A Study on Undergraduates' Reception of Eyewearand Optical Store

• Main Authors: CHANG, JO-PAN, 張若磐
• Other Authors: CHO, TA-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/auc2b5

碩士 === 中華醫事科技大學 === 視光系碩士班 === 107 === Abstract According to the analysis of the statistical profile of education statistics at all levels in the 106th school year by Statistics Department of the Ministry of Education, the rate of poor vision increases with the grade among students in middle and high school stages in Taiwan, due to pressure from studywork and the increase in the use of 3C products. Moreover, the proportion of college students with myopia in Taiwan is as high as 90% and growing year by year, which is higher than 80% in Japan and 30% in the United States, which shows the severity of poor vision. According to a survey conducted by the Taipei Glasses Business Association, the annual consumption of the eye-wear market is about NT$20 billion, which is a large and sustained and stable growth market. Therefore eye-wear industry in Taiwan is developing rapidly, large chain stores have emerged. Chain optical stores with widely accessible channel, high visibility, low cost have posed a serious threat to the traditional private store operation stores. Therefore to be able to have sustainable growth, the traditional single-store operation stores must understand the behavior patterns of consumers in order to create unique characteristics and business models to become more competitive to meet target market demand. The purpose of this study is to use four dimensions of marketing mix, namely: product, price, promotion and marketing channel. Using questionnaire data analysis, to explore the considerations for purchasing eye-wear products from college students of different genders and academic groups, as well as their views on the issues related to the differences between chain stores and traditional stores, in the hope of providing constructive information to relevant practitioners to create competitive advantages and improve business practices. The results showed that college students of different genders did not have significant differences in the four dimensions of the marketing mix. But there are significant differences related to prices and promotions from college students in different academic groups. In terms of consumer behavior, college students from different academic groups with different monthly allowance and income indicate significant differences. There are also significant differences in the cross-analysis of the four dimensions in consumer behavior and marketing mix. Finally, in the regression analysis: four independent variables (including college students major in design, in art, in science engineering as well as students who purchase new eye-wear every three to six months) can effectively predict how purchase behavior relates to products. While other two independent variables (including college students major in life science technology and in environmental ecology) can effectively predict how purchase behavior relates to promotion. Keywords：marketing mix, consumer behavior, eyewear