FACTORS AFFECTING MALE CHOICES IN PURCHASING SKINCARE PRODUCTS IN BARANGAY 181, NORTH CALOOCAN

Abstract

This study aims to explore men’s perspectives on skincare consumption, specifically examining how self-concept theory—where individuals seek recognition from others—may motivate men to engage in self-care through the use of skincare products. The research also seeks to identify the factors that significantly influence male consumers in their decision-making process before purchasing skincare products. These factors include price, advertising, media influence, store location, and the effects of others such as spouses, family, friends, and celebrity endorsements. Additionally, the study investigates how factors such as product selection, packaging, pricing, quality, product control, fragrance, and promotions impact men’s purchasing decisions at the point of sale. By examining these elements, the study aims to provide a deeper understanding of male consumer behavior and purchasing evaluation related to skincare products among men in Barangay 181, North Caloocan. The researcher selected only male participants for this study to focus on understanding their perspectives regarding skincare product purchases. To gather relevant data, this study employed quantitative research methods to examine the variables influencing men's decision-making processes when selecting skincare products. The chosen research design is ideal for answering questions related to the "what," "when," "how," and "how much" of the factors affecting male choices. The study aims to delve into the specific factors that shape men’s decisions when purchasing skincare items. A total of fifty male respondents, aged between 18 and 40, residing in Barangay 181, North Caloocan, were surveyed using a structured questionnaire. The results revealed a significant difference between the percentage of males who use skincare products and those who do not. The majority of male consumers who use skincare products shared insights into their demographic profiles, motivations for using the products, challenges they face when choosing skincare items, and the factors that influence their preferences. The study indicates that male consumers' decisions are shaped by the interplay between their demographics and attitudes. Notably, two primary reasons emerged for why some men avoid skincare products. First, the high cost of these products makes them inaccessible. Second, some men perceive skincare products as unnecessary, questioning their relevance to their personal care routine. In examining skincare product preferences among male respondents, a significant majority expressed a preference for soap or facial skincare products over lotions and beauty treatments. This finding offers valuable insights for marketers, highlighting the importance of tailoring strategies to target male consumers by focusing on the product types they favor. By aligning with the recognized preferences of this demographic, marketers can better attract and engage male consumers in the skincare market.