engleski

The paradox of choosing and buying prescription glasses

The fact that the market for dioptric glasses today is increasing has become unquestionable. However, because of the increasing number of luxury glasses manufacturers and the increasing diversification of sunglasses, it is no longer enough to be aware of this fact, but complex strategies for segmentation, targeting and positioning of dioptric lenses on the market are necessary. This paper explores the relationship between consumer behaviour in the choice of dioptric glasses, their motives and factors that influence the choice of glasses and the identification of those factors that lead to the paradox of dioptric spectacle selection. Research on a deliberate sample of 109 respondents will be conducted, using a structured questionnaire. This questionnaire will consist of three units: the motives and factors of consumer behaviour that are crucial to the buying process, evaluating the criteria on the basis of which the consumer selects dioptric eyeglasses and the factors that lead to a paradox of choice, regardless of the motive of the selection.

dioptric glasses ; consumer behaviour ; paradox of choice ; evaluating selection criteria

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