market research of male skin care product

International Review of Business Research Papers Vol.6, No.1 February 2010, Pp. 574‐590

Factors Affecting Consumption Behavior Of Metrosexual
Toward Male Grooming Products
Fan Shean Cheng*, Cheng Soon Ooi** and Ding Hooi Ting***
This study investigates the effect of self image, social expectation and celebrity endorsement on the consumption of metrosexuals toward male grooming products in
Malaysia. It also attempts to determine the moderating impacts of perceptions on the relationship between the variables and consumption behavior. A questionnaire was distributed to men living in the Klang Valley. The total sample consists of 281 respondents. Reliability test, hierarchical moderated regression and multiple regressions was used to test the hypotheses. Perception does affect the interaction between self image, celebrity endorsement and social expectation on the consumption behavior of metrosexuals toward male grooming products. The result of this study provides evidence and insights about the relationship between self-image, celebrity endorsement and social expectation, and the consumption behavior.: The study reveals the major variables that affect metrosexuals’ consumption behavior and attitude toward male grooming products. Apart from that, the study also provides valuable insight toward the understanding on how perception moderates the relationships between the variables studied and its influence on the consumption behavior of metrosexual toward male grooming products.

Keywords: metrosexual, consumption, male grooming products, self image, social expectation, celebrity endorsement, perception

1.0 Introduction
The worldwide business of male grooming products is expanding at a rapid pace.
Datamonitor survey revealed that more European and United States men (73%) than women (72%) – 1% difference – felt that it is

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