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Title Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products
URL
Publication Date
Discipline/Department Sustainable Development of Society and Technology
University/Publisher Mälardalen University
Abstract Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. However, most of the literatures have just studied on women cosmetic products. There are a few studies within male cosmetic market, despite the demands of cosmetic products are increasing among men as well as women. Purpose: This study aims to discuss the relationships between dimension of brand equity, overall brand equity, brand preference and purchase intention of men‟s skin care products among young Thai male in Bangkok. The study measures the equity of brand and identifies the impact of brand equity on brand preference and purchase intentions. Research Question: How does brand equity associate with purchasing intention of young Thai male towards skin care products? Method: Quantitative research method interpreted by the authors is applied in this research. A questionnaire-based survey is used as a tool to collect the data and the specific variables used in this paper: the dimension of brand equity, overall brand equity, brand preference, and purchase intention. Both primary and secondary types of data collection were used for this research. Conclusion: The results reveal that each dimension of brand equity, which consists of brand loyalty, brand awareness, brand association, and perceive quality have a significant impact on overall brand equity. However, brand loyalty and perceive quality have a bigger impact on brand equity than brand association and brand awareness. The impact of brand equity in itsIIconsequences supported the direct positive impact on brand preference and purchase intention. This predicate that brands with higher levels of brand equity would generate higher levels of customer brand preference. Moreover, the customers, who have high level of brand preference indicated that they have more willingness to continually purchase the specific men‟s skin care brand and this can build higher purchase intention. Last but not least, this current research also figure out that using celebrity may not be the most effective strategy to stimulate consumer purchasing intentions toward men‟s skin care product among young Thai males in Bangkok.
Subjects/Keywords Brand equity; Brand preference; Purchase intention; Men's skin care OR cosmetic product; Consumer behavior and male; Thailand
Language en
Country of Publication se
Record ID oai:DiVA.org:mdh-12604
Repository diva
Date Indexed 2020-01-03

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…before. This behavior is becoming a new trend in the cosmetic market. Within countries in the Asia-Pacific region, Thailand is one of the fast growing cosmetics industry, particularly in the male skin care market. (Sukato & Elsey, 2009) However…

behavior in the cosmetic market in Thailand. 1.6 Target Audience This research is worthwhile and directly related to people who are responsible for the management, sale, and marketing in the cosmetic industry, especially in Thailand. The outcome of this…

…literatures, which could support this research by focused on consumer behavior and branding. Next, the authors provided the conceptual framework that could give an interconnection of each concept and then select the suitable research method, which cover an…

…examine the association of brand equity of consumers‟ behavior and purchasing intentions of men‟s skin care product in Thailand. There are two approaches reasoning, which may result in the acquisition of knowledge that adopted in this study, namely…

…asks for the awareness of men‟s skin care brand. The questions numbers two to eight are created to study the consumer behavior towards men‟s skin care product as mentioned earlier. These questions concern about the brand knowledge and product‟s usage of…

…were emerged in the market are cosmetics and personal care product for women. (Pitman, 2005) According to U.S. Commercial Service (2007), Thailand is one of the Asian countries that have a highly competitive cosmetic market. Many…

…men‟s behavior is becoming more likely women shopping behavior (Teather. 1995 as cited in Kongsompong, 2004). Bocock (1993) noted that “[m]en... are now as much a part of modern consumerism as women. Their construction of…

…in order to operate and growth continuously. The authors found from previous studies that many factors could affect the consumers‟ behavior towards purchasing such as self-concept (Sirgy, 1982), brand equity (Cobb-Welgren et al., 1995…

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