"Personal factors affecting consumer purchase decision towards men skin care products - A study in HCM city, Viet Nam"
Duyen, Hoang Thi My
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This study examines in some depth the influences of skin’s health care, body attraction, age and aging process, self-image, cognition of using men skin care products to male customer decision making in purchasing skin care products in Viet Nam, particular in Ho Chi Minh City. In do so, the theories of skin’s health care, body attraction, age and aging process, self-image and cognition of using men skin care products are employed as a theoretical framework and positively and directly affects purchase decision consumer. It also attempts to find out the effects of cognition on the relationship between independent variables and purchase decision consumer. A questionnaire was developed and distributed to men who are in the age range between 20-50 years old and living in HCM City, Vietnam. The total sample size consists of 313 respondents. Further, the returned questionnaires were analyzed by using quantitative method and used by SPSS version 20.0. Basing on the linear regression analysis, it was concluded that four personal factors suggested by conceptual framework have statistical positive relationships with the level of purchase decision consumer of men. According to the regression equation, the “self-image” factor have the strongest influence on purchase decision consumer; while “Skin’s Health Attention”, “Body Attraction” and “Age and Aging Process” are the factors which have the weakest influence on purchase decision consumer. The regression equation, which illustrates the relationship between purchase decision consumer and personal factors of men, developed in this study can explained 28.3% of the variation in purchase decision consumer. This result proved the statistical meaning of the equation, but it did not confirm the strong influence of personal factors in purchase decision. Thus, purchase decision consumer can be affected by other factors like environment, occupation, economic, etc.