With the research result company may adopt the appropriate strategies to achieve the ultimate goal which is to satisfy the customer needs and wants. Our targeted group is the male who domiciled in Hong Kong of age group teen 15-45 years old, and we adopted the questionnaires method and have successfully collected more than 1 00 replies and provided us with reliable data for analyzing. The research found out that there are 57% of men were using skincare product in the course of the research, and their major age group is aged 25-34.
The reasons for them to use skincare product were the concerns of their personal hygiene, then follow by buildup self confident and anti- aging; it is worth to indicate that the research result shown that the group of aged 34-45 has the highest concern of anti-aging among all age groups. When come to the influence matters that affecting their purchase behavior, it seems that the quality of the product itself is the major concern in contrary to the least concern is the product packaging.
The research also shown that men customers are making their own decision when making purchase; however, the proportion of spouse influencing was just slightly behind it. The research results also shown the spending and the way they make their purchase. It seems that men with high income will lead to high consumption on skin care product, and they like to go to health and beauty retailer when purchasing skin care products. And they will mostly do it themselves and if someone is making the purchase for them is mostly because they thought they lack of knowledge to skin care product.
Men and women are alike; they all like to have a smooth and bright skin for a marvelous life (Nair et al, 2007). Beauty was becoming more and more important to men and women, so over the past ten years, the skin care market growth rapidly (Sudden & Deigned, 2009). Hong Kong men are more “picky”‘ compared to European and American ones. They pay more attention to details, and now men are taking care of their complexions and personal grooming (Chad & Husband, 2006). The perspective of Hong Kong men’s skin care market have just become prospering with respect to the women.
The budget of men using on the skincare is under 10% of their total expenditure (NEXT Hong Kong Office). Therefore, the desires and trends of this market are growing and an undeveloped gold mine. Hence, many companies are still waiting for the opportunity to enter this niche market of skin care products in Hong Kong. This study aims to find out men’s motivation to reach the state of buying skin care products. The concentration is on the association of purchasing behavior and market characteristic in Hong Kong.
The skin care products market of men is quite different from the women’s market in Hong Kong. Therefore, the companies who wants to target the new market of men’s skin care products has to identify the variables which comprise of marketing mix, social factors and motivation, and these variables influence men’s purchase decision making. Furthermore, skin care companies can refine their marketing strategies to develop effective market segmentation for greater success on increasing the market share in the fast growing men skin care market.
The attractive to research the market of men’s skin care products is because it s relatively a new market and it seems to have a growth in the future. As Marketplace. Com (2009) predicts, the global sales of cosmetics market for men will rise from $26 billion from year 2008 to $84. 9 billion by year 2014. L’Orealal had developed some ideas which targeted to men’s skincare market.
President of L’Orealal, Carol Hamilton, thought that the men’s skin care product launched in a right time as the market stills under developing, and there is a huge potential of the market (Antoinette, 2005). Therefore, it can be defined as undeveloped market to many brands and the brands want to satisfy the pacific need for the men’s skin care product to narrowly define the potential customers. The chance to capture this blooming market in Hong Kong is by identifying the factors that is most influencing to the consumer behavior in men’s skin care market.
According to Belch (2012), marketers must induce the consumer a need for motivation or problem recognition that initiates the subsequent decision processes which are perception, attitude formation, integration, and learning (Belch, 2012). One of the motivations or reasons for men to purchase a skin care product is caring skin for medical purpose. This kind of skin care product can apply to different practices such as curing from infection, preventing sunlight harmful to skin and infant (Dresses & Than, 2006).
Moreover, men are more aware of the hygienic of skin currently, they like to keep it in comfort conditions, so they use skin care product for cleansing, bathing or the use of soaps, which aimed to removing the detergents or oils. Skin product should provide the function of remedy and treatment to ensure the skin to be in optimal conditions of sanitation and comfort (Dresses and Than, 2006). On the there hand, many men believe a young look becomes popular and important for the work place and social life.
In order to achieve such pleasure and wellness, men use different kinds of skincare product for anti;aging, and keep the youth look through the body treatment in beauty care centre (Cole, 2008). Furthermore, men were starting to concern about their physical condition or appearance for attractiveness or keeping competitive in society. Men use the skincare product to beautify their outward appearance, and proud of their outlook, which shows there is a relation between men and skincare product Blanching et al. , 2007).
Marketing mix strategy in consumer decision making consists of essential elements which are products, price, place, and promotion as amplified by Neil Borden (1981). Because of the difference between men and women’s skin (Imagine, 2005), men prefer skin care products which are fast penetrated, less smells, less process and easy to use (Hopkins, 2010). Female consumers enjoy the long skin care process because they believe skin care products can change their skin type (Begun, 2002). Value-based pricing sets price in association with the value of the product gave to customer, perceived and allude by the customer (Kettle, 2000).
As Woods (2005) points out the limited counters focused and designed particularly for men, the places of distribution will bring hesitation in purchase. With the findings of Antoinette (2009), men are unlikely to search or try for new products from promotion once they have experienced and satisfied with a product. Bitter & Booms (1981) points out packaging is the fifth marketing mix, and it plays a role to capture male customer (Blanching, 2007). The social factors to be examine on affecting consumer behavior in this study are age (Aggregate et al. 999), occupation (Antoinette, 2007), income (Blanching et al, 2007), spouse or family (Antoinette, 2005), and living area (Else and Stoat, 2009). 3. 2 Conceptual framework and Hypothesis Construct a conceptual framework / mind-map – summary of all models and concepts used in this study What factors affecting on men’s consumer behavior in the Hong Kong men skin care market? External Factors Consumer Decision Making Four Up’s in Marketing Mix Strategy Social Factors Motivation (Problem Recognition) Hypothesis: (Hal) Men with high income are high consumption user on skin care product. 2) Men generally purchase skin care product at supermarket. (ha) Men rely on spouse or friend on the purchase due to lack of knowledge. (ha) Men, in the age range of 35 – 45, have high concern on anti-aging product (1) Question Crystallization Exploratory studies will be adopted in this research. We had conducted a literature review on the external factors and motivation in consumer decision making that affects men’s consumer behavior in the Hong Kong men skin care market in order to develop research hypotheses. 2) Data Collection Method Communication study will be used by means of questionnaire to collect remarry data. For secondary data collection, we had studied and reviewed many relevant data to comprehend the area Of the research. (3) Time Dimension Cross-sectional studies will be carried out since we only interview the sample of men once per each individual. (4) Topical Scope Statistical studies will be applied to obtain a population’s characteristics by making inferences from a sample’s characteristics. 5) Research Environment We will conduct the research in real life environment (field conditions), like shopping mall in the Festival Walk and the City University campus since the people there should have higher purchasing power and more concerned about their appearance. (6) purpose of Study The purpose of this research is descriptive to measure which category of men will buy skin care products, what factors affecting them when considering brand selection, when, where and how much they will buy skin care products.
The target population is the men living in Hong Kong who are in the age range between 15 and 45. We choose this class of men because they concern about their appearance, with higher purchasing power and may have skin problem. Quota sampling method will be used in order to improve representatives of the research. The investigators will subjectively to choose the respondents to do the questionnaire in the shopping mall and in the campus as stated above.
According to the results of the 2011 Population Census, the total population of male from age 15 to 45 is 1 ,499,576 where 31% was age 15 to 24; 32% was age 25 to 34 and 37% was age 35 to 45. We will use this ratio in carrying out the data collection to represent the target population. In our research, we expected to invite 1 50 men to complete the questionnaire in order to obtain sufficient data for analysis. Therefore, 47 questionnaires will be completed by male age 15 to 24; 48 questionnaires will be completed by male age 25 to 34; and 55 questionnaires will be completed by male age 35 – 45.
A questionnaire of around 20 questions will be developed based on the research objectives and research questions to collect the data. Owing to the budget and time constraints, questionnaire is a relatively cost effective way because it enables us to collect large amounts of data from a large number of people in a short period of time. Closed-ended questionnaire will be signed in this research and will use clear and understandable wordings. We will let two people to try to do it and modify the questionnaire (if necessary) before the investigators to do with the respondents.
Examples of investigative questions: Who make the skin care products buying decision for you? If others made the buying decision for you, please provide the reason. Examples of measurement questions: Age Marital status Coco patio n Monthly income 6. 5 Data analysis strategy Owing to the design of the questionnaire which contains closed-ended questions only, we will use quantitative technique for data analysis. After we gathered the data, we will input into MS Excel to analyze the data and use bar chart to present the findings.