Indian Journal of Marketing

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Structural Equation Modeling for Men's Cosmetics Behavior Research


Affiliations
1 Assistant Professor, STES's Sinhgad Institute of Business Administration and Computer Application (SIBACA), Kusgoan (Bk.), Off Mumbai-Pune Expressway, Lonavala, Dist. Pune - 410 401, Maharashtra, India
     

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The descriptive study examines consumer behavior for men's cosmetics purchase in Pune region. A structured and undisguised questionnaire was developed to collect the primary data from 563 respondents. This study provides evidence and detailed insights on various elements used for an analysis and revealed that Attitude, Beliefs in Product Attributes, Self-Image, and Normative Influences positively affected Purchase Intention for Men's Cosmetics in Pune region. However, the present study does not pervade the scope of any particular cosmetics categories, brands, specific companies, and/or their products.

Keywords

Attitude, Beliefs in Product Attributes, Self-Image, Normative Influences, Purchase Intention

Paper Submission Date : August 8, 2015 ; Paper sent back for Revision : January 6, 2016 ; Paper Acceptance Date : May 31, 2016.

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  • Structural Equation Modeling for Men's Cosmetics Behavior Research

Abstract Views: 285  |  PDF Views: 0

Authors

Siddharth Shriram Shimpi
Assistant Professor, STES's Sinhgad Institute of Business Administration and Computer Application (SIBACA), Kusgoan (Bk.), Off Mumbai-Pune Expressway, Lonavala, Dist. Pune - 410 401, Maharashtra, India

Abstract


The descriptive study examines consumer behavior for men's cosmetics purchase in Pune region. A structured and undisguised questionnaire was developed to collect the primary data from 563 respondents. This study provides evidence and detailed insights on various elements used for an analysis and revealed that Attitude, Beliefs in Product Attributes, Self-Image, and Normative Influences positively affected Purchase Intention for Men's Cosmetics in Pune region. However, the present study does not pervade the scope of any particular cosmetics categories, brands, specific companies, and/or their products.

Keywords


Attitude, Beliefs in Product Attributes, Self-Image, Normative Influences, Purchase Intention

Paper Submission Date : August 8, 2015 ; Paper sent back for Revision : January 6, 2016 ; Paper Acceptance Date : May 31, 2016.




DOI: https://doi.org/10.17010/ijom%2F2016%2Fv46%2Fi7%2F97126