MMA Case Study
Lasik Eye Surgery: A Consumer’s Dilemma
By Jayapriya JV and Josephine Gunze
Executive Summary
Myopia is a short-sighted disease which can only be treated by wearing of eye glass, contact lens and Lasik surgery. Linda, Carla and Gwen were friends affected by this disease, Carla’s sister found newspaper concerning Lasik eye surgery which was been treated in Canada with low cost compared to US. Carla and Gwen decided to do their treatment in Canada because it was cheaper than US. Linda wanted to do more research in order to make her decision to stay whether in US to do her Lasik eye surgery or to do it in Canada. Laser eye surgery is being examined by food and drug administration (FDA) had approved Lasik Eye surgery which has less risk compare to Photo Refractive Keratectomy (PRK). After doing lot of research Linda found out insurance was guaranteed through the government policies to clinic in US while in Canada there is no guarantee of insurance to patients. Another factor which she found out from research is while doing surgery in US there is no requirement to sign in agreement, since is a policy in PLIC Clinic through the government to take care of their patient. In LLV Clinic there is a requirement to sign in agreement before doing their surgery, because they do not want to hold responsible for the patient. Carla and Ron had positive experiences during the surgery process which explaining both US and Canada were doing well in their services. Linda has to take decision whether she should take surgery? And where should she have surgery?
Introduction
In regards to decision of consumer behaviour we are trying to analyse which decision Linda should take to overcome her short sighted disease. The consumer service script can show where the service cost differ and where the degree of customer personalization and hence the perception of high quality service. The challenge is to determine how the non-price issue instruct the consumer decision process for the surgery.

ANALYSIS ON LASIK EYE SURGERY CONSUMER DILEMA
The factors which affect a consumer in decision making:-
According to the case study of Lasik eye surgerythe consumer is affected by any social factors –with regards to reference group under membership group on primaryreference group the consumer decision making is being influence by her close friends and sister therefore Linda’s decision making will be influenced by Carla and the family optometrist and In secondary reference group her decision will be influence by Ron smith.
On family we find that both circumstance are being used in orientation Carla is being influenced to go for surgery because of Allison and her advertise. While in procreation Ron he chooses to make the surgery in us because it is near his family (wife and child).However in role and status- Linda takes Role in business woman and also as a patient so at the same time she wears different status in her decision making she will take look on risk factors and income perspective of it.
According to the case study of Lasik eye surgery the consumer is affected by personal factors which firstly we have to consider is age and life cycle stage. We take a look Linda she was wearing her glasses since she was 15 years old she used to like sports but she was not able to play games like swimming and skiing. Having glasses was a burden to her also as she is now 50 years old approaching to 55 60 she will have to take surgery or else will lose her eyes sight because of aged. Therefore these factors can influence a person in decision making.
Occupation and income- Linda as a business person her medical insurance program can not cover the full surgery in USA therefore she will have to take out of her pocket cost. As or an option of using her employee flexible medical benefit plan to be deducted from her salary therefore she will have to pay it back.
Personality and self-concept- The image which Linda had between the LLV clinic of Canada and PCLI clinic of us. Aswhy LLV clinic is cheaper compared to PCLI is it because they are less experienced or having low quality all her questions and thoughts were being answered by the research which she had conducted.
Lifestyle-Linda is decision making is concerned on her wellbeing therefore she tries to make the right decision because she is on dissolution stage thus she will take consideration in health more and day to day activities.
In perception according to the case study they are only focused on selective attention their main aim is a Lasik eye surgery especially when Allison showed them the advertised newspaper in Spokane.
We find that car her mind was focused on the cheap price of both eyes surgery being done at 900 dollars and getting the treatment over with.
In learning – Linda learned from Carla experience and Ron who went to the Lasik eye surgery of different places with different prices so by now she would have known the risky factors of the two clinics and her benefit from the two clinics.
There is a drive stimulus which is leading her to take the surgery which is a need to see especially at a life age 55 to 60.
THE TYPES OF BUYER BEHAVIOR According to the case study of Lasik eye surgery we categorize it in a dissonance reducing buying behavior where by dissonance buyer’s decision process occurs when the consumer is highly involved but sees little difference between brands.
In regards to Linda buying behavior takes long time in making her decision which is high involvement in time
BUYERS DECISION PROCESS:-
Problem recognition :- Linda ,Carla Allison and Gwen all have a need to get Lasik eye surgery because of myopia disease (short sightedness ).In consideration to the information which Linda got still problem to make her choice whether to go to PCLI clinic in USA or LLV clinic in Canada ?
Need of recognition.
When a consumer recognizes the need of consuming product when the existing stage is lower than ideal stage tends to have its need of recognition. In this case Linda Gwen Allison and Carla have recognized that there is 55a need of having Lasik eye surgery because the existing stage is lowers its ideal.
Information search.
Is the process whereby data is collected through different ways example personal, commercial, public and through experience source?On the case study of Lasik eye surgery- Linda tries to get information through personal (family doctor and friends) Allison by using newspaper she got source from the commercial data in public –Linda searched for information on the internet regarding Lasik surgery and experienced source-Linda manage to get the overview of both participants in us clinic and Canada clinic which was Ron and Carla.
LINDA’S EVALUATE ALTERNATIVE:
Value expectancy model : Linda compares the two medical units between LLV clinic and PLCI clinic her first attributes towards the price of LLVclinic which is 900 dollar starts to insinuate(think ) if quality of service provided by clinic low? Compared to US which is expensive? Through her question she was able to get information about both units and her belief is changed therefore she has to make decision in which of hospitals to get treated in?
Characteristics of characters in acquiring to new product:
Carla is defined as a early adaptor in taking up the Lasik eye surgery while linda is categorized as laggard it’s been a tradition for everyone to take up Lasik eye surgery whereby she goes for her decision.
RECOMMENDATION:
• Our perspective view of this case study on Lasik eye surgery, we suggest that Linda should opt for PLCI clinic in US because of her age status; she should focus more on there well being health wise more than money. The medical treatment in US is expensive but there is coverage guarantee of her health status after the operation compared to LLV clinic in Canada there is no insurance after surgery.
• According to the legal issue there is a requirement to sign an agreement before doing their surgery In the case of US there is no requirement to sign in any agreement because their government policy authorises the medical units to take care of their patient after their surgery.
• The risk factor is lower in PLIC Clinic than LLV Clinic which is too high.
• The volume of consumer is low; hence quality provided by PLIC Clinic is high. While in LLV Clinic there is mass customization therefore the standard of quality will reduce this leads to economy of scale.