

,09798

,05779

.05894

,24002

,24056

DPU

ANOVA

1 1.603 3 3.868

Within Groups 229.871 396 .5gO

Total 241.474 399

Between Groups .604 3 -20 1 ,419 .740 ----- Within Groups 190.423 396 .48 1

Total 191.028 399 ----- , humnji~auo Between Groups 15.419 3 5.140 7.785 .OOO*

Within Groups 261.440 396 ,660

Total 276.859 399

d~un.i:uauni~'ldu?n~s Between Groups 13.737 3 4.579 6.680 .00Om

Within Groups 271.447 396 ,685

Total 285.184 399

Mean Square

2.966

,337

3.580

,452

4.678

.7S7

----- 2.747

.628

~ i ~ f l l ~ 5 3 1 ~

&l:?ld~l~@IflQlEn"

#7~51n1

Sum of

Squares

8.899

133.266

142.165

10.740

179.183

189.923

14.035

299.790

313.821

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

Between Groups

Within Groups

Total

F

8.814

7.912

6.180

4.373

df

3

396

399

3

396

399

3

396

399

Sig.

.OOO*

.OOO*

.OOO*

.005* 3

396

399

Between Groups 8.241

Within Groups

Total

248.753

256.994

DPU

Multiple Comparisons

Dependent Variable: & ~ U ~ T Z U ~ U ~ ~ I J ~ ~ * P I ? ~ ~ I s LSD

Mean 95% Confidence Interval

Difference

(1-J) Std. Error Sig. h w e r Bound Upper Bound

I -2896 20549 ,159 -.6936 ,1144

I 19-20B din<? r 9 'l ,2398 ,13755 ,082 -.0306 .5 102

21-223 -.zooo(*) .09377 ,034 -.3a44 -.0157

u1nnj-122 3 -.0498 ,17508 .776 -.3940 .2944

21-22y klflil 193 .4398(*) .I4272 ,002 .I592 .72M

* The mean difference is significant at the .05 level.

DPU

Multiple Comparisons

Dependent Variable: i1l.d w i i r n i h 4

The mean difference is significant at the .OS level.

9

(1) (3 i u Std. Error

Mean

Difference

(I-J)

3 1 g2

13

3 4

3 5 &'Id

g 2 9 1

3 3

9 4

"J d U ~ d

3 3 3 1

9 2

7 4

9 5 du%d

9 4 3 1

g2

TI 3 3 5 5uld

355u%fl 31

1 2

q 3

.09976

.09699

-10418

,26917

.09976

,09257

.lo008

.2676 1

,09699

.09257 -----

.0973 1

.26658

,10418

,10008

,0973 1

,26928

.269 17

,26761

,26658

.26928

.2774(*)

.1956(*)

.I323

-.I484

-.2774(*)

-.0817

-.I451

-.4258

-. 1956(*)

-0817

-.0633

-.3441

-.I323

,1451

.0633

-2807

.I484

.4258

,344 1

-2807

Sig.

-006

,044

,205

.582

,006

,378

.I48

. I 12

,044

378

.5 15

.I98

.205

,148

515

,298

,582

.I12

,198

,298

95% Confidence Interval

Lower Bound

.0812

.0050

-.0725

-5776

-.4735

-.2637

-.3418

-.9519

-3863

-. 1003

Upper Bound

.4735

.3863

.3371

,3807

-.a% 12

.lo03

,0517

.I003

-.0050

.2637

-.2547

-.8682

-.3371

-.0517

-.I280

-.8101

-.3 807

-.lo03

-.I800

-.2487

,0725

341 8

,2547

.2487

.6776

,9519

A682

.8101

DPU

Multiple Comparisons

Dependent Variable: ~ 1 i l ~ T t W I

* The mean difference is significant at the -05 level.

Mean

Difference

(1-J)

.4704(*) ----

.3288(*)

.29 i 1 (*)

,5369

-.4704(*)

-.I416

-.I793

.0666

-.3288(*)

-1416

-.0377

,2082

Y

(I) ;I4 Std. Error

.I2744

(3 ;,.I Sig.

.OOO ?I 1 3 2

7J 3

3 4

"J &l!d

1 2 3 1

33

3 4 i d

?I 5 !jls!d

9 3 3 1

1 2

g 4

'1 5 ( U ~ J

95% Confidence Interval

q 4 1 I

3 2

3 3

3 5 ~ U I J

3 2

3 3

q 4

,12390

.I3308

,34384

1 2744

-1 I825

,12784

,341 85

. I2390

,11825

.I243 1

.34054

.I3308

.I2784

.I243 1

.34399

.343 84

.34185

,34054

.34399

Lower Bound

.2198

-.291 I(*)

,1793

.0377

2458

-.5369

-.0666

-.2082

-.2458

Upper Bound

,7209

,008

,029

.I 19

,000

.232

,162

.846

,008

.232

.762

,541 ---- .029

.I62

.762

.475

,119

.846

,541

.475

,0295

-. 1390

- ,7209

-.374 1

-.4306

-A055

-.5723

-.0909

-.2821

-.4613

.5527

1.2129

-.2 198

.0909

.072 1

,7386

-.0852

,374 1

.2067

.8777

-.5527

-.0721

-.2067

-.4304

-1.2129

-.7386

-.8777

-.9221 ,4304

DPU

Multiple Comparisons

Dependent Variable: % ; 1 ~ f l l 5 ~ ~ ~ l ~ f d ' l ~

* The mean difference is significant at the .05 level.

Mean 95% Confidence Interval

Difference Y Y

(I) %I.! (J) %U (1-J) Std. Error Sig. Lower Bound Upper Bound

3 2 3 1

3 3

3 4

g 5 ~UYII

1 3 ?.I 1

y 2

34

3 5 $U!d

3 4 3 1

?.I 2

?I 3

5 &u'$d w

~ s $ u Y J 5 1

3 2

?I 3

7 4 .6404(*) .31171 ,041 .0275 1.2532

-.2778(*)

-.2904(*)

-.0725

-.7129(*)

.0127

.2904(*)

,2179

-.422 5

a.2052

.a725

-.2179

-.6404(*)

,4351

.7 129(*)

.4225

,11548

,10715

. I 1584

,30977

.1 I227

,10715

.I1265 -----

.30859

,12059

-1 1584

,11265

.31171

-31 158

.30977

,30859

,017

.O07

,532,

.022

.910

.007

,054

,172,

,090

,532

.054

,041

.I63

,022

.I72

-SO48

- S O 1 1

-3003

- 1.32 19

-.208 I

.0798

-.0036

-1.0291

-.4423

-.I552

-.4394

-1.2532

-. 1774

.lo39

-.I842

-.0507

-.0798

.I552

-.I039

,2334

,501 1

.43 94

7 -03 19

3003

,0036

-.0275

1.0477

1.3219

1.029 1

DPU

Multiple Comparisons

Dependent Variable: ~ 1 ~ ~ 7 $ $ 9 1 ~ ? ~ ~ l % g l ~ l F 1

* The mean difference is significant at the .05 level.

P

(I) $U

95% Confidence Interval

Y

(J) GU Lower Bound

,1300

-.0676

-.0242

-.4476

-.5720

-.4088

-.3661

-.79S 1

-.3622

-.0014

Sig.

.002

.I79

,079

,624

.002

,052

.20 1

.SO3

.I79

,052

.589

,996

.079 ------ ,201

,589

,849

.624

,503

.996

,849

31 3 2

3 3

$ 4

15 5U~ld

?I 2 3 1

3 3

3 4

3 5 &l~d

3 3 3 1 3 2

94

7 5 { U Y ~

3 4 9 1

?I 2

3 3

7 5 5U1d

35&1d 91

3 2

3 3

74

Mean

Difference

(1 -0

.3510(*)

,1473

,2066

.I488

-.3510(*)

-.2037

-.I444

-.2022

-. 1473 .2037

.0593

,001 5

-.2066

,1444

-.0593

-.0578

-.I488

.2022

-.0015

-0578

Upper Bound

.5720

,3622

.4374

,745 1

-.I300

,0014

,0773

,3907

,0676

.4088

Std. Error

,11242

.lo930

,11740

.30332

,11242

.lo432

.I1278

.30156

.lo930

,10432 ----- .lo966

,30041

.I1740

,11278

-10966

,30346

.30332

.30156

.30041

-30346

-. 1563 -.5891

-.4374

-.0773

-.2749

-.6544

-.745 1

-.3907

-.5921

-.5388

.0242

,3661

-1563

,5388

4 7 6

.795 1

,5891

,6544

DPU

Multiple Comparisons

Dependent Variable: ~ l ~ f l l 5 ~ 1 1 1 ~ 0

* The mean difference is significant at the -05 level.

Y

(I) $U Sig.

.OOO

.006

.072

.403

,000

,296

-076

.600

.006

,296

,407

.870

.072

,076

,407

.a90

.403

.600

,870

.890

(9 k ?.!I 9 2

3 3

?I 4

?.I 5 &!d TI 2 3 1

?I 3

9 4

?,I 5 5dd

1 3 3 1

?I 2

3 4 Y

9 5 J W ! ~ 1 4 Y.l 1

3 2

3 3

7 5 &?d

3 s ~ u b J 1 1

?.I 2

7.l 3 3 4

95% Confidence

Lower Bound

,2036

,0939

-.0202

-.3646

-.6745

-3348

-A495

-.8000

-.SS16

-.I021

-3267

-.6813

-.47 15

-.0228

-.I326

-.S906

-.go57

-.4630

-.5769

-.6803

Mean

Difference

(1-0

Interval

Upper Bound

.6745

-5516

.47 15

,9057

-.2036

.lo21

.0228

-4630

-.0939

.3348

,1326

.5769

.0202

,4495

.3267

.6803

.3646

,8000

,6813

.5906

Std. Error

.43 go(*)

.3227(*)

.2257

.2705

-.4390(*)

-.I163

-.2134

-. 1685

-.3227(*)

,1163

-.0970

-.0522

-.2257

.2134

.0970

,0449

-.2705

-1685

-0522

-.OM9

.I1974

.I1642

.I2504

.32308

,11974

.111 1 1

.I2012

-32 120

-11 642

,1 1 1 1 1

,11680

.31998

-12504

.I2012

.I1680

.32322

-32308

-32 120

.3 1998

.32322

DPU

Multiple Comparisons

Dependent Variable: i ~un~r~?urn r~#u?mr

* The mean difference is significant at the .05 level.

(I) 4u

Mean

Difference

(1-J)

.3382(*)

.0006

-. 1024

-.I977

-.3382(*)

-.3376(*)

-.4406(*)

-.5359

-.0006

.3376(*)

-.lo29

-. 1983

,1024

.4406(*)

.I029

-.0953

.I977

,5359

,1983

.0953

s

(J) $U

9 1 9 2

3 3

9 4

TI 5 {UI~

72 3 1

3 3

3 4

?I 5 5U~ld

y 3 ?I 1

3 2

3 4

3 S 5Ugu~d

i] 4 5 1

92 9 3

3 5 &ILI

? I ~ & I I I I 3 1

3 2

?.I 3

1 8 4

Std. Error

.I2122

. I 1785

,12659

,32707

.I2122

,11248

,12160

.325 17

. I 1785

.I1248

. I 1825

,32393

-12659

,12160

. I 1 825

-32721

,32707

,32517

,32393

-3272 1

Sig .

.006

,996

.4 19

.546

,006

,003

.OOO

.I00

,996

,003

-385

,541

.419

.OOO

.385

.77 1

.546

.lo0

.S41

,771

95% Confidence

Lower Bound

,0999

-.23 1 1

- 3512

-.8407

-.5765

-.5588

-.6796

-1.1752

-.2323

.I165

-.3354

-A351

-. 1465

.20 15

-. 1295

-.7386

-.4453

-.lo34

-.4386

-.S479

Interval

Upper Bound

.5765

,2323

,1465

4 5 3

-.0999

-.I 165

-.2015

.I034

.23 1 1

.5588

,1295

.43 86

-35 12

A796

.3354

,5479

,8407

1.1752

A351

,7386

DPU

Multiple Comparisons

Dependent Variable: ~ l ~ f I l l " l ~ 3 ~ 1

* The mean difference is significant at the .0S level.

Sig.

.OO 1

,195

.205

,947

.OD1

.021

,039

,230

.I95

.021

,948

-686

,205

.039

.948

.67 1

,947

.230

,686

,671

Y

(I) $I4

Mean

Difference

(I-J)

.2930(*)

.lo85

.I140

,0154

-.293 O(*)

-. 1844(*)

-.1789(*)

-.2775

-.I085

1 834(*)

.0055

-.093 1

- . i 140

.1784(*)

-.0055

-.0986

-.O 154

,2775

,0931

.0986

s

(J) $U Std. Error

,08600

.08361

.08981

23204

.OS600

,07980

.08627

,23070

.08361

,07980

.08389

-22982

,0898 1

.08627

,08389

.23214

,23204

.23070

,22982

.23214

9 1 ?I 2

3 3

34

5 &d?d

3 2 9 1

3 3

3 4

TI 5 $ u ; Y ~

3 3 3 1

3 2

9 4

3 S 5U1d

3 4 3 1

i] 2

3 3

3 5 S U I ~ '$S{U!~ 91

1 2

g3

7-l 4

95% Confidence

Lower Bound

,1239

-.0558

-.0625

-.4408

- ,4620

-.3413

-.3486

-.73 1 1

-.2729

,0275

-.I594

- 3 4 9

-.2906

,0093

-. 1704

-.5550

-.4716

-.I760

-.3587

-.3578

Interval

Upper Bound

.4620

,2729

2906

.47 16

-. 1239

-.0275

-.0093

.I760

.0558

.3413

,1704

-3587

,0625

.3486

,1594

,3578

-4408

.73 1 1

-5449

,5550

DPU

Multiple Comparisons

Dependent Variable: ~ 1 ~ w ~ P l h c n "

* The mean difference is significant at the -05 level.

(I) sin!# (J) 51~14

Mean

Difference

(1-J)

--

95% Confidence Interval

dm+ 3,000 e 1 7 ~ 3,000-4,000 u?n

4,001 -5,000 U l l l

~1fif1d15,000 VIW I

3,000-4,000 YIM ilfl<l 3,000 l t l w

Std. Error

Lower Bound

.3755(*)

.0514

-.0572

-.3755(*)

.I4556

,14141 .716 -.2266

Sig.

Upper Bound

.I3425

,14556

,09990

,08948

.14141

,09990

.08254

,13425

.08948

.08254

4,001-5,ooo u m

UI~~~I~,OOOIJIII

~,OO~-~,OOO UIW h n i ~ 3,000 UIII

3,000-4,000 I l ? W

u~nnd-i5,000 uiw

uinnd15,ooo Y lfl 6~1j13 ,ooo ilifl

3,000-4,000 YlW

4,001 -5,000 u7n

,670

.010 ---- .OOI

.ooo

.716

-00 1

.I89

.670

.OOO

.I89

-.3241(*)

-.4327(*)

-.0514

.3241(*)

-. 1086 -0572

.4327(*)

.lo86

-.32 1 1

-.6617 -.OX93

-.5204

-.6086

-.3294

,1277

-.2709

-.2067

,2568 .6086

-.0536 ,2709

DPU

Multiple Comparisons

Dependent Variable: $lil~51fll

* The mean difference is significant at the .05 level.

(I) .~Iu!# (J) STU!#

iilnj7 3,000 U?W 3,0004,000 UIW

4,001-5,000 Y7II

uin f i j~ 5 ,000~11~

3,000-4,000 f17M i l f l j l 3,000 U1PI

4,001-5,000 UIII

p l inn i~ ~,OOOEIIVI

4,001 -5,000 YlW i l n d l 3,000 UITl

3,000-4,000 uin

uinnji 5,oool~n

Mean

Difference

(1-J)

.6654(*)

.3716(*)

-2365

-.6654(*)

-.2938(*)

-.4289(*)

-.3716(*)

.2938(*)

-.I351

Std. Error

,1882 8

,18291

.I7365

,18828

,1292 1

.I I 574

,1829 I

.1292 1

.lo676

u ~ n n i ~ s , o o o mn h n i ~ 3,000 u in

3,000-4,000 UlW

4,00 1-5,000 UIII

.I7365

,11574

.lo676

Sig.

-.2365

.4289(*)

,1351

,000

.043

.I74

,000

,024

.OOO

.043

,024

.206 -----

.I74

,000

.206

95% Confidence Interval

Lower Bound

,2952

.0120

-.lo49

-1.0356

-.5478

-.6564

-.73 12

,0397

-.3450

I

Upper Bound

1.0356

.73 12

~ 7 7 9

-.2952

-.0397

-.2014

-.O I20

~ 4 7 8

.0748

-.5779

,2014

-.0748

.I049

A564

.3450

DPU

Multiple Comparisons

Dependent Variable: ~ 1 ~ ~ 1 ~ ~ ~ ~ 1 ~ ~ 1 ~

* The mean difference is significant at the .05 level.

(I) SIU!& (J) f 1~118;

d ~ n i i 3,000 VIM 3,000-4,000 E~IW

4,001-5,000 YIW

uinnj15,ooo ~11n

3,000-4,000 f l?M i7fiil 3,000 Y Ill

4,001-5,000 U l f l

u~nnd~s,ooo uin

4,001-5,000 lrln 4lfljl 3,000 UIM

3,000-4,000 Ulw

uinnd15,ooo f1-1~1

uinn~is,ooouin hnji 3,000 vim

3,000-4,000 U7fl

4,001-5,000 Y l t l

Mean

Difference

(1-J)

.5185(*)

-2136

.2005

-.5 185(*)

-.3049(*)

-.3 180(*)

-.2136

.3049(*)

-.0131

-.2005

.3 180(*)

.0131

Std. Error

,17151

,16661

,15818

.17 15 1

,11770

,10542

,16661

,11770

,09725

,15818

,10542

.09725

Sig.

.003

.20 t

.206

.003

.010

.003

.201

.OIO

,893

206

.003

-893

95% Confidence Interval

Lower Bound

,1813

-.I140

-.1104

-3557

-.5363

-.5252

-.5411

,0735

-.2043

-31 15

.I107

-.1781

Upper Bound

,8557

,541 1

-51 15

-.I813

-.0735

-.1107

.I140

.5363

,1781

-1104

.5252

.2043

DPU

MuItiple Comparisons

Dependent Variable: ~ I U ~ ~ ~ ~ S ~ ~ ~ U ~ ~ I ~ ~ S ~ I R

* The mean difference is significant at the -05 level.

Mean ' Difference

(1-J)

41na'l 3,000Ulfl 3,000-4,000 U391

4,001-5,000 ?JIM

Std. Error

.I6487

,16016

-1 5206

.5588(*)

.208 1

Sig.

----- ,001

.I95

.333

I

95% Confidence Interval

u-innii~,ooo vim ,1474

.OO 1

.002

.OOO ----

.I95

.002

.5 17 -----

.333

.OOO

.517

Lower Bound

.2347

-. 1068

-.I515

-.8829

-.573 1

-A106

4,001 -5,000 UlYi -.3507(*) .I131 5

3,0004,000 f17M .3507(*) .I13 15

Upper Bound

-8829

,5230

A463

-.2347

-. 1282

-.2121

~ I ~ ~ ~ ~ ~ I ~ , o o o ~ I V I iin~13,ooo VIM

3,000-4,000 'YIM

4,OO 1-5,000 I n W

-.1474

.4114(*)

,0607

-.5230

.I282

-.2445

-.4463 .15206

,10134

.09349

.2121

-.I231

,6106

-2445

DPU

Multiple Comparisons

Dependent Variable: huniniimuo

* The mean difference is significant at the -05 level.

(11 %IU%$ (J) s l u l ~

4 7 f i j l 3,000 fllf? 3,000-4,000 U I W

4,002-5,000 uln

uinn~15,ooo nin

3,000-4,000 U7M ~lfl+h3,000 UlW

4,001-5,000 UlW

uinniis,ooo urn

4,001 -5,000 9 1 1 ~ ~? f l~13 ,000 'YIM

3,000-4,000 UIW

U I R ~ ~ ~ I ~ , O O O Ulfl

Man

Difference

(I-J)

.7365(*)

.3892(*)

,3070

-.7365(*)

-.3473(*)

-.4295(*)

-.3892(*)

.3473(*)

-.0822

std. Error

t17nni7sJo~o Y . ~ W 8ii1nii 3,000 u ~ n

3,000-4,000 UlW

4,001-5,000 UlW

Sig. I

-16216

. LO808

.09970

,17583

.I7081

,16216

-17583

-12067

,10808

.17081

.I2067

.09970 ---

95% Confidence Interval

-.3070

.4295(*)

.OR22

.OW

,000

.410 -.I138 .2782 1 I

,000

.023

.os9

,000

.004

,000

.023

,004

.410

Lower Bound

,3908

.0534

-.0118

-1.0822

-.5845

-.6419

-.7250

.I101

-.2782

Upper Bound

1.0822

.7250

.62s8

-.3908

-.1101

-.2170

-.0534

-5845

,1138

DPU

Multiple Comparisons

Dependent Variable: ~ l ~ f l 5 : 1 1 3 ~ f I 7 4 ~ # ~ l ? f l 1 5

* The mean difference is significant at the .OS level.

(I) T~u!& (5) >in!# Std. Error

Mean

Difference

(1-J)

h n d ~ 3,000 U'IM 3,000-4,000 ~ 7 n

4,001 -5,000 YlW

uinnd15,ooo uln

3,000-4,000 vim i ln i7 3,000 nriw

4,001-5,000 vim

u ~ n n i ~ s , o o o UIYI

-17916

,17405

. I6523

.i7916

,12295

. I 1013

,17405

.I2295

,10159

-16523

,11013

,10159

.5350(*)

.OX 12

.0868

-.5350(*)

-.4538(*)

-.4482(*)

Sig.

----- ,003

.64 1

,600

.oo3

.ooo

-000 ---- .64l

.000

.956

,600

.OOO

.956

4,001-5,000 nrin 41n-h 3,000 urn

3,000-4,000 UIM

uinnj15,ooo EIIM

0llfi~dl5,000 '~11~1 i l f i j 7 3,000 f n ~

3,000-4,000 VIM

4,001-5,000 U'lW

95% Confidence Interval

-.0812

.4538(*)

,0056

-.0868

.4482(*)

-.OD56

Lower Bound

,1828

-.26IO

-.2380.

-.a873

-.6955

-.6647

Upper Bound

A873

-4234

.4117

-.lg2g

-.2121

-.23 17

-.4234

,2121

-.I941

-.4117

-23 I7

-.2053

,6647

.I941

DPU

Multiple Comparisons

Dependent Variable: 81~fllVl J ~ U

d

3,000-4,000 uin 6inj7 3,000 uin -.48 19(*) .12554 ,000 -.7217 -.2351

4,001 -5,000 Y1M -.3 loo(*) .08615 .OOO -.4793 -. 1406 ---- u~nniis,ooo inn -.3628(*) .07716

4,001 -5,000 urn 3,000 uin

3,000-4,000 uln .3 1 OD(*) .0861 5 ---

3,000-4,000 UlW .3628(*) ,0771 6

4,001-5,000 lJ7M ,0528 ,071 18 .459 -.087 1 ,1927

* The mean difference is significant at the .05 level.

-

(I) ~IuYR 95% Confidence intemaai

Mean

Difference

(I-n

.48 19(*)

.I719

.It92

(J) r 1~18;

Lower Bound

,2351

-.0678

-.lo85

i~nil3,ooo u ~ n 3,000-4,000 uin

4,001 -5,000 UlYl

~ 7 n n < i 5 , 0 0 0 l ~ i n

Upper Bound

.7287

.4117

,3468

, Std. Error

.12554

.I2195

. I 1578

Sig.

.OOO

.159

304

DPU

DPU