PERSONAL CHARACTERISTICS OF WORKING AGE COSUMERS THAT AFFECT ON THE INFORMATION SEEKING TOWARDS MEN’S GROOMING
Keywords:
Personal Characteristics, Information Seeking, Men’s Grooming ProductsAbstract
A study of personal characteristics of working age consumers that affect on the information seeking toward men’s grooming products aims 1) to study the information seeking towards men’s grooming products of male consumer 2) to investigate male consumer’s personal characteristics (age, income) have effect on the information seeking towards men’s grooming products. The samples of this study were 200 male employees in private organization who are interested in men’s grooming products. Questionnaires were used for data collection and analyzed by One-way ANOVA. The results of this study revealed that 1) most of the respondents determine the characteristics of information seeking towards men’s grooming products of male consumer are as follow; directed purchase-specific search ( = 3.97), directed on-going search (
= 3.84), non-directed purchase-specific search (
= 3.69), and passive acquisition of information (
= 2.76). 2) male consumer’s personal characteristics (age, income) have effect on the information seeking towards men’s grooming products, there is no statistically significant difference at level of .05 which leads to the nature of information seeking is in the same direction. Men consumer always search directly specific product’s information, inquiry for detailed product requirement, they have had knowledge of the product before, search several sources for comparison then weigh the importance and value of the product before purchasing and finally when the consumer get the information, they will stop seeking information.
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