Conceptual study on Malaysian male consumption behaviour towards skin care products

Abstract

The emergence of metrosexual trend in the recent decades, growing awareness and concerns of self-image or external appearance in male populations nowadays have not only created impetus for researchers to explore more in this new research segment, but attentions have also garnered over those companies which engaging themselves in the production of personal grooming, cosmetics and skin care products toward this blooming niche market. Hence, the primary purpose of this study is to implement a conceptual review in assessing the factors that predict Malaysian male consumption behaviour in purchasing skin care products. There are limited studies found in Malaysia context which focused in men's consumption behaviour towards skin care products thus far, therefore the findings able to deliver new knowledge and insights for fellow researchers and marketing practitioners as well. Besides, the prominent findings could also provide brand new views or angles for related companies to formulate their marketing strategies effectively and strategically to well serve this lucrative niche market.