The purpose of this study is to examine and analyze the optical retailers’ perception and eyewear consumers’ buying behavior for the domestic eyewear market. Seven suggested hypothesis were tested for the two groups of respondent based on their perception. Six hypotheses were supported from the finding except the effective promotion strategies. This finding act as a wakeup call for the company as to relook into the marketing strategies that implement since day one.
The finding denoted that the marketing strategies need to be plan and implement wisely and more outstanding as to attract the retailers and consumers’ attention and impulse their buying intention.
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)