Summer Internship Project On An Exploratory Study Focusing on Consumer Preferences towards Eyewear: A study in NCR At Vision Spring India
(Submitted towards partial fulfilment of the requirements for the award of the Post Graduate Diploma in Management 2014-2016)
Submitted to Prof Shallini Taneja Faculty, FORE School of Management
Submitted by Puneet Gupta Roll no. 231107 FMG XXIII
FORE School of Management, New Delhi
Certificate
This is to certify that Mr Puneet Gupta Roll No 231107 has completed his summer internship at vision Spring Delhi and has submitted this project report entitled “Study of Indian Consumers Preferences towards Eyewear” towards part fulfilment of the requirements for the award of the Post Graduate Diploma in Management (FMG-23) 2014-2016. This Report is the result of his own work and to the best of my knowledge, no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision. Date: Place: New Delhi ————————————Shallini Taneja
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Acknowledgment I would like to thank everyone who helped me throughout this project and provided their support and guidance. Firstly, I would like to thank my faculty guide Prof Shallini Taneja for her support and valuable inputs on how to go about the project. Secondly, I would like to thank Vision Spring India for giving me an opportunity to do my internship and learn from some of the great leadership in the industry. I take this opportunity to express my profound gratitude and deep regards to my Industry mentor Mr. Rajeeb Das for his exemplary guidance, monitoring and constant encouragement throughout the internship. Last but not the least I would like to thank Company staff to help me and providing full cooperation and continuous support during the course of this assignment. Thanks to FORE School Of Management for their belief and constant support. And finally, I would like to thank each and every person who has contributed in any of the ways in my training.
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Table of Contents Certificate................................................................................................................................................ 2 Acknowledgment .................................................................................................................................. 3 Executive Summary................................................................................................................................. 6 Chapter 1: Introduction .......................................................................................................................... 7 Eyewear industry in India.................................................................................................................... 7 Chapter2: Literature Review ................................................................................................................. 10 Objectives ............................................................................................................................................ 13 Chapter 3: Research Methodology ....................................................................................................... 14 Research Design ............................................................................................................................ 14 Chapter 4: Results and Analysis ............................................................................................................ 15 Chapter 5: Conclusion and Suggestions ........................................................................................ 24 Conclusion ......................................................................................................................................... 24 Suggestions ....................................................................................................................................... 25 Limitations ....................................................................................................................................... 26 Annexure ............................................................................................................................................. 27 About Vision Spring........................................................................................................................... 27 References ...................................................................................................................................... 32 Questionnaire ................................................................................................................................... 34
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List of figures Figure 1 Gender distribution of the respondents…………………………. 17 Figure 2 Age of the Respondents……….………………………….……… 18 Figure 3 Pair of eyeglasses people own………………………………..…. 19 Figure 4.Number of retailer customers shopped around…...................... 19 Figure 5 Location…………………………………………………………..…. 20 Figure 6 - The influence of the optician…..………………………………… 21 Figure 7- Influencing factors………………………………………………… 21 Figure 8- Costumers buying online……………..………………………….. 22 Figure 9- satisfaction level of online purchase…………………………….. 23 Figure 10- Reasons behind buying eyewear…………...…………………. 23 Figure 11 discounts/promotions……………………………………………. 24 Figure 12 online use of discount or promotion……………………………. 26 Figure 13 gender and influencers……………………...…………………....26
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Executive Summary This project on “Study of Indian Consumers Preferences towards Eyewear” aims at studying the eyewear industry in India and the consumer preferences in this industry. VisionSpring is an eyewear company that works to ensure affordable access to eyewear, everywhere. Primary objective of this project is to analyse the consumer buying behaviour and habits. For this purpose, research and analysis is very important and is needed to be done continuously in this dynamic environment where consumer buying behaviour keeps on changing. In this competitive market, customers are becoming more and more aware about the new products. Any useful information and eye catching deal can change a customer‟s decision. The visibility has been one of the major factors to get the customer attention. To sustain a competitive advantage, the existing players will need to improve customer experience and satisfaction. Customer loyalty is very important in this industry. Key factors which consumers considers while buying eyewear were analysed. After researching I found that the eyewear industry is likely to expand in coming years since consumers are now also buying eyewear as a fashion accessory and also because of multiple eyewear ownership among users. As per my recommendation focus should be more on the quality of product and services rather than just selling, because word of mouth marketing plays a major role in this industry. Also, in my view the influence of the optometrist on the customer is high so Vision Spring should have optometrists which are good in both eye testing/analysis as well as in selling the right products.
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Chapter 1: Introduction Eyewear industry in India According to a study by The Associated Chambers of Commerce and Industry of India (ASSOCHAM), the total value of the Indian eyewear market (including contact lenses, intraocular lenses, lens cleaning solutions, spectacle lenses, frames and sunglasses) is estimated to be worth as much as US$7.2 billion by 2015. An estimated 450 million people in India need vision correction, but the actual number of those who use optical lenses is less than 25 percent of that. The shockingly high number of people with untreated vision-correction requirements speaks volumes about the state of ocular health in the country and about access to ophthalmic health care. India's eyewear industry is highly segmented, comprising various manufacturers that specialise in designing and producing eyewear products in different sectors. Despite the presence of a number of leading eyewear companies in the regulated sector, the optical market in India is primarily driven by the revenues of a huge number of smaller manufacturers in the more informal, largely unregulated sector. The eyewear market continues to be dominated by unbranded players, which sell really cheap products at low prices. However, unbranded players have continued to lose share as their cumulative share dipped over the past few years. Interestingly, multinationals have made a mark in terms of branded products. Of the top five players in eyewear, four, namely Essilor, Carl Zeiss, Safilo and Luxottica, were subsidiaries of multinationals. Optical goods stores were the most popular channel in 2013. Indians are more used to going to such shops as they are located in residential as well as famous shopping areas. The staff at such stores has built relationships with 7|Page
consumers over decades, which has led to high levels of trust. Moreover, there continued to be an increasing trend towards branded stores in 2014, such as Lawrence &Mayo, Vision Express and GKB Optolabs in India, which also fall under optical goods stores. This would suggest the ongoing dominance of this channel in the longer term. In the regulated spectacle lens sector, Essilor is the clear market leader, while Bausch & Lomb dominates the contact lens segment. Ray-Ban is the largest selling sunglasses brand. Titan is the largest eyewear retail chain. Overall, a number of factors have contributed to the growth in demand in the Indian eyewear sector. Higher levels of disposable income and greater awareness of remedial solutions have seen a greater uptake of corrective spectacles by those suffering from some form of vision impairment. Eyewear is also expected to maintain its good run over the 2014-2018 period. The fact that such products are necessity driven will provide a boost to the market. This is because consumers cannot cut the consumption of such products significantly in the event of further economic slowdown. Moreover, demand for branded eyewear is currently very low in India and therefore its low base will also help the growth rate. Based on these factors, the eyewear market is expected to register double-digit constant value growth between 2014 and 2018. At the same time, sales of sunglasses have benefited from greater awareness of the health benefits of such eyewear, as well as a heightened fashion sense, driven by greater media awareness. While, in the past, Indian consumers viewed eyewear as a merely functional product, this mind-set has now changed considerably, especially in the major urban areas. Historically, Indians have considered eyewear as utility products. As such, most consumers did not own more than one pair of sunglasses even though sunglasses 8|Page
have been present in the country for decades. This trend changed significantly over the past few years. Consumers started opting for more than one pair of spectacle frames and sunglasses in light of the rapidly changing fashion trends. Multiple ownership of different brands/style of eyewear is now far more commonplace. Five years ago, multiple ownership in this category was just around 2%. Now it estimated at around 6-7% and predicted to grow considerably over the coming years. “The India Eyewear Market Outlook to FY'2018 - Rising Popularity of Online Eyewear Portals” report cites shifting demographics, fashion and changing health care practices in India as being the primary drivers of this growth. It also indicates that sales of new varieties of eyewear products, incorporating advanced technologies, are also playing a significant role. The surge in the number of online portals selling eyewear and related products has seen a huge shift away from conventional high street outlets specialising in the sector. This move has been driven, at least in part, by the greater penetration of broadband into India's tier one, two and three cities. At present Lenskart has the highest online market share in the country, with GKB Opticals being ranked second by retail volume. Other significant players here include Lenstrade, LensDirect, Yebhi and Rediff Shopping.
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Chapter2: Literature Review
The Vision Council (February 2011) in their report “Fashion v.s Function In Eyewear” stated that a large majority of eyeglass users/buyers (83%-87%) view eyeglasses primarily as a medical necessity. The aim of the research was to provide insight into the mind of the eyewear user and buyer as to whether they view eyewear as being a medical necessity, a fashion item, or a mix of the two. Karl Citek in his study “Safety and compliance of prescription spectacles ordered by the public via the Internet”, published in Optometry, vol. 82, iss. 9 , pgs 549-555, Sept. 2011 found out that more than one in every five pairs of eyeglasses sold online was not delivered as ordered, with features added or omitted. Overall, the study found that nearly half of all glasses they ordered online had a problem, either with the prescription being wrong, the lens type (single vision vs bi-focal) being wrong, or with the lenses not passing impact resistance testing – and that problem existed regardless of the cost of those glasses online. Probably the most disturbing finding of the study was that in 25% of the glasses for children, the lenses failed impact testing. Sweeney Research (2013) did a research on “Sunglasses and Fashion Spectacles Consumer Purchasing Decisions”. The aim was to provide a benchmark measure of consumer awareness of safety considerations regarding eye protection from sun exposure and how this impacts purchase decision making for sunglasses and fashion spectacles. They found out that sunglasses are a common accessory with around seven in ten (71%) Australians owning at least one pair of non-prescription sunglasses. The most common reasons for wearing sunglasses are to prevent glare,
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protect eyes from UV/sunlight and to protect eyes from sun damage. Compared to other age groups, 18-29 year olds are significantly more likely to be wearing sunglasses to look good or to be fashionable, however glare and UV protection are still the main reasons for wearing sunglasses in this age group. Zambelli-Weiner, John E. Crews, and David S. Freidman (2012) in their study “Disparities in Adult Vision Health in the United States” found out that because vision loss most often is the result of underlying degenerative processes, the data showed increased risk with increasing age for most of the major eye diseases. In general, women are at higher risk of most major eye diseases. Major population-based studies have examined the prevalence and risk of most major eye diseases by race, but data are limited and findings are inconsistent. Data on other sociodemographic variables, such as education and income, are limited. “How 'try and buy' allows niche online retailers like Lenskart take on giants like Amazon”, Econmictimes 5th may 2015. According to this article permitting item trials at home is turned out to be lucrative for niche players like lenskart. By permitting purchasers to try things before buying, organizations, for example, online eyewear retailer Lenskart and goldsmith BlueStone have able to push through higher worth buys while essentially bringing down item gives back. According to the report „India Eyewear Market Outlook to FY2018‟ rising disposable incomes, soaring population with visual impairment and increase in the number of fashion-driven purchases will increase in the spending on eyewear products in India. The report also added that the steep rise in the penetration of broadband in tier I, tier II and tier III cities is expected to augment the revenues from the online eyewear retailers in India.
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The report „Eyewear in India‟ by Euromonitor International says that eyewear in India registered healthy retail volume and value growth in 2014. This was primarily driven by the increased use of contact lenses and sunglasses among consumers. Eyewear sales were no longer simply utilitarian in 2014. Consumers started to use spectacles, contact lenses and sunglasses for various other purposes as well. The use of no power spectacles with antireflective and antiglare properties became very popular as they help to relieve eye stress caused by the increased use of laptops and computers. „Do you see what we see? The future of independent optometry‟ by Bain & Company According to the report independent optometrists like Dr. Calderon will need to change their behaviour in order to survive. They will need to have a stronger materials offering, more transparent pricing, online scheduling for exams, availability of materials to buy or pick up easily in store and faster production of new glasses, while continuing to provide the same personalized service that has won them loyalty up to this point. Category disrupters such as Zappos for footwear or the new upstarts such as Warby Parker for eye glasses are changing the way glasses are purchased and will continue to evolve and deliver higher levels of convenience and value. The independent optometrist must act or be left behind. According to the research paper “A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand” The major consumer‟ reason to purchase eyeglasses was optician‟s specialist; the reason to wear eyeglasses was having myopia; and the people influencing in purchasing eyeglasses was oneself. The score of consumer attitude towards brand equity were brand association, perceive quality, brand loyalty, and brand awareness, respectively. 12 | P a g e
Objectives The objective of this study is to understand the attitudes of consumers towards eyeglass. Our purpose is to determine if the attitude of consumers towards eyewear is affected by the demographic variables like age, gender, level of household income. Factors that influence the consumer will also be studied.
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Chapter 3: Research Methodology Research Design To meet the objectives of this study a quantitative research is carried out. In the study both primary and secondary data has been used. The secondary data was collected from various published literature. The information regarding the organization has been collected from the internet and documents provided by the company. To collect the primary data a survey was conducted in which a sample of respondents from National capital Region (NCR) has been chosen using convenience sample technique. An online questionnaire was distributed to the selected
respondents.
The
questionnaire
contained
questions
regarding
demographics, attitudes, presentences of the respondents towards eyewear. The data collected was then analysed and interpreted using statistical tools. Then relevant conclusion were drawn and suggestions given.
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Chapter 4: Results and Analysis In this section the data collected has been analysed. The data has been analysed with the help pie diagram, bar charts, percentage analysis and Chi-Square Test. Software such as SPSS and excel have been used.
Demographics of the Respondents
Gender of Respondent: Form the figure below it can be seen that 63% (44 out of 70) respondents were male and 37% were female.
37% 63%
Male Female
Figure 1 Gender distribution of the respondents
Age of the respondents: Almost 60% of the population was in age group of 20 to 25. It can be seen that the sample is inclined more towards the young generation i.e. in the age group of 20-30.
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11%
3%
15-20
27%
20-25 59%
25-30 >30
Figure 2 Age of the Respondents
Annual income of the family: 49% have income in the range 5-10 lakhs.
7%
23%
21% <3 lakh 3-5 lakh 5-10 Lakh 49%
Figure 3 Age of the Respondents
Pairs of eyeglasses people own
Almost 50% of the respondents own 2 pair of eyeglasses
Only 6% own 4 or more pair of eyeglasses
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>10 lakh
6% 29%
17%
1 2 3 4 or more
48%
Figure 3 - pair of eyeglasses people own
Customer Journey
40% of the respondents visited a single retailer: From the chart it is clear that 28 out of 70 respondents went to just one retailer/shop to make a purchase and did not looked around in the competing stores.
21% 40%
1 2 more than 2
39%
Figure 4 - Number of retailers customers shopped around
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47% of the customers purchased the eyeglasses from location they had their eyes examined, whereas 53% purchased from a different location.
47%
Yes No
53%
Figure 5
Purchase influencers
For more than 50% of the customers the influence of the optometrist was
important.
Very Important 13% 9%
26%
21%
Important
31%
Neither important nor unimportant Of little Importance Unimportant
Figure 6 - The influence of the optometrist 18 | P a g e
49% of the respondents were most influenced by the inputs of friends and family members.
Just 4% were most influenced by discount/promotions.
40 35 30 25 20 15 10 5 0 The assistance of the optician
Input from friends and family members
Point of purchase displays
Promotions
Other
Figure 7- Influencing factors
Online Purchases 34% have shopped for eyewear online.
34%
Yes 66%
No
Figure 8- Costumers buying online 19 | P a g e
Only 32% are satisfied with their online purchase. 12% were extremely dissatisfied whereas 8% were extremely satisfied
12%
Extremely Satisfied
8%
Very satisfied
8% 24%
Neither satisfied nor dissatisfied dissatisfied Not at all satisfied
48%
Figure 9- satisfaction level of online purchase Reasons behind buying eyewear
66% bought eyewear because of medical necessity and 31% bought it as a fashion accessory.
3% 31% Medical necessity 66%
Fashion accessory Other
Figure 10- Reasons behind buying eyewear 20 | P a g e
Discount and Promotions
57% did not took advantage of a discount or promotion. Whereas 43% used discount/promotion while buying eyewear.
43% 57%
Yes No
Figure 11 discounts/promotions
87.5% who bought online made use of a discount or promotion
12.5% Do not use discounts when buying online Use discounts while buying online
87.5%
Figure 12
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Relation between gender and influencers I will now apply the chi square test to determine if there is any relation between gender and influencers.
cc The null and alternative hypotheses are H0: Gender and influencers are independent. Ha: Gender and influencers are not independent. The SPSS result was as follows
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Chi-Square Tests Value
df
Asymp. Sig. (2sided)
Pearson Chi-Square Likelihood Ratio N of Valid Cases a.
a
3
.489
2.429
3
.488
2.424
67
3 cells (37.5%) have expected count less than 5. The minimum expected count is 1.16.
From the table we can see that the Chi is 2.424 and degree of freedom is 3. P value of this test is 0.489 which is more the Alpha value (0.05). Therefore we cannot reject the null hypothesis. Hence there is no co-relation between Gender and influencers.
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Chapter 5: Conclusion and Suggestions Conclusion The results of the conducted study highlight the combination of factors that leads to customers buying eyewear. It can be seen that the eye industry is following similar trends as seen in the retail makeover in India. Over the years eyewear has changed from being a utility product vision correction to key fashion accessory. In the past few years the competition has increased tremendously with many online players entering into the market. Some of these players have even started opening brick and mortar stores. The consumers have become more aware about the products and the prices. The increase in the online purchases could also be because of the deals and discounts which are on offer online. The eyewear industry is expected to expand in the next few years because of many factors like increasing use of multiple eyewear ownership, increased use of eyewear as a fashion accessory. Consumers have started experimenting by buying online, but the satisfaction levels of online buyers are very low. This could be because of the fact that eyewear is a category which users like to get a feel of before buying it. Getting the right fit of an eyeglass is very important and getting that fit online is very difficult. It can be concluded that the key success factors of this industry are
Product portfolio and quality of products
Delivery time
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After sales services
However, as with any other industry, this industry is also facing many challenges. The scarcity of professionals is one of the biggest challenges. This is leading to an increase in salaries for trained professionals. Also, higher rentals in cities are causing a hindrance to growth.
Suggestions Over the years the eyewear industry has changed and the consumers have become more aware about the products and the prices, hence it is important for the companies to provide excellent service to the consumers. The following suggestions have been on the basis of the study: 1. Focus should be more on the quality of product and services rather than just selling, because word of mouth marketing plays a major role in this industry. 2. The influence of the optometrist on the customer is high, so Vision Spring should train
optometrists which are good in both eye testing/analysis as well as in selling the right products. 3. To retain customer, they should provide excellent after sales services and offer loyalty programs to customers.
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Limitations 1. The study has been restricted to the users of eyewear. 2. The data and opinion collected are assumed to be objective. 3. The survey is restricted to 70 respondents. 4. Data was collected online. 5. The study has been restricted to Delhi NCR only.
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Annexure About Vision Spring VisionSpring is a social enterprise founded by Jordan Kassalow and Scott Berrie in 2001, a year after Kassalow co-founded Scojo Vision LLC, a designer and distributor of high-end reading glasses. He is named in the list of Forbes magazine‟s Impact 30. VisionSpring has its global headquarters in New York (USA) and its India head office is located in New Delhi. Their proclaimed mission is "to ensure equitable and affordable eyeglass is available to every individual to live a productive life". VisionSpring works to ensure affordable access to eyewear, everywhere. The World Health Organization estimates that over 700 million people who need eyeglasses do not have access to this important product. This leads to an estimated 35% loss of economic productivity, children falling out of school, and a significant loss of quality of life. Since inception, VisionSpring has sold over 1.6M eyeglasses to their target customers who typically earn between $1-$8 per day. As a social enterprise, VisionSpring deploys philanthropic capital to uncover economically viable business models that can scale through market forces. In 2013, their operations in Central America were on the cusp of achieving this important milestone. VisionSpring has two working models. One called the Hub & Spoke model and the other the Partnership model. The Economist likened their Hub & Spoke model to "Lenscrafters meets Mary Kay." In this model, they operate fixed cross-subsidized optical shops with optometrists from which a small band of "Vision Entrepreneurs" fan out into the neighboring communities to provide eye screenings, sell reading and sunglasses, and refer more advanced cases back to the store to see the optometrist. 27 | P a g e
They operate this model in India and El Salvador and have active plans to scale this model to several other countries in Central America including Honduras, Nicaragua, and Guatemala. The Partnership model, typified by their work with BRAC in Bangladesh, helps organizations with existing distribution networks and teaches them to add vision services into their product offering. VisionSpring operates this model in over a dozen countries including Rwanda, Morocco, Afghanistan, Paraguay, and Ethiopia. Work in India VisionSpring is a not-for-profit international healthcare organization working in India since 2005. Partnerships & Projects: VisionSpring partners with like-minded organizations across India to provide primary eye care services to the community at large. Its key partners are SREI Sahaj, All India Institute of Medical Sciences (AIIMS), Aravind Eye Care System, Wockhardt, Mahindra & Mahindra, DLF Foundation, Apollo Tyres Foundation, Sightsavers, Vasan Eye Care, Kalinga Kusum, Drishtee Foundation, Indira Gandhi Eye Hospitals, ERC Eye Care, Gram Tarang, Mela Artisans, Sagarmatha Chaudhary Eye Hospital (Nepal), Honest Tea, Fair Trade USA, and many others. Vision Entrepreneurs: VisionSpring empowers and trains people to do eye screening and give glasses on the spot. Hub & Spoke (H&S): VisionSpring partners with hospitals across India for optical shops and ophthalmic outreach activities in order to provide complete eye care
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solution to the community. VisionSpring also runs optical shops independently and outside hospital locations. VisionSpring started its Hub & Spoke operations in 2012 from Karnal (Haryana), India, and expanded across the country in 2013. They started stand-alone optical shops and associated with leading eye hospitals to set-up optical shops in their premises. These shops serve people with refractive error and also cater to patients with post-surgery refractive-error rectification. It also partner with hospitals for their community outreach activities in a variety of ways. The Hub & Spoke operations presently consist of 18 initiatives, and in 2015, they will be further expanding across India. Many centres have mobile outreach vans associated with them for conducting rural eye-screening activities. Hub & Spoke partners in India: S. No.
Type
Location
Government
Ansari Nagar (Delhi)
2.
Partner/associati on All India Institute of Medical Sciences (AIIMS) VisionSpring-run
Self
3.
VisionSpring-run
Self
4.
VisionSpring-run
Self
5.
Arya Eye Hospital Private
6.
Navjeevan Hospital Arpana Hospital VisionSpring-run Agarwal Nursing Home Philadelphia (Mission) Hospital Roop Rani Hospital Civil Hospital
Dwarka Mod (Delhi) Dwarka Sector-7 (Delhi) Fatehpuri/Chand ni Chowk (Delhi) Sonipat (Haryana) Panipat (Haryana) Karnal (Haryana) Karnal (Haryana) Kurukshetra (Haryana) Ambala (Haryana) Yamuna Nagar (Haryana) Fatehabad
1.
7. 8. 9. 10. 11. 12. 29 | P a g e
Private Private Self Private Private Private Government
13. 14. 15. 16. 17. 18.
Gian Sagar Hospital Saraswati Eye Hospital Raj Retina and Eye Care Centre VisionSpring-run Pharande Eye Hospital Sujag Netralaya
Private Private Private Self Private Private
(Haryana) Banur (District Patiala), Punjab Pratapgarh (Uttar Pradesh) Patna (Bihar) Angul (Odisha) Pune (Maharashtra) Pune (Maharashtra)
Awards and recognition VisionSpring is an award winning social enterprise. They have been widely recognized having been honored by winning competitions and awards such as: The World Bank Development Market Place Competition, The BYU Innovator Award, the Duke University's Social Innovation Award, The Aspen Institute's McNulty Prize, the Draper Richards Kaplan Fellowship, the Skoll Award for Social Entrepreneurship, the Schwab Foundation Social Entrepreneur of the Year Award, the Ashoka Fellowship, the Forbes Impact 30 and many others. Through the sale of over 1.6M VisionSpring has created over $269M of economic impact. Studies conducted by the University of Michigan demonstrated that a pair of reading glasses increases a workers productivity by 35% resulting in an increased earning potential of an average customer by $381 over the two year estimated life of the product. The success of VisionSpring‟s capitalistic and philanthropic operation has been used as a learning example and role model for social enterprises. Stanford Social Innovation Review, Handbook of Research on Social Entrepreneurship and Next Generation Business Strategies for the Base of the Pyramid: New Approaches for 30 | P a g e
Building Mutual Value have featured VisionSpring and published its experience to allow other social enterprise industry learn from them.
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References
Karl C (2011), Safety and compliance of prescription spectacles ordered by the public via the Internet, Optometry, 2011 pp:549-55 Zambelli-Weiner, John E, and David S. Freidman (2012), Disparities in Adult Vision Health in the United States, Anerican Journal of Ophthalmology, volume 154, issue 6, pp20-30 How 'try and buy' allows niche online retailers like Lenskart take on giants like Amazon, Econmictimes 5th may 2015 (http://articles.economictimes.indiatimes.com/2015-05-05/news/61833410_1_onlineeyewear-retailer-lenskart-peyush-bansal-flipkart-and-amazon) Elizabeth Spaulding(2012), Do you see what we see? The future of independent optometry (http://www.bain.com/publications/articles/the-future-of-independentoptometry.aspx) http://visionspring.org/commitment-to-our-customers/ (accessed on 4th june)
https://www.opticians.ca/CMS2011/ckfinder/userfiles/files/Article%20on%20O
nline%20frame%20ordering%20Sept%202011.pdf (accessed on 4th june)
http://littlefoureyes.com/2012/03/10/new-study-on-ordering-glassesonline/(accessed on 4th june)
http://www.theopticalvisionsite.com/marketing-trends/the-vision-council-reportfashion-v-s-function-in-eyewear/#.VXqdofmqqkp (accessed on 7th june)
http://www.thehindu.com/business/Industry/eyewear-market-set-to-touchrs43000-crore-by-2015-study/article3291483.ece (accessed on 7th june)
http://www.indianretailer.com/article/sector-watch/specialty/An-Eye-forEyewear-Retail-322/ (accessed on 7th june)
http://www.euromonitor.com/eyewear-in-india/report (accessed on 1th june)
http://www.marketresearchreports.com/reevolv/indian-eyewear-retail-industryreport (accessed on 7th june)
http://www.deccanchronicle.com/140328/business-latest/article/e-tailersmake-branded-eyewear-affordable (accessed on 7th june)
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http://visionspring.org/commitment-to-our-customers/ (accessed on 10th june)
https://en.wikipedia.org/wiki/VisionSpring (accessed on 10th june)
http://www.opticians.ca/CMS2011/ckfinder/userfiles/files/Article%20on%20Onl ine%20frame%20ordering%20Sept%202011.pdf (accessed on 10th june)
https://www.productsafety.gov.au/content/item.phtml?itemId=1004207&nodeI d=a7526562f9394fdde53072784d1b52d5&fn=Sunglasses%20and%20fashion %20spectacles%20%E2%80%93%20Consumer%20purchasing%20decisions %20%E2%80%93%20Research%20report.PDF (accessed on 10th june)
http://www.visionspring.org/newscenter/news-detail.php?id=876 (accessed on 10th june)
http://connection.ebscohost.com/c/articles/97524116/study-demographicsinfluencing-consumer-behavior-attitude-towards-brand-equity-opticalbusiness-thailand (accessed on 12th june)
http://www.ssireview.org/articles/entry/freeing_the_social_entrepreneur/ (accessed on 12th june)
http://www.cdc.gov/visionhealth/pdf/2-disparities-adult-vision-health-US.pdf (accessed on 12th june)
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Questionnaire Completing the survey is voluntary. If you decide to complete the survey, you can skip any question you do not want to answer or stop the survey at any time for any reason. Your participation will be greatly appreciated. The result of this survey would be kept confidential. NAME_____________________________ AGE____
GENDER_________
1. Approximately, how much do you earn in a month? A. <10000 B.
10000-20000
C.
20000-30000
D.
30000-40000
E.
40000-50000
F.
50000+
2. How many pairs of eye glasses do you currently have? A. None B. 1 C. 2 D. 3 E. 4 or More
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3. Did you purchase your glasses at the same location or retailer at which you had your eyes examined? A) Yes B) NO
4. Approximately how many retailers did you shopped around before making a purchase? A) 1 B) 2 C) More than 2
5. How important was the optical dispenser in making your final decision? A) Very Important B) Important C) Neither important nor unimportant D) Of little Importance E) Unimportant
6. Have you ever shopped for eyewear online? A) Yes B) NO
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7. If yes, are you satisfied with your online purchase? A) Not at all satisfied B) Slightly satisfied C) Moderately satisfied D) Very satisfied E) Extremely satisfied
8. What was the most important reason behind buying your eyeglass? A) medical necessity B) Fashion accessory C) Others
9. Did you take advantage of a promotion, a coupon, a discount, or a special sale when making your eyewear purchases? A) Yes B) NO
10. When making your eyeglass purchase decision, did you have a friend or family member along to assist you in making a purchase decision? A) Yes B) No
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11. Who/What influenced you purchase the most? A) The assistance of the optical dispenser B) Input from friends and family members C) Point of purchase displays D) Promotions E) Other (please specify______ 12. Your family annual income? A) Less than 3 lakhs B) 3 lakhs-5 lakhs lakh
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C) 5 lakhs–10 lakhs D) More than 10
