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You searched Library Catalogue - Publisher: Penerbit Fajar Bakti,
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Call Number (WOU)
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SP CEMBA 2013 27
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Author
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Low, Yueh Pyng
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Title
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A study of the Malaysia practitioners' preferred buying decision on ophthalmic lens / Low Yueh Pyng
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Abstract
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This paper is aim to study the Eyecare Professional preferred buying decision on ophthalmic lens. For business to retain growth with profitable, it has to develop a long term sustainability strategy which is suitable to stay competitive in its industry. The optical industry had been flooded with tactical incentive plans. It has to be transformed in order for healthy grow which benefit for both the wholesaler and retailer. It is understood that marketing Ps such as promotion plan, pricing strategy, product mix, process and people if implemented for a business growth. Hence a survey was conducted on face to face interview and email survey concept with the eyecare professional. The objective is to understand from Eyecare professional point of view on their preferred buying decision. Knowing and understanding that will allow both the lens supplier recognized the needs and then build a long term business relationship with the retailers.
The study involved mainly quantitative analyses which were aimed at answering the specific research questions. The result indicated that the services quality on the production and post-sales services are important for the company to adopt for future business process and strategy. Besides that the promotional program such as consumer branding is in favor to the eyecare professional who still lack of in their experience in branding management. Finally the study also indicated a very important finding which is the service marketing plan is the key to success for an optical whole seller to lead the games.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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88 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Eyeglasses
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Subject
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Optometry -- Methods
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