Contact Lens: Study on the Consumer Buying Behavior

Topics: Contact lens / Pages: 12 (2988 words) / Published: Nov 22nd, 2011
Submitted By,
Arun Ravindran
PGP 14/138
Section A

Contact Lens: Study on the Consumer Buying Behavior

Contents Executive Summary 3 Objective 3 Importance to business and marketing 3 Introduction 4 Types of contact lenses 4 Brands 5 Comparison with Spectacles and Lasik 5 Research Methodology 5 Insights from Secondary Research 6 Insights from Interview and Survey 6 Analysis 6 Hierarchy of Effects: ABC model 7 Consumer Involvement: High Involvement/Emotional 7 Looking Glass self 7 Intentional learning 7 Expectancy value model 8 The trio of needs 8 Conclusion 8 References 9 Appendix 9 Appendix 1 9

Executive Summary
Contact lenses have come a long way from an uncomfortable hard to use glass made lens to more comfortable easy to use soft lenses and increasingly becoming a fashion statement. In this growing market, it becomes imperative for the marketers to understand what prompts a user to switch from using spectacles to contact lenses which costs more and has to be maintained well. It also becomes important to understand the general preference of the contact lens users for a particular type of contact lens and the reasoning behind that. The research point out the need for affiliation is the major motivator for going for contact lens followed by the basic need of clear vision which was mostly found in respondents who were using high power lens. The major influencers who were played critical role in the decision making were found to be the doctors and friends who were already using contact lenses. Users preferred to use the type of contact lenses which were safe, easy to maintain and doesn’t require too much of care.
Objective
To identify and understand the factors that influence the decision making process of purchase of a contact lens and the selection of a particular type of contact lens
Importance to business and marketing
Over the past decade, the usage of contact lens has increased tremendously. The

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