(Luận văn) factors influencing male consumer puchase intentions a study of care products in ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad ju y th Phan Van Nam yi pl ua al n FACTORS INFLUENCING MALE n va ll fu CONSUMER PURCHASE INTENTION: m oi A STUDY OF SKIN CARE PRODUCTS nh at IN HO CHI MINH CITY z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) an Lu n va ey t re th Ho Chi Minh City - Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad ju y th Phan Van Nam yi pl ua al n FACTORS INFLUENCING MALE n va ll fu CONSUMER PURCHASE INTENTION: m oi A STUDY OF SKIN CARE PRODUCTS nh at IN HO CHI MINH CITY z z k jm ht vb SUPERVISOR: n va Dr VO THI NGOC THUY an Lu MASTER OF BUSINESS (Honours) om l.c gm ID: 22120095 ey t re th Ho Chi Minh City - Year 2015 t to ng DECLARATION hi ep 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 w and effort and that is has not been submitted anywhere for any award Where other n lo sources of information have been used in this thesis, they have seriously been cited ad Signature: Phan Van Nam y th ju Date: 08/02/2015 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 1|Page t to ng ACKNOWLEDGEMENTS hi ep This thesis has been implemented with the contributions and encouragements from faculty of International School of Business - University of Economics Ho Chi Minh w City, family, and friends I would like to express our gratitude to all of their supports n lo Without these supports, I would have had a tough time ad Firstly, I would like to give big thanks to my supervisors at International School of y th ju Business - University of Economics Ho Chi Minh City, Professor Nguyen Dinh Tho yi and Doctor Vo Thi Ngoc Thuy Their knowledge, experiences and helps have really pl been useful for me to make this thesis such as their encouragements, and patience in al n ua providing valuable regards and recommendations on previous drafts Without their va guidance, my thesis would not have been completed n Secondly, I would like to address the deep appreciation to people who had read and fu ll gave the information and advices that have made my thesis possible m oi Finally, I would like to thank all people in Ho Chi Minh City who had cooperated to at nh answer my questionnaire z z k jm ht vb om l.c gm an Lu n va ey t re th 2|Page t to ng TABLE OF CONTENT hi ep ABSTRACT Chapter 1: INTRODUCTION w 1.1 Background n lo 1.2 Management problems and questions ad 1.3 Research objectives and values 10 y th ju 1.4 Scope 10 yi 1.5 Structure of study 10 pl Chapter 2: LITERATURE REVIEW, HYPOTHESES AND RESEARCH al n ua MODEL 12 va 2.1 Introduction 12 n 2.2 Theory of Reasoned Action (TRA) 12 fu ll 2.3 Normative factors impact on men purchasing behaviors 13 m oi 2.3.1 Family 13 at nh 2.3.2 Spouse 14 z 2.3.3 Friend 14 z 2.4 Product attributes impact on men purchasing behaviors 14 vb jm ht 2.4.1 Quality 15 2.4.2 Packaging 15 k gm 2.4.2 Price 15 l.c 2.4.3 Brand 16 om 2.5 Personal image 16 an Lu 2.6 Men’s attitudes toward applying skin care products 17 2.7 Purchase intention 18 3|Page th 2.8.4 The relationship between Normative Influences and Behavior Intention 20 ey 2.8.3 The Relationship between Personal Image and Attitudes 20 t re 2.8.2 The relationship between Beliefs in Product Attributes and Attitudes 19 n 2.8.1 The relationship between Personal Image and Normative Influences 19 va 2.8 Research Model 19 t to ng 2.8.5 The relationship between Attitudes and Behavior Intention 21 hi ep 2.9 Summary 21 Chapter 3: RESEARCH METHODOLOGY 22 w 3.1 Introduction 22 n lo 3.2 Research design 22 ad 3.2.1 Qualitative research 22 y th ju 3.2.2 Quantitative research 22 yi 3.3 Population, sample size and sampling method 23 pl 3.4 Data collection 24 al n ua 3.5 Data analysis 24 va 3.6 Research process 25 n 3.6.1 Adjust the scale 25 fu ll 3.6.2 Pilot study 25 m oi 3.6.3 Formal study 25 at nh 3.7 Measurement scale 26 z 3.7.1 Beliefs in product attributes 27 z 3.7.2 Normative influences 28 vb jm ht 3.7.3 Personal image 28 3.7.4 Attitudes toward applying skin care products 29 k gm 3.7.5 Purchase intention 29 l.c 3.8 Summary 30 om Chapter 4: DATA ANALYSIS AND RESULTS 32 an Lu 4.1 Introduction 32 4.2 Descriptive of statistics 33 4|Page th 4.5.2 CFA factor “Beliefs in product attributes” testing 36 ey 4.5.1 Introduction for CFA 35 t re 4.5 Confirmatory Factor Analysis (CFA) 35 n 4.4 Exploratory Factor Analysis (EFA) 35 va 4.3 Reliability analysis (Cronbach’s Alpha coefficient) 34 t to ng 4.5.3 CFA factors personal image, attitudes toward applying skin care products and hi ep purchase intention testing 38 4.5.4 CFA factor “Normative influences” testing 40 w 4.5.5 Composite reliability (CR) and average variance extracted (AVE) testing 41 n lo 4.5.6 CFA for whole model testing 42 ad 4.6 Structural equation modeling (SEM) 45 y th ju 4.6.1 SEM result 45 yi 4.6.2 Model estimations by bootstrap 47 pl 4.6.3 Hypothesis testing 48 al n ua 4.7 Summary 49 va Chapter 5: CONCLUSIONS 50 n 5.1 Introduction 50 fu ll 5.2 Research findings 50 m oi 5.3 Limitations and direction for further research 52 at nh 5.4 Managerial implications 53 z 5.5 Conclusions 54 z REFERENCES 55 vb jm ht APPENDIX A: Reliability analysis (Cronbach’s Alpha coefficient) 62 APPENDIX B: Exploratory factor analysis (EFA) 67 k gm APPENDIX C: Qualitative questionnaire 70 om l.c APPENDIX D: Quantitative questionnaire 74 an Lu n va ey t re th 5|Page t to ng LIST OF FIGURES hi ep Figure 2.1: Research model 19 Figure 3.1 Research process 26 w Figure 4.1: CFA factor beliefs in product attributes (Standardized estimates) 38 n lo Figure 4.2: CFA factor personal image, attitudes toward applying skin care products ad and purchase intention (Standardized estimates) 40 y th ju Figure 4.3: CFA factor normative influences (Standardized estimates) 41 yi Figure 4.4: CFA result for whole model (Standardized estimates) 44 pl Figure 4.5: Estimated structural model (Standardized estimates) 47 n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 6|Page t to ng LIST OF TABLES hi ep Table 3.1: Timeline of research implement 25 Table 3.2: Sources of questionnaire 29 w Table 4.1: Descriptive of statistics 33 n lo Table 4.2: Correlation between components 37 ad Table 4.3: Correlations between components 39 y th ju Table 4.4: Summarizes the results of testing the scales 42 yi Table 4.5: Compares CFA results of between the two times implementations 43 pl Table 4.6: Correlations between concepts 45 al n ua Table 4.7: Results of testing the causal relationships between studied concepts 46 va Table 4.8: Estimated result by the bootstrap with N = 1000 46 n Table 4.9: Summary result of testing hypothesis 49 ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 7|Page t to ng ABSTRACT hi ep 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 w action model is applied as a theoretical framework to conduct the research; it is also n lo supported factor "personal image" The research question measures the impact of ad factors "beliefs in product attributes, personal image, normative influences, and y th ju attitudes toward applying skin care products" to men's consumer purchase intention on yi buying male skin care products Based on research purposes, a questionnaire was pl developed and distributed selectively to Vietnamese male consumers aged 23 to 55 al n ua years in Ho Chi Minh City who work both indoors and outdoors 250 appropriate va questionnaires were collected and then tested model fit by confirmatory factor analysis n and structural equation modeling in Amos version 22 The results of the study confirm fu ll that all factors "beliefs in product attributes, personal image, normative influences, and m oi attitudes toward applying skin care products" have effects on purchase intention in at nh buying men's skin care products among Ho Chi Minh male consumers Therefore, z applying theory of reasoned action to explain men's purchase intention to skin care z products in Ho Chi Minh City is appropriate vb intention, normative influences k jm ht Key words: Skin care products, cosmetic, personal image, product attributes, purchase om l.c gm an Lu n va ey t re th 8|Page t to ng hi ep Rotated Component Matrix a Component w n 961 PER2 908 PER1 861 lo PER3 ad y th PER4 845 ju ATT2 906 yi ATT3 863 pl ATT1 801 al 696 ua ATT4 n INT2 861 816 n INT1 641 oi Analysis m Extraction Method: Principal Component ll fu INT4 z a Rotation converged in iterations at a nh Rotation Method: Varimax with Kaiser Normalization .866 va INT3 z k jm ht vb om l.c gm an Lu n va ey t re th 69 | P a g e t to ng APPENDIX C hi ep Qualitative questionnaire w Dear Respondent, n lo My name is Phan Van Nam, student of International School of Business – University ad of Economics Ho Chi Minh City y th I am currently researching the topic "impact factors predetermine buy skin care ju yi products for men." pl Skin care products for men include: cleanser, shower gel, body lotion, sunscreen, anti- al n ua wrinkle cream, cream obscure traces (scar tissue), of all brands like X -Men, L'Oréal, va Nivea, Romanal, Oriflame, oxygen, n Please feel free to answer a questionnaire interview All opinions of yours will be valid fu ll for this study I commit all of your information will be kept confidential and used only m oi for the purpose of serving the research paper at nh During the survey done if you have any questions, please contact email address: phanvannam@hotmail.com.vn z vb jm ht Q1: Full name …………………………………… k  Female  23 - 35  35 - 45  No If the answer is “Yes”, stop here, thank you! If the answer is “No”, please continue to n va  Yes  Trên 45 an Lu Q4: Did you know or buy men’s skin care products? om Q3: Age l.c  Male gm Q2: Sex  18 - 22 z Thank you for your time and cooperation! t re ey Q5 and Q6! th 70 | P a g e t to ng Q5: What factors affect you knowing or buying men’s skin care products? (can list hi ep more than one factor) w n lo ad y th ju Q6: To you, which factors are important when selecting men’s skin care products? (can yi list more than one factor) pl al n ua n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 71 | P a g e t to ng Qualitative questionnaire (Vietnamese version) hi ep Kính chào Anh/Chị, Tôi tên Phan Văn Nam, học viên Viện đào tạo quốc tế ISB - trường Đại học Kinh tế TP w HCM n lo Hiện nghiên cứu đề tài "Những nhân tố tác động đến dự định mua sản phẩm chăm ad sóc da cho nam giới" y th Các sản phẩm chăm sóc da cho nam giới bao gồm: sữa rửa mặt, sữa tắm, kem dưỡng da, kem ju chống nắng, kem chống nhăn, kem làm mờ vết nám (mờ sẹo),… tất thương hiệu yi X-men, L’Oréal, Nivea, Romanal, Oriflame, Oxy,… pl ua al 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 n va bảo mật dùng với mục đích phục vụ cho nghiên cứu n Trong trình thực khảo sát Anh/Chị có thắc mắc, vui lịng liên hệ địa email: ll fu phanvannam@hotmail.com.vn m oi Xin chân thành cám ơn hỗ trợ nhiệt tình Anh/Chị! at nh Câu 1: Họ tên z z Câu 2: Giới tính  Nữ jm ht vb  Nam  23 - 35  35 - 45  Trên 45 l.c gm  18 - 22 k Câu 3: Độ tuổi Anh/Chị Câu 4: Anh/Chị biết mua sản phẩm chăm sóc da cho nam giới  Khơng an Lu  Có om khơng? Nếu câu trả lời "Khơng", Anh/Chị dừng bảng câu hỏi vấn Xin n va chân thành cảm ơn hỗ trợ Anh/Chị Nếu câu trả lời "Có", Anh/Chị vui lịng tiếp tục trả lời phần bảng câu hỏi vấn! ey th sóc da cho nam giới? (có thể liệt kê nhiều yếu tố) t re Câu 5: Yếu tố tác động khiến Anh/Chị biết định mua sản phẩm chăm 72 | P a g e t to ng hi ep Câu 6: Theo Anh/Chị, yếu tố quan trọng lựa chọn sản phẩm chăm sóc da cho w nam giới? (có thể liệt kê nhiều yếu tố) n lo ad y th ju yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 73 | P a g e n lo ad ju y th yi pl ua al APPENDIX D n n va Dear Respondent, Quantitative questionnaire fu My name is Phan Van Nam, student of International School of Business – University of Economics Ho Chi Minh City m ll I am currently researching the topic "impact factors predetermine buy skin care products for men." oi nh Skin care products for men include: cleanser, shower gel, body lotion, sunscreen, anti-wrinkle cream, cream obscure traces (scar tissue), at of all brands like X -Men, L'Oréal, Nivea, Romanal, Oriflame, oxygen, z Please feel free to answer a questionnaire interview All opinions of yours will be valid for this study I commit all of your information z ht vb 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 k jm Thank you for your time and cooperation! gm Section A: Clarifying question  I knew but did not buy continue to the next questions  I bought stop your interview and thanks for your supports va Section B: Main contents an stop your interview and thanks for your supports Lu  I not know om l.c About skin care products n With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly disagree; y te re Disagree; Neutral; Agree; Strongly agree) ac th e cd si 74 | P a g e g jg hg n lo ad ju y th yi pl ua al Factor Items Rating scale n n va Beliefs in product attributes fu The products match my skin-style at nh Quality oi m ll Quality is an important factor in purchasing skin care products z The products not contain harmful chemicals 5 5 5 5 5 z vb The packaging of the products is well done and attractive jm ht Package There are clear instructions on the package regarding its contents about product application k gm The products have options of various convenient to use packages an Lu Brand name products are always trusted quality om Brand name l.c Brand name is the leading factor for selecting products va Brand name represents wealth and luxury n ac th 11 The higher the price of a cosmetic, the better its quality Price y te re 10 The product provides good value for money e cd si 75 | P a g e g jg hg n lo ad ju y th yi pl ua al 12 Some low-priced skin care products are effective for men’s skin 5 5 5 5 5 n va n Personal image fu oi m ll 19 I think applying skin care products give me confidence at nh 20 I not feel it is important to keep up with the latest trends in skin care products z 21 I think I will feel better about myself after using skin care products z vb 22 I believe using skin care products will help me with my social life k jm ht Attitudes toward applying skin care products an Lu 25 Purchasing skin care products is pleasant om 24 I like to apply skin care products l.c gm 23 Applying skin care products is a good idea va 26 Purchasing skin care products is necessary n re 27 Generally speaking, I want to what my parents think I should ac th Family y te Normative influences e cd si 76 | P a g e g jg hg n lo ad ju y th yi pl ua al 28 My family think that I should purchase skin care products 5 5 5 5 n va n 29 My wife would approve of me buying skin care products fu Spouse oi m ll 30 My wife would encourage me to buy skin care products nh 31 I frequently chat with my friends when I want to purchase skin care items at Friend z 32 Negative comment from friends would make me stop buying the skin care products z vb Purchasing intention jm ht 35 The probability that I will buy skin care products is high k om 37 I expect to purchase new skin care products in the future l.c gm 36 I plan to purchase new skin care products in the future Lu 38 After entering the retail store, I will buy skin care products as quick as possible an va n Section C: Personal information  23 - 35  36 - 45  Married e cd si  Single ac th Married status  46 – 55 y te re Age 77 | P a g e g jg hg n lo ad ju y th yi pl ua al Occupation  Worker  Own business n  Office staff  Other n va  Manager  Vocational school  University  - 10  10 - 15  > 15 z  15 z 