Short answer

Designers and marketers should prioritize understanding and addressing the multifaceted motivations behind millennial men's skincare purchasing decisions, moving beyond basic product functionality to incorporate values and beliefs.

Field: Innovation & Markets
Source: JURNAL COMPUTECH & BISNIS (2022)
Method: Quantitative research using Exploratory Factor Analysis (EFA).
Evidence: Strong effect

Understanding the ten key factors influencing millennial men's decisions to buy skincare is crucial for effective market targeting and product development. This innovation & markets research insight is drawn from a 2022 study published in JURNAL COMPUTECH & BISNIS. Using Quantitative research using exploratory factor analysis (efa)., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize understanding and addressing the multifaceted motivations behind millennial men's skincare purchasing decisions, moving beyond basic product functionality to incorporate values and beliefs.

Study

Innovation & MarketsHigh ImpactStrong effect

Ten Factors Drive Millennial Men's Skincare Purchase Intentions in Bandung

Understanding the ten key factors influencing millennial men's decisions to buy skincare is crucial for effective market targeting and product development.

JURNAL COMPUTECH & BISNIS · 2022

Key Findings

01The research instrument for skincare purchase intention is suitable for factor analysis, with a KMO value of 0.888.
02Ten distinct factors were identified as influencing purchase intention, including 'Belief in Product Attributes', 'Attitude', 'Product Halal Certification', 'Health', 'Subjective Norms', and 'Environmental Awareness'.

Application

Design takeaway

How to apply

Conduct similar factor analysis studies in different geographical locations and demographic segments to understand the universality of these ten factors or to identify new ones.

Project actions

01When researching consumer behaviour, consider using factor analysis to group related survey questions into underlying themes.
02Ensure your sample selection method is clearly justified and acknowledged for its potential impact on results.

Method & Evidence

AimTo identify and analyze the factors that form the intention to buy skincare products among millennial generation male consumers in Bandung, Indonesia.

MethodQuantitative research using Exploratory Factor Analysis (EFA).

ProcedureData was collected from millennial men in Bandung using a non-probability judgmental sampling technique. Exploratory Factor Analysis (EFA) with oblique rotation was applied using SPSS to identify underlying factors influencing purchase intention. A KMO and Bartlett's Test was conducted to assess the suitability of the data for factor analysis.

ContextSkincare market in Bandung, Indonesia, focusing on millennial male consumers.

Variables

IV["Belief in Product Attributes","Attitude","Product Halal Certification","Health","Subjective Norms","Environmental Awareness","Factor 7","Factor 8","Factor 9","Factor 10"]

DVIntention to buy skincare products

CV["Demographic: Millennial generation men","Geographic location: Bandung, Indonesia","Product category: Skincare"]

Strengths & Limitations

Strengths

+Utilizes a robust statistical method (EFA) to uncover underlying factors.
+Focuses on a growing and potentially underserved market segment (millennial men in skincare).

Limitations

The findings are specific to millennial men in Bandung; results may differ for older generations, women, or consumers in different cultural contexts. The judgmental sampling method means the sample may not be representative of all millennial men in the area.

Reliability & validity

The study reports a KMO value of 0.888 and a significance level of 0.000 for Bartlett's Test, indicating good sampling adequacy and suitability for factor analysis, thus supporting the construct validity of the measurement instrument.

Think critically

To what extent are these ten factors universal across different cultural contexts, and how might their relative importance shift?

Design Principles

"Market segmentation and factor analysis are essential tools for uncovering nuanced consumer motivations in emerging markets."

As the men's grooming market expands, particularly within emerging economies, identifying the specific drivers of purchase intention allows businesses to tailor their marketing strategies and product offerings. This insight helps designers and marketers create products and campaigns that resonate with this growing demographic.

What This Means for Your Design

This study found that ten different things make millennial guys in Bandung want to buy skincare products, like believing in the product's qualities, how healthy it is, and if it's halal-certified.

How to use in your project

1.Use the identified factors as a framework for your own user research, exploring which are most relevant to your target audience.
2.Reference the methodology (Exploratory Factor Analysis) to justify your data analysis approach if you are investigating multiple influencing factors.

Add to My Project

Quick Cite

Paragraph starter

This research identified ten key factors influencing millennial male consumers' intention to purchase skincare in Bandung, Indonesia, including beliefs about product attributes, health consciousness, and ethical considerations like halal certification and environmental awareness. The study employed Exploratory Factor Analysis (EFA) with oblique rotation, yielding a KMO value of 0.888, indicating the suitability of the data for analysis. These findings suggest that successful market penetration requires a nuanced understanding of these diverse motivational drivers.

Source

JURNAL COMPUTECH & BISNIS

Exploration of Factors Forming Intention to Buy Skincare among Millennial Generation Male Consumers in Bandung, Indonesia

journal · 2022

View source

Questions About This Research

What does the research say about ten factors drive millennial men's skincare purchase intentions in bandung?: Designers and marketers should prioritize understanding and addressing the multifaceted motivations behind millennial men's skincare purchasing decisions, moving beyond basic product functionality to incorporate values and beliefs. Evidence: JURNAL COMPUTECH & BISNIS (2022).
Why does "Ten Factors Drive Millennial Men's Skincare Purchase Intentions in Bandung" matter for design?: As the men's grooming market expands, particularly within emerging economies, identifying the specific drivers of purchase intention allows businesses to tailor their marketing strategies and product offerings. This insight helps designers and marketers create products and campaigns that resonate with this growing demographic.
How can designers apply this research?: Designers and marketers should prioritize understanding and addressing the multifaceted motivations behind millennial men's skincare purchasing decisions, moving beyond basic product functionality to incorporate values and beliefs.
What were the main findings?: The research instrument for skincare purchase intention is suitable for factor analysis, with a KMO value of 0.888.. Ten distinct factors were identified as influencing purchase intention, including 'Belief in Product Attributes', 'Attitude', 'Product Halal Certification', 'Health', 'Subjective Norms', and 'Environmental Awareness'.
What research method was used?: Quantitative research using Exploratory Factor Analysis (EFA)..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2022 journal from JURNAL COMPUTECH & BISNIS.
What should I do differently in my next project?: Conduct similar factor analysis studies in different geographical locations and demographic segments to understand the universality of these ten factors or to identify new ones.
What are the limitations?: The study used judgmental sampling, which may limit the generalizability of findings to other regions or demographics. The specific context of Bandung, Indonesia, might also influence the results.