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KMID : 1011420210260010023
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Journal of Korean Ophthalmic Optics Society
2021 Volume.26 No. 1 p.23 ~ p.33
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Analysis of Sunglasses Selection According to Leisure Sports Activity Types
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Cha Jung-Won
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Abstract
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Purpose: In this study, we will investigate the marketing patterns and implications for optical shops by investigating the selection strategiesattributes according to their leisure sports activity type.
Methods: Between May 15 and October 25, 2020, sunglasses consumers living in the metropolitan area and Busan-Gyeongnam area were surveyed for the selection of sunglasses according to the type of leisure sports activity. To analyze the survey results, the Kruskal-Wallis test and posthoc analysis, which are nonparametric statistical methods, were performed.
Results: The design, fit, UV rays, lens color, price, and frame color are important when consumers are choosing sunglasses. Design, lens color, price, and frame color were considered important to all customers regardless of their leisure sports activity type. For customers who enjoyed “biking”, “wearing sensation” was particularly important. “Ultraviolet rays” were very important during “climbing, cycling, skiing (winter), and driving”.
Conclusions: Understanding the factors related to the leisure sports activities that influence the selection of sunglasses is important, as it can be used in marketing by optical shops.
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KEYWORD
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Selection attributes, Sunglasses, Optical shop, Leisure sports activity types, Difference analysis
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