Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer

Abstract

Over the past decade, the consumption of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies the impact of non-economic factors that influence on the consumption decision of personal care products and services for the male segment. To do this, the authors have used the Theory of Planned Behavior of Ajzen in a survey applied to 18-60 years old men. The results show that male consumers´ perception of his environment (subjective norm) was limiting the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man. Findings seek to contribute to developing of marketing strategies that reduce the impact of the subjective norm in the consumption decision of this kind of products and services.

Percepción de la “Masculinidad Híbrida’’ en seguidoras de la Ola Hallyu como cambio publicitario

“…A su vez, la marca Chanel sacó la línea exclusiva de maquillaje para hombres llamada "Boy'' que incluyó base en diversos tonos de piel, delineador de cejas, bigote y barba y bálsamo labial; Givenchy también sacó su línea para hombres "Mister'' que contiene un gel natural, pluma correctora, masificador y máscara para cejas (Ortega, 2019). Debido a la actitud positiva en Perú con respecto a la categoría de cuidado personal, existe un interés en estos productos convirtiéndolos en un público potencial (Regalado et al, 2016).…”