FACTORS THAT INFLUENCE THE CONSUMPTION OF LOCAL COSMETIC PRODUCTS

SPECIFICALLY IN WATSONS CARMONA CAVITE

A PROPOSAL RESEARCH TITLE

PRESENTED TO THE FACILITY OF

ANGELO LEVARDO LOYOLA SENIOR HIGH SCHOOL

IN PARTIAL FULLFILLMENT OF THE REQUIREMENTS FOR

QUANTITATIVE RESEARCH OF ACCOUNTANCY, BUSINESS

AND MANAGEMENT, GRADE 12

GROUP NAMES

BARRUGA, NHIKKO N

FULLERO, BURN LEAHN UCLYD

FRIAS, ROSENDA

LAMAGAN, MA. ANGELICA L

PALOMARES, BRAHMAN A

SABOS, ROSE ANN B

TABOR, NICOLLE
 Abstract

This study examines in some depth the influences of marketing mix, social factors,

emergence of the, self-esteem and customer decision making on the male consumer

behavior in purchasing skin care products in Philippines, particular in Carmona, Cavite.

In do so, the customer behavior theory, customer decision making’s theory, theory of

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 between

variables and consumer behaviors.

“Factors that Influence the Consumption of Local Cosmetic

Products Specifically in Watsons Carmona, Cavite”

Background of the Study

People across many different civilizations and time periods have always

purchased and consumed goods, the modern concept of consumerism is best

understood to have begun in the late 1600s in Europe. From that point, consumption

intensified throughout the 1700s and 1800s and became a major societal phenomenon

in which the consumption of products became a vitally important task for most people in

society. The act of consumption further developed in the 20th century.

In the globalization era, improvement of technology, science, society, economy

and education provide people to have better standard of living and styles. Relating to

the development of purchasing power in consumers and market trend that people

become more conscious of hygiene and grooming (Souiden & Diagne, 2009), it affects

to the rapid growth in beauty care industry, especially in this decade. Because of the

characteristic of the market is quite high by value, thus it attracts many companies to

enter to this market continually. Not only domestic companies that try to take as much

as advantages in their local market but multinationals also desire to reach the market.

Even there is intensive competition in beauty care market; many companies still pay

attention to invest in this market to respond for the high demand available in market.

Generally, women and beauty are inseparable. This is evident in appearance-

conscious women because appearing beautiful can boost their level of confidence

especially when dealing with others. According to Trampe, Stapel, and Siero (2007), the

majority of research on women and their self-esteem has been historically related to
how they feel about their body shape and size. In addition, there is various beauty

classes held to teach women on the correct use of cosmetic products. Dhadhal (2011)

defined cosmetics as the products used for the purpose of cleansing, beautifying,

promoting attractiveness or altering one’s appearance. The use of beauty products is

not only focused on women of a certain age but also women of all ages, especially in

career women.

They have their own way of increasing their confidence level. This led to the use

of beauty products to make them feel confident while performing their daily activities.

Knowledge about beauty products is very important to avoid any potentially harmful

effects from using the products. Consumers need to know the safety level of these

products prior to its use. They must ensure that the products are safe and comply with

the authorized safety standard. This is because some products are incompatible and

thus affects the wearer. Such example is allergic reaction from using the beauty

products. Therefore, they have to monitor their skin prior to product use in order to avoid

side effects. Each user needs to know the importance of using beauty-related products.

Apaolaza-Ibáñez, Hartmann, Diehl, and Terlutter (2011) stated that people use

cosmetics for many purposes, such as for sexual attractiveness, social and professional

acceptability. They believed the use of beauty products affects the mood of the wearer.

People who wear make-up feel more confident and present an attractive image.

However, there are important issues regarding cosmetic products. Local cosmetic

product producers often encounter problems in materials used for the products. This is

because half of those using the products suffer from allergies observable through
changes in their skin. Cosmetic products may cause the wearer's face to be acne

ridden. This will result in the wearer losing confidence and feeling inferior when they

deal with others. In such case, the user should seek the advice of a specialist before

using any cosmetic products. They need to know the state of their skin before they can

find suitable products to use. This can prevent them from using products that cause

serious skin problems.

As women are concerned about their appearance, serious skin problems such as

pimples or peeling may cause them to feel inferior and insecure and thus, affect their

daily activities. Normally, working women wear make-up for long period of time.

Therefore, they must ensure that the make-up used is of good quality. Users need to

make sure the product they are using is appropriate for them. Proper self-care of

makeup tools is also important. Cosmetic users should know how to wash the tools

properly by washing them thoroughly after each use to prevent future skin problems.

The use of skin moisturizer should be also crucial to avoid dry skin due to excessive use

of cosmetic products. Furthermore, users need to be wary of fake products which have

become more widespread. Those who want to look good but lack affordability will likely

use fake products since fake products are usually cheaper than the original products.

However, there are some original products sold at affordable price. The users must

know how to find stores that sell products at reasonable prices.

Therefore, as research purpose, it is concerned significantly to understand and

know which factors have the impacts of decision making toward purchasing of skin care

products. What these terms mean at present in men aspect, taking into consideration

the evolution of consumption and mentalities on another side, and of consumer’s

same “toiletry” speech apparently as female (Solomon et al, 1998).

Purpose of the Study

The purpose of this thesis is to investigate consumer’s attitude towards

purchasing of skin care products. The focus is on the relationship between their

consumption habit and market characteristic. Some said that men and women were not

explicitly ready to use, or directly buy their skin care products by themselves whereas

others considered the mentalities ready to confront an explosion of this new market

(Blanchin et al, 2007).

This research was conducted in order to explore the consumer’s perspective

toward the skin care consumption, for instance; in the connection of self-concept theory

with the need for an individual to be recognized by others. And also to figure out which

reasons and factors have highly impacts of men customers before making decision to

use the skin care products or to buy products, such as price, advertising, press, store

location, the effects from others as spouse, family, friend, celebrity endorsement, and so

on. Additionally, the factors influencing the purchase at the purchasing point, such as

choices of products, packaging, product odor, promotion are studied whether it can

affect to decision making at that moment.

Statement of the Problem

To what extent does those factors affect the consumption of local cosmetic products in

Watsons Carmona, Cavite?

Research Questions
 • Do the factors affect the consumer’s buying behavior in cosmetic market?

• Is there a link between the factors and the customer’s buying behavior?

• Is there a direct relationship between buying behavior and consumption rate?

Scope and Delimitation

The scope of this research is limited to study on factors affecting the consumers

of local cosmetic products toward their purchasing decision making of skin care products

in Watsons Carmona, Cavite only instead of the global market due to time limitation and

point’s focusing. And in order to keep away from the cultural differences that can be one

factor to affect their purchasing decision making, doing survey across multi-nationality is

avoided in this study. The use or purchase of skin care products is possibly not the same

in every period of time through the different generation of people.

Nevertheless, this aspect has not been realized dramatically as highly-involved in

the analysis of empirical result, this consideration could be too complicated, and then the

most significance is to study consumer’s market in Carmona, Cavite as representative for

the market, not just only the individual generation.

Furthermore, some question is highly sensitive to answer by the respondents in

terms of mentality. It could be difficult to know whether there is the real answer without

any external or internal factors as afraid of being considered as homosexual, or not.

Nonetheless the data would be analyzed following the finding and empirical results based

on the questionnaires.
Significance of the Study

Marketers- This research will help them to better understand the consumers need and

preferences on their buying decision of cosmetic products.

Manufacturers- This study will help them to analyze the strength and weaknesses of

existing products so that it may help them to empower it.

Future researchers- Using this study as their basis for their future research will be indeed

a great help. Especially in knowing all the factors which affects the consumption of local

cosmetic products. Future researchers can draw a valid data about the results and

findings of this study.

Definition of Terms

Grooming, a moderately arbitrary term, and the meaning is culturally defined and varies.

Commonly, even if the connotation is that one's personal hygiene practices as freely

traditional to the customary cultural norm (Waters, 2002). To have the same

comprehension, the word of ‘Men’s grooming products’ here covers five categories as

bath Products, deodorant, hair care; shampoo, conditioner/treatments, styling products,

hair color and others, shaving products, lotions/balms, manual shavers, electric shavers

and skincare products (MarketResearch.com, 2009).

Toiletry, any item used for grooming, personal care or toiletries is the beauty industry

that manufacture consumer products used for beautification and in personal hygiene. To

give a few examples, personal care includes products as various as chapstick, lipstick,

lip gloss, colognes, deodorant, body spray, perfumes, cotton swabs, cleansing pads and

wipes, facial tissue, makeup, eye liner, hair clippers, shampoo, mouthwash, toothbrushes,
toothpaste, nail files, pomade, personal lubricant, lotion, skin cream, talcum powder,

razors, shaving cream and toilet paper (Barel et al, 2001)

Consumer Behaviour, the decision process which individuals engage in when

evaluating, acquiring, using or disposing of goods and services (Louden and Bitta, 2019)

Consumption, defined as spending for acquisition of utility, using of resources, and the

value of goods bought by people. Besides, it is a major concept in economics and is also

studied in many other social sciences. It is seen in contrast to investing, which is spending

for acquisition of future income. (Keynes, 2018).

Skin care, the work of providing maintenance and treatment of the hygienic term of the

skin under optimal conditions of sanitation and comfort for or attending to someone or

something; "no medical care is included". Effective in skin care are probably washing,

cleansing, bathing, and the use of soaps, detergents, oils, etc. In an assortment of disease

aspect, therapeutic and protective solutions and ointments are practical. Caring of skin is

principally significant in a variety of practices, in facing to sunlight, in newborns, and in

recovering infection (Draelos & Thaman, 2006).

Metrosexual, a usually heterosexual straight stylish urban male who has a strongly

sensitive aesthetic sense and inordinate interest in his personal appearance by fastidious

grooming, stylish living, beauty treatments, the art of decorating and fashionable clothes,

similar to that of feminine or homosexual males against extraordinary more emotional and

cares than most males. Some people mistake a metrosexual for a gay guy (Coad, 2008).
Masculinity, a typical near-synonym of masculinity is virility, which refers to manly

character. It particularly describes men and boys in terms of personal and human,

dissimilar to male which can also mention toward animals, or masculine which can also

describe noun classes. When masculine is used to mention toward men, it can classify

levels of comparison- as more masculine or most masculine (Kimmel & Aronson, 2004).

Femininity, can be defined as the quality or condition of being feminine; womanliness.

Femininity as femaleness does not assume an essentialist perspective (i.e., that women,

as a group, have personality characteristics that are innate and that those characteristics

are different from those that men innately possess). Vary from one society/culture to

another, within any society/culture over time, within each individual over time, and,

perhaps most important, among different individuals in one group at one point in time

within-group variability (HGS; Hoffman et al., 2000).

Chapter 2: Review of Related Literature

Pricing strategy of men’s skin care products

After the study of varied sources about demand, supply, the offer and the market,

'the selling price-fixing’ is the most pricing strategy employed in market. The companies

are in the position to fix the selling price of products according to many factors in the
market as the relevant actors in order to buy or sell a product, or sustain under the

surrounding conditions of market as that price is still in a price range by the group of

market makers related to supply and demand while the buyers make a decision how

much they are willing to pay for products (Schneider, 2003). More scrupulously, the

selling price that the company set for the products must relate to the production’s cost,

the quality or attribute of products, the product ingredient, the positioning alternative,

product brand, the evaluation of competition, the customer perception and the value

toward the products. Actually, in order to set the price, it has to be set in relation with

the value provided to customer and perceived by him, including after consumption

(Kotler, 2000). Price can be concerned as differentiation of products and brand image

providing by the companies comparing each other in the skin care market against men’s

customer mind. In addition to the relationship between price and men’s customer, price

is a big influence on buying decision making.

The price is important when consumer decides to buy a product. If the price is

affordable, they will buy the product. According to Foster and Cadogan (2000), price is

probably the most important consideration in the average consumer. However, price of

a product does not affect consumer’s intention to purchase a product as greatly as

brand loyalty does. A loyal customer is ready to pay more for a brand even though the

price is higher in order to avoid any perceived risks (Singh & Pattanayak, 2014).
Promotion of a product is an important element in attracting customers. This is because

the promotion of products will influence or attract the person to buy or use a product or

service. It is a way to encourage people to pay with their money for a product or service

(Clow, Hucklebridge, Stalder, Evans, & Thorn, 2010). Vracken (2015) suggested that

television advertising plays crucial role to disseminate product information where 10% of

Malaysians using a product or service rank television as their number one source of

new product information and 46% rank television advertising second as their top source

of information about new products.

Personal factor also plays a role in influencing prospective consumer’s decision

to use a product. Such personal factors comprise age, occupation, stages in life cycle,

lifestyle, personality, and values (Kotler & Keller, 2009). Customers will compare price

of products before making decision to use or buy a product. The price must be

reasonable and affordable. If the price for the same product is different, a customer will

choose the product with the lower price.

According to Datamonitor's "Grooming Trends: Profiting in 2009 and Beyond"

report, released in March, price was considered as primary factors on men in order to

purchase their personal care products. More than 50 percents of all respondents

answered that price had either "high" or "very high" impact on their product purchasing.

This result was a significantly higher response rate than other factors, even though
"ease of use" or "habit/preferred brand" are realized as the important factors in men

perspectives as well (Antoinette, 2009).

As in the present market, there are various price ranges of skin care products

provided in the market. Price-setting normally relate to the distribution channel the

company used. For intensive distribution, some skin care products are launched and

distributed to outlets as many as feasible in order to be reachable by men customers

easily at all over the place they go as super store, supermarkets, convenience store,

direct sale or internet, etc. (Lamb et al, 2008), and here ‘penetration pricing strategy’ is

adopted for intensive distribution. Price is set as low price to extremely promote for

obtaining more market share and to earn more advantage from economies of scale

faster than other competitors. This pricing strategy is presumed to work well with the

male customers who are price sensitive, and it also imply that there is low of product

awareness (Hirschey, 2009). In the same time other competitors can be quickly use the

same pricing strategy and become direct competitors. Like Nivea, they set low price for

their products to go through the market with distributing their products as many places

as possible.

For a selective distribution, ‘skim pricing strategy’ is employed with the products

that are distributed by a few screening dealers. Only a few distributors are selected,

consumers have to seek out the products in specific place as cosmetic counter,

perfumery and drug store (Lamb et al, 2008). Consequently there are many brands

adopted premium price because they aim to obtain more profit margins, to have a

superior product image or to be the top of the market from using high pricing strategy to
consumers, who are less sensitive toward price, (Brown, 2006), such as the line of

Jean-Paul Gaultier, Shiseido Men, “le Mâle”, etc.

Place, distribution channel of cosmetic product

In general, the word ‘place’ in marketing mix strategy refers to how the products

would be sold or distributed to the customers. What products the company is selling,

can directly affect on how the products should be distributed, and it chiefly impact on the

production of products or service (Borden, 1964). For example, of a small company or

local branch, the appropriate position in the distribution system is at the end of the chain

because a company is providing an assortment of products directly to the customer.

Direct sales/Internet

Nowadays the direct sales or internet can facilitate the customers to buy skin

care products because it’s more comfortable, convenient (particularly for male

customers), and sometimes these direct sales or internet offer customers a discount.

(Moungthong et al, 2008). Consequently, the choices of direct sale and internet are new

and anonymous distribution channel. According to Jack Hannah (2010).

Promotion Vs. skin care products for men

Promotion is the communication process which the company or product itself

attempt to convey with customers in order to attract and establish the customer’s

demand and consumption (Borden, 1964). Here are the main key issues related to

promotion
Branding

Brand is more likely used to introduce a new product to the consumers. If the

brand looks good, it can attract a consumer to use the product. Brand loyalty is

inextricably related to developing, maintaining and protecting market share (Azuizkulov,

2013). In understanding consumer’s behavior, the concept of brand loyalty is important

(Wood, 2004). According to Lau, Chang, Moon, and Liu (2006), seven factors influence

consumers’ brand loyalty towards certain brands. Brand image is used first to introduce

a product to a community. In other cultures, brand image can come in the form of a

human being with nothing else featured whereas in a collectivistic culture like Malaysia,

brand can represent quality of the product and trust in a firm (Rahim, 2010). According

to Saydan (2013), brand image is extremely important to marketing experts and

customers, especially marketing experts who use brand image in making different

position and extending the brand. Brand image will determine whether the product is

successful or otherwise.

Next, quality is divided into two categories, such as product quality and service

quality. Product quality is defined as “fitness for use” or “conformance to requirement”

(Khraim, 2011). This means the quality of a product that is worthy of the sacrifice and

meets the expectation of the consumer. Meanwhile, service quality is defined as the

degree of disparity between the customers’ normal expectation of the service and their

perceptions of service performance (Parasuraman, Zeithaml, & Berry, 1985). Thus, the
product and service quality are also important in attracting the consumer to use the

product and services.

Building a trademark or identification of a distinctive image to the products.

During the intensive competition in many markets, the word ‘brand’ is primarily

considered as main element as competitive advantage to differentiate it from others if

the company has reputed brand as a commercial application (Clifton, 2004). Besides,

brand name communicates product image which connect to certain values. So the

name should correspond to its positioning.

In addition to sustain the purchasing repetition, according to Datamonitor's recent

"Grooming Trends: Profiting in 2009 and Beyond" report, released in March, found that

there was over half of consumers do not care to search for new products in their

personal care, they probably cling to the products that they have experienced with and

satisfied (Antoinette, 2009). Likewise, brand loyalty is an important element in drawing

in customers. A consumer must recognize the brand image and quality of a product

before proceeding to buy the product. Hence, brand loyalty will influence a consumer’s

decision whether or not to use a product

Knowledge

Knowledge of cosmetic is another factor among women to determine whether the

ingredients used are compatible to their skin or may cause skin problems. Knowledge

has positive influence on attitude towards organic cosmetic as proven in past research

on knowledge (Stobbelaar et al., 2007). Ingredients in a product are important in

Yaacob, 2010) and (Rodda, 2004), AHA (alpha hydroxyl acid) and BHA (beta hydroxyl

acid) are the two common ingredients in skin care and beauty products.

Skin problem refers to the impact of cosmetic products on the skin of users. Skin

can become sensitive and eventually damaged when consumers overdo the lightening

and whitening process (Rodda, 2004). Hersch (1999) mentioned that most people

continue using the products although they know the adverse effects of using cosmetic

on their skin. The skin can become more sensitive and thinking that it is under attack,

the skin may develop allergic reaction when using the cosmetic products without the

proper protection.

The right knowledge influences the consumer’s decision when buying the

product. A consumer must know the product ingredients when they want to use it. If the

ingredient is not suitable then they should not use the product. Besides that, a

consumer must be aware of the potential skin problems when using the products

Packaging

Is the combination of the science, technology, art and fashion to protect and keep

the products to customers that involve with the considerations of products attribute,

distribution, storage, use, sale, production, cost, public image, customers, etc. (Soroka,
2002). Marketer has to pay attention on the package design because package is the

first thing that customer sees, so it should present product in an enviable and suitable

way to draw the customer’s attention. The vital points that should be realized carefully

are the form, texture, the smell and colors of packaging. All that criteria on package can

be seen as sensory marketing to capture the male customer (Blanchin, 2007).

Regarding to Desborder & Kimmel (2002), the packages small, clear, soft, pink,

will be felt to be rather female than male, contrary on the packages which is huge, dark,

tough, hard, or blue. Therefore, Clarins is a good example presenting itself to capture

male market by using a dissimilar color, logo and name from women’s product. The

tone reds intended for the women are transformed into blue for the male line of goods

(Tan, 2008).

Moreover, package should not have something like flowers on bottle. Even men

maybe into experimenting with these pictures, but they are not going to buy bottle with

flower (Miller, 1997). In addition to upper market, the finest brands design more plainly

style and less descriptive on their product package. They believed that their customer

has already known well what they are purchasing (Woods, 2005).

Advertising

It is one of promotional activity to inform and activate the public in order to rise up

the product sales. There are many forms of these promotions such as press, television,

internet, sponsoring, public relation and sale promotions (Moungthong et al, 2008).
Regarding to men’s skin care market, the marketers have to consider who your target

are, and what you want to communicate to them.

Consumer’s Behavior

This part mainly focuses on consumer behaviors that affects decision making.

Customer behavior is an ongoing process when individual or groups select, purchase,

use or dispose of products, services, ideas and experience to satisfy needs and desires

(Askegaard et.al, 1999). Moreover, Askegaard et.al (1999) noted that people do not buy

the product for what they do but for what they mean. That sentence implies that the

roles of products play in our lives go well beyond the tasks it performs. Customer will

choose the brand or product that has an image consistent with his or her underlying

ideas. Therefore, understanding customer behavior helps us to understand more about

factors that influence customers. Furthermore, trends of consumption and production

change all the time.

Factors’ Impact on men purchasing behaviors

There are many factors that influence on men’s purchasing behavior both

external and internal factors. Age, occupation, income, living area, reference group,

family, celebrity endorsement and culture are the basic factors that affect the consumer

behavior and purchasing behavior toward skin care products.

Age

Customers in different age groups have different needs and want. While people

who belong to same age group differ in many other ways, they tend to share a set of

values and common cultural experiences that they carry throughout life (Askegaard et
al., 1999). In term of skin care products, younger generation tend to be more open to

skin care products than older generation.

In a relation with this kind of market, Amanda (2004) revealed that men who are

in the 18-24 years old, were driving apparel spending and are increasingly spending

money on appearance related products as well.

Occupation

It might be one factor that affects purchasing behavior because some

occupations have to take care and maintain their appearance. Staying competitive in

term of appearance in workplace is becoming more and more importance. As Antoinette

(2001) said that many working men believe personal appearance does influence

whether someone is promoted or succeed professionally. Therefore, spending patterns

is found among different occupational groups (Prakask and Vinith, 2007).

Income

Income plays as an important factor in purchasing behavior. According to Chunhapak et

al., 2008, noted that people who have different income have different selection of

product. Moreover, people who have high income are more ready to buy expensive

products but people who have low income are not. Therefore, income is one factor that

affects the buying behavior of consumers.

Keynes (2018) said that the amount of aggregate consumption depends mainly

on the amount of aggregate income. Researchers are entitled to depend with great

confidence both a priori from our knowledge of human nature and from the detailed

facts of experience is that men and women are disposed, as a rule and on an average
to increase their consumption as their income increases, but not by as much as the

increase in their income. If sufficient investment opportunities are not available, the

economy would then run into trouble and in that case, it would not be possible to

maintain full-employment because aggregate demand will fall short of full-employment

output.

It is stated in Keynesian’s Law of Consumption that the consumption expenditure

depends mainly on absolute income of the current period, that is, consumption is a

positive function of the absolute level of current income. The more income in a period one

has the more is likely to be his consumption expenditure in that period. In other words, in

any period the rich people tend to consume more than the poor people do. These result

follows from the studies of family budgets of various families at different income levels.

The fraction of income spent on consumption by the rich families is lower than that of the

poor families.

Living area

Living area is one factor that influences on customer’s consumption. Elsey and

Sukato (2009) said that consumer behavior might change according to location; urban

and rural area. People who live in urban area do not have the same desires as people

who live in rural area. (Elsey & Sukato, 2009).

Reference Group and Family

The influence from group of people (friends and colleagues, etc.) or family is

considered as an important element that affects on other purchasing behavior. According

to Elsey & Sukato (2009), friends or family possibly convinced consumers into purchasing
a particular product. Moreover, Antoinette (2006) noted that women (wife or partner) have

an influence on men behavior such as men will buy skin care products easier or take care

more on themselves if they are encouraged and accepted by people who surround them.

Celebrity Endorsement

Increasing endorsement of metrosexual celebrity opinion-former such as David

Beckham and Brad Pitt who openly admits to using skincare product and publicizing

that men can make themselves look better with the product had contributed to making

men more comfortable and positively changed men’s attitude toward the idea of

consuming male grooming products. Young men choose brand or product through the

imitation of celebrity endorser such as David Beckham and Brad Pitt because they are

known for their looks and style which resonate well with the metrosexual tastes (Cheng

et al 2010).

Improving the self-esteem through the self-image

Self-esteem is the opinion of yourself. High self-esteem is a positive opinion of

yourself and low self-esteem is a negative opinion of yourself (More-selfesteem, 2010).

Self-esteem depends on many factors such as physical appearance, career and social

status, etc.

Moreover, self-esteem is a basis positive attitude toward living. High self-esteem

people are confident, willing to try new things, responsible for their action either good or

bad and open for it, etc. In contrast, low self-esteem people are opposite such as be

afraid to try new thing, blame the other for their problem and compare themselves with

others, etc. Therefore, it is significant to improve the self-esteem because it affects

selfesteem, 2010). High- and low-esteem subjects are motivated to maintain favorable

self-images, but that low-esteem subjects are constrained in this effort by less favorable

beliefs about themselves (Lynch et al., 1992). Therefore, improving self-image might be

one step to improve self-esteem.

Evolution of femininity and masculinity

In the past, men were supposed to be assertive, competitive and tough but women were

supposed to be more concern with taking care of their home, of children and of people

in general (Hofstede, 1991). Women evolution might be one factor that affects men’s

behaviors. Today women do not have to stay at home and take care of their home

anymore; women can do whatever they want such as get a college education,

participate in sport events and run for president. Women can be doctors, police officers

and whatever if they yearn for. A large increase in mothers working outside the home

and in women entering male-dominated professions has influenced masculine and

feminine roles (Twenge, 1997). So, it seems that the gap between masculinity and

femininity have been reduced in term of value from time to time. Twenge (1997)

supported that it is possible for both men and women to adapt feminine and masculine

roles in their life.

In a relation with this study, Hofstede (1991) mentioned that Sweden and Norway

are seen as the most feminine countries. There was no difference between score of

masculine and feminine, and both (males and females) expressed equally tender,

nurturing values. However, men’s value and women’s value need not be identical in all

aspects, only they do not differ along a tough-tender dimension. Moreover, female can
learn to function in a masculine way and vice versa. So, it is not a surprise that men

also have feminine side when talking about how to take care and maintenance their

appearance and body (Hofstede, 1991)

Customer decision-making

All marketing decisions are based on assumptions and knowledge of consumer

behavior. And the knowledge of buying behavior sheds the light on the psychology of

how consumers think, feel, argument and select among existing alternatives (e.g.,

brands, products, and retailers), also how the consumer’s environment (e.g., culture,

family, media) influences him/her (Hawkins, Mothersbaugh & Best, 2007).

Christopher (1989) studied the shopping habits of consumers to form an idea of

whether or not the store concepts, product ranges and strategies of the companies are

appropriate towards consumer requirements. He believed that consumer behaviours are

unpredictable and changing continuously changing; while trying to under try to

understand how individual or group make their decision to spend their available

resources on consumption-related items.

The essence of this approach is critical for organizational success, so that they

can have a better understanding of their customer behavior. The physical action or

behavior of consumer and their buying decision every day can be measured directly by

marketers. For that reason, many organizations these days are spending lot of their

resources to research how consumer makes their buying decision, what they buy, how

much they buy, when they buy, and where they buy. To get a well coherent result,
organizations normally looked at these behaviors base their analysis on difference

conceptions; whether customers buying behavior were measured from different

perspectives, such as product quality and better service, lower price structured

(Papanastassiu and Rouhani, 2006)

Different theories and researchers have claimed that when organization fully

meet all aspects of its customer needs, the result enhances their profitability and also

enable them to develop a better tackling strategy for consumer. Possibly, the most

challenging concept in marketing deals with the understanding why buyers do what they

do and what method or philosophy are they using to evaluate the product after the

transactions and what might be the effect on future transaction. The reason why

marketer chooses to learning about consumers” buying behavior is, from a business

perspective; to be able to be more effectively reach consumers and increase the

chances for success. Therefore, the field of consumer behavior has taken a tremendous

turn in the commercial world and became the fundamental concepts of achieving

company goal (Schiffman and Kanuk, 2007).

Consumer behaviors typically analyze the processes of group selected or

individual purchases/dispose of product, service, concept or experiences to satisfy their

need and desires. And consumer behaviors have a huge impact in a firm marketing

decision making process every year. There is a risk that what a consumer does will

inflict on his or her behavior and generate consequences. There is a risk that what a

consumer does will inflict on his or her behavior and generate consequences. The user

and the purchaser can be different person, in some cases; another person may be an
influencer providing recommendations for or against certain products without actually

buying or using them (Solomon 1999; Solomon et al. 1999).

The knowledge of consumer behavior helps the marketer to understand how

consumers think, feel and select from alternatives like products, brands and the like and

how the consumers are influenced by their environment, the reference groups, family,

and salespersons and so on. Consumer is the study “of the processes involved when

individuals or groups select, purchase, use, or dispose of products, services, ideas, or

experiences to satisfy needs and desires” (Solomon 1995). In the marketing context, the

term, consumer refers not only to the act of purchase itself, but also to patterns of

aggregate buying which include pre-purchase and post-purchase activities. Pre-

purchase activity might consist of the growing awareness of a need or want, and a

search for and evaluation of information about the products and brands that might

satisfy it. Post-purchase activities include the evaluation of the purchased item in use

and the reduction of any anxiety which accompanies the purchase of expensive and

infrequently-bought items. Each of these has implications for purchase and repurchase

and they are amenable in differing degrees to marketer influence (Foxall 1987).

Chapter 3: Methodology

Research Design

Deductive approach was adopted in this research. According to Brymen & Bell

(2007) and Greenspum (2010) noted that deductive approach begins with a general

ideas (such as theory, laws, principles) and based on them, specific hypotheses are

formed which can be tested in order to support the general ideas. Then observation will
be conducted to test all issues. The purpose of deductive approach is to confirm or

reject the given theories. Moreover, quantitative approach was applied in this research.

A quantitative approach can be constructed as a research strategy that emphasizes

quantification in the collection and analysis of data. Furthermore, quantitative methods

give priority to fixed measurement, hypothesis and a lesser flexible form of fieldwork

involvement. Quantitative method projects for reliability by utilizing tools such as

standardized questionnaires (Brymen & Bell, 2007).

The purpose of this research is to understand and to find out factors that affect

men’s behaviors and their buying decision in skin care products. Deductive approach

was applied in this research because this approach supported us to confirm and reject

all issues that were form base on pervious researches and theories. Furthermore,

Quantitative approach was an appropriate way to find out the tendency of men’s skin

care products and men behavior toward skin care products. Moreover, quantitative

approach was also useful to evaluate, summarize and report the finding accurately.

Data Gathering Procedure

Self-administered questionnaire is the instrument that will be used in data collection

for this study. The close-ended questionnaire consisted of seven-point interval scale for

respondents to choose. The question in the questionnaire is about how the independent

variables such as knowledge, price, factors, and brand loyalty affect the dependent variable

which is the consumption of local cosmetic products.

Research Instrument
 To provide and gather as much informative and relative evaluation. Descriptive

method will be used. This method includes the use of questionnaires and interviews. The tools

that will be used by the researchers will be discussed. A questionnaire will be used as the main

gathering instrument for the study. It is divided into two main sections. The profile and the

questionnaire prooer. The profile contains socio - demographic characteristics of respondents

such as name, age, gender, and educational background.

Sampling Procedure

Non-probability sampling is the convenient sampling that will be used in this study. It

refers to the collecting of information provided by part of population as the respondents. The

convenient sampling will be frequently utilized by the researchers in order to cover a large

number of surveys quickly and cost effectively. Most of the respondents are women such as

students, professionals and members of the public.