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—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.

A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand