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
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