Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam

Abstract

This study examined some depth the influences of skin's health care, body attraction, age and aging process, selfimage, cognition of using men skin care products to male customer purchase decision of skin care products in Ho Chi Minh City, Viet Nam.Quantitative approach was mainly used with questionnaire developed and distributed to 313 men in the age between 20-50 years old in HCM City.This study found that higher levels of skin's health attention, body attraction, age and aging process, self-image, and cognition of using men skin care products would likely purchase more of men skin care products.In addition, the empirical results indicated that four personal factors of self-image, skin's health attention, body attraction, and age and aging process had significant effects on male consumer purchase decision.