—This study examined some depth the influences of skin’s health care, body attraction, age and aging process, self-image, 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.
—Men skin care, personal factors, consumer purchase decision, Vietnamese skin care products market.
Mai Ngoc Khuong and Hoang Thi My Duyen are with the School of Business, International University – VNU-HCM, Vietnam (e-mail: firstname.lastname@example.org, email@example.com).
Cite: Mai Ngoc Khuong and Hoang Thi My Duyen, "Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam," International Journal of Trade, Economics and Finance vol.7, no.2, pp. 44-50, 2016.