| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 98 === Nowadays, more and more men are starting to care about their facial skin condition; skincare isn’t just for women anymore. As a survey in 2007 said, the market of men’s skincare products was up to one billion NT dollars in Taiwan！ What is the motive for men to use skincare products? Is there any reason besides skin problem? Does skin condition relate to their thoughts and minds?
In this study, we use semi-structured interview, try to find out the motives and cognitions for men to use skincare products. There are 13 samples in this study, whose age between 19 to 31 years old. The findings are structured by the buying process, from before buying, buying, to after buying.
First at all, the motives for men to use skincare products are skin problems, curiosity, and interest. Men want to have good appearances and get benefits. Before buying, they ask their family and friends for information about the products. Most of them feel free to use skin products but disagree with make-up. They choose products according to their skin types, sometimes annoyed by the smell of the products. After using, their skin problems would be deal or not. Besides skin issues, they get more self-confidence and knowledge. We also find, a man could depend on the skin products when he wants to become a better man.
According to the findings, the marketing suggestions are listed by 7P in the end of the study.
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