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A PROJECTREPORT
ON,
“UNDERSTANDING THE CONSUMER BUYING
BEHAVIOUR FOR AN EYEWEAR.”
Prepared By,
GANPATI ABHISHEK
HRD1512239
At,
LAWRENCE AND MAYO
PUNE

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A PROJECTREPORT
ON
“UNDERSTANDING THE CONSUMER BUYING
BEHAVIOUR FOR AN EYEWEAR.”
The study was conducted from 1st May 2016 to 30th June 2016 at,
LAWRENCE AND MAYO.
PUNE.
Submitted in partial fulfillment of the requirement for the
Postgraduate Diploma in Management
PREPARED BY
GANPATI ABHISHEK
HRD1512239
MARKETING I
BALAJI INSTITUTE OF MANAGEMENT AND HUMAN RESOURCE
DEVELOPMENT, PUNE

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CONTENTS
PARTICULARS PAGE NO
1. Acknowledgement 4
2. Declaration 5
3. Executive summary 6
4. Introduction 8
4.1 overview of optical & eyewear sector in India 9
4.2 Introduction of the company 12
4.3 corporate eye screening program 19
5. Literature review of the project 29
6. Research Methodology 35
7. Data analysis and Interpretation 38
8. Findings of data 51
9. Conclusion and Recommendation 53
10. Bibliography 55

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ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the
possibilities to complete this thesis. I would like to thank Dr. G.
Gopalakrishnan, Director, Balaji Institute of Management & Human
Resource Development, Prof. (Col) A. Balasubramanian, Dean, Balaji
Institute of Management & Human Resource Development, and The
Project Coordinating team BIMHRD and college authorities first for
providing me the opportunity to work with one of the most prestigious
organizations. I want to thank Mr. Vivek Mendonsa, Marketing
Director, Lawrence and Mayo. and Mr. Pramod, Regional manager,
Lawrence and Mayo. for giving me permission to commence this
thesis in the first instance, to do the necessary research work & for
being my Company Guide. With a deep sense of gratitude & humble
submission I would like to express my heartiest gratefulness to my
College Mentor Mrs. Jyoti Mishra Ma’am, and Girish Ketkar Sir,
BIMHRD, whose help, stimulating suggestions & encouragement
helped me in all times of research for & writing of this thesis. And at
last but not the least I would like to thank my Parents who were by
my side and always motivated me during distress while carrying out
the Primary Research for this project.
Date:
Signature:

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DECLARATION
I hereby declare that the project report entitled “consumer buying
behavior for an eyewear” is the produce of my sincere effort. This
Summer Internship Project Report is being submitted by me alone, at
Balaji Institute of Management & Human Resource Development,
Pune, for the partial fulfillment of the course Post Graduate Diploma
in Management.
Name: Ganpati Abhishek
Signature:
Date:

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EXECUTIVE SUMMARY
India achieved stronger GDP growth in 2016 compared to that of 2015. The improving
economic conditions also helped drive sales of eyewear products. Increasingly educated
Indian consumers are more concerned about eye health, making them more willing to spend
money on a good pair of spectacles for themselves or their children. This trend also helped
bring about a stronger performance for eyewear in 2016.
In the rapidly changing retail sector in India and in the challenging segment of eyewear and
opticals, this was a great opportunity to work with the pioneer in this space, which is
Lawrence & Mayo.
The scope of this project was to understand consumer buying behavior and also increase sales
and brand presence by approaching corporate offices. This included B2B interactions which
were the major challenge.
When market leaders are claiming that the era of traditional brick and mortar retail is ending
or that we are fast approaching a more hybrid model of interaction with customers including
a unique blend of technology and human interaction, Lawrence & Mayo works with new
models of customer engagement which include the Corporate Eye Screening Program
(CESP) which is a unique way of approaching and tapping into customer segments going
beyond the traditional channels of brick & mortar retail stores as well as online retailing by
reaching out to the customers in the one place where it isn’t easy to reach them, their
workplace.
This project is the sum total of research, sales promotions, cold calling and customer
interactions over 2 months in Pune as part of the Lawrence & Mayo Optical Division.
The research conducted was descriptive in nature with a structured non disguised
questionnaire of about 17 questions used & stratified random sampling methodology used on
160 employees who were participated in the corporate eye screening program of Pune. The
research was conducted by me in two successive stages. The objective of the first stage was
to collect primary data by interviewing the employees who were participated in the corporate

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eye screening program of Pune through online questionnaire and direct contact. The source of
data collection was primary as well as secondary. In data collection it was ensured that people
from various demographics were considered to eliminate any bias in terms of age, sex &
status. Equal participation of women was ensured to prevent any kind of gender bias. This
activity of primary data collection was of about 40 days of my project tenure
The second step in the process was the compilation, analysis & interpretation of data
collected. According to the data collected statistical analysis was done for each of the data
through Excel and SPSS.
From the study we know that customer choose eyewear on the basis of different parameters
such as fashion trends, fit, brand, durability and lens and frame material. Among those
parameters fashion trends is the customer’s first preference whereas brand and fit comes in
second and third position respectively.
For the first time visit the 21% of the interviewed customer were relied on word of mouth and
the same number of customers relied on past experience/old customer. Whereas 18% of the
interviewed customer looks for more choices. Discount offer and sale season remainders also
attract customers for the second time purchase from the same store. Simultaneously goodwill
of the shopkeeper/retailer also influence customer to visit store again.
Customer with the average salary of Rs.30000 – 40000 prefer to buy eyewear of Rs.1000 –
2000 once in a year. That is why the eyewear of price range between Rs.1000 – 2000 has
maximum number of sells.

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INTRODUCTION
 Introduction to the optical and eyewear sector in India
 Introduction of the Company
 Brief Profile of the company
 About the company
 Company history
 Company philosophy
 Products
 Services
 Instruments and scientific instruments division
 Corporate eye screening program
 Precision eye test program
 B2B sales
 Private home visit

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OVERVIEW OF OPTICALS & EYEWEAR SECTOR IN INDIA
The eyewear industry in India is set to be worth US$14.856 million by 2018, a massive
growth on its 2007 figure of just US$1.247 million. According to a study by The Associated
Chambers of Commerce and Industry of India (ASSOCHAM), the total 2016 value of the
Indian eyewear market (including contact lenses, intraocular lenses, lasik, and lenses cleaning
solutions, spectacle lenses, frames and sunglasses) was US$3.5 billion. It is estimated it may
be worth as much as US$7.2 billion by 2020.
India's eyewear industry is highly segmented, comprising various manufacturers that
specialize 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.
Figure 2.1: Indian Eye Wear Market

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Even as leading players are setting up base in the country, all these companies still import
lenses from Europe or from their production facilities in low-cost countries, such as Hong
Kong, China and South Korea. Indian companies also import raw products and items for
finishing and assembly, especially from Hong Kong and China. Top Indian sunglass brands
Fas-track and Vintage also import sunglasses from the China.
Hong Kong is the most popular source for import of spectacle frames. Medium sized
European brands for eyeglasses will also find the Indian market opportunity attractive in the
second-tier markets outside the large metro cities, although they will be volume markets.
There is also a huge parallel market in unbranded imported eyewear. This includes
products that are mainly imported from the China, and are available in the unorganized
market at very low prices ranging from USD 2 to USD 10. These are mainly ophthalmic
spectacles and usually feature low-quality plastic lenses. A large variety of unbranded
sunglasses are also available in this segment. This is in tune with the fact that the Indian
optical sector is still largely unorganized
Figure 2.2: Indian Optical Market according to products (source ASSOCHAM)

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Opticians are the key influencers in consumers’ decision on selection of eye wear including
contact lenses, which are not prescription products, and can be sold through the OTC route.
Companies engage market research agencies for preparing databases of potential consumers
in select cities (such as Lawrence & Mayo, Ogilvy One for Ciba Vision and Carvodraft for
Bausch &Lomb).
In a country where the car market is growing exponentially, with consumers wanting better
cars, not cheaper cars, where nearly everyone has his own mobile phone, it is no longer right
to say that price is the only consideration and not quality, comfort and wearing satisfaction.
Even the small towns and villages have their own share of beauty parlours. Young boys and
girls in these places also want to look good and presentable. Their average monthly expense
in these beauty parlors’ would easily exceed Rs 500 to Rs 1000.
Young, urban, affluent customers hold the key. Over the years, the age profile of contact lens
users has come down. Currently, the average user tries on contact lens for the first time
around 15 years of age - when s/he enters 11th grade or junior college. Even three years ago,
a first-time buyer of contact lens was a little over 20 years - about to start his /her first job.
The teenaged user needs parents' approval (and funding), but there's a whole new set of
IT/BPO/Financial Services consumers that is now flush with funds and to whom appearance
is critical.

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BRIEF PROFILE OF COMPANY
Type Public
Industry
Retail &
Manufacturing
(Machinery &
Equipment)
Founded 1877
Headquarters
Mumbai,
Maharashtra, India
Area served India
Key people
ROBERT HENRY
MENDONSA
(Chairman )
JOSEPH L
MENDONSA (VC)
VIVEKMENDONSA
(CEO & MD)
Employees
No .of stores
1031 (2016)
112

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LAWRENCE & MAYO
Mission
“To be a good corporate citizen by scaling the heights of excellence in providing value for
money to customers with trust on service and faith in people”.
About 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. The company which once used to cater to the royalty with
exquisite handcrafted eyewear has since carved a niche for itself as India’s leading dispensing
optician, with diversification in scientific and industrial instrumentation. Today, Lawrence
and Mayo is a responsible citizen contributing it’s might at the grass root levels attempting to
provide support for better eye sight to the underprivileged through its various corporate social
responsibility projects , one such important project being “ Free vision screening programs”.
India, being the world’s capital of preventable blindness, Lawrence and Mayo has taken the
lead to set up schools and collages of optometry by providing capital, equipment, computers,
and libraries to enable them to take off from the ground level till sky.
Vision screening is conducted across schools, collages, senior citizen homes, traffic police
authorities, spastic societies and special schools. Lawrence and Mayo extend its eye care
services through awareness talks and eye screening for all the students and faculty of the
school being screened. Lawrence and Mayo, over the years have taken the initiative of
spreading the need for quality primary eye care among the most critical segment of the
society, CHILDREN. By ensuring that children are free of vision problems, they are given
the best chance to perform to their fullest potential. Young children with vision problems
often don’t know the world is different from the way they see it.

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They may never have seen it clearly, and they have no way of knowing their vision is not
normal. Vision problems are treated more successfully during the growth and development of
a child’s visual system. By the time children reach school age, their visual system has
completed its development, so a delayed eye exam can spell trouble.
Annual eye tests are therefore very important for children, as studies have shown that
undetected eye conditions can have serious effects on children’s educational performance.
When a child’s visuals faculties aren’t working properly, learning can suffer. Put more
simply, if children have difficulties seeing what’s on the board or computer screen, they are
far more likely than other children to become frustrated with the whole learning process and
consequently to underperform.
As already mentioned, Lawrence and Mayo optical division has 92 stores in 32 major cities
and the instrument division has 12 sales and service centers in 12 major cities.
Company History
Lawrence and Mayo optical, a two-divisional company, pioneers in ophthalmic optics and
instrumentation, has entered its third century of operations and is poised to make rapid strides
in the 21st century. Established in 1877, Lawrence and Mayo had branches in England, India,
Pakistan, Burma and Srilanka. Mr.I.C.Mendosa, the founder of Lawrence and Mayo, bought
over Indian operations in 1943. Lawrence and Mayo once used to cater to the Royalty with
exquisite handcrafted eyewear, has since carved a niche for itself as India’s leading
dispensing optician, with diversification in scientific and instrumentation. Today, the
organization stands tall and is well equipped to meet the needs of the rapidly growing market
for eye care and precision instruments.

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Corporate Philosophy
Our corporate philosophy, “Quality, Value and service”, guides every single member of our
trained and experienced staff. It is a goal that is put into action by every employee at
Lawrence and Mayo. It is our commitment to this philosophy that has led our customers to
accept our perfection as tradition.
Quality Policy
The most important ingredient for quality and excellence is undoubtedly, passion. With a
passion to offer the best service and highest quality products and services, we at Lawrence
and Mayo, strive to satisfy all the needs of our customers with utmost delight. To achieve
these levels in quality and services, we have listed a few policies that are to be followed by
each of our colleagues in the organization.
 Continual improvement in machinery, process, services and satisfaction.
 Successful collaboration with suppliers.
 Nurturing, developing and empowering our people.
 Finding new ways to satisfy the needs of our customers.
Products
Lawrence and Mayo have a solution for every corrective eye care needed. Every Lawrence
and Mayo store showcases an extensive range of traditional, fashionable and specialist
eyewear products to suit the style of every individual. As specialized retailers, they dispense
custom-made spectacles using products from the world’s best manufacturers. They provide
everything in eyewear, spectacle frames, spectacles lenses, contact lenses, sunglasses, contact
lens care solutions, accessories etc. They specialize in special products like progressives, high
index lenses, polycarbonates, Polaroid’s and coated lenses. The company will be launching a
new product line of premium pens soon.

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Customer Services
The service mentality is the foundation of Lawrence and Mayo. Our focus from centuries is
to provide the best customer service for which the company is constantly making innovation
in marketing, quality production and delivery schedules. We have our own state of the art
labs, which can finish both plastics and mineral lenses spread across the country so as to
provide quality lenses on time to our customers. We provide free lifetime cleaning and
adjustments of your spectacles to maintain the comfort and fit.
Eye Care Services
Holding the fort in the field of eye testing, contact lens practice and dispensing, Lawrence
and Mayo have kept abreast with global ophthalmic technology. The experts use
sophisticated ophthalmic equipments for conducting precision eye tests.
Dispensing Technology
 Equipment: All Lawrence and Mayo labs use the most technologically advanced
equipment.
 Highly trained technicians: Crafting quality glasses takes precision and expert
knowledge in the art of crafting. Our eye associates receive extensive training and
certification.
 Quality checks: Checks are made throughout the crafting process to ensure
accuracy and the proper fit.
 IOA standards: Our labs adhere to the standards of accuracy set by the Indian
optical association.

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Instruments and Scientific Instruments Division
Lawrence and Mayo manufactures and sells a wide range of Geotechnical Instrumentation
which embodies the highest standards of engineering, the latest technology and accredited
quality control systems to achieve maximum reliability and long term performance.
This division is an integral part of the Lawrence and Mayo house since its inception in 1877.
The division is at the forefront in providing state-of-the-art scientific and engineering
instruments and has tie-ups with international companies for their wide range of instruments.
It provides geometric and engineering instruments, general Laboratory Instruments and
accessories. The company supplies these instruments to Railways, Collieries, Oil Industry,
Universities and Engineering Collages, Quality control and research laboratories. Lawrence
and Mayo is one of the biggest importers of these instruments and understand the market
well. Lawrence and Mayo has manufacturing unit at Bangalore which exclusively
manufactures student’s microscope.
Having tied up with the best across globe, Lawrence and Mayo is acclaimed as one of the
biggest importers of the instruments in the field of survey, material testing, Hydro-
meteorology, vacuum, scientific and vocational training.
Each Lawrence and mayo venture is undertaken with dedication and unwavering
determination is it optical or instrumentation. Lawrence and Mayo aims at retaining and
enhancing its position in the Indian market through significant quality and service leadership
by continuously investing in technology and people. According to Mr. R. H. Mendonsa,
“Lawrence and Mayo will be expanding its retail network in a planned way to maintain the
competitive edge, while upholding identity and image through ethical and professional
service”. The vision to excel underlines each and every facet of Lawrence and Mayo. This is
evident from its mission statement.

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CORPORATE EYE SCREENING PROGRAMME
What is the Corporate Eye Screening Programme (CESP)?
CESP is a comprehensive eye care program for corporate companies. Designed, keeping in
mind the erratic work schedules of employees and subsequent neglect of their eyes due to
continuous use of computers, this program aims at generating awareness on eye care and
extending information about the straining effects of computers on our eyes in this modern
day living. The CESP kit entails: Precision Ten-Point Eye Test, counseling on vision
problems, ways to remedy eyesight and those who avail it get entitled to gift vouchers for
their families on spectacles, contact lenses and sunglasses purchased from any of the
showrooms of Lawrence and Mayo.
An experienced team, consisting of an optometrist, from Lawrence and Mayo visits the
company premises with all the required equipment. The space required to conduct such a
programme is approximately 200sq.ft. The optometrist can cover any number of patients
ranging between 80 to 100 in a day. The CESP programs are conducted in such a manner that
the optometrist can comfortably cover about 80 employees a day.
CESP is a part of BTL promotion strategy of Lawrence & Mayo with the following
objectives
1. Corporate Social Responsibility by raising awareness about eye-care.
2. Creating potential customer relationships, databases and branding in B2B space.
3. Helping Customers get access to eye-care facilities and products in their workplace
thus being able to find time to take care of their eye-care needs within their busy
schedules.
4. Promoting Sales and offers (Sunglass Mela etc.) and generating walk-ins at stores.
5. Market Research to understand customer product preferences and gathering insights.

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Over 4000 corporates have undergone the Lawrence & Mayo CESP Program. Among which
Morgan Stanley, Deloitte, HPCL, Colgate, Palmolive, Larsen & Toubro, Deutsche Bank,
Price Waterhouse Coopers, Citibank, TCS, Edelweiss and Kotak Mahindra Bank are some of
the major companies and corporations that have benefited from this program.
As part of this particular project, CESPs were conducted at Edelweiss, Sakal Group, Indian
Express, Mahindra & Mahindra, Nerolac, State Bank of India, Axis Bank and other corporate
offices/factories in Mumbai.

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Lawrence & Mayo’s Precision Eye Test Program (PET)
The comprehensive precision eye test program consists of the following steps:
1. Determination of case history. (It is based on age, health patterns, lifestyle etc.)
2. Refraction by auto-refractometer.(computer test)
Figure: Autorefractometer AR-800 model being employed during CESP
3. Subjective refraction using snellen’s chart and implementing
a. Visual acuity test.(binocular distance vision test)
b. Duochrome test .(to check subjective refraction)
c. Pupillary reaction test (using torch light beam)
d. Muscular balance test,(to check squint)

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Figure: Sample Snellen’s chart for testing subjective refraction
4. Colour vision test. (A test to check colour blindness related to recognition of red &
green colour.)
5. Study of general condition of the eye.(allergy, eye strain)
6. Recommendation of best suited lenses and frames. (As per shape of face, refractive
error, profession, age, lifestyle etc.)

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CESP Process & Itinerary:
CESPs Itinerary:
1. Edelweiss, Kalina
2. SBI, Malad(W),
3. Sakaal Media, Belapur.
4. Aditya Birla’s Madura Fashion & Lifestyle, Andheri(E)
5. Mahindra & Mahindra, Kandivali (W)

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CESP Process Particulars:
1) The process of CESP , which includes following steps:
i. Filling of CESP data form by employee
ii. Understanding the case history depending upon the form and
conversation with the optometrist
iii. Precision Eye Test, conducted by the optometrist
2) Every CESP may only have outgoes in terms of transportation costs of equipment and
employees which is often borne by the client company itself, rarely exceeding Rs
3000.
3) Paid CESPs may be conducted at client’s request or based on sales executive’s
intuition to the cue of Rs 330-Rs 350 per person/patient depending on nature of the
client firm and negotiations that transpire.
4) The process was designed in a manner that the waiting time for the employees was
almost negligible.
5) Providing a 10% discount, this particular offer not being available in the stores,
helps tap new customers and results in on-the-spot bookings
6) If the customer is looking for any particular kind of frame, it is bought on the
following day and showcased.
7) Depending upon the average age group and the salary range of the employees at a
particular corporate office, the preference for contact lenses and spectacles and the
brands changes.
8) Interaction with the customers provided an insight about the importance of CESP
programmes.
a. Due to lack of time and high stress levels, a number of the employees were not
able to visit their optometrists on a regular basis.
b. The CESP conducted at the office premises proved to be extremely convenient
and quick, which encouraged a most of the employees to participate in the
programme.

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c. The orders placed during the CESP programme at any particular office
premises were delivered at the office premises itself, making it extremely
convenient for the customers, as they did not have to visit the store.
d. A large number of employees participated in the programme due to
recommendation from their colleagues and friends. This shows the importance
of word-of-mouth of publicity.
e. The brands of frames and sunglasses placed at the display counter also
attracted the customers, especially those who did not want to get their eyes
tested.
9) The data of the participants is collected and later used for purposes such as, sending
out promotional offers and customer delight programmes.

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B2B Sales (CESP)
The basic requirement to conduct a CESP at a company premises is that there are at least 50
employees in the said office premises.
The steps involved in a sale of a CESP included the following:
1. Setting up a call with the concerned official at a company
2. Mailing the proposal and conducting the required follow-ups
3. Fixing up an appointment , if the company showcases interest in conducting the said
programme and check for possibility of a paid CESP
4. Visiting the company’s office and fixing dates for the programme
5. Assessing the space required to conduct the programme
If the number of employees is less than fifty, Lawrence and Mayo offers the company walk-
in Programmes for the employees.
Walk-In Programmes:
In this particular programme, the same procedure followed in the CESP, conducted at an
office premises is followed, except that the employees need to visit the store rather than the
Lawrence and Mayo opticians and optometrists visiting the company premises.
The employees are sent personalized gift vouchers and they can avail the offers at the stores
nearest to them. The employees can visit the store during a particular set of days that are
fixed by the company official with Lawrence and Mayo and undergo the PET test and avail
the same discount offers that would be provided at the company premises.
CESP Programmes Converted and Fixed:
1. Accenture , magarpatta city
2. Nerolac, magarpatta city
3. Sas pvt ltd, magarpatta city
4. Infosys ,phase II hinjewadi
5. Reliance capital, bund garden road

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Observations from the sales pitch:
BRAND / PRICE RANGE OFFER
LM specs & glasses flat 50% off
Rs 1000 - Rs 2000 Rs 150/- off
Rs 2000 - Rs 3000 Rs 250/- off
Rs 3000 - Rs 4000 Rs 350/- off
Rs 4000 and above Rs 500/- off
Table 4.1 Sales Promotional Offer used as part of Sunglass Mela in CESP at Madura Fashion & Lifestyle
1. The price range and brand of the frames, specifically requested by the company
varies depending upon the kind of corporate visited.
2. The preference between contact lenses and spectacle frames also varies depending
upon the office where the CESP was conducted.
3. The discount offered on the product range played an important part in the sales
pitch.
4. The time taken by the optometrist to test each employee was an important concern
to the company.
5. The number of employees that can be tested in one particular day at the office
premises plays an important role.

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PRIVATE HOME VISITS
An interesting learning at the Lawrence and Mayo office was how the treated their VIP
clients known as MIP (Most important person) Clients
How do they identify their VIP clients?
Analyse the spending of customers at their retail outlets.
Any customer who has spent more than Rs. 20000/- is contacted after approximately two to
three years after their visit to the store.
Also includes loyal customers who have been spending Rs 50,000- Rs 1 lakh or more on a
regular basis.
Services Offered
These customers are the offered the provision wherein the Lawrence and Mayo optometrist
visits the residence of the customer with all the necessary equipments and products.
This particular programme results in not only, testing the eyes of the customer but also of the
entire family. The kind of products that are carried is such that it includes a range for an
entire family.

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 LITERATURE REVIEW OF THE PROJECT
 Introduction to consumer behavior
 Report on “Emerging Business Models in Eyewear”
 Report on “Trends and Developments in the Global Eye Care Market”
 Report on “Spectacles in India”

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INTRODUCTION TO CONSUMER BEHAVIOUR
Consumer behavior has been always of great interest to marketers. The knowledge of
consumer behavior helps the marketer to understand how consumers think, feel and select
from alternatives like products, brands and the like and how the consumers are influenced by
their environment, the reference groups, family, and salespersons and so on. A consumer’s
buying behavior is influenced by cultural, social, personal and psychological factors. Most of
these factors are uncontrollable and beyond the hands of marketers but they have to be
considered while trying to understand the complex behavior of the consumers. Consumer is
the study “of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon
1995, 7).
In the marketing context, the term „consumer ‟ refers not only to the act of purchase itself, but
also to patterns of aggregate buying which include pre-purchase and post-purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or want, and a search
for and evaluation of information about the products and brands that might satisfy it. Post-
purchase activities include the evaluation of the purchased item in use and the reduction of
any anxiety which accompanies the purchase of expensive and infrequently-bought items.
Each of these has implications for purchase and repurchase and they are amenable in differing
degrees to marketer influence (Foxall 1987). Engel, et al. (1986, 5) define consumer behavior
as “those acts of individuals directly involved in obtaining, using, and disposing of economic
goods and services, including the decision processes that precede and determine these acts”.
Simple observation provides limited insight into the complex nature of consumer choice and
researchers have increasingly sought the more sophisticated concepts and methods of
investigation provided by behavioral sciences in order to understand, predict, and possibly
control consumer behavior more effectively.
Psychology, social psychology, and sociology are the disciplines most widely employed in
this endeavor which has become a substantial academic industry in its own right. This article
presents a review of the literature, in the field of consumer buying behaviour. The first

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section, describes, the importance of various factors including lifestyle and its impact on the
consumer buying behavior. The second section describes the dominant, positivistic consumer
perspectives. The third section, presents a methodological and analytical overview of the
traditional perspectives. The remainder of this section is devoted to presenting the highlights
of the debate between the recent non-positivist perspectives and the traditional positivist-
based approaches. This discussion surrounds the issues of fundamental assumptions and
techniques of analysis of various alternative modes of enquiry. The main purpose of this
article is to identify different streams of thought that could help and guide for future consumer
researchers.
1.“Emerging Business Models in Eyewear”
The eyewear industry is a consolidated competitive environment, led by global manufacturers
employing global growth strategies. However, there are niches in the industry that are left
unaddressed, and these provide openings for new, small and emerging business models. This
report analyses what these emerging business models are, and how they are slowly changing
the eyewear landscape.
Pricing
While the eyewear market appears to be a diverse competitive landscape to the consumer, it
operates largely as an oligopoly, with a small number of sellers dominating. The increasingly
high priced fashion and luxury brands dominate the eyewear market, resulting in a lack of
price transparency.
Channel
Optical stores are the main distribution channel for most eyewear products, contributing 76%
of total value sales in 2013. While eyewear products have traditionally been paired with
optical services, the online presence is increasing.

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Community
Community has always played a major part in the optical business, which is also highly
associated with the medical field. However, eyewear businesses are increasingly leveraging
their social efforts as part of brand positioning initiatives.
Consumer
Spectacles continued to be the main value driver in 2013, with sunglasses and spectacle
frames seeing the strongest year-on-year growth in spectacles. However, companies in these
categories have focused heavily on fashion brands and have neglected other consumer pockets
2. “Trends and Developments in the Global Eye Care Market”
Although the global market for eye health (comprising OTC eye care and eye health
supplements) is vastly outsized by mainstream industry categories such as analgesics or
multivitamins, the global market is worth nearly US$5 billion and grew by a healthy 15%
from 2008 to 2013. Looking forward, a confluence of demographic, lifestyle and
epidemiological factors should benefit the categories by driving eye health further to the
forefront of consumer interest.
 The need for eye health products is growing
In addition to the rapidly ageing population of the most developed consumer health markets,
a rising incidence and prevalence of allergies, more exposure to digital screens, pollution,
lifestyle diseases and side effects of common medications are leading to more diagnosed
cases of dry eye, allergy eyes and aged-related macular degeneration (AMD).

33 | P a g e
 Ingredient restrictions are holding the category back in some markets
Restrictions on over the counter (OTC) allergy eye care in a number of developing markets,
including China, Indonesia, Brazil and Turkey, are holding back the development of eye care
by preventing producers from fully exploiting their portfolios of allergy eye care ingredients,
such as ketotifen.
 Producers and marketers are finding it harder to distinguish their products in a
busy market
Producers and marketers face fierce competition in a number of key markets globally,
perhaps most notably in Japan. The most developed markets feature retail value sales through
a multitude of channels and access to the widest portfolios of ingredients. While this has
made portfolio building easier, it has led to increased copycat (including private label)
competition and is placing a premium on innovation-driven product differentiation.
 Eye health retail value sales are dominated by the most developed markets
The G20 countries account for nearly 90% of global eye care and eye health supplements,
compared to just 80% of OTC and vitamin and dietary supplement retail value sales. The
largest markets, the US and Japan, play an outsized role on the global market’s development.
Through 2015, Australia, Canada and the UK are expected to grow as quickly as traditional
growth powerhouses Russia and Brazil

34 | P a g e
3. “Euromonitor international report on Spectacles in India”
 Trends
Spectacles recorded healthy growth in all categories in both value and volume terms in 2015.
The growth was caused by an increasing population with eye-related problems, especially
myopia and hyperopia. Ageing Indian people tend to deal more with long-sighted vision,
whereas more children and teenagers tend to be short-sighted. Moreover, many people wear
sunglasses for fashionable purposes thanks to greater exposure to international fashion trends.
As a result, people often have more than one pair of spectacles in their collection. As with
contact lenses, fashion trends also influence spectacles, meaning that consumer behaviour in
choosing spectacles becomes more sophisticated.
 Competitive landscape
In 2014 and 2015, Essilor India Pvt Ltd retained its leading position in spectacles in
India accounting for a value share of 10%. Carl Zeiss India (Bangalore) Pvt Ltd and Rayban
Sun Optics Ltd ranked second and third with a value share of 5% and 3% respectively in
2015 thanks to their well-known brands of spectacle lenses. Titan Industries Ltd also held a
share of 3%, managing to maintain its position as the fourth largest player within spectacles
in India.
 Prospects
Spectacles is expected to reach sales of Rs274 billion in 2020 with a value CAGR of 7% at
constant 2015 prices in the forecast period. A higher incidence of myopia and hyperopia is
expected among Indians, caused by changing lifestyles and increased digitisation, with
people having more activities that focus the eyes for study, work and relaxation. Indians will
spend more time looking at the screens of computers, laptops, tablets and mobile phones.
Moreover, consumers will increasingly be interested in spectacles in terms of both fashion
and features relating to optical health. This will therefore back up the positive performance of
spectacles.

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RESEARCH METHODOLOGY
 Title
 Objective
 Methodology
 Survey administration
 Data sampling
 Data reduction
 Limitations

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RESEARCH METHODOLOGY
TITLE
“Understanding consumer buying behavior for an eyewear.”
OBJECTIVES
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
The exploratory research, conducted on over 158 respondents, focused on further analyzing
the research objectives and also determining various factors which would impact the primary
research objective. Through a set of 12 open-ended questions, we could finally conclude on
some of the key factors to be further explored in the research, these included frequency of
purchase, amount per purchase, etc…
Methodology
The research was administered both online and in person during 30 day period in month May
and June. The location of in-person administration was Pune. Over 100 responses are from
the online survey and the rest 58 from in-person survey conducted.

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Survey Administration
The questionnaire comprised of 12 questions which measured responses for different factors.
The questions measuring respondent attitudes used Likert Scale (1-5), a few factual questions
had dichotomous responses. The methods used for survey was questionnaire administration
with respondents filling out the responses themselves and online survey.
Sampling
The survey was conducted on 158 respondents; sample was based on affordability criteria
especially on time constraints. Email invitations were sent to invite respondents on the
Internet, and employee of different companies where corporate eye screening program
conducted were contacted for responses.
Data Reduction
The key steps of data processing which were implemented were Editing, Coding,
Transcribing, and Summarizing statistical calculations.
EDITING: For some of the item non-response errors like frequency of purchase, product
category or websites. The data was interpreted and assigned to the known categories
wherever possible.
CODING: For questions involving qualitative values the responses were codified using
numerical categories or values. For example; Online shopping is more convenient, the
response of “strongly agree” was coded as 1 and “strongly disagree” was coded as 5.
TRANSCRIBING: The data collected from all 105 questionnaires was edited, codified and
finally transferred on MS Excel on computer.
Limitation
 No. of respondents was considerably low
 Authenticity of responses cannot be verified
 Study was restricted to customer point of view only, i.e., channels that customers
prefer
 Responses collected were over online medium, so emotions and feeling while
responding to the questionnaire cannot be gathered.

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DATA ANALYSIS
o QUESTIONNAIRE ANALYSIS
o ANOVA TEST AND CHI-SQUARE TEST ANALYSIS

39 | P a g e
SURVEY & DATA COLLECTION
 Graphical Analysis & Data Interpretation in Excel
Socio Economic & Demographic Facts
 Participation of both men and women was ensured to prevent any kind of
gender bias
 Out of 155 respondents, 89 were male respondents and 66 were female.
 Age group was considered for above 15+ years
 Maximum respondents were between 15 – 25 years i.e. 51% and after that 24% which
belongs to age category between 26 – 35.
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

40 | P a g e
What made you visit a particular online/offline store?
 From the above data we can see that past experience/old customer (21%) and word of
mouth (21%) is the main reason to visit offline /online store.
 After that more choices (18%) in the showroom attract more customers.
21%
21%
16%
18%
14%
10%
What made you visit a particular online/offline
store?
Past Experience/ Old Customer
Word of mouth
Convenience
More choices
Deep discounts
TVCs, social media ads, print ads

41 | P a g e
Which one do you most agree with?
 From the above survey responses we see that 39% of the customers want salesperson
to be proactive and guide them while purchasing eyewear.
 36% of the customers want to take third person along with them for the suggestions.
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

42 | P a g e
Monthly Income of the customer?
From the above pie chart we can observe that major respondents were fall in the salary range
from Rs 20000 – 30000 (52%) and after that 25% of the respondents belongs to below 20000
income range.
25%
52%
16%
4% 3%
Monthly Income of the customer
<20000
20000 - 30000
30000 - 40000
40000 - 50000
50000 above

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Order of preference of each of the below parameter while selecting your new eye wear.
Observations
 In the first preference we can see that fashion trends (70.25%) is the highest followed
by frame material & lens type(17.08%)
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
Order of preference ofeachof the below parameters while
selecting your eye wear
frame material &lens type
durability
fit
brand
fashion trends

44 | P a g e
 In the second preference brand (48.73%) is the highest followed by durability
(20.25%) and then fit (18.98%)
 In the third preference fit (62.65%) is the highest parameter followed by the brand
(22.78%)
 In the fourth preference Durability (58.22%) is the highest followed by the brand
(16.45%)
 In the fifth preference frame material and lens type (64.55%) is the highest followed
by fashion trends (18.98%).
Meanof above interpretations.
 We can observe that fashion trends with the mean 4.08 is the highest preferred choice
by the customer followed by brand (3.29) and then Fit, durability and frame material
& lens type respectively at third, fourth and fifth preference.
fashion
trends
brand fit durability
frame
material
&lens type
Mean 4.08 3.29 3.06 2.56 2.01
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Mean

45 | P a g e
At what price did you buy the spectacles ?
 From the above chart we can observe that 31% of the sample bought eyewear between
the price range of 1000 – 2000 .
 After that 29% of customer buy above than Rs.2000
17%
23%
31%
29%
At what price did you buy the spectacles?
<=500
501 to 1000
1001 to 2000
> 2000

46 | P a g e
 From the above chart we can see that Discount offers/sale season remainder (20%)
and goodwill of the retailer (19%) are the major contributors when it comes to
bringing back the customer to the store.
20%
18%
19%
14%
13%
6% 10%
What brings you back to the same online/offline store for a
second time purchase ?
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

47 | P a g e
How often do you like to buy or change your sunglasses/spectacles?
 From the above observation we conclude that most of the people preferred to buy
once in every two year (42%) followed by once in a year (26%).
3%
10%
26%
42%
19%
How often do you like to buy or change your
sunglasses/spectacles
once month
once in 6 months
once a year
once every 2 year
after 2 year

48 | P a g e
Data analysis
ANOVA: Analysis of variance, better known as ANOVA, helps us to group the data
into various population samples and then check their relationship with an independent
variable, which we consider to be significant depending on the responses from the
questionnaire. The null hypothesis for this is also created at a 95% significant variable and
then depending on the significant value from the results, the hypothesis is accepted or not
accepted.
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
Descriptive
purchase price
N Mean Std. Deviation Std. Error
95% Confidence Interval for
Mean
Minimum MaximumLower Bound Upper Bound
less than 20000 40 2.28 1.109 .175 1.92 2.63 1 4
20000 - 30000 82 2.83 1.016 .112 2.61 3.05 1 4
30000 - 40000 25 2.92 1.038 .208 2.49 3.35 1 4
40000 - 50000 7 3.43 .787 .297 2.70 4.16 2 4
above 50000 4 3.25 .500 .250 2.45 4.05 3 4
Total 158 2.74 1.060 .084 2.57 2.91 1 4
Test of Homogeneity of Variances
purchase price
Levene Statistic df1 df2 Sig.
1.551 4 153 .190

49 | P a g e
ANOVA
purchase price
Sum of Squares df Mean Square F Sig.
Between Groups 14.472 4 3.618 3.419 .010
Within Groups 161.889 153 1.058
Total 176.361 157
Robust Tests of Equality of Means
purchase price
Statistica
df1 df2 Sig.
Welch 3.816 4 17.188 .021
Brown-Forsythe 4.584 4 72.721 .002
a. Asymptotically F distributed.
Interpretation: from the table of ANOVA we can see that significance value is 0.01 which is
less than 0.05. so it shows that alternate hypothesis is accepted.

50 | P a g e
CHI SQUARE TEST
A chi-squared test is any statistical hypothesis test wherein the sampling distribution of the
test statistic is a chi-square distribution when the null hypothesis is true. Chi-squared tests are
often constructed from a sum of squared errors, or through the sample variance. Test statistics
that follow a chi-squared distribution arise from an assumption of independent normally
distributed data, which is valid in many cases due to the central limit theorem. A chi-squared
test can be used to attempt rejection of the null hypothesis that the data are independent.
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
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
income ofcustomer * buying
frequency
158 100.0% 0 0.0% 158 100.0%
income of customer * buying frequency Crosstabulation
Count
buying frequency
Total
once in a
month
once in 6
month
once in a
year
once in 2
year
after 2
year
income of
customer
less than
20000
0 0 13 14 13 40
20000 - 30000 0 2 22 41 17 82
30000 - 40000 0 8 5 12 0 25
40000 - 50000 1 6 0 0 0 7
50000 above 3 0 1 0 0 4
Total 4 16 41 67 30 158

51 | P a g e
Chi-Square Tests
Value Df
Asymptotic
Significance (2-sided)
Pearson Chi-Square 171.205a
16 .000
Likelihood Ratio 94.852 16 .000
Linear-by-Linear Association 48.015 1 .000
N of Valid Cases 158
a. 16 cells (64.0%) have expected count less than 5. The minimum expected countis .10.
Symmetric Measures
Value
Asymptotic
Standard Errora
Approximate Tb
Approximate
Significance
Interval by Interval Pearson's R -.553 .066 -8.290 .000c
Ordinal by Ordinal Spearman Correlation -.406 .075 -5.552 .000c
N of Valid Cases 158
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

52 | P a g e
Interpretation: from the Chi square test we can see that approximate significance level is
0.000.This is less than 0.50. so it shows that alternate hypothesis is accepted.

53 | P a g e
FINDINGS OF THE DATA
1. Importance of various factors while choosing an eyewear.
There are five major factors on which the respondents gave their orders of preferences in
terms of choosing an eyewear the customer interviewed during corporate eye screening
program. The first preference is given to the fashion trends, out of 158 respondents 111 have
choose fashion trends parameter as the major preference.
Fashion trends parameter is followed by the Brand parameter. At second preference Brand is
the highest of all. So after fashion trends, Brands matter for the customers.
Whereas at the third preference 62.5% of the customer choose fit parameter. And fourth
preference is given to Durability of the eyewear followed by the Lens type and frame
parameter which comes at the fifth preference
2. Appropriate reasonofvisit to the store.
For the first time visit the 21% of the interviewed customer were relied on word of mouth and
the same number of customers relied on past experience/old customer. Whereas 18% of the
interviewed customer looks for more choices, they prefer to visit those showrooms which
were having more choices.
Convenience is also one of the important reason as 16% of the total sample want to visit
convenient showrooms. Deep discounts also attracts very much as 14% of the sample wants
to visit that particular shops which gave more discounts compared to other,. And rest 10%
visit as per influenced by social and electronic media advertisement.
Discount offer and sale season remainders also attract customers for the second time purchase
from the same store. Simultaneously goodwill of the shopkeeper/retailer also influence
customer to visit store again.

54 | P a g e
3. Impact of income on purchasing power.
52% of the customer which were interviewed during corporate eye screening program comes
under the monthly income range of Rs.20000 – 30000 and they mostly purchase the eyewear
between price range of Rs.1000 – 2000 & Rs.500 – 1000.
While 25% of the customer surveyed earn less than Rs.20000 and purchase mostly eyewear
less than Rs.500 and in between Rs.500 – 1000.
With the salary range Rs.30000 – 40000 & above customer preferred to buy costly eyewear
which costs more than Rs.2000 and above.
4. Impact of income on purchasing frequency of the customer.
Purchasing frequency of the customer varies as per their income range. 42% of the
interviewer purchase eyewear once in every two year, the monthly income of these
respondents varies between Rs.20000 – 30000.
Whereas 26% of the respondents purchase eyewear once a year. Under this some
respondents belongs to Rs.20000 – 30000 range and some belong to Rs.30000 – 40000
monthly salary range.
19% of the respondents like to purchase after two year in which most of the customers having
salary less than Rs.20000. And remaining 10% like to purchase once in a six month.
5. Finding from ANOVA & CHI-SQUARE test.
From the table of ANOVA we can see that significance value is 0.01 which is less than 0.05.
So it shows that alternate hypothesis is accepted i.e. income level of respondents does have
impact on the purchase power of the customer.
From the Chi square test we can see that approximate significance level is 0.000.This is less
than 0.50. So it shows that alternate hypothesis is accepted i.e. income level of respondents
does have impact on the purchasing frequency of the customer

55 | P a g e
CONCLUSION
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 parameters such as 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.
 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.

56 | P a g e
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
Opportunity Spaces
1. Wearable Intelligence: Lawrence & Mayo is the pioneer in eyewear in India, being the
country’s first optician (first store opened in 1877) and was also the first to introduce
contact lenses in the country. Keeping this history in mind, it is but natural that 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 in a retailer
capacity in immediate future and maybe as a manufacturer in the distant future.
2. Future expansion into MIP home visits: This is a space which must be further worked
upon as it has the most potential, in many cases MIP visits generate more sales and brand
promotion that showroom visits. Also this model will help L&M compete against online
retailers such as Lenskart which has taken to following a similar model.

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REFERENCES & BIBLIOGRAPHY
 Associated Chamber of Commerce (ASSOCHAM) report on Eyewear in India 2015
 Lawrence and mayo websites
 Economic Times articles
 Social Impact Data created while working with Social Wavelength, Pune
 Primary Research as mentioned under Research Methodology
 BW- The Marketing Whitebook 2015-2016 issue.
Books
 Rajendra Nargundkar, Market Research. New Delhi, McGraw Hill Education Pvt.
Ltd.
 Darren George & Paul Mallery, SPSS for Windows. New Delhi, Pearson Education
Pvt. Ltd.
 Project Report Writing, Sri Balaji Society

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