Purchasing Behavior of Metrosexual Towards Men’s Facial Skin Care Cosmetic Product
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Abstract
This research aimed to study metrosexual’s purchasing behavior towards men’s facial skin care cosmetic, and to compare differences in behaviors between the high and low dandies. The survey method was applied by using questionnaires to collect data from 200 metrosexuals.Metrosexual identification was composed of two procedures, i.e. observation of 10 features’ personal characters and self-assessment form. Most respondents were single undergraduate students, aged between 18 and 23 years old. A majority of respondents bought or applied men’s facial skin care cosmetic products for normal nourishing facial skin. Their main favorite brand was Nivea for Men. They usually bought the products from convenience stores. The source of product information they used was online media. The main reason of purchasing or applying men’s facial skin care cosmetic products was that the products could rectify their facial skin problems. Their purchase frequency was once a month. They usually decided to buy the products by themselves when they ran out of the products on hand. Though they re-purchased the run-out products, which were highly satisfied, they were reluctant to introduce the products to others. When comparing behaviors of the high dandy with low dandy groups, it was found that there were only few differences in their behaviors.
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The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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