Research factors affect the consumption of men’s grooming products in Vietnam
Thu Dau Mot University Journal of Science – Volume 2 – Issue 3-2020
Research Factors affect the consumption of men’s grooming
products in Vietnam
by Le Huu Khanh, Mai Doan Kim Yen (National Formosa University, Taiwan)
Article Info: Received May 10th, 2020, Accepted Aug.20th, 2020, Available online Sep.15th, 2020
Corresponding author: lehuukhanh95@gmail.com
ABSTRACT
Men's grooming products are very diverse and plentiful in the world today. In
recent years, Vietnamese men have approached beauty trend, the old conception
of beauty is also gradually changing. The demand for male beauty in Vietnam in
recent years indicates that men's awareness of beauty products. The potential for
grooming products for men in Vietnam is huge, but in-depth studies on this topic
are limited. It is important to have specific studies analyzing the consumption of
grooming products for men in Vietnam, contributing to promoting the potential of
these products for business benefits. The study collected data from 458
respondents are male, analyzed the factors affecting consumer attitudes, thereby
opening a specific view on men's grooming consumption in Vietnam.
Keywords: Grooming products for men, Regression, SPSS, STASTISTICA 10
1. Introduction
Research basis
Based on the definition of Cambridge Dictionary, grooming products are the items that
people will use it to apply on their faces and bodies with the aim to upgrade the
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appearance. Nowadays, men are more aware of their appearance, strengthen health and
maintain the youthfulness. In recent decades, the category of grooming products is also
increasingly diverse and mutant including skincare, hair, mask, sunscreen, makeup
products ... The rapid and widespread development of men's grooming products has
made many companies want to invade this lucrative pie. Many companies also research
and produce a variety of grooming products for men with good quality and popularity
Beauty industry in Asia
For a long time, men in Western countries have been conscious of taking care of themselves
with grooming products. For Asian men, recently they also want to have good smell,
beautiful and healthy skin, even men want to make up … especially in Japan and South
Korea. Music stars have a great influence on the perception of beauty and self-care for men
in their own countries and other countries. The spread of J-POP and K-POP boys makes
many men want to be like them, these images become a phenomenon and gradually the
grooming products are indispensable products for men. As a result, the need of using
grooming products has been constantly growing in Vietnam, more and more customers
need to buy those products, becoming a new niche for businesses.
The development of grooming products in Vietnam
Vietnam is considered as a potential market for the development and consumption of
grooming products. In the past, grooming products were only intended for use by
women. Many years ago, Vietnamese men had to use shampoos, soap, lotions, face
cleanser … with women without specialized products for them (Euromonitor, 2019).
Currently, the male cosmetic market is having the presence of huge players in the
cosmetics industry such as: Unilever (Ax, Vaseline, Rexona...), P&G (Gillette),
Beiersdorf AG (Nivea), ICP (X-Men, Dr.Men) and so many other small competitors.
Vietnam's cosmetics market has a turnover of about 700 million US dollars a year.
According to Nielsen, the spending level of Vietnamese consumers on cosmetics is not
much, about 4 USD per person per month (Euromonitor, 2019). However, Vietnam is
one of the fastest growing cosmetic markets in Southeast Asia. According to the report
of Vietnam’s Insight handbook (Kantar Worldpanel, 2019), the largest segment of the
Vietnamese market is skincare. With the average amount of spending on products
increased steadily in 4 years from 2015 to 2018, of which makeup remover increased
1.5 times, moisturizing increased 1.2 times and sunscreen was 1.8 times.
In the past few years in Asia, many men have started using cosmetics and shopping for
a variety of products such as concealer and moisturizer ... These products are gradually
gaining popularity among male customers in major markets around the world such as
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Thu Dau Mot University Journal of Science – Volume 2 – Issue 3-2020
the US and China, which creating a very potential opportunity for cosmetic companies.
Market researchers at JUV Consulting have estimated the value of the global men's
cosmetic market to be around $ 1.14 billion in 2019. Cosmetic companies hope sales of
men's cosmetics can match the market for men's skin care products. This market is
predicted by Euromonitor to grow 24% to $ 5 billion, over the next five years.
Purpose and research objectives
When the global male cosmetics industry boomed, researchers extensively studied male
grooming products. Different studies also show different perceptions of the
consumption of grooming products between men and women. However, there is not
much research on men's consumption of grooming products, especially in a potential
market like Vietnam. In this study, we will identify and analyze the main factors:
Physical attraction, Self-image, Health care needs, Social Influence, Sale promotion and
Attitude. During the research, we collected information from participants with different
ages, educational backgrounds, occupations, favorite brands and incomes to have a
multi-dimensional view of grooming consumption.
Research structure
The research will begin by collecting data through questionnaire from 458 Vietnamese
men. All collected data will be analyzed by powerful tools SPSS and STATISTICA
version 10 to assess the factors that significantly affect on the consumption of men's
grooming products.
The first chapter will start by providing definitions of cosmetics, foundations, current
trends and future of beauty men in Vietnam. Chapter 2 will present literature review of
previous studies on men's grooming products based on the proposed model: Physical
attraction, Self-image, Health care needs, Social Influence, Sale promotion and Attitude.
Chapter 3 is based on the distribution of the Questionnaire, the selection of survey
participants and the analysis of collected data to evaluate proposed model. Chapter 4
will show the results obtained after the analysis of the data, thereby infer the summary,
discussion and limitation.
2. Literature Review
The industry of manufacturing grooming products is growing, previous studies almost
aimed at female consumers, while in the real market today in Vietnam, there are a lot of
specialized grooming products for men and the market segment is on the rise. The lack
of research on this new market segment has motivated the authors to study and deepen
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Le Huu Khanh, Mai Doan Kim Yen– Volume 2 – Issue 3-2020, p. 267-279.
the grooming products for men in Vietnam. Previous studies that have mentioned
grooming products for men have also contributed to addressing factors that influence
consumer behavior. This study will synthesize knowledge from reliable studies to show
hypotheses that fit the context in Vietnam.
Physical attraction
After puberty, men and women gradually show clear signs of different gender trends
(Pathan, 2011). People are attracted to the appearance of their opponent's skin, hairstyle,
scent … making people always try to improve their appearance to attract others (Reis et
al., 1982). Moreover, men also have a need for beauty, the need to improve their
appearance (Sprecher,2002). Therefore, the first hypothesis is:
H1: Physical has a positive influence on men's Attitude about male grooming
products
Self-image
Self-image is a conceptualization people establish in mind about what kind of person
they want to be. The image of the human person also arises due to our own reactions,
our specific interpretations of events, and especially the way people judge themselves as
interactions with others (Frederick, 2016). Moreover, the need for male beauty has
appeared and developed, grooming products are gradually becoming indispensable
items for many men, especially the one who has high self-esteem (Baumeister,
Campbell, Krueger, & Voh, 2003). Accordingly, the following hypothesis was created:
H2: Self-image positively influences on the Attitude of men's grooming product
consumption.
Health care need
An increasingly developed society, health care attention is also an extremely important
issue not only for women but also for men (Young, 1979). We can mention a few
functions from grooming products such as skincare products help men have good skins,
minimize pimples, melasma, freckles; sunscreen helps them avoid skin cancer; body
hygiene products help them avoid dermatological diseases …The reason for using
grooming product of men is not only to look after their appearance, men also use
grooming products for medical purposes (Nyadzayo et al., 2016).
H3: Health care need have a positive influence on men's Attitude towards
grooming products
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Social Influence
With the era of 4.0, the mass media has promoted products effectively and attractively.
The brand also organizes many game shows, sponsors many activities, participates in
advertising to attract consumers. Today, media channels are widely used for
communication, education, entertainment, promotion and lifestyle, more specifically
having a large presence in ads made by Key Opinion Leader - KOL (Whitler, 2014).
Moreover, with the development and learning of advanced things from abroad in
Vietnam, people have a more open-minded view, it is not regulated that only women
have the need to use grooming products (Parsa et al., 2015).
H4: Social Influence positively impacts the Attitude of men about grooming
product consumption in Vietnam.
Sales promotion
The promotions are organized to stimulate customers' demand for products. The
company also organizes sale activities, use free sample activities or give some gifts for
participants. When customers try the product and achieve their satisfactions, they will
have a good impression of the item and want to continue using it (Blackwell et al.,
2001). Discounts in stores, or giving customers with other gifts will also impress
customers on the product (Taylor, 2012).
H5: Sales promotion positively affects Attitude of men's grooming product
consumption.
Attitude
Attitude is known to be one of the main factor influences on product consumptions,
some studies showed that companies could predict consumption based on customer
attitudes to products (Chan and Lau, 2002). In this research, all factors: Physical
attraction, Self-image, Health care needs, Social Influence, Sale promotion
simultaneously influence on customer attitude to grooming products. Men's attitude
towards cosmetic products will stimulate buying behavior of grooming products (Wang
and Horng, 2016).
H6: Attitude positively affects on male grooming products consumption in
Vietnam
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Le Huu Khanh, Mai Doan Kim Yen– Volume 2 – Issue 3-2020, p. 267-279.
3. Research methodology
1.1. Collect data and questionnaire
The study collected data from 458 respondents who were male in Vietnam. In addition
to a multi-dimensional view of customers of grooming products in Vietnam, the
research paper also collected their information: Age, Marital Status, Highest education
level, Occupation, Monthly income, Favorite brands.
Figure 1. Proposed Model
Data analysis
Exploratory Factor (EFA): Exploratory Factor (EFA) is a tool mainly used to shrink
and summarize data. This research paper will use Rotated Component Matrix and KMO
to assess the adequacy of the samples collected in the study.
Confirmatory factor analysis (CFA): Confirmatory factor analysis (CFA) is a powerful
tool used to analyze the immutable quality of image perspectives that will control their
inactive elements.
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Thu Dau Mot University Journal of Science – Volume 2 – Issue 3-2020
Regression analysis: Through the results of Beta and T value, it is possible to run from
the collected results to find out which factors are Supported and Rejected. Regression
analysis is also an important step to test how the factors in the proposed model.
Descriptive Statistics
STATISTICA 10 is applied in this investigation because of the decent variety of statistic
information accumulation in age, marital status, highest education level, occupation,
monthly income, favorite brands. Descriptive Statistic is characterized as the pointer that
portrays and encourages the quantitative information into the synopsis structure.
4. Results
Demographic statistics
This research distributed 458 questionnaires to Vietnamese men and 100% of samples
received. Table 4.1 presents the demographic information of respondents.
The number of respondents with the largest number is from 19 to 25 years old: 199 people
(43.4%). Regarding marital status, the number of single men participating in the
questionnaire was higher than the number of married people with 292 respondents
(63.8%). The education of the participants is mainly men with Bachelor Degree (220
people, 48.0%). The occupation of the survey participants of this study is mostly
Company-employee (228 people, 49.8%), monthly income from USD $500 – USD $1000
reached the highest percentage (211 respondents, 46.1%). Beiersdorf AG was selected by
respondents was the most favorite brand in this study with 123 people (26.9%).
TABLE 1. Demographic statistics
Category
Frequency
35
Percent (%)
7.6
Under 19
19-25
199
145
60
43.4
31.7
13.1
4.1
26-35
Age
36-45
Over 45
Total
19
458
292
166
458
220
100
Single
Married
Total
63.8
36.2
100
Marital Status
Highest education level
Bachelor
48.0
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Master
145
34
31.7
7.4
Doctor
Other
59
12.9
100
31.7
15.7
49.8
2.8
Total
458
145
72
Student
Self- Business
Company-employee
Other
Occupation
228
13
Total
458
167
211
80
100
36.5
46.1
17.5
100
18.3
15.3
24.5
26.9
15.1
100
Less than $500 USD
USD $500 - USD $1000
More than USD $1000
Total
Monthly income
458
84
Unilever
ICP
70
P&G
112
123
69
Favorite brands
Beiersdorf AG
Others
Total
458
EFA and CFA evaluation
The sample is adequate if the value of KMO test is greater than 0.5 (Field, 2000; Kaiser,
1974). In this study, KMO reached a value of 0.766, surpassing the standard value,
reflected the adequate sample size in this research in EFA procedure.
TABLE 2. Rotation Sums of Squared Loadings results
Total
% of Variance
Cumulative %
2.913
2.151
2.115
2.062
1.778
15.331
11.323
11.132
10.854
9.359
15.331
26.655
37.786
48.64
57.999
In this study, five independent variables are predicted that have influence on the attitude
of buying men's grooming products in Vietnam, so in the table Rotation Sums of
Squared Loadings results only has five factors are rotated. Cumulative value indicates
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Total Variance Explained reached 57,999%, met the standard (greater than 50%). From
that result, 57.999% of the change in factors explained by the observed variables.
After running Cronbach’s alpha, all items have factor loading over the recommended
number of 0.3, which means all factors are satisfactory. Besides, for reliability, greater
than 0.6 as the minimum value for Cronbach’s alpha (Nunnally, 1978).
TABLE 3. Rotated Component Matrix
Component
1
2
3
4
5
PA4
PA1
PA3
PA5
PA2
S4
0.821
0.773
0.701
0.648
0.607
0.755
0.718
0.683
0.614
S1
S2
S3
SI2
0.725
0.725
0.555
SI3
SI1
SP1
SP2
SP3
SP4
HCN3
HCN2
HCN1
0.738
0.685
0.617
0.430
0.402
0.775
0.741
0.704
TABLE 4. CFA results and loadings
Constructs Items
Cronbach's alpha
Constructs Items
Social Influence
Cronbach's alpha
Physical Attraction
0.789
0.737
0.773
0.75
0.666
PA1
PA2
PA3
PA4
PA5
0.607
0.489
0.566
0.649
0.54
S1
S2
S3
S4
0.493
0.465
0.566
0.588
0.654
0.581
0.359
0.473
0.725
0.761
0.699
0.671
0.513
Self-image
Sale Promotion
0.635
0.603
0.562
SI1
SI2
0.464
0.589
P1
P2
0.369
0.423
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SI3
0.495
0.632
P3
P4
0.494
0.388
0.513
0.586
0.695
0.671
0.519
0.613
Health Care Need
0.633
0.572
0.503
0.529
Attitude
HC1
HC2
HC3
0.415
0.467
0.448
A1
A2
A3
0.456
0.576
0.502
Constructs Items
Male Grooming Product Consumption
Cronbach's alpha
0.8
C1
C2
C3
C4
0.556
0.627
0.733
0.55
0.777
0.743
0.686
0.784
About Rotated Component Matrix, item with rotated factor loading are greater than 0.5
will be retained. Any factor with the value of 0.4 or greater will be excluded from the
analysis. Rotated Component Matrix has shown five independent variables: PA
(Physical Attraction): PA1, PA2, PA3, PA4, PA5; S (Self-image): S1, S2, S3, S4; SI
(Social Influence): SI1, SI2, SI3; SP (Sale Promotion): SP1, SP2, SP3 (SP4 is
eliminated); HCN (Health Care Need): HCN1, HCN2.
Regression analysis
As a standard, if the P value is <0.05, the experimental results are considered
statistically significant, hence, we can reject the null hypotheses, and accept the
alternative hypotheses. The regression equation:
- 0.005 Physical Attraction
(-1.456)
+ 1.004 Self-image
(302.805)
(0)
Attitude =
(0.146)
+ 0.002 Health Care Need
+ 0.007 Social Influence
- 0.009 Sale Promotion
(-2.951)
(0.762)
(0.446)
(2.242)
(0.025)
(0.003)
Based on the results of the independent variables, the following factors have a positive
effect on Attitude: Self-image (B=1.004, P=0.000), Social Influence (B=0.007, P=0.025),
Sale Promotion (B=-0.009, P=0.003). Attitude factor after analysis also results in a
positive impact on Male Grooming Product Consumption in Vietnam (B=0.467, P=0.000).
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Thu Dau Mot University Journal of Science – Volume 2 – Issue 3-2020
TABLE 5. Regression Model
Model
(Constant)
Beta
T value
P value
0
1.859
-1.456
0.064
0.146
0
Physical Attraction
Self-image
-0.005
1.004
302.805
Health Care Need
0.002
0.762
0.446
Social Influence
Sale Promotion
Attitude
0.007
-0.009
0.467
2.242
-2.951
11.281
0.025
0.003
0
TABLE 6. Results of Regression
Hypothesis
Coefficient
-0.005
1.004
P-value
Results
Rejected
H1
H2
H3
H4
H5
H6
Physical Attraction → Attitude
0.146
0.000
0.446
0.025
0.003
Self-image → Attitude
Supported
Rejected
Health Care Need → Attitude
Social Influence → Attitude
Sale Promotion→ Attitude
0.002
0.007
Supported
Supported
Supported
-0.009
Attitude → Male Grooming Product
0.467
0.000
Consumption
5. Discussion and Conclusion
Discussion of results
H1: Physical attraction positively affects the use of the Attitude of men's grooming
product consumption. The results obtained from the data of the respondents gave the
results Rejected. The results have been against the argument that using cosmetics can
make people, both men and women, more attractive, leading to grooming purchases
(Graham and Jouhar, 1980). In Vietnam, grooming products do not completely change
the appearance of men, and that is not the main purpose to use grooming products.
Moreover, to upgrade the appearance, there are many other factors such as clothing,
hairstyles, shoes ... and grooming products currently not a major solution for men in
Vietnam to increase physical attraction.
H2: Self-image after Regression analysis, this factor shows positively impacts on
the Attitude of men's grooming product consumption, agreed with Cheng and
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Ting's previous opinion (2010). Grooming products can speak of men's
preferences, personalities, social-position… in Vietnam.
H3: Hypothesis Health Care Need has a positive impact on the attitude of grooming
products in Vietnam was Rejected. Although grooming products do actually work in
terms of health care, it is not a big factor in making men buy these products in Vietnam.
H4: Social Influence positively impacts on the Attitude of men's grooming
product consumption in Vietnam is Supported. In the era of 4.0, communication
tools is very powerful and effectively exploited by businesses. Men also want
their own grooming products, not the same product as women. Social influence
also stimulates the need to use grooming products for each item in accordance
with the preferences, with the body characteristics of male.
H5: Sale Promotion based on the analysis result (Supported) shows a positive
impact on the attitude of grooming products in Vietnam. Reasonable prices,
promotional gifts, and the value they receive when using the product make men
look positively on their intention to buy grooming products (Feng, 2008).
H6: Attitude positively affects the consumption of grooming products in Vietnam.
When customers have a good attitude, the probability of buying their products is
very high (Chan and Lau, 2002).
Limitations and Further research
Although there have been efforts in the research process, the research also has some
unavoidable limitations. The number of people interviewed is still not very large, if the
number was increased with a large-scale survey, the study could discover new
knowledge about grooming products for men in Vietnam. Questionnaire collection is
the process of collecting data online, if combined with direct questionnaire distribution,
respondents will probably better understand the questionnaire they are received.
The following study will try to expand the scope of the survey to gain a more in-depth
look at men's grooming product consumption. The following studies will try to discover
more reasons why men want to use grooming products, contributing to the proposed
model to be more complete.
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