THESIS_LAST_REVISED - MEN\u2019S CONSUMPTION BEHAVIOR ON PURCHASING SKIN CARE PRODUCTS A Research Presented to The Faculty of the College of Business

THESIS_LAST_REVISED - MENu2019S CONSUMPTION BEHAVIOR...

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MEN’S CONSUMPTION BEHAVIOR ON PURCHASING SKIN CARE PRODUCTS ____________________ A Research Presented to The Faculty of the College of Business Administration Jesus Is Lord Colleges Foundation, College Department 101 Bunlo, Bocaue, Bulacan ____________________ In Partial Fulfillment of the requirements for the subject, MG308, Methods of Management Research ____________________ by BRYAN KEN TAN April 2017
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iii ACKNOWLEDGEMENT This research has been accomplished with the contributions and encouragements from many people. I would like to express my gratitude to all the supports. Without these supports I would have had a tough time completing this paper. Firstly, big thanks to the Lord for His unfailing guidance and blessings. My gratitude is also addressed to our thesis adviser, Dr. Wenifreda R. Templonuevo. Her knowledge and help have really been useful in making this thesis. Her kind encouragements, guidance and patience in providing valuable comments and recommendations on every earlier draft. Without her, this research would not have been successfully carried out. The deep appreciations are also addressed towards all the people who had read and gave the information and advice that have made this thesis possible. Moreover, I would like to express the deepest appreciation to my mother who provided my financial needs, to my classmates and friends, and to Desserie Garan who supported me wholeheartedly and encouraged me to finish this research through all the stresses and discouragements I’ve encountered. Finally, I would like to thank all the male representative individuals in the province of Bulacan who had answered my questionnaire.
iv ABSTRACT Thi s present study investigates men’s consumption behavior on purchasing skin care products. For this purpose, two hundred (200) male respondents from different areas in Bulacan were selected by using convenience sampling method. The collected data were analyzed using percentage and weighted mean. This study showed that men’s purchasing behavior get influenced by the quality or attributes of the skin care product, the extremely important skin care product is cleanser, the very important condition for consumption is for attractiveness, and the extremely important influence person is a celebrity endorser or sales representative. It is suggested that manufacturers should not compromise the quality of the skin care product because men value it the most, the marketers must use a celebrity to be an endorser of the product or a good sales representative to promote the product, and the consumers specifically the non-users to try skin care products for hygienic and health purposes and self-confidence booster.
v TABLE OF CONTENTS Title Page TITLE PAGE…………………………………………………………………..… . ……. i APPROVAL SHEET……………………………………………………………….….. ii ACKNOWLEDGEMEN T…………………………………………………………….. iii ABSTRACT…………………………………………………………………………… iv TABLE OF CONTENTS……………………………………………………………… . v LIST OF FIGURE S……………………………………………………………………. vii LIST OF TABLES …………………………………………………………………… . viii LIST OF APPENDICES……………………………………………….………………. ix CHAPTER

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