Marketing Strategy on Consumer’s Behavior-The Case Study of Contact Lens Industry

• Main Authors: Wang Mei-Ying, 王美英
• Other Authors: maxfu irwang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/rwjg6y

碩士 === 僑光科技大學 === 企業管理研究所 === 105 === The nearsighted population of Taiwan is over 60% which is highest of the world according to the Ministry of Health and Welfare reports. There are 5.8million people need to take vision correction and 51% of them chose to take contact lenses. University students had already played an important role in contact lenses market. Contact lenses gives consumer connivance, attractive appearance, characters which makes it popular. According to IBIS report, contact lenses on line sales have been listed as top 10 growing industry. According market survey made by HOYA in 2012, it deducted lenses and contact lenses have a huge worldwide market. Because of the technology progress and economic stably growing, demand of contact lenses has raised a lot. The Study is based on Liker Scale and SPSS system to make questionnaire and survey the Hypothesis. The results indicate that there are some parts of the hypothesis have significantly relationship between consumer’s behavior and royalty, satisfaction, motivation. According to the results will give some recommendations to the industry with the study. Keyword: Contact lenses, Consumer’s Behavior, Satisfaction, Royalty, Motivation, Industry Competition.