Consumer Behaviour Characteristics in Optometry and Optical Dispensing Sector
Journal Title: International Conference on Marketing and Business Development - Year 2017, Vol 0, Issue 1
Abstract
The optometry and optical dispensing sector faces major challenges due to the healthy eyesight impact on the quality of life both at individual and global level. The demographic growth, the population aging and the new communication technologies cumulated with the prevalence of myopia, early cases of far-sightedness and market flooding with devices affecting eye-sight on long term, represent factors leading to the increase of the consumer segment in need of corrective optical equipment. And when we say corrective, we also think to their protective role, taking into account the impact of the ultraviolet radiations and the blue light exposure. Therefore, based on the growing need for highly customised and qualitative optical equipment – corrective glasses, sunglasses or contact lenses, we expect an increase of approximately 55% by 2020 in the optical goods and services market. In the primary eye care sector, the wearers present a complex purchasing behaviour based on a comprehensive study of all options, requiring their close involvement and a long period of evaluation. Due to the purchase’s circumstantial character for individual optical equipment (IOE) – the selection comprises personal factors (age, gender, refractive error, various physiognomies, lifestyle, budget), psychological factors (motivation, perception, learning, ideas, attitude), social factors (their role in the specific group or their affiliation) and cultural factors – these personal polyvalent objects are perceived as expensive goods. This article attempts to describe the main characteristics of the purchase behaviour for each category of optical equipment having the consumer in a co-producer role. The purchase of an IOE is the result of a process taking up to 100 – 120 minutes. Faced with a dynamic market, influenced by fashion trends, innovations and technologies, the eye-care providers seek to consolidate their relationships with the customers and increase the retention of the existing ones, emphasising on generating a higher satisfaction degree, facilitating the experience up to the purchase and maintaining a continuous after-sale interaction.
Authors and Affiliations
Polixenia Aurora Roman
Keywords
Related Articles
- EP ID EP269868
- DOI -
- Views 99
- Downloads 0
Effect of Viral Marketing in Health Services on Purchasing Decisions of Consumers: Sample of Ankara, Çankaya Province
The purpose of this study was to examine reflections of viral marketing phenomenon in health sector, which grows dependently to rapid improvement in ways of communication in globalizing world. In this study, It was obser...
Modeling Store Patronage: A Systematic Review
Marketers always search for growing in store patronage. It is important for retailers to gain better understanding of their consumers. Precise improving store attributes could affect store patronage. Modeling a consumer...
Girding for Prestige: A Study on Conspicuous Consumption, Social Status Display and Materialism
It is asserted in the literature that consumers' desire to display higher social status has positive influence on conspicuous consumption, along with choice of luxurious and prestigious goods. Some evidence is provided t...
Identifying Areas of Information Asymmetry on Foods Labels
The fierce competition in the food market has put forward the discussion on the provision of information to consumers. With the increasing interest in marketed products and services and raised consumer awareness, the cas...
Clustering of Respondents for Developing a Recommender and Targeting System: The Case of Assigning Education, Training and Employment Services
The context of recommendation of education and employment services, for example in the so called "on-demand job markets", provides various marketing implications. Our study is based on empirical data from respondents to...