bausch & lomb in formosa boss: dr. trappey report writer: 9631029 魏薇珉 9631030 施怡安...

Bausch & Lomb in FORMOSABausch & Lomb in FORMOSA

Boss: Dr. TrappeyBoss: Dr. Trappey

Report Writer: Report Writer:

96310299631029 魏薇珉魏薇珉96310309631030 施怡安施怡安96310379631037 鍾育均鍾育均96310489631048 黃閔綉黃閔綉96310519631051 吳東陽吳東陽

Table of ContentsTable of Contents

2. 2. Questionnaire

1. Introduction1. Introduction

3. 3. Hypothesis

5. Conclusion5. Conclusion

4. 4. Research Process


A story of the contact lenses and MeA story of the contact lenses and Me

CContact lenses help me won praises d during rehearsal!

Discomfort of my eyes made me explainDiscomfort of my eyes made me explain

““Your pitch!” ” into into ““You r bitch””

My rehearsal was totally ruined because of the mistake!My rehearsal was totally ruined because of the mistake!

Ever after, I choose contact lenses very carefully.Ever after, I choose contact lenses very carefully.

1. 1. IntroductionIntroduction


Research Objects

More and more people wear contact lenses.

Formosa Optical Co. is now the biggest dealer of various brands of contact lenses.

Bausch & Lomb is now becoming famous brand in the market.

To understand how coupons and discounts influence their market.


2.Questionnaire2.Questionnaire

*Do you know Bausch & Lomb Inc.?*Do you know Bausch & Lomb Inc.?

(A) Yes(A) Yes

(B) No(B) No

*Which do you prefer among the following two buying *Which do you prefer among the following two buying behavior?behavior?

(A) consume (a lot ) at one time(A) consume (a lot ) at one time

(B) consume (a little ) at many times(B) consume (a little ) at many times


*What kind of contact lenses style do you wear?*What kind of contact lenses style do you wear?

(A) daily disposable(A) daily disposable

(B) two-weeks disposable (B) two-weeks disposable

(C) monthly disposable(C) monthly disposable

(D) quarterly disposable(D) quarterly disposable

(E) continuous wear(E) continuous wear


*If Bausch & Lomb Inc has two marketing plans as the *If Bausch & Lomb Inc has two marketing plans as the following, following,

1. 10% off (amount unlimited)

2. With spending more than 500NTD, you can

2. get a coupon (100NTD). You can use the

3. coupon with 10% off next time.

Which plan do you prefer?Which plan do you prefer?

(A) Plan 1.(A) Plan 1.

(B) Plan 2.(B) Plan 2.


3. Hypothesis3. Hypothesis

* Discounts would influence consumers’ buying decisions more* Discounts would influence consumers’ buying decisions more

than coupons.than coupons.

* Coupons are more attractive for consumers who will buy more * Coupons are more attractive for consumers who will buy more

products during single buying process.products during single buying process.

* Discounts are more attractive for consumers who just buy one or * Discounts are more attractive for consumers who just buy one or

few products during single buying process.few products during single buying process.


Test Hypothesis 1Test Hypothesis 1

• To test the hypothesis 1, we made two promotions about To test the hypothesis 1, we made two promotions about coupons and discounts to ask for the favors in consumers’ sight. coupons and discounts to ask for the favors in consumers’ sight.

• We tried to make the percents off to be the same apparently to We tried to make the percents off to be the same apparently to test how consumers think about the different promotions.test how consumers think about the different promotions.

• According to the data of our research, 110 members of the According to the data of our research, 110 members of the sample size were favored in the discount promotion and 73 sample size were favored in the discount promotion and 73 members of the other.members of the other.


Fig. 1 the percentages of promotions consumers used to be favored with.


Table 1 Z Statistics for Hypothesis 1Table 1 Z Statistics for Hypothesis 1

Z statistics for large sample test

Test value = 0.5 with significance level 0.05

Z Zα Conclusion

Discount 2.735 1.645 Reject H0



* To test the hypothesis 2, we made two questions to * To test the hypothesis 2, we made two questions to first divide consumers into two groups with mass or first divide consumers into two groups with mass or retail buying behavior .retail buying behavior .

* And answer the second question about interests with * And answer the second question about interests with discounts or coupons based on their conditions.discounts or coupons based on their conditions.


Fig. 2 Differences of consumers’ buying behavior.

Fig.3 Differences of favor promotions in mass-buying consumers.





Z Zα Conclusion

Coupons -0.6868 1.645 Failed to reject



* To test the hypothesis 3, we made the same question on the other * To test the hypothesis 3, we made the same question on the other group of consumers as shown in Fig. 2 to test group of consumers as shown in Fig. 2 to test

* If consumers in the groups were favored in the discount * If consumers in the groups were favored in the discount promotion more.promotion more.

* We found that during the survey, there were 81 of 130 sample * We found that during the survey, there were 81 of 130 sample showed their interests in the discount promotion and 49 in the showed their interests in the discount promotion and 49 in the other one as showed in Fig. 4.other one as showed in Fig. 4.


Fig.3 Differences of favor promotions in mass-buying consumers.

Fig.4 Differences of favor promotions in retail-buying consumers.





Z Zα Conclusion

Discount 2.8066 1.645 Reject H0


5. Summary5. Summary

*Discounts would influence consumers’ buying decisions *Discounts would influence consumers’ buying decisions more than coupons.more than coupons.

It is true.It is true.

*Coupons are more attractive for consumers who will *Coupons are more attractive for consumers who will buy more products during single buying process.buy more products during single buying process.

It is false. It is false.

*Discounts are more attractive for consumers who just *Discounts are more attractive for consumers who just buy one or few products during single buying process.buy one or few products during single buying process.

It is true.It is true.


6. Conclusion6. Conclusion

It is true that most consumers prefer to It is true that most consumers prefer to

use discounts more than coupons during use discounts more than coupons during

making buying decisions. For consumers, howmaking buying decisions. For consumers, how

to save purchasing costs at present would beto save purchasing costs at present would be

more important than consider it later. more important than consider it later.


Thank you for your attention.Thank you for your attention.

bausch & lomb in formosa boss: dr. trappey report writer: 9631029 魏薇珉 9631030 施怡安...

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