| 摘要: | This study discusses the new cosmetic market of Asian Metrosexual and examines how the perception of country-of-origin affects their buying behavior. The study conducts a qualitative methodology with on-line semi-structured interviews and asks young Asian Metrosexual, who are from Thailand, Indonesia and Vietnamese, about their perceptions of men’s cosmetics and the products made in France, Japan and Korea. The study finds that BB cream, powder and foundation are the three top cosmetic products young Asian Metrosexual buying; moreover, they buy cosmetics mostly due to media's power, friend influence and troubled skin. 7 out of 10 interviewees are proud to present to use cosmetics and think that people around them accept male to do so. Moreover, the perception of country-of-origin will affect their buying behavior of cosmetics. The French cosmetics are perceived to have good product design and quality, yet expensive and not suitable for Asian's skin are the weaknesses. Japanese cosmetics are perceived to be with high quality, and suitable for Asian's skin, yet expensive and lack of promotion are the weaknesses. Korean cosmetics are perceived to be good at promotion, and the selection of brand ambassadors, the product design and less expensive are also the strengths, but the quality is a weakness. Since the Asian market of cosmetics in particular of the Asian metrosexual is prosperous, it is important to gain insights into men's consumer behavior. As a result, this study can help cosmetic brands that intend to approach Asian Metrosexual to develop the effective marketing strategies. |
