2

2.1
2.2
2.3
2.4

2.1




( , 2541)

(Analyzing consumer Behavior)

(Market Strategies)

6 W 1H WHO? WHAT?
WHY? WHO? WHEN? WHERE? HOW? 7Os Occupant Objects
Objectives Organization Occasions Outlets Operation 7
7

2.1 (Analyzing Consumer Behavior)

 (6Ws 1H) (7 Os)
1. (Occupants)
(Who is in the target market?) 1). 2). 3).
4).
2. (Objects)
(What does the consumer buy?)
(Product Component)
(Competitive Differentiation)
3. (Objectives)
(Why does the consumer buy?)
1).
2). 3).

4. (Organizations)
(Who participates in the 1). 2). 3). 4).
buying?)
5).
5. (Occasions)
(When does the consumer buy?)

6. (Outlets)
(Where does the consumer buy?)

7. (Operations) 1).
(How does the consumer buy?) 2). 3).
4).
5).

 (Consumer Behavior Model)

(Stimulus)
(Buyers Black Box)

(Buyers Response) (Buyers Purchase
Decision) (Stimulus)
(Response) S-R Theory
( , 2541)

2.2

(Stimulus)

(other
( response )
stimuli)
(marketing

stimuli)

(

Stimulus)

(buyers characteristics) (buyers decision)

(culture) (problem recognition)

(information search) (evaluation
(social)
of alternative)
(personal)
(purchase decision)
(psychological )
(post purchase behavior)
1. (Stimulus)

 ()
2
1.1 (Marketing Stimulus)
(Marketing Mix)
1.1.1 (Product)

1.1.2 (Price)

1.1.3 (Place)

1.1.4 (Promotion)
1.2 (Other Stimulus)

1.2.1 (Economic)

1.2.2 (Technology)
1.2.3 (Law and Political)

1.2.4 (Cultural)

2.


2.1 (Buyer Characteristics)
4
2.1.1 (Culture Factor)

2.1.1.1
2.1.1.2

2.1.1.3


2.1.2 (Social Factor)

2.1.2.1
2.1.2.2

2.1.2.3
2.1.3 (Personal Factor)

2.1.3.1
2.1.3.2
2.1.3.3
2.1.3.4
2.1.4 (Psychological Factors)



2.2 (Buyers Decision Process)
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
3. (Buyers Decision)
3.1 (Product Choice)
3.2 (Brand Choice)
3.3 (Dealer Choice)
3.4 (Purchase Timing)
3.5 (Purchase Amount)




(, 2543: 139)


2
1.


2.

2.1

2.2

2.2.1


2.2.2

2.2.3


 2.3

2.3.1

2.3.2

2.3.3

2.3.4



2.4

2.5

2.5.1

2.5.2
2.5.3
2.5.4

2.5.5

2.3


- - -
- -
- - -
-
-
-

- - -
- -
- - -
- -
-
-

-

: (, 2543)
2.2

4
( , 2546: 53-54)
2.2.1. (Product)

2.2.1.1

2.2.1.2
/

2.2.1.3



2.2.1.3.1

2.2.1.3.2

2.2.1.3.3

2.2.1.3.4
2.2.1.3.5.
2.2.2. (Price)


2.2.2.1
2.2.2.2
2.2.2.3
2.2.3. (Place)

 2.2.3.1

2.2.3.2



2.2.3.2.1

2.2.3.2.2

2.2.3.2.3

2.2.3.2.4
2.2.3.2.5
2.2.3.2.6

2.2.3.2.7

2.2.3.2.8

2.2.4. (Promotion)
5
2.2.4.1

2.2.4.2


2.2.4.3


 2.2.4.4

2.2.4.5

2.4

- -
- -
- -
- -
- -
- -
- - -
- - -
- -
-
-

: (Kotler, 1997: 98)

2.3






2.3.1



 2.3.2



2.3.3



2.3.4


2.3.5
(polymethyl methacrylate)







-



2.3.6 (intraocular lens) (acrylic lens)






4









40

( )

4
2

2

2
2
2
2



(nickle free)






-
- multicoat
-

-

- (progressive lens)

40 . 60 . 40 .
50 .
60 60.









()
progressive



50%-60% 10%-20%

2
OBJECTIVE METHOD (
)

SUBJECTIVE METHOD

(UV)
(cornea) (retina)





?
(glare)
(contrast)









(
)
97%

70-90%

(amber)

UV UV
UVA , UVB UVC UVC

UV UVA , UVB

UV UV
UVX
UV UVX LENS
- 400 nm.
-
-
-

- CR 39 UVX

(Ultra Violet) ?

,
( )

UVX
- 100 %
-

-

-

1. MULTICOATED LENS

- 99 %
-
-
-
-
-
 -
MULTICOATED LENS
1. HARD COATED

2. ANTY WATER DROP AQUA COATED

3. UVX

2. PHOTO LENS & TRANSITION


UV

-
- 15
- ,
- UV
- MULTICOATED
-
3. E.M.I. LENS (E.M.I. LENS Electro Magnetic Infrared Lens)
Electrical Microwave Infrared Lens
- Magnetic ( )
- Microwave, Infrared ,
- Anti reflex multicoated 99.9 %
- Anti Water Drop

- HARD COATED

- CR39 , HI-INDEX
PROGRESSIVE
-
- CR39
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-
4. ( GOLF LENS )
( GOLF LENS )

Anti-Glare

( GOLF LENS )
UVX UVA UVB 100%
( GOLF LENS )
Multicoated 2 ( GOLF
LENS )
Antireflex Multicoated
( GOLF LENS )
, ,
,

1. - -
2. - -
3. -
4. -
5. BLUE



 6. PURPLE



7. PINK



8. BROWN



9. GRAY



10. GREEN


2

11. BLUE & GRAY

12. BROWN & GRAY GREEN & GRAY

2.4
(2555)

Maxim
Plano
1-2


(2552)
30 34
10,000


301-600 1
/


(2551)




Aser







(2554)

Acer







(2554)

15-17 3,000




1-2
300