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AN EMPIRICAL STUDY ON GEN Z MALE CONSUMERS' CHOICE OF NATURAL SKINCARE PRODUCT IN BANGKOK |
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| รหัสดีโอไอ | |
| Creator | Pham Hoang Lan |
| Title | AN EMPIRICAL STUDY ON GEN Z MALE CONSUMERS' CHOICE OF NATURAL SKINCARE PRODUCT IN BANGKOK |
| Contributor | Natcha Wongnoppharatlert, Pathomrat Nomsomsab, Nalat Robruchaikul, Hongfei Shao |
| Publisher | National Research Council of Thailand |
| Publication Year | 2566 |
| Journal Title | SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Journal of Social Work |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 19-33 |
| Keyword | Male Consumer, Natural Skincare, Generation Z, Means-end Chain Analysis |
| URL Website | http://e-journal.nrct.go.th/ |
| Website title | e-journal |
| ISSN | 2229-2608 |
| Abstract | The objective of this research was to investigate the effective factors This study aims to expand current understanding of the opinions of male Generation Z consumers regarding natural skincare products. For this purpose, a series of in-depth interviews was conducted within a means-end chain analytical framework during July and August 2022, with 15 interviewees being involved in the interviews. Following an Attribute-Consequence-Value sequence, 24 basic product attributes, 20 consequences, and 2 value beliefs were revealed and visualized in a Hierarchical Value Map. The findings suggest that retailers should focus on different formula, price, and packaging, that focus on male customers supporting their customers to achieve self-esteem and create a skincare routine. |
