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KMID : 1011420120170020107
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Journal of Korean Ophthalmic Optics Society
2012 Volume.17 No. 2 p.107 ~ p.117
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Comparison of Purchasing Decision Factors for Eyeglasses Buyer according to Demographic Characteristics
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Kim In-Kyu
Lee Ju-Hee
Park Sun-Hee
Ryu Geun-Chang
Lee Seok-Ju
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Abstract
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Purpose: We study the eyeglasses consumer’s purchasing decision, brand equity, purchase satisfaction and word of mouth.
Methods: For two month, from October to December, 437 questionnaires distributed through eyeglasses shops. Sampling was performed using a convenience sampling, participants in the survey-based selflegislation (self-adminstration method) were to answer.
Results: It was found that demographic characteristics -gender, age, education, income - acts as parameters representing difference of purchase decision, brand equity and word of mouth.
Conclusions: Consumer’s demographic characteristics such as gender, age, education, income serve as parameters that represents the differences. Purchase satisfaction by age is statistically significant. Word of mouth is also classified according to their income level is statistically significant.
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KEYWORD
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Purchase satisfaction, Word of mouth, Purchase decisions, Brand equity
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