DOI: 10.14457/tu.the.2018.412
title: A study of the factors influencing the rejection of men skincare products among Thai male millennials

description: The skincare for men is a category of skincare products that was launched specifically to capture the market segment of men who have facial problems. This type of product is based on men’s specific skin concerns and preferences. The market has grown significantly year-on-year; however, men’s skincare market sales have been continually declining since 2015. Therefore, this research focuses on gaining a better understanding of the factors that influence men to purchase men’s skincare products, which can lead to an implementation plan to prevent men from deciding to stop using these products that boost their confidence and image. The objectives that are covered in this research are understanding the relationship between consumer characteristics and intention to purchase men’s skincare products, determining the external factors that impact men’s intentions to purchase men’s skincare products, and understanding consumer attitudes toward using men’s skincare products.The research consists of two parts, which are exploratory research and descriptive research. The exploratory research was comprised of secondary research and primary research. For the secondary research, eight articles that are related to the men’s skincare market were selected for the literature review. This research showed that the men’s skincare market is in a declining trend and that brands feel that it is more difficult to create marketing plans that effectively attract male consumers. As a result, these men’s skincare brands are collaborating with other brands in order to create an association with various lifestyles. For the primary research, in-depth interviews with four men’s skincare users were conducted. The research results show that they were introduced to this product category after they faced a “realization moment”. They currently feel that the men’s skincare products they are using are beneficial and that it is important to use specific men’s skincare products. Nevertheless, it is very unlikely that they would choose to stop using the men’s skincare products that they are using. For the descriptive research, of 200 current male users of men’s skincare products living in Bangkok completed a questionnaire. The results indicate that the consumer characteristics that associate with the intention to purchase men’s skincare products are ‘age’ and ‘hobby’. Men aged 19 – 22 years old have higher intention to purchase men’s skincare products. Men who like photography, car customization, and playing computer game also have higher intention to purchase. Also included are ‘learning about shopping destinations’ and ‘criteria on selecting men’s skincare products’. With these findings, the key recommendation for marketer of brands in the men’s skincare market is to focus on men aged outside the range of 19 – 22 years old. The 19-22 age group is already loyal to men’s skincare products. Marketers can use the finding on shopping destination, and criteria men use for selecting men’s skincare products to develop a marketing plan to satisfy the segment outside the 19-22 age range and keep them in the men’s skincare market.