Understanding factors affecting consumer behavior towards premium optical leas brands in Bangkok.

Abstract

As spectacle lenses are part of people who have a vision problem's everyday life, this research paper aims to understand customers the decision-making behavior of Thai people towards buying a pair of spectacles lenses. This zeroes in on two major factors including visual and tactile inputs to classify the most significant input on consumers' purchasing decisions. This research used a qualitative approach and the data was collected by an in-depth interview. Interviews were conducted with 25 Thai participants that have purchased premium spectacle lenses. This study reveals that most of Thais put more emphasis on the quality of products and services from the store, rather than the emotional or feeling. Most of interviewees told that Physical need and service quality is related to the premium spectacle lenes, followed by promotion and social factors. The study can further help optical shop owner to understand the nature of Thais when buying premium lenses for their vision.