Bausch & Lomb in FORMOSA Boss: Dr. Trappey Report Writer: 魏薇珉 施怡安 鍾育均 黃閔綉 吳東陽

Table of Contents Questionnaire 1. Introduction 1. Introduction Hypothesis 5. Conclusion 5. Conclusion Research Process

Bausch & Lomb in FORMOSA A story of the contact lenses and Me  C d  Contact lenses help me won praises during rehearsal!  Discomfort of my eyes made me explain “” into “” “Your pitch!” into “You r bitch”  My rehearsal was totally ruined because of the mistake!  Ever after, I choose contact lenses very carefully. 1. Introduction 1. Introduction

Bausch & Lomb in FORMOSA 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.

Bausch & Lomb in FORMOSA 2.Questionnaire *Do you know Bausch & Lomb Inc.? (A) Yes (A) Yes (B) No (B) No *Which do you prefer among the following two buying 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

Bausch & Lomb in FORMOSA *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

Bausch & Lomb in FORMOSA *If Bausch & Lomb Inc has two marketing plans as the 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.

Bausch & Lomb in FORMOSA 3. Hypothesis * Discounts would influence consumers’ buying decisions more than coupons. than coupons. * 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 few products during single buying process. few products during single buying process.

Bausch & Lomb in FORMOSA Test Hypothesis 1 To test the hypothesis 1, we made two promotions about coupons and discounts to ask for the favors in consumers’ sight. To test the hypothesis 1, we made two promotions about coupons and discounts to ask for the favors in consumers’ sight. We tried to make the percents off to be the same apparently to test how consumers think about the different promotions. We tried to make the percents off to be the same apparently to test how consumers think about the different promotions. According to the data of our research, 110 members of the sample size were favored in the discount promotion and 73 members of the other. According to the data of our research, 110 members of the sample size were favored in the discount promotion and 73 members of the other.

Bausch & Lomb in FORMOSA Fig. 1 the percentages of promotions consumers used to be favored with.

Bausch & Lomb in FORMOSA Table 1 Z Statistics for Hypothesis 1 Table 1 Z Statistics for Hypothesis 1 Z statistics for large sample test Test value = 0.5 with significance level 0.05 ZZαZα Conclusion Discount Reject H 0

Bausch & Lomb in FORMOSA Test Hypothesis 2 * To test the hypothesis 2, we made two questions to first divide consumers into two groups with mass or retail buying behavior. * And answer the second question about interests with discounts or coupons based on their conditions.

Bausch & Lomb in FORMOSA Fig. 2 Differences of consumers’ buying behavior. Fig.3 Differences of favor promotions in mass-buying consumers.

Bausch & Lomb in FORMOSA Table 2 Z Statistics for Hypothesis 2 Table 2 Z Statistics for Hypothesis 2 Z statistics for large sample test Test value = 0.5 with significance level 0.05 ZZαZα Conclusion Coupons Failed to reject

Bausch & Lomb in FORMOSA Test Hypothesis 3 * To test the hypothesis 3, we made the same question on the other group of consumers as shown in Fig. 2 to test * If consumers in the groups were favored in the discount promotion more. * We found that during the survey, there were 81 of 130 sample showed their interests in the discount promotion and 49 in the other one as showed in Fig. 4.

Bausch & Lomb in FORMOSA Fig.3 Differences of favor promotions in mass-buying consumers. Fig.4 Differences of favor promotions in retail-buying consumers.

Bausch & Lomb in FORMOSA Table 4 Z Statistics for Hypothesis 3 Table 4 Z Statistics for Hypothesis 3 Z statistics for large sample test Test value = 0.5 with significance level 0.05 ZZαZα Conclusion Discount Reject H 0

Bausch & Lomb in FORMOSA 5. Summary *Discounts would influence consumers’ buying decisions more than coupons. It is true. It is true. *Coupons are more attractive for consumers who will buy more products during single buying process. It is false. It is false. *Discounts are more attractive for consumers who just buy one or few products during single buying process. It is true. It is true.

Bausch & Lomb in FORMOSA 6. 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, how making buying decisions. For consumers, how to save purchasing costs at present would be to save purchasing costs at present would be more important than consider it later. more important than consider it later.

Bausch & Lomb in FORMOSA Thank you for your attention.