Male Buying Behavior on Whitening Soap

Abstract

This study aims to assess the behavior of males in buying whitening soaps in Quezon City. The descriptive method was used. A researcher-made questionnaire was designed to gather data. The results show that 39.6 % of the respondents ages ranges from 21 to 25 years old; 75% are Single; eighty-one percent had obtained College degree; thirty-eight percent tend to purchase whitening soap once a month; forty-six point four percent were using their whitening soap brand for 1 – 5 years, and 62.2% usually buy whitening soap in Supermarkets. “Prefer whitening soap that come in enticing packaging or are properly packed”, received weighted mean of 4.31 with verbal interpretation of Agree. “Sensitive with the price of the whitening soaps.” received weighted mean of 4.16 with verbal interpretation of Agree. “To buy at big retailers than small ones so I can also buy other products that caters to my other needs” received weighted mean of 4.36 with verbal interpretation of Agree. “Tend to purchase whitening soap which is promoted by my favorite and trusted celebrity” received a weighted mean of 4.59 with a verbal interpretation of Strongly Agree. Respondents often seem to pay more attention to the packaging of the product and indicated that price is an important factor. Respondents prefer to buy from big retailers rather than the small ones. Most of them strongly agree that celebrities play important roles in purchase of the product. There was no significant difference between the age and 4 P’s of marketing aspect in buying behavior, same as with their civil status and respondents’ number of years as whitening soap consumer. Educational attainment has an impact on buying behavior. The frequency in buying whitening soaps is significantly related to the product, its price and the place. The place of distribution is taken into account as to where the respondents usually buy their whitening soaps. Skincare companies should highlight and make label of the products simpler for the consumers’ benefit. Hence, the product quality must be continuously improved.