Kotler & Keller, (2009) discuss that age often determines what type of food, clothes, music and recreational activities consumers like. Mode of purchase among teenagers, youth and aged respondents is dominantly individual. Among the middle aged the practice of purchasing with spouse is prevalent.
It also usually determines the type of products or services they need. Noel (2009) agrees that consumers’ interests and needs often change as they grow older. Literature shows that younger consumers are more interested than older consumers in purchasing of beauty care and personal care products. Younger males are more curious about their youngness and to preserve this youngness they use cosmetic products. Youth and middle aged dominantly depend on advertising as a source of brand information but teenagers and aged people got the information through friends and teenagers are more willing to pay for skin care products and look themselves smart.
Our physical appearance is the one personal characteristic which is obvious and accessible to others in almost all social interaction. Physical attractiveness is the degree to which a person’s physical features are considered aesthetically pleasing or beautiful. This physical feature includes body appearance, body size and body contour. Men and women who have good appearance, can earn four to five percent more money than their less attractive colleagues and their superiors also notice them. Individuals focus on personal care and uses skin care products for keeping fit with the society. According to Gill, Henwood and McLean (2005) physical attractiveness is considered by male and female customers while purchasing skin care products and their research supports that the societies of the same age are giving much importance to the body and physical appearance. This discussion can lead us to develop the following hypothesis.
Health conscious consumers care about the desired state of well-being and try to have a healthy life. Looking healthy is especially advantages for many workers, and having smooth skin is one of the most observable ways to perform good health. Being conscious about health, people can get early warning of health problem. Male are more vulnerable to the environment than female and their skin are more affected by UV rays, environmental pollution, wind damage, and other factors that all work together to harm the skin, creating more wrinkles and hyperpigmentation. Men’s age ranges from thirty to forty-nine and less well-off, have less formal education, are less conscious about health. But in other studies reported that today consumption of personal care products by male consumers is increasing because of health consciousness. Therefore, health care concern of male consumers is a significant factor for their skin-care product consumption. Health concern motivates male consumers to purchase cosmetics and prevent them from many health problems. According to Khan et al. (2017), Health care is significant variable showing the substantial positive impact on men’s attitude toward consumption of grooming products.
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