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KMID : 1011420170220040271
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Journal of Korean Ophthalmic Optics Society
2017 Volume.22 No. 4 p.271 ~ p.277
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A Difference Analysis of Sunglasses Selection Attributes Based on Demographic Characteristics
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Cha Jung-Won
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Abstract
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Purpose: By examining differences in selection attributes based on demographic characteristics of sunglasses customers, this study suggests marketing implications for optical shops.
Methods: Customer surveys were conducted from June 20 to September 30, 2016, targeting the general public living in Seoul, Gyeonggi-do, Pusan, and Gyeongsangnamdo regions. Questionnaire forms were made with a Google questionnaire program then the surveys were conducted via SNS. Statistics were analyzed utilizing SPSS v.23.0 statistical package program.
Results: A married person prioritizes ‘function’ and ‘convenience’ more than an unmarried person. The mean importance indexes of ‘convenience’ and ‘function’ are higher with increasing age. In Scheffe’s post-hoc analyses, customers over 31 years old think much of ‘function’ than those under 30. The mean importance indexes showing ‘function’, ‘image’, and ‘convenience’ as priority are higher with higher education level. In Scheffe’s post-hoc analyses, college graduates think much of ‘function’ than high school graduates. The mean importance indexes of ‘function’, ‘image’, and ‘convenience’ are higher with higher income. In Scheffe’s post-hoc analyses, sunglasses customers with income over 3 million won think much of ‘function’ than those with income under 0.5 million won, and sunglasses customers with income between 1 and 3 million won think much of ‘image’ than sunglasses customers with income under 0.5 million won.
Conclusions: Customers with high purchasing ability such as married persons, people over 31 years old, college graduates and highincome earners turned out to commonly emphasize ‘function’ Therefore, there is a need to stress ‘function’ when establishing sunglasses marketing strategy.
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KEYWORD
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Selection attributes, Sunglasses, Optical shop, Demographic characteristics, Difference analysis
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