Male purchase intention for men's skin care products in Vietnam

Abstract

The purpose of this study is to measure male purchase intention for men‟s skin care products in Vietnam, identify important factors affecting this purchase intention and provide marketing recommendations which reflect the research findings and analysis. Based on the literature review, the research model of 5 variables (Attitudes toward Product, Subjective Norms, Perceived Behavioral Control, Perceived Risk and Purchase Intention) was developed and used as the theoretical guide for this research. Although both quantitative and qualitative methods were applied, the latter played the more important role. Initially, the focus group interview was conducted to specify measurement items and define questionnaire for the pilot test. According to the respondents‟ feedback in this test, the original questionnaire was revised (if needed) and finalized for further quantitative approach. In detail, the questionnaire was designed by the Google Drive and shared on the Facebook to collect responses of 200 men from 15 -

30 years old in Vietnam. The data gathered from the answered questionnaires were analyzed by SPSS software (version 18). According to the analysis result, male purchase intention for men‟s skin care

products in Vietnam is not considerably high, so the marketers need to put more effort to motivate men to make more purchases. Besides, the tests pointed out that dependent variable of Purchase Intention (PI) is positively affected by Attitudes toward Product (AT), Subjective Norms (SN), Perceived Behavioral Control (PBC) variables and negatively influenced by Perceived Risk (PR) variable. It was also proven that PBC, AT and SN have positive impacts on PI in descending order of strength while PR affects PI in negative way. Furthermore, the empirical data of this study rejected hypothesis H3, so Subjective Norms variable are proven to have no effect on Purchase Intention.

Generally, the research findings are helpful for manufacturers and marketers

in men‟s skin care industry in Vietnam. Especia ly, they may be applied to prioritize and allocate limited resources across important dimensions, thereby achieve the increase in sale. However, there were a number of limitations in this study. Therefore, some recommendations and suggestions were provided to help further research gain the higher level of reliability and accuracy.