Write a report on the decision making process of purchasing eyeglasses (working adults) of products in Hong Kong:

Report Structure

1) Introduction

• Overview of the (type of products) in Hong Kong

(Description of the products, key brands, market leader, price range, distribution channels, promotion tactics and etc.)

• The Characteristics of the (designated market segment)

(Any relevant information such as age, income, gender, social class, spending pattern, market size and etc.)

2) Buyer Decision Making Process

• Steps of Buyer Decision Making of the (type of products)
• Buyer Behavior Theories

Identify buyer behavior theories from any FOUR of the following topics and illustrate how they can influence the buying decision making of the (designated market segment):

• Perception
• Learning and Memory
• Motivation and Values
• The Self
• Personality and Lifestyle
• Attitudes, Attitude Change and Interactive Communications
• Situational Effects, Social and Physical Surroundings, Spontaneous Shopping
• Income , Social Class, Age Subculture and Culture

3) Conclusion

4) References