THE FACTORS DRIVING PRESCRIPTIVE SPECTACLES PURCHASING BEHAVIOUR IN SOUTH-WEST MALAYSIA

Abstract

The report by Global Market Insights in 2016 has shown that there are more people preferring to purchase spectacles instead of contact lens which indicates that there are limitations to the growth of the contact lens industry.

So, this paper aims to study why would consumers choose to purchasespectacles instead of contact lens and explain it using two theories which are the Theory of Reasoned Action (TRA) and the Theory of Planned Behaviour (TPB) to understand consumer’s preference for spectacles so that they can innovate and implement strategies to help them gain market share.

This study will be useful for managers in the contact lens industry to understand what drives consumer’s decision to purchase spectacles instead of contact lens in order to implement appropriate strategies in order to expand the contact lens industry. Besides that, academicians can also use the findings of this study to develop new methods to improve contact lens to better meet the requirements of consumers.