2. Introduction to the company,
Lawrence and mayo is a 137 year old company with a network
of 90 store covering 32 major cities in the country. Lawrence
and Mayo are in consumer’s service from last almost 137
years and providing them with the best quality services and
products. Established in 1877, Lawrence and Mayo has always
been a two division company one being in the field business
of ophthalmic optics and contact lens clinics and other being
in the business of engineering, scientific and vacuum
instruments.
3. About the company
Type Public
Industry Retail &
Manufacturing (Machinery & Equipment
Founded 1877
Headquarters Mumbai, India
Key people ROBERT HENRY MENDONSA (Chairman )
JOSEPH L MENDONSA (VC)
VIVEKMENDONSA (CEO & MD)
Employees 1031
No .of stores 112
Area served India, England, Burma, Sri-lanka, Pakistan
6. Objective
Primary Objective:
• To study and determine consumer buying behavior of an
eyewear through corporate eye screening program.
Secondary Objective:
• To study the importance of various factors while choosing
an eyewear.
• To identify the appropriate reason of visit to the store.
• To study the impact of income on purchasing power
• To study the impact of income on purchasing frequency of
the customer
7. Research Methodology
Sample size 158
Sample method Convenient sampling
Research design Exploratory & Descriptive
Data sources Primary
Primary data collection method Semi-structured data
Primary data collection questionnaire Formalized and concealed
8. Demographic Facts
57%
43%
Gender ratio
Male
Female
9%
51%
24%
11%
5%
Age Group
Below 15
Between 15 - 25
Between 26 - 35
Between 36 - 45
Above 46
Gender
ratio
Male 89 57.40%
Female 66 42.60%
Below 15 24 8.90%
Between
15 - 25
137 50.60%
Between
26 - 35
66 24.40%
Between
36 - 45
29 10.70%
Above 46 15 5.50%
9. What made you visit a particular store?
Past
Experience/
Old
Customer
87 55.40%
Word of
mouth
85 54.10%
Convenience 68 43.30%
More choices 75 47.80%
Deep
discounts
56 35.70%
TVCs, social
media ads,
print ads
43 27.40%
21%
21%
16%
18%
14%
10%
What made you visit a particular store?
Past Experience/ Old Customer
Word of mouth
Convenience
More choices
Deep discounts
TVCs, social media ads, print ads
10. Which one do you most agree with ?
I'm happy to
select my
spectacles on
my own
39 24.80%
I want the
salesperson to
be pro-active
and guide me
62 39.50%
I take a third
person along
with me for
suggestions
56 35.70%
25%
39%
36%
Which one do you most agree with ?
I'm happy to select my spectacles
on my own
I want the salesperson to be pro-
active and guide me
I take a third person along with
me for suggestions
11. Monthly Income of the customer?
25%
52%
16%
4% 3%
<20000
20000 - 30000
30000 - 40000
40000 - 50000
50000 above
I'm happy to
select my
spectacles on
my own
39 24.80%
I want the
salesperson to
be pro-active
and guide me
62 39.50%
I take a third
person along
with me for
suggestions
56 35.70%
12. Order of preference of each of the below parameters
while selecting your eye wear ?
70.25%
6.96%
1.89% 1.89%
18.98%
6.96%
48.73%
22.78%
16.45%
5.06%
2.53%
18.98%
62.65%
13.92% 1.89%
3.16%
20.25%
8.86%
58.22%
9.49%
17.08%
5.06% 3.80%
9.49%
64.55%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
1st 2nd 3rd 4th 5th
frame material
&lens type
durability
fit
brand
fashion trends
13. At what price did you buy the
spectacles ?
17%
23%
31%
29%
<=500
501 to
1000
1001 to
2000
> 2000
<=500 26 16.70%
501 to
1000
36 23.10%
1001 to
2000
48 30.80%
> 2000 46 29.50%
14. What brings you back to the same
online/offline store for a second time
purchase ?
20%
18%
19%
14%
13%
6%
10%
Discount offers/sales season
reminders
Messages informing about
new arrivals
Goodwill of the retailer
Good warranty period
offered
Good after-sales services
offered, eg: Repairs
Prompt addressal of queries
asked online
The quality provided
15. How often do you like to buy or change
your sunglasses/spectacles ?
once month 4
once in 6
months 16
once a year 41
once every 2
year 67
after 2 year 30
3%
10%
26%
42%
19%
once month
once in 6
months
once a year
once every 2
year
after 2 year
16. Data analysis using SPSS.
• Anova
• Null Hypothesis: At 5% significant level income
of respondents does not have any impact on
the purchase power of the customer.
• Alternate hypothesis: : At 5% significant level
income of respondents does have impact on
the purchase power of the customer.
• anova test.docx
17. Data analysis using SPSS.
CHI-SQUARE TEST
• Null Hypothesis: At 5% significant level
income of respondents does not have any
impact on the purchase frequency of the
customer.
• Alternate hypothesis: : At 5% significant level
income of respondents does have impact on
the purchase frequency of the customer
• chi-sq test.docx
18. FINDINGS OF THE DATA
• Consumer buying behavior for an eyewear in the corporate eye
screening program can be determine by several factors such as
• Order of preferences under the given parameters are as follows :
fashion trends, brands, fit, durability, frame materials and lens type.
• Word of mouth and past experience is the main parameter which
made the customer to visit CESP for the first time.
• Discount offers and sales season remainders along with message
informing about the new arrival is the reason to fetch back the
customers.
• Customer wants salesperson to be pro-active and guide them for the
eyewear.
• Income level of respondents does have impact on the purchase
power of the customer. Customers with high income purchase more
costly eyewear.
• Income level of respondents does have impact on the purchasing
frequency of the customer. Customer with high income purchase
more frequently.
19. Recommendations for Improvement in Existing
CESP Process
• During CESP program we should approach higher designated
employees so that they can purchase costly eyewear.
• We should invite their family members also, this could
increase the sales too.
• We should provide membership card to the employees who
participate in CESP check-up and give them offer according to
company policies.
• Contact customers during seasonal offers via mail or
telephonic message.
• During CESP check-ups ,there should be at least two
salesperson who can guide customers while choosing frames.
20. Opportunity spaces
• Lawrence & Mayo must enter the retail
segment which will be the future of eyewear,
which are intelligent glasses (google-glasses)
and wearable devices (smart-watches) etc.
• MIP (most important person) visits generate
more sales and brand promotion than
showroom visits.
