Resumen

REGALADO PEZUA, Otto; GUERRERO MEDINA, Carlos Alberto  y  MONTALVO CORZO, Raúl Francisco. An application of the behavioral theory in the latinamerican male segment of personal care products. Rev. esc.adm.neg [online]. 2017, n.83, pp.141-163. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n83.2017.1821.

This research study identifies those factors which influence the consumption of care products in the Latinamerican male segment. That's why, an instrument based on the behavorial theory was applied to 600 men living in two countries of this region and having different levels of development regarding the above mentioned category, Mexico -highly developed- and Peru -moderately developed-. The data obtained were analyzed using a model of structural equations. The results show that a subjective norm will stop men's consumption of these kinds of products. Similarly, the impact of this subjective norm will be lower in young men, allowing them to have a great aperture in the consumption of these care products.

Palabras clave : Strategic marketing; consuming intention; beauty and personal care products; male consumers; consumer behavior..

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