publication . Bachelor thesis . 2010

A Study of Factors Affecting on Men’s Skin Care ProductsPurchasing, Particularly in Karlstad, Sweden

SURAKIATPINYO, JIRAPORN; MOUNGKHEM, CHANINTORN;
Open Access English
  • Published: 01 Jan 2010
  • Publisher: Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT
  • Country: Sweden
Abstract
This study examines in some depth the influences of marketing mix, social factors, emergence of the metrosexual, evolution of femininity and masculinity, self-esteem and customer decision making on the male consumer behavior in purchasing skin care products in Sweden, particular in Karlstad. In do so, the theories of masculinity and femininity, customer behavior theory, customer decision making’s theory, theory of metrosexual and theory of the four Ps in marketing mix strategy are employed as a theoretical framework and also adapted with theory of the self esteem involvement. It also endeavors to find out the reasonable impacts of perception on the relationship ...
Subjects
free text keywords: metrosexual, men’s skin care product, self-esteem, masculinity, men’s beauty, Aesthetics, Estetik
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Figure C.20: The reasons for Not using skin care products.............................................. 75

Figure C.21: The factors affecting you Not to buy skin care products............................. 76

Figure C.22: The relationship between age and using skin care products........................ 76

Figure C.23: The relationship between the attitude toward “metrosexual” and using skin care products................................................................................................ 77

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