Traditionally, the cosmetic industry has focused on an association with women consumers more than men consumers. The composition of cosmetic market is consisted of four competitive segments: hair care, perfume, make-up, and skin care. Most of the products that were emerged in the market are cosmetics and personal care product for women. (Pitman, 2005) According to U.S. Commercial Service (2007), Malaysia is one of the Asian countries that have a highly competitive cosmetic market. Many firms and brands do a lot of investment for their promotional campaign in order to maintain their market share and encourage the industry. In addition, many marketers would like to focus on a new target due to the slow growth rate of women’s product in Malaysian cosmetic industry. (U.S. Commercial Service, 2007) As Audrey, Cyrielle, & Quentin (2007) have argued, the business of men cosmetic is booming due to the increasing demand of men cosmetic products. According to research firm men’s behaviour is becoming more likely women shopping behaviour (Teather. 1995). Bocock (1993) noted that men are now as much a part of modern consumerism as women. Their construction of a sense of who they are, of their identity as men, is now achieved as much through style of dress and body care, image, the right look, as women (Bocock, 1993). However, the consumers would concern not only on product value, but also on salesperson, service, business image, and brand equity during their purchase decision (Chi, Yeh & Chion, 2009). Therefore, the business marketers have to seek for their competitive advantages in order to operate and growth continuously. The authors found from previous studies that many factors could affect the consumers’ behaviour towards purchasing such as self-concept (Sirgy, 1982), brand equity (Cobb-Welgren et al., 1995; Myers, 2003), attitude (Farquhar, 1989; Souiden &... [continues]
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