1

1.

5







600
1

2 3




(Valine), (Theonine), (Methionine),

(Lysine)

2.

3
1.

2.

3.

1.

2.

3.

3.

1. 1.

2. 2.

3. 3.

4.

4.

4.

/

1. 1.

2. 2. /

15-60

3.

3.

10 2546 8
2546

5.

420

6.

2
1. (Independent Variables)

-
-

2. (Dependent Variables)

7.

5 5,000 5,001 10,000

10001 15000 15,001 20,000

20,001

8.

(IV)

(DV)

9.

-
-

2.1

Marketing Concept




(Mowen & Minor,1998)




( Solomon,1999) Solomon
Hawkins et al.(1997)

Shiffman &

Kanuk (2000)






(Kotler,2000) Michman (1991)


(Personal Value) (Personality)
(Culture) (Subculture)
(Social Class)
group) AIOs

(Reference

Hawkins (1998)

(Self-Concept)
(Lifestyle)

(Internal Influence)
(External

Influence)

( Experiences and
Acquistions
)

( Self-

Concept )


(Experiences and Acquisitions)
: Hawkins,D.I,Best R.J.& Coney,K.A.(1998).Consumer
Behaviors:Building Marketing Strategy (7

th

ed).Boston,MA:McGraw-Hill.p.27.

(Self

Concept)


(Hawkins et al.,1998)




(Engel et al.,1995)
Hawkins et al.(1998) 5

1. 1. Actual self-concept
2.

2. Ideal self-concept

3. Private self-concept

4. 4. Social self-concept

Assael (1998)
3.

(Self consistency)





(Self esteem)

(Ideal Self)

(Engel et al.,1995)
Kotler (2000)

Ferraro (1994,cited in Dato,2000)

3








(Assael,1998)
2



(Engel et al.,1995)

(Schiffman & Kanuk ,2000)





(Engel et al.,1995)


( ,2540)









2

(Kotler,2000)

Mowen&Minor (1998)



Hoyer & Maclnnis (2000)

Hawkins (1998)


2
2

: Hawkins,D.I , Best ,R.J.& Coney,K.A.

(1997).Consumer Behavior : Building Marketing Strategy

(7 Ed).Boston.MA:McGraw-Hill.p.141.
th



(Hawkins et al.,1998)

Schiffman & Kanuk

(2000)






Baby

Boom Generation X

Harley Davison

Harley Davison
(Assael,1998)





(Hawkins et al.,1998)


(DEMOGRAPHIC)

Hawkins (1998)




-

(Hawkins et al.,1998)

(Status group)

(Status) (Class)

(Engel et al.,1995)




(Schiffman&Kanuk,2000)
Kotler (2000)

(Mowen&Minor,1998)
1)

2)

3)

4)

1)

2)

3)




4)

(Hierarchical)

Upper lower

Middle class
(Schiffman & Kanuk,2000)

Warner (1941 cited in Coleman,1991)

6 Upper upper , Upper

lower , Upper middle , Lower middle , Upper lower

Lower lower

Leather (1995) 6

( Professional )

( Intermediated )
( Skilled manual )
(

Partly Skilled )
( Unskilled ) Leather

(Reference group)



( Schiffman & Kanuk,2000)



( Engel et al.,1995 )








(Consumer Conformity) (Schiffman &
Kanuk,2000)
1)

2)

3)

4)

1)

2)

3)

4)

1) 1) (Normative reference group)

2)

2) (Comparative

reference

group)




(Schiffman & Kanuk,2000)
Hawkins (1997)

1) 1) (Informative Influence )

2) 2) (Normative
Influence)

3)

(Utilitarian Influence)

3) ( Identification

Influence )

( Value
expressive )

Engel (1995)

(Primary

(Secondary groups)

groups)

- (Primary groups)

- - (Secondary groups)

(Formal Group)
-

(Informal Group)

- (Formal Group)

- (Informal Group)

(Aspiration groups)
-

(Dissociative groups)
-

- (Aspiration groups)

- (Dissociative groups)

Baby Boomers

Yuppies

Hawkins (1998)

1) 1)

2) 2)
3)
4)
5)

3)

4)
5)

(Engel et al.,1995)

2

(Schiffman & Kanuk,2000)

(Hawkins et al.,1998)

(Suitable Family Lifestyle)

(Schiffman & Kanuk,2000)

, ,

1) 1) (Initiator/Gatekeeper)



2) 2) (Influencer)

3) 3) (Decider)

4) 4) (Buyer)

5) 5) (User)
( Consumer

Socialization ) (Skill)

(knowledge) (Attitude)




(Schiffman & Kanuk,2000)



(Hawkins et al.,1998)


( ,2536)
1)

2)
3)
4)
5)
6)

1) (Nuclear Family)

2)
3)

4)

5)
6)

( ,2542)

(Selects) (Organizes)

(Interprets) (Stimuli)



(Schiffman & Kanuk,2000)
(Perception)

3 (Exposure)

(Attention)

(Interpretation)

(Short term memory)

(Long term memory)
(Information Processing)(Hawkins

et al.,1998)




(Perceptual defense)



(Stimulus Factors)




(Hawkins et al.,1998)

(Assael,1998)
Sensation

(Stimuli)

Absolute Threshold




Differentiation Threshold
(Just Noticeable Difference :

J.N.D.)

100
200

 Subliminal perception

(Engel et al.,1995)






(Schiffman &
Kanuk,2000)

(Hawkins et al.,1998) Engel

(1995)

Schiffman & Kanuk (2000)








- (Motivation)
(Drives)

- (Cues)

(Stimulus)

- (Response)




- (Reinforcement)



(High-involvement learning)

(Low-involvement
learning)


(Hawkins et al.,1998)

(Motive)

(Schiffman &

Kanuk,2000)



(Motivation)
(Hawkins et al.,1998)

Maslow (Cited in Engel et al,1995)

1

Maslow


Maslow

1. Physiological needs

2. Safety needs

3. Social needs

4. Esteem needs


5. Self actualization needs

(Hawkins et al.,1998)
Schiffman & Kanuk (2000)

2 Retional Motives


Emotional

Motives

(Hawkins et

al.,1998)


(Engel et al.,1995)
Hoyer & Maclnnis (2000)



Individual Personality

Theories 2




Cattel (Cattells theory) (Trait)

1
(Group dependent)
(Self

sufficient)

Romanticism / Classicism

Romanticism
Classicism


(Social Learning Theory)




(Hawkins et al.,1998)

 Hawkins et al.(1998)

(Physiological changes)









(Hawkins et al.,1998)





(Mowen &
Minor,1998)













(Hawkins et
al.,1998)

(Schiffman & Kanuk,2000)



(Assael,1998)


(Mowen &
Minor,1998)

(Schiffman & Kanuk,2000)

1) (Cognitive)




2) (Affective)


3) (Conative)




(Cognition)
(Conation)
(Belief)

(Affect)

(The
Unidimensional View of Attitude)(Lutz , 1991)

Assael

(1998)
(The

Unidimensional

View

of

Attitude)

Assael

(1998) (Brand Belief)

 (Cognition)

(Multi dimensional)



(Brand Evaluation) (Affect)

(One Dimensional)
(Conation)
3

( Components of Attitude Unidimensional

View )

( Cognitive Component
)

( Brand Belief )

( Affective

Component )

( Brand Evaluation )

( Conative Component )

( Intention to buy )

Behavior

 : Assael , H.(1998).Consumer Behavior and

Marketing Action (6 ed). Cincinati , OH : South

th

Western College , p.283.

( Brand Evaluation)

(Brand Attitude)

Lutz (1991)

(Affect)
(Cognition)

(Belief)

 (Conation) (Behavior)

Hawkins et al.(1998)

1.
(Knowledge function)

2. (Value expressive
function)

(Self concept)


3. (Utilitarian function)

4. (Ego defensive
function)

1. (Positive

Behavior)

2.

(Negative Behavior)


,


(
, 2542)

600 1

2 3




(Valine) , (Theonine) ,
(Methionine) , (Lysine)

( )

4
1.

1.

2.

2.

3.

Vibrio

4.

parahaemolyticus

1. 1.
2. 2.

3. 3.

(1) (1)
(2) (2)

(3) (3)



1-2

(1) (1)
(2) (2)
(3) (3)

(4) (4)



Sodium tetra borate
















2

1.

-

5-10
15-30

4.5-14

1-3

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.
6. 6.

7. 7. Struvite

1. 1.
2. 2.

3. 3.

1. 1.












2. 2.

1.


2.

3.



4.

1.
1.1
1.2
1.3
1.4

1.1

1.2

1.3 (Chelating Agent)

1.4

2.

2.1
2.2

2.1

2.2

3

1. Dimercaprol ( BAL in oil )


BAL
2-3 1 2 4

3 6 4 12

2. Penicillamine
3.

Succimer ( Dimercaptosuccine acid : DMSA )

( Lead )

1.


2.

3.


4.

1)

2)

10

3)
Diazepam

4)

, , ,
2-3

1. 1.




2. 2.










2-3

-



2
1.
1.1

1.3
1.4

1.1

1.2 1.2

1.3 Activated Charcoal

1.4 (penicillamine) 1

2.

3
2.1 ( EDTA ) 1,000

2.2
2.2 Dimercapol BAL 5
2.1

/ 1

2-5 /
1 8-12 12-14

10

2.3
2.3 Antidote

0.05
50


10

90

Itai-Itai Disease

24
1-2


Itai-Itai




250 ..2545

, ,
,




-6- (G-6-P-D)

2545

25 1
200 15

200

3
1. 1.
2. 2.

3. 3.

-
-

-

-

10

( )
30

sorbital 240

- 25 100

( 1-2

25-50

- 1 1 /

( )

( )

1.

1.

(Lead

2.

3.

2.

1 /

1.

2.

 Vibrio

parahaemolyticus

(
)

Vibrio

parahaemol
yticus

2.2 2.2

2.2.1

( 2543: )

1,000



2.2.2

2.2.2

(2542)

( 2541)

 (2543)

(2540)

/
/

- /

66

72

72

- /
-

66

72
72
420

4 1

4
2

3

4
2

10

4
2

/ 66 , /

 66 , 72

, 72 , 72

72
420

2

1) (Content Validity)






2) (Reliability)
(Pretest)

50



420

- ONE-WAY ANOVA

- Chi Square

5
-

- 1.00 1.80

- 1.81 2.60
- 2.61 3.40
- 3.41 4.20

- 4.21 5.00

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