Factors that affect purchasing decision of skin care product by men in Bangkok.

Abstract

The present lifestyle of men has changed, it has become very different from the past, increasing number of men are becoming better at taking care of their appearance and grooming in order to keep up with global trends. Men are becoming an increasingly growing consumer market for skin and body care, and this is a significantly growing population of consumers in this industry that are men. For this paper, the purpose is to explore the decision making factors affecting purchasing of men's skincare products, and also to analyze the result related marketing theory and consumer behavior, which affects the purchasing decisions for skin care products of Thai men in Bangkok. In-depth interviews will be used to collect detailed information from Thai men who live in Bangkok, aged 19- 39 years old. Video recorders will be used as research instruments. There are three critical factors affecting Thai men in their purchase of facial creams, these are brand reputation, price, odor. This paper will show that skin care products are vastly becoming more important the daily lives of men and the ever changing attitude of men towards skin care products as a whole. KEY WORDS: Men / Skin care / consumer behaviour / Self-esteem