What factors to affect Hong Kong male’s consumer behavior in buying facial cleanser?

Abstract

The current trend of the human race is to remain presentable whenever they meet new faces. This transition separated male gender from female who appreciated the factor of beauty. However, current male generations have initiated the factor of beauty thereby imposing their skin care into various beauty products for them to remain presentable. This study will investigate and evaluate the factors, which affect the consumer behavior of males of Hong Kong in buying facial cleanser. The researcher developed a questionnaire to capture the required information and analyzed the data using SPSS program. This study gives an insight of various attributes that the researcher used in the analysis, revealing confidence, apprehension, self-presentation and orthodoxy as the main factors to consider while purchasing male cosmetics. Likely, the researcher discovered that Hong Kong consumers of for facial cleanser normally concentrate on price, brand image, product quality and customer service as the main determinant of the purchase.

Introduction

Background and problem

Everyone in the society appreciates their body and will always maintain their dignity by remaining beautiful. Looking at the perception of the global world, most individuals live in a set of stereotypes who want to become models. This does not factor out the male gender who have adapted the consciousness about their image. The urge to remain beautiful has generated a different perception on beauty among males globally. This explains the gold mine factor for various male cosmetic brands.

Facial cleanser is a product used by various applicants in cleaning their skin. The main aim of using the product is to remove unseen particles, especially in the face, that may affect the skin from remaining smooth. The