UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Phan Van Nam FACTORS INFLUENCING MALE CONSUMER PURCHASE INTENTION: A STUDY OF SKIN CARE PRODUCTS IN HO CHI MINH CITY MASTER OF BUSINESS (Honours) Ho Chi Minh City - Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Phan Van Nam FACTORS INFLUENCING MALE CONSUMER PURCHASE INTENTION: A STUDY OF SKIN CARE PRODUCTS IN HO CHI MINH CITY ID: 22120095 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr VO THI NGOC THUY Ho Chi Minh City - Year 2015 DECLARATION I hereby declare that this thesis titled “Factors influencing consumer purchase intention: A study of private labels in Ho Chi Minh City” is definitely my own work and effort and that is has not been submitted anywhere for any award Where other sources of information have been used in this thesis, they have seriously been cited Signature: Phan Van Nam Date: 08/02/2015 1|Page ACKNOWLEDGEMENTS This thesis has been implemented with the contributions and encouragements from faculty of International School of Business - University of Economics Ho Chi Minh City, family, and friends I would like to express our gratitude to all of their supports Without these supports, I would have had a tough time Firstly, I would like to give big thanks to my supervisors at International School of Business - University of Economics Ho Chi Minh City, Professor Nguyen Dinh Tho and Doctor Vo Thi Ngoc Thuy Their knowledge, experiences and helps have really been useful for me to make this thesis such as their encouragements, and patience in providing valuable regards and recommendations on previous drafts Without their guidance, my thesis would not have been completed Secondly, I would like to address the deep appreciation to people who had read and gave the information and advices that have made my thesis possible Finally, I would like to thank all people in Ho Chi Minh City who had cooperated to answer my questionnaire 2|Page TABLE OF CONTENT ABSTRACT Chapter 1: INTRODUCTION 1.1 Background 1.2 Management problems and questions 1.3 Research objectives and values 10 1.4 Scope 10 1.5 Structure of study 10 Chapter 2: LITERATURE REVIEW, HYPOTHESES AND RESEARCH MODEL 12 2.1 Introduction 12 2.2 Theory of Reasoned Action (TRA) 12 2.3 Normative factors impact on men purchasing behaviors 13 2.3.1 Family 13 2.3.2 Spouse 14 2.3.3 Friend 14 2.4 Product attributes impact on men purchasing behaviors 14 2.4.1 Quality 15 2.4.2 Packaging 15 2.4.2 Price 15 2.4.3 Brand 16 2.5 Personal image 16 2.6 Men’s attitudes toward applying skin care products 17 2.7 Purchase intention 18 2.8 Research Model 19 2.8.1 The relationship between Personal Image and Normative Influences 19 2.8.2 The relationship between Beliefs in Product Attributes and Attitudes 19 2.8.3 The Relationship between Personal Image and Attitudes 20 2.8.4 The relationship between Normative Influences and Behavior Intention 20 3|Page 2.8.5 The relationship between Attitudes and Behavior Intention 21 2.9 Summary 21 Chapter 3: RESEARCH METHODOLOGY 22 3.1 Introduction 22 3.2 Research design 22 3.2.1 Qualitative research 22 3.2.2 Quantitative research 22 3.3 Population, sample size and sampling method 23 3.4 Data collection 24 3.5 Data analysis 24 3.6 Research process 25 3.6.1 Adjust the scale 25 3.6.2 Pilot study 25 3.6.3 Formal study 25 3.7 Measurement scale 26 3.7.1 Beliefs in product attributes 27 3.7.2 Normative influences 28 3.7.3 Personal image 28 3.7.4 Attitudes toward applying skin care products 29 3.7.5 Purchase intention 29 3.8 Summary 30 Chapter 4: DATA ANALYSIS AND RESULTS 32 4.1 Introduction 32 4.2 Descriptive of statistics 33 4.3 Reliability analysis (Cronbach’s Alpha coefficient) 34 4.4 Exploratory Factor Analysis (EFA) 35 4.5 Confirmatory Factor Analysis (CFA) 35 4.5.1 Introduction for CFA 35 4.5.2 CFA factor “Beliefs in product attributes” testing 36 4|Page 4.5.3 CFA factors personal image, attitudes toward applying skin care products and purchase intention testing 38 4.5.4 CFA factor “Normative influences” testing 40 4.5.5 Composite reliability (CR) and average variance extracted (AVE) testing 41 4.5.6 CFA for whole model testing 42 4.6 Structural equation modeling (SEM) 45 4.6.1 SEM result 45 4.6.2 Model estimations by bootstrap 47 4.6.3 Hypothesis testing 48 4.7 Summary 49 Chapter 5: CONCLUSIONS 50 5.1 Introduction 50 5.2 Research findings 50 5.3 Limitations and direction for further research 52 5.4 Managerial implications 53 5.5 Conclusions 54 REFERENCES 55 APPENDIX A: Reliability analysis (Cronbach’s Alpha coefficient) 62 APPENDIX B: Exploratory factor analysis (EFA) 67 APPENDIX C: Qualitative questionnaire 70 APPENDIX D: Quantitative questionnaire 74 5|Page LIST OF FIGURES Figure 2.1: Research model 19 Figure 3.1 Research process 26 Figure 4.1: CFA factor beliefs in product attributes (Standardized estimates) 38 Figure 4.2: CFA factor personal image, attitudes toward applying skin care products and purchase intention (Standardized estimates) 40 Figure 4.3: CFA factor normative influences (Standardized estimates) 41 Figure 4.4: CFA result for whole model (Standardized estimates) 44 Figure 4.5: Estimated structural model (Standardized estimates) 47 6|Page LIST OF TABLES Table 3.1: Timeline of research implement 25 Table 3.2: Sources of questionnaire 29 Table 4.1: Descriptive of statistics 33 Table 4.2: Correlation between components 37 Table 4.3: Correlations between components 39 Table 4.4: Summarizes the results of testing the scales 42 Table 4.5: Compares CFA results of between the two times implementations 43 Table 4.6: Correlations between concepts 45 Table 4.7: Results of testing the causal relationships between studied concepts 46 Table 4.8: Estimated result by the bootstrap with N = 1000 46 Table 4.9: Summary result of testing hypothesis 49 7|Page ABSTRACT The research aims to some factors affecting on men's intention to buy male skin care products in Ho Chi Minh City, Vietnam Fishbein and Ajzen’s theory of reasoned action model is applied as a theoretical framework to conduct the research; it is also supported factor "personal image" The research question measures the impact of factors "beliefs in product attributes, personal image, normative influences, and attitudes toward applying skin care products" to men's consumer purchase intention on buying male skin care products Based on research purposes, a questionnaire was developed and distributed selectively to Vietnamese male consumers aged 23 to 55 years in Ho Chi Minh City who work both indoors and outdoors 250 appropriate questionnaires were collected and then tested model fit by confirmatory factor analysis and structural equation modeling in Amos version 22 The results of the study confirm that all factors "beliefs in product attributes, personal image, normative influences, and attitudes toward applying skin care products" have effects on purchase intention in buying men's skin care products among Ho Chi Minh male consumers Therefore, applying theory of reasoned action to explain men's purchase intention to skin care products in Ho Chi Minh City is appropriate Key words: Skin care products, cosmetic, personal image, product attributes, purchase intention, normative influences 8|Page Rotated Component Matrix a Component PER3 961 PER2 908 PER1 861 PER4 845 ATT2 906 ATT3 863 ATT1 801 ATT4 696 INT2 866 INT3 861 INT1 816 INT4 641 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a a Rotation converged in iterations 69 | P a g e APPENDIX C Qualitative questionnaire Dear Respondent, My name is Phan Van Nam, student of International School of Business – University of Economics Ho Chi Minh City I am currently researching the topic "impact factors predetermine buy skin care products for men." Skin care products for men include: cleanser, shower gel, body lotion, sunscreen, antiwrinkle cream, cream obscure traces (scar tissue), of all brands like X -Men, L'Oréal, Nivea, Romanal, Oriflame, oxygen, Please feel free to answer a questionnaire interview All opinions of yours will be valid for this study I commit all of your information will be kept confidential and used only for the purpose of serving the research paper During the survey done if you have any questions, please contact email address: phanvannam@hotmail.com.vn Thank you for your time and cooperation! Q1: Full name …………………………………… Q2: Sex  Male  Female Q3: Age  18 - 22  23 - 35  35 - 45  Trên 45 Q4: Did you know or buy men’s skin care products?  Yes  No If the answer is “Yes”, stop here, thank you! If the answer is “No”, please continue to Q5 and Q6! 70 | P a g e Q5: What factors affect you knowing or buying men’s skin care products? (can list more than one factor) Q6: To you, which factors are important when selecting men’s skin care products? (can list more than one factor) 71 | P a g e Qualitative questionnaire (Vietnamese version) Kính chào Anh/Chị, Tôi tên Phan Văn Nam, học viên Viện đào tạo quốc tế ISB - trường Đại học Kinh tế TP HCM Hiện nghiên cứu đề tài "Những nhân tố tác động đến dự định mua sản phẩm chăm sóc da cho nam giới" Các sản phẩm chăm sóc da cho nam giới bao gồm: sữa rửa mặt, sữa tắm, kem dưỡng da, kem chống nắng, kem chống nhăn, kem làm mờ vết nám (mờ sẹo),… tất thương hiệu X-men, L’Oréal, Nivea, Romanal, Oriflame, Oxy,… Rất mong Anh/Chị dành chút thời gian trả lời bảng câu hỏi vấn Tất ý kiến Anh/Chị có giá trị nghiên cứu Tôi xin cam kết thông tin Anh/Chị bảo mật dùng với mục đích phục vụ cho nghiên cứu Trong trình thực khảo sát Anh/Chị có thắc mắc, vui lòng liên hệ địa email: phanvannam@hotmail.com.vn Xin chân thành cám ơn hỗ trợ nhiệt tình Anh/Chị! Câu 1: Họ tên Câu 2: Giới tính  Nam  Nữ Câu 3: Độ tuổi Anh/Chị  18 - 22  23 - 35  35 - 45  Trên 45 Câu 4: Anh/Chị biết mua sản phẩm chăm sóc da cho nam giới không?  Có  Không Nếu câu trả lời "Không", Anh/Chị dừng bảng câu hỏi vấn Xin chân thành cảm ơn hỗ trợ Anh/Chị Nếu câu trả lời "Có", Anh/Chị vui lòng tiếp tục trả lời phần bảng câu hỏi vấn! Câu 5: Yếu tố tác động khiến Anh/Chị biết định mua sản phẩm chăm sóc da cho nam giới? (có thể liệt kê nhiều yếu tố) 72 | P a g e Câu 6: Theo Anh/Chị, yếu tố quan trọng lựa chọn sản phẩm chăm sóc da cho nam giới? (có thể liệt kê nhiều yếu tố) 73 | P a g e APPENDIX D Quantitative questionnaire Dear Respondent, My name is Phan Van Nam, student of International School of Business – University of Economics Ho Chi Minh City I am currently researching the topic "impact factors predetermine buy skin care products for men." Skin care products for men include: cleanser, shower gel, body lotion, sunscreen, anti-wrinkle cream, cream obscure traces (scar tissue), of all brands like X -Men, L'Oréal, Nivea, Romanal, Oriflame, oxygen, Please feel free to answer a questionnaire interview All opinions of yours will be valid for this study I commit all of your information will be kept confidential and used only for the purpose of serving the research paper During the survey done if you have any questions, please contact email address: phanvannam@hotmail.com.vn Thank you for your time and cooperation! Section A: Clarifying question About skin care products  I not know stop your interview and thanks for your supports  I knew but did not buy continue to the next questions  I bought stop your interview and thanks for your supports Section B: Main contents With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly disagree; Disagree; Neutral; Agree; Strongly agree) 74 | P a g e Factor Items Rating scale Beliefs in product attributes Quality Package Brand name Quality is an important factor in purchasing skin care products The products match my skin-style The products not contain harmful chemicals The packaging of the products is well done and attractive 5 There are clear instructions on the package regarding its contents about product application The products have options of various convenient to use packages Brand name is the leading factor for selecting products Brand name products are always trusted quality Brand name represents wealth and luxury 10 The product provides good value for money 11 The higher the price of a cosmetic, the better its quality Price 75 | P a g e 12 Some low-priced skin care products are effective for men’s skin 19 I think applying skin care products give me confidence 20 I not feel it is important to keep up with the latest trends in skin care products 21 I think I will feel better about myself after using skin care products 22 I believe using skin care products will help me with my social life 23 Applying skin care products is a good idea 24 I like to apply skin care products 25 Purchasing skin care products is pleasant 26 Purchasing skin care products is necessary 5 Personal image Attitudes toward applying skin care products Normative influences Family 27 Generally speaking, I want to what my parents think I should 76 | P a g e 28 My family think that I should purchase skin care products 29 My wife would approve of me buying skin care products 30 My wife would encourage me to buy skin care products 31 I frequently chat with my friends when I want to purchase skin care items 32 Negative comment from friends would make me stop buying the skin care products 35 The probability that I will buy skin care products is high 36 I plan to purchase new skin care products in the future 37 I expect to purchase new skin care products in the future 38 After entering the retail store, I will buy skin care products as quick as possible Spouse Friend Purchasing intention Section C: Personal information Age  23 - 35  36 - 45  46 – 55 Married status  Single  Married 77 | P a g e Occupation  Office staff  Worker  Manager  Other  Own business Education  High school  College  Vocational school  University  Advanced Monthly income (unit millions VND)  15 78 | P a g e Quantitative questionnaire (Vietnamese version) Kính chào Anh/Bạn, Tôi tên Phan Văn Nam, học viên Viện đào tạo quốc tế ISB - trường Đại học Kinh tế TP HCM Hiện nghiên cứu đề tài "Những nhân tố tác động đến dự định mua sản phẩm chăm sóc da cho nam giới" Các sản phẩm chăm sóc da cho nam giới bao gồm: sữa rửa mặt, sữa tắm, kem dưỡng da, kem chống nắng, kem chống nhăn, kem làm mờ vết nám (mờ sẹo),… tất thương hiệu X-men, L’Oréal, Nivea, Romanal, Oriflame, Oxy,… Rất mong Anh/Bạn dành chút thời gian trả lời bảng câu hỏi vấn Tất ý kiến Anh/Bạn có giá trị nghiên cứu Tôi xin cam kết thông tin Anh/Bạn bảo mật dùng với mục đích phục vụ cho nghiên cứu Trong trình thực khảo sát Anh có thắc mắc, vui lòng liên hệ địa email: phanvannam@hotmail.com.vn Xin chân thành cám ơn hỗ trợ nhiệt tình Anh/Bạn! Phần A: Câu hỏi gạn lọc Về sản phẩm chăm sóc da cho nam giới  Tôi Dừng vấn, cám ơn hợp tác Anh/Bạn  Tôi biết chưa mua Tiếp tục trả lời câu hỏi bên  Tôi mua Dừng vấn, cám ơn hợp tác Anh/Bạn Phần B: Nội dung Với phát biểu, xin vui lòng đánh dấu chéo (X) vào số thể xác ý kiến Anh/Bạn (theo thứ tự: Hoàn toàn không đồng ý; Không đồng ý; Không ý kiến; Đồng ý; Hoàn toàn đồng ý) 79 | P a g e Nhân tố Phát biểu Đánh giá Niềm tin thành tố sản phẩm Chất lượng Bao bì Thương hiệu Chất lượng yếu tố quan trọng mua sản phẩm chăm sóc da Các sản phẩm phù hợp với da Các sản phẩm không chứa hóa chất độc hại Bao bì sản phẩm thiết kế tốt bắt mắt 5 Có hướng dẫn rõ ràng bao bì tính năng, cách sử dụng sản phẩm Các sản phẩm thiết kế nhiều kiểu thuận sử dụng Thương hiệu nhân tố hàng đầu lựa chọn sản phẩm chăm sóc da Các sản phẩm mang thương hiệu tiếng đáng tin cậy chất lượng Thương hiệu thể giàu có sang trọng 10 Sản phẩm có giá trị tương ứng với số tiền bỏ 11 Sản phẩm chăm sóc da giá cao chất lượng tốt Giá 80 | P a g e 12 Một vài sản phẩm chăm sóc da giá bình dân mang lại hiệu 19 Tôi thấy việc sử dụng sản phẩm chăm sóc da đem lại cho tự tin 20 Tôi cảm thấy không cần thiết phải chạy theo sản phẩm chăm sóc da 21 Tôi cảm thấy tốt thân sử dụng sản phẩm chăm sóc da 22 Tôi tin việc sử dụng sản phẩm chăm sóc da giúp ích cho đời sống 23 Sử dụng sản phẩm chăm sóc da ý tưởng tốt 24 Tôi muốn sử dụng sản phẩm chăm sóc da 25 Việc mua sản phẩm chăm sóc da hợp lý 26 Việc mua sản phẩm chăm sóc da cần thiết 5 Hình ảnh cá nhân Thái độ việc sử dụng sản phẩm chăm sóc da Tác động yếu tố xã hội Gia đình 27 Nói chung, muốn làm cha mẹ nghĩ nên làm 81 | P a g e 28 Gia đình nghĩ nên mua sản phẩm chăm sóc da 29 Vợ đồng tình việc mua sản phẩm chăm sóc da 30 Vợ khuyến khích việc mua sản phẩm chăm sóc da 31 Tôi thường xuyên trao đổi với bạn bè muốn mua sản phẩm chăm sóc da 32 Nhận xét tiêu cực từ bạn bè khiến ngừng mua sản phẩm chăm sóc da 35 Khả mua sản phẩm chăm sóc da cao 36 Tôi dự định mua sản phẩm chăm sóc da thời gian tới 37 Tôi mong đợi mua sản phẩm chăm sóc da thời gian tới 38 Sau vào cửa hàng, mua sản phẩm chăm sóc da cách nhanh Spouse Friend Dự định mua Phần C: Thông tin cá nhân Age  23 - 35  36 - 45  46 – 55 Tình trạng hôn nhân  Độc thân  Đã lập gia đình 82 | P a g e Nghề nghiệp  Nhân viên văn phòng  Công nhân  Quản lý  Khác  Kinh doanh tự Học vấn  Trung học phổ thông  Cao đẳng  Trung cấp  Đại học  Trên đại học Thu nhập hàng tháng (đơn vị triệu VND)  15 83 | P a g e ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Phan Van Nam FACTORS INFLUENCING MALE CONSUMER PURCHASE INTENTION: A STUDY OF SKIN CARE PRODUCTS IN HO CHI MINH. .. attributes, personal image, normative influences, and attitudes toward applying skin care products" have effects on purchase intention in buying men's skin care products among Ho Chi Minh male consumers... 49 7|Page ABSTRACT The research aims to some factors affecting on men's intention to buy male skin care products in Ho Chi Minh City, Vietnam Fishbein and Ajzen’s theory of reasoned action model