2.3 Proposed Conceptual and Theoretical Modal
2.3.1 Decision making process of consumers.
Theory and decision making process of consumers (S-R Model). According to the theory of the Kotler (Kotler, 2003: referred in SiriwanSerirat, 2003). To study the motives that caused the decision to buy the product. Beginning with the incentive (Stimulus) to cause demand.And then the incentive to come through the feel and thoughts of buyers (Buyer's black box). The manufacturer or seller cannot be conjectured. The wills of buyers are influenced by different styles of the buyer (Buyer's characteristics). Then there will be the response of the buyer (Buyer's response) and the decision of the buyer (Buyer's purchase decision).
2.3.1.1 The incentive (Stimulus)
Probably occur from within the body (Inside stimulus). And the external incentive (Outside stimulus). Marketers must be interested and organized external stimulus to consumer demand for products. Stimulus was the motive for the purchase.