Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer

DOI:  https://doi.org/10.12804/rev.univ.empresa.31.2016.06

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Published: Jul 1, 2016
Issue: Vol. 18 No. 31 (2016): (July-December)
Section Articles


Keywords: Consumer behavior marketing Theory of Planned Behavior motivational determinants personal care.

Main Article Content

Authors

Otto Regalado Pezúa
ESAN
Carlos Alberto Guerrero Medina
ESAN
Jessica Alzamora
ESAN
Jaime Briceño
Universidad San Ignacio de Loyola

Abstract

Over the past decade, the supply of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies factors that influence the consumption decision of this kind of products for the male segment. To do this, the authors used the Theory of Planned Behavior of Ajzen. The results show that male consumers´ perception of his environment (subjective norm) restrains the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man. 

Author Biographies

Otto Regalado Pezúa, ESAN

PhD en Ciencias Administrativas de Université de Nice Sophia Antipolis, Niza. Master en Marketing Cuantitativo de la Université Pierre Mendes France, Grenoble. MBA de ESAN. Licenciado en Ciencias Administrativas de la Universidad de Lima. Jefe del área académica de mercadeo de ESAN. Experiencia profesional local e internacional en empresas de servicios. Ha sido Gerente de Marketing e Imagen en PROMPERU. Profesor visitante en el Tecnológico de Monterrey, México.

Carlos Alberto Guerrero Medina, ESAN

MBA en ESAN

Jessica Alzamora, ESAN

MBA en ESAN

Jaime Briceño, Universidad San Ignacio de Loyola

MBA en ESAN
How to Cite
Regalado Pezúa, O., Guerrero Medina, C. A., Alzamora, J., & Briceño, J. (2016). Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer. Revista Universidad Y Empresa, 18(31), 121–138. https://doi.org/10.12804/rev.univ.empresa.31.2016.06
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