Author

Kit CHIN,

Date of Award

1-1-2005

Degree Type

UG Dissertation

Department

Marketing and International Business

First Advisor

Dr. Cui Geng

Second Advisor

Dr. Paul Whitla

Abstract

Research Objectives

The general objective of the project is to understand the men’s shopping behavior of skin care products and beauty services in Hong Kong. The results will have implications for the companies to improve skin care products and related beauty services within the territory.

The specific objectives are 1) to investigate how self-confidence, brand confidence and peer influence affect consumer’s attitude, 2) to illustrate the effects of price, promotion strategies and men preference of retail store setting, 3) to analyze the influence of attitude on actual purchase behavior, and 4) to draw recommendations for the companies to better prepare for the blooming men’s cosmetics market.



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