Publicação
Men’s purchase intention of shampoo: a model based on the theory of planned behavior and self-concept
| Resumo: | This research intends to understand what influences men’s purchasing behavior regarding shampoo, and their choice between three different distribution channels: supermarkets, hairdressers or specialized stores and pharmacies. The comprehension of the male personal care behavior is still at an early stage, specifically regarding hair care. We developed a model based on the Theory of Planned Behavior with an extension using Self-Concept. Overall results indicate that the Theory of Planned Behavior presents relevant variables for understanding behavior for every sample; self-concept, however, was only relevant for pharmaceutical shampoo purchasers. We also found similarities between professional and pharmaceutical shampoo when compared to the supermarket channel. Men develop positive attitudes towards their purchase on hairdressers and pharmacies, whereas at the supermarket positive attitudes are irrelevant. Since our model was proven not to possess all the relevant variables further research is suggested to fill this gap. |
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| Autores principais: | Ferraz, Margaret Kelly Grade Ivens Pitta |
| Assunto: | Theory of planned behavior Self-concept Shampoo and distribution channel |
| Ano: | 2011 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research intends to understand what influences men’s purchasing behavior regarding shampoo, and their choice between three different distribution channels: supermarkets, hairdressers or specialized stores and pharmacies. The comprehension of the male personal care behavior is still at an early stage, specifically regarding hair care. We developed a model based on the Theory of Planned Behavior with an extension using Self-Concept. Overall results indicate that the Theory of Planned Behavior presents relevant variables for understanding behavior for every sample; self-concept, however, was only relevant for pharmaceutical shampoo purchasers. We also found similarities between professional and pharmaceutical shampoo when compared to the supermarket channel. Men develop positive attitudes towards their purchase on hairdressers and pharmacies, whereas at the supermarket positive attitudes are irrelevant. Since our model was proven not to possess all the relevant variables further research is suggested to fill this gap. |
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