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KMID : 1011420160210040289
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Journal of Korean Ophthalmic Optics Society
2016 Volume.21 No. 4 p.289 ~ p.297
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A Difference Analysis of Selection Attributes Based on a Purchasing Behavior of Sunglasses Buyer
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Cha Jung-Won
Choi Kyeong-Seo
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Abstract
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Purpose: The purpose of this study is to examine ing difference of selection attributes based on sunglasses purchasing behavior and thereby to suggest marketing implication for optical shops. Also the aim is to find a relationship between buyer’s sunglasses selection attributes and their sunglasses purchasing satisfaction.
Methods: Customer surveys were conducted from June 20 to September 30, 2016, targeting general public living in Seoul, Gyeonggi-do, Pusan, and Gyeongsangnamdo regions. Questionnaire forms were made with Google questionnaire program, and then the surveys were conducted by SNS.
Results: As a result of factor analysis, sunglasses selection attributes are shown to be classified into 4 kind of factors, which is ‘Function oriented’, ‘Design oriented’, ‘Image oriented’, and ‘Convenience oriented’. A customer who buys sunglasses lens with visual power correcting function prioritizes ‘Function oriented’ and ‘Convenience oriented’ more than orthoptic sunglasses lens customer. As the purchase period got shorter, the average importance of ‘Image oriented’ tended to be higher. A sunglasses customer with 6 month~3 year purchasing span thinks ‘Image oriented’ is more importantly than an orthoptic sunglasses lens customer. As the purchasing price got higher, the average importance of ‘Function oriented’, ‘Image oriented’, and ‘Convenience oriented’ were shown to be higher. A sunglasses purchasing place which has the highest average importance of ‘Function oriented’ and ‘Convenience oriented’ is optical shop. A sunglasses purchasing place which has the highest average importance of ‘Image oriented’, is department store. An optical shop sunglasses buyer considers ‘Convenience oriented’ more importantly than internet sunglasses buyer. ‘Design oriented’ turned out to have a positive affect on the satisfaction of sunglasses purchasing.
Conclusions: ‘Function oriented’ and ‘Convenience oriented’ must be emphasized to a customer who needs visual power correcting sunglasses lens. As the purchase period got shorter, the ‘Image oriented’ was more importantly considered, and it needs to be separated by every 3 years of purchasing span. ‘Function oriented’, ‘Image oriented’, and ‘Convenience oriented’ must be emphasized to a customer who pays higher purchasing price. Customers who buy sunglasses in optical shop considers ‘Convenience oriented’ most significantly ‘Design oriented’ is important for a sunglasses customer’s satisfaction.
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KEYWORD
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Selection attributes, Sunglasses, Optical shop, Purchasing behavior, Difference analysis
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