Research Factors affect the consumption of men’s grooming products in Vietnam

By Le Huu Khanh, Mai Doan Kim Yen
DOI: 10.37550/tdmu.EJS/2020.03.064

Abstract

Men's grooming products are very diverse and plentiful in the world today. In recent years, Vietnamese men have approached beauty trend, the old conception of beauty is also gradually changing. The demand for male beauty in Vietnam in recent years indicates that men's awareness of beauty products. The potential for grooming products for men in Vietnam is huge, but in-depth studies on this topic are limited. It is important to have specific studies analyzing the consumption of grooming products for men in Vietnam, contributing to promoting the potential of these products for business benefits. The study collected data from 458 respondents are male, analyzed the factors affecting consumer attitudes, thereby opening a specific view on men's grooming consumption in Vietnam.

Keywords

Grooming products for men, Regression, SPSS, STASTISTICA 10

Full text

View PDF

References

Baumeister, R.F., Campbell, J.D., Krueger, J.I. and Vohs, K.D. (2003). Does high self-esteem cause better performance, interpersonal success, happiness, or healthier lifestyles? Psychological Science in the public interest, 4(1), 1-44

Chan, R. Y., and Lau, L. B. (2002). Explaining Green Purchasing Behavior: A Cross-Cultural Study on American and Chinese Consumers. Journal of International Consumer Marketing, 14, 9-4

Cheng, F. S., Ooi, C. S., & Ting, D. H. (2010). Factors affecting consumption behavior of metrosexual toward male grooming products. International Review of Business Research Papers, 6(1), 574 – 590
Euromonitor International (2019). Country Report Men's Grooming in Vietnam

Feng, W. (2008). Male cosmetics advertisements in Chinese and U.S. Men’s Lifestyle Magazine (Diss.). Ohio University, Athens, OH

Graham, J.A., &Jorhar, J.A. (1980). Cosmetics considered in the context of physical attractiveness; A review. International Journal of Cosmetic Science, 2, 77-101

Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31–36

Kantar Worldpanel (2019). Vietnam’s Insight handbook

Kantar Worldpanel. (2019). Beauty Trends in Asia report

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill

Nyadzayo, M., Leckie, C., McDonald, H. (2016). CSR, relationship quality, loyalty and psychological connection in sports. Marketing Intelligence and Planning, 34 (6), 883-898

Parsa, H.G., Lord, K.R., Putrevu, S., Kreeger, J. (2015). Corporate social and environmental responsibility in services: will consumers pay for it? Journal of Retailing and Consumer Services, 22, 250-260

Pathan, S.S. (2011). Adolescent’s attitude towards the opposite-sex. Journal of Arts Science & Commerce, 2(4), 192-199.

Reis, H.T., Wheeler, L., Spiegel N. &Kernis, H.M. (1982). Physical Attractiveness in Social Interaction: II. Why Does Appearance Affect Social Experience? Journal of Personality and Social Psychology, 43(5), 979-996

Sprecher, S. (2002). Sexual satisfaction in premarital relationships: Associations with satisfaction, love, commitment, and stability. Journal of Sex Research, 39, 190–196

Taylor, C.R. (2012). Back to the future : some topics we should not forget about in advertising research. International journal of Advertising, 30(4), 699-700.

Wang, H.J., Horng, S.C. (2016). Exploring green brand associations through a network analysis approach. Psychology and Marketing, 33(1), 30-35.

Young, J.W. (1979). Symptom disclosure to male and female physicians: Eﬀ ects of sex,physical attractiveness and symptom type. Journal of Behavioural Medicine, 2, 159–169.