PERSONAL CHARACTERISTICS OF WORKING AGE COSUMERS THAT AFFECT ON THE INFORMATION SEEKING TOWARDS MEN’S GROOMING

Authors

  • Pornprom Chomngam Public Relations Department, School of Communication Arts, Bangkok University

Keywords:

Personal Characteristics, Information Seeking, Men’s Grooming Products

Abstract

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 (gif.latex?\bar{x} = 3.97), directed on-going search (gif.latex?\bar{x} = 3.84), non-directed purchase-specific search (gif.latex?\bar{x} = 3.69), and passive acquisition of information (gif.latex?\bar{x} = 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.

Downloads

Download data is not yet available.

References

ทรูไอดี (2020). นิยามใหม่ของผู้ชายดูดี. สืบค้นจาก https://cities.trueid.net/article/mens-grooming-นิยามผู้ชายดูดี-trueidintrend_83624.

ศิริวรรณ เสรีรัตน์, ชวลิต ประภวานนท์, สมชาย หิรัญกิตติ, ลักธิกาล ศรีวะรมย์, และจิระศักดิ์ จิยะจันทร์. (2546). การบริหารการตลาดยุคใหม่. กรุงเทพฯ: ธรรมสาร.

ศูนย์วิจัยกสิกรไทย. (2562). เทรนด์ชายต้องหล่อมาแรง. สืบค้นจาก https://www.kasikornbank.com/th/business/sme /KSMEKnowledge/article/KSMEAnalysis/Pages/TrendMan.aspx

อรุณวรรณ แก้วศิลป์. (2552). ปัจจัยที่มีผลต่อพฤติกรรมการตัดสินใจซื้อเครื่องสำอางโอเรียลทอลพริ้นเซสในเขตกรุงเทพมหานคร (วิทยานิพนธ์ปริญญามหาบัณฑิต). กรุงเทพฯ: มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี.

Assael, H. (1998). Consumer behavior and marketing action (6th ed.) Cincinnati, OH: South-Western College.

Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.

Hanna, N., & Wozniak, R. (2001). Consumer behavior and applied approach. Upper Saddle River, NJ: Prentice Hall.

Krikelas, L. (1983). Information seeking behavior: Patterns and concepts. Drexel Library Quarterly, 19(2), 5-20.

Schumacker, R. E., & Lomax, R. G. (2012). A Beginner’s guide to structural equation modeling. New York: Routledge. Taylor & Francis Group.

Shiffman, L. G., & Kanuk, L. L. (2003). Consumer behavior (5th ed.). Saddle River, NJ: Prentice Hall.

Solomon, M. R. (2013). Consumer behavior: buying, having, and being (10th ed.) Upper Saddle River, NJ: Pearson Education.

Published

2021-03-30

How to Cite

Chomngam พ. (2021). PERSONAL CHARACTERISTICS OF WORKING AGE COSUMERS THAT AFFECT ON THE INFORMATION SEEKING TOWARDS MEN’S GROOMING . Suthiparithat (Journal of Business and Innovation: SJBI), 35(1), 95–109. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/247765

Issue

Section

Research Articles

Most read articles by the same author(s)