A PROJECT REPORTON
“UNDERSTANDING THE CONSUMER BUYING BEHAVIOUR
FOR AN EYEWEAR.”At
PUNE
Prepared By,GANPATI ABHISHEK
HRD1512239
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.
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
Brands associated with the company
Overview of the project
Eyewear industry
CorporateEye
Screeningprogram
ObjectivePrimary 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
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
Demographic Facts
57%
43%
Gender ratio
MaleFemale
9%
51%
24%
11% 6%
Age Group
Below 15Between 15 - 25Between 26 - 35Between 36 - 45Above 46
Gender ratio
Male 89 57.40%
Female 66 42.60%
Below 15 24 8.90%Between
15 - 25137 50.60%
Between 26 - 35
66 24.40%
Between 36 - 45
29 10.70%
Above 46 15 5.50%
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 CustomerWord of mouthConvenienceMore choicesDeep discountsTVCs, social media ads, print ads
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 ownI want the salesperson to be pro-active and guide meI take a third person along with me for suggestions
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%
Order of preference of each of the below parameters while selecting your eye wear ?
1st 2nd 3rd 4th 5th0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
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%
frame material &lens type
durability
fit
brand
fashion trends
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%
What brings you back to the same online/offline store for a second time
purchase ?19%
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 of -fered, eg: Repairs
Prompt addressal of queries asked online
The quality provided
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
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
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
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.
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
• 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.