—The objectives of this study were to examine
whether demographics could influence on the consumer
behavior and attitude towards brand equity of optical business.
The sample was 350 secondary and high school students in
Thailand using self-administered questionnaire for data
collection. The major consumer’ reason to purchase eyeglasses
was optician’s specialist; the reason to wear eyeglasses was
having myopia; and the people influencing in purchasing
eyeglasses was oneself. The score of consumer attitude towards
brand equity were brand association, perceive quality, brand
loyalty, and brand awareness, respectively. The hypothesis test
results indicated that gender, education, and household income
influenced consumer behaviors, at statistical significance level
0.05. It also found that education influenced brand loyalty and
household income influenced brand awareness, at statistical
significance level 0.05.
—Brand equity, consumer behavior,
demographics, optical business.
The authors are with College of Graduate Study in Management (MBA),
Khon Kaen University, Bangkok Campus, Thailand (e-mail:
Cite: Piyachat Laoviwat, Pramote Suppapanya, and Khanchitpol Yousapronpaiboon, "A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand," International Journal of Trade, Economics and Finance vol.5, no.4, pp. 347-350, 2014.