Men's Purchasing Intention Towards Cosmetics Products In Malaysia

Chong, Mervin Kim Soon (2017) Men's Purchasing Intention Towards Cosmetics Products In Malaysia. [Final Year Project Report] (Unpublished)

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Abstract

Metrosexual refer to male with liberal perception of fashion. Recently, the mind set of feminist from Korean Wave is :flowing into Malaysia culture especially urbanize people that prefer low-context culture. What are the factors that drive Malaysian Ygeneration male to purchase cosmetic products? Thus, in this study, the purchasing intention of Malaysian young adults male towards cosmetics products is investigated together with the cultural dimensions (masculinity, power distance, and uncertainty avoidance), religion and Korean wave concept as variables. Theory that applied in this study is planned behaviour theory with 300 sample male respondents from the main city of Malaysia, Kuala Lumpur within the age of 18 till 35 years old. This finding of this study shows that there is a significant relationship between Korean waves towards men's purchasing intention of cosmetic products with some influence of masculinity cultural factor. The variables of power distance, uncertainty avoidance and religion are rejected.

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