Consumer behavior towards lenses/spectacles : a study for Essilor, Thailand | |
| Author | Zhang, Min |
| Call Number | AIT RSPR no. SM-96-31 |
| Subject(s) | Eyeglasses--Thailand Consumers' preferences--Thailand |
| Note | A research submitted in partial fulfillment of the requirement for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | A research was made undertaken to study optical consumer's buying behavior in Thailand. A consumer survey based on convenience intercept interviews was used to achieve this objective. In-depth interviews of selected optical shop managers and sellers was also conducted to make a comparison between retailers and consumer' views on the buying criteria. Opinions were sought about product, service and promotion of ESSILOR and other major players in the industry. Retailers thought consumers don't have any knowledge about lens and thus the choice for lens mainly depended on them . . The consumer survey found that Thai middle class consumers were value conscious, health concerned and driven by beauty. They looked for the best quality in certain price range and showed different buying criterion for choosing lens and frame. They considered aspects like "matching with the face", "quality'', and "price" important when buying frames and "health care", "quality" and "price" recommendation" when purchasing lenses. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark; |
| Examination Committee(s) | Gupta, Jyoti P. ;Igel, Barbara; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |