Purchase Intention on Grooming Products among Metrosexual Men: Whether Brand Awareness, Brand Loyalty and Self Concept Give Significant Relationship?

Abstract

The objective of this paper is to study on purchase intention among metrosexual men living in Kuala Lumpur, Malaysia. In total, three hypotheses are developed on the relationship between dependent variable, purchase intention with brand loyalty, brand awareness and self-concept. The hypotheses were tested through a Smart-PLS using data from a sample of 200 of respondents in Kuala Lumpur. This research has been conducted to identify best drivers affect purchase intention of skincare or grooming products among metrosexual men in Kuala Lumpur, Malaysia. Most of independent variables are significantly correlated with Purchase Intention. The outcome of this study provides valuable understandings about metrosexual men who have a positive relationship between brand awareness, brand loyalty and self-concept towards purchasing skincare or grooming products. Furthermore, it also recommends numerous important insights for marketing experts in terms of designing effective marketing strategies to capture the growing market, especially in the context of male skincare and grooming products.