Male Cosmetics Purchasing Behavior in China
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Abstract
With the continuous development of social economy and consumption upgrade, Chinese men's consumption concept has changed a lot, especially more and more male consumers began to pay attention to skin care, began to consume cosmetics. The main purpose of this study was to find out the factors influencing Chinese men's cosmetics buying behavior. This paper is to answer the impact of product factors, psychological factors, consumer culture factors, group factors on Chinese male consumers cosmetics buying behavior. The survey was conducted in the form of questionnaires distributed to men aged 20 to 50 living in Guangzhou, Shanghai, Hangzhou, Shenzhen and Beijing. The total sample consisted of 432 respondents. In this paper, SPSS 24.0 software was used for analysis by factor analysis, correlation analysis and regression analysis. The results showed that the majority of male customers who used skincare products said their main reasons for using skincare products were to boost confidence, improve skin, personal care and enhance attractiveness.
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References
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