Malaysian Males Skincare Product Purchases

  • Zalina Zakaria
  • Siti Qhairunissa Ramli
  • Nursyamimi Zawani Mohd Shoid
  • Ainin Sulaiman

Abstract

This study examines the purchases of skincare products among Malaysian male respondents. Male respondents were chosen because many previous studies have focused on women. This study analyses the reasons why Malaysian men purchase skincare products, the specific products they purchase and the brands of products they purchase. The results demonstrate that more than 50% of the respondents purchased skincare products to have healthy skin, achieve a good appearance, reduce pimples (acne) or freckles and enhance their self-image. In addition, a higher percentage of the respondents purchased basic skincare products like cleansers. Finally, the brand Safi was purchased by a higher number of respondents than other brands, perhaps because it is readily available in pharmacies, supermarkets, and hypermarkets. These findings may help those in the skincare industry develop future marketing strategies, such as offering products in frequently visited places like supermarkets.

References

Boon, L.K., Fern, Y.S., and Che, L.H. (2020). Generation Y’s purchase intention towards natural skincare products: A PLS-SEM analysis. Global Business and Management Research: An International Journal 12 (1): 61-71
Bui, T.Q., Nguyen, N.T., Nguyen, K.K., and Tran, T.T. (2021). Antecedents affecting purchase intention of green skincare products: A case study in Vietnam. The Journal of Asian Finance, Economics and Business 8(3):1295–1302.
Byrne, A.D. (2017). “He Wouldn’t Be Seen Using It...” A Critical Examination of The Influence Of Men’s Facial Skincare On Male Identity, A thesis Manchester Metropolitan University for the degree of Doctor of Philosophy. https://e-space.mmu.ac.uk/620377/1/finalPHD.pdf.
Choi, E., and Lee, K.C. (2019). Effect of trust in domain-specific information of safety, brand loyalty, and perceived value for cosmetics on purchase intentions in mobile e-commerce context. Sustainability 11(22):1-24.
Choudhari, S.S. (2020). Critical factors that influence the consumer buying behavior for maleskincare products in Sangli District, Maharashtra, India. Psychology and Education Journal 57(9): 4441-4448.
Eng, T.C., Ahmad, F.S., and Onn, C.Y. (2018). Conceptual study on Malaysian male consumption behaviour towards skincare products. International Journal of Innovation and Business Strategy (IJIBS)/ 9 (1): 1-12.
Hieu, L.Q., Pham, V.T. and Huy, D.T.N. (2021). The Impact of Pro-environmental beliefs and personal norms on green cosmetics purchase intention: A study of Gen Z in Vietnam. Revista Geintec-Gestao Inovacao E Tecnologias 11 (2):1748-1762.
Ho, H-C., Chiu, C.L., Mansumitrchai, S., and Quarles,B.J. (2020). Hedonic and utilitarian value as amediator of men’s intention to purchase cosmetics. Journal of Global Fashion Marketing 11(1): 71-89.
Karya, D.F, Anshori, MY, Azizah, SR, and Herlambang, T. (2021). The Investigation of Purchase Intention in Using Skincare Product Aloe Vera 92% Shooting Gel Nature Republic in Surabaya City. Advances in Economics, Business and Management Research 175.:255-260.
Khalaffathin, M.A., and Saputri, M.E. (2019). Analysis of the factors driving the purchase decision of male skin care products. (Study on Facial Wash: Garnier Men, e-Proceeding of Management 6(2):3950-3054.
Khuong, M.N., and Duyen, H.T.M. (2016). 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 7 (2): 44-50.
Lee, J.E., Goh, M.L. and Noor, M.D.M. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review 3(3):161-178.
Madiawati, P. N., Pradana, M. and Alrasyid, L. (2018). Analysis of celebrity endorsement influence on purchase interest: the case study of a skincare product. The EUrASEANs: Journal on Global Socio-Economic Dynamics 3(10): 44-51.
Maeyer, P.D., and Hui, P. (2018). Factors that influence Chinese consumers' purchase intention on Thai skincare product. College of Management Mahidol University E-Thesis and Thematic Paper Thematic Paper. https://archive.cm.mahidol.ac.th/handle/123456789/2628.
Naseri, R.N.N., Esa, M.M., Abas, N., Ahmad, N. Z. A., Azis, R. A., and Nordin. M.N. (2021). An overview of online purchase intention of Halal cosmetic product: A perspective from Malaysia. Turkish Journal of Computer and Mathematics Education 12 (10):7674-7681.
Ngah, A. H., S. Gabarre, H. Han, S. Rahi, J. A. Al-Gasawneh, and S. H. Park. 2021. Intention to purchase halal cosmetics: do males and females differ? A multigroup analysis. Cosmetics 8 (1):1-14.
Ojala, H., Calasanti, T., King, N., and Pietila, I. (2016). Natural(ly) men: masculinity and gendered anti-ageing practices in Finland and the USA. Ageing and Society 36 (2):356 – 375.
Puspasari, M. A., and Aprilianty, F. (2019). Factors Affecting Consumer Purchase Behavior Towards Men Skincare Products in Indonesia Proceeding Book of The 4th ICMEM 2019 and The 11th IICIES 2019, 7-9 August 2019, Bali, Indonesia ISBN: 978-623-92201-0-5.
Rani N.S.A., and Krishnan, K.S.D. (2018). Factors that influence Malay students in purchasing skincare products in Malaysia. Journal of Business and Retail Management Research (JBRMR) 13 (1): 15-21.
Ridwan F,A., Maulina, E. and Chan, A. (2017). Comparisons of factors that influence male consumer behavior in purchasing skin care products (case study: men from Suwon City, South Korea and Bandung, Indonesia). Review of Integrative Business and Economics Research 6(1): 176-183.
Rungfarsangaroon, W. (2018). A Study of the Factors Influencing the Rejection of Men Skincare Products Among Thai Male Millennials. Master of Science Program in Marketing (International Program). Faculty of Commerce and Accountancy,Thammasat University.
Sanny, L., Arina, A.N., Maulidya, R.T., and Pertiwi, R.P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139-2146. https://doi. org/10.5267/j.msl.2020.3.023
Senavirathne, T.N., and Kumaradeepan, V. (2020). Evaluation of consumer attitudes towards purchase intention on women’s skincare products in Sri Lanka, with special reference to Anuradhapura district. Journal of Business Management 3(1): 84-97.
Shamsudin, M.F., Hassan, S., Ishak, M.F. and Ahmad, Z. (2020). Study of purchase intention towards skin care products based on brand awareness and brand association. Journal of Critical Reviews 7(16):990–996.
Togubu, S.F.I., Saerang, D.P.E. and Worang, F.G. (2018). Analytical hierarchy process in choosing men facial skin care products. a study of ponds, Garnier and Nivea, Jurnal EMBA 6 (1):191-200.
Wardani, K and Susanto, A. (2020). The Impact of Brand Image and Perceived Price on Imported Halal Skincare Purchase Decision: Study on Safi’s Consumers in Central Java, Indonesia, International Journal of Science and Business, IJSAB International 4(10):108-120.
Published
2021-09-01
How to Cite
ZAKARIA, Zalina et al. Malaysian Males Skincare Product Purchases. Asian Journal of Research in Business and Management, [S.l.], v. 3, n. 3, p. 94-103, sep. 2021. Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/15109>. Date accessed: 19 oct. 2021.
Section
Articles