PURCHASE BEHAVIOUR OF MALE STUDENTS TOWARDS SKIN CARE PRODUCTS

The competition in the cosmetic business is quite high, whether the economy is booming or in recession consumers still prioritize their skin. The purpose of this research paper is to determine the consumer behaviour and marketing mix factors influencing the purchase behaviour of male students in choosing skin care products. This was a quantitative research using questionnaire to collect data. The recommendations from the result suggest that the marketer must focus on manufacturing standard products with reasonable pricing and good packaging because the consumers are highly conscious about their skin. The result from the study could be a guideline to skin care products manufacturers to develop their product according to consumer needs