Study On Male Skin Care Product’s Buying Motive And Purchase Channel Of Liaoning And Shandong’s Generation After80s’

With the improvement of people’s living standard and changes in the value system, male skin care market is increasing. On one hand, in order to satisfy the needs, manufacturers have been frequently offering various male skincare lines; on the other hand, many scholars have been studying various categories of consumer motivation theory. Now foreign brands have occupied most of the high-end market and mid-market, while domestic brands only can take a small market share of low end market by price war,this research focused on the generation after80s to explore their Male skin care product’s buying motive and purchase channel.Firstly, use Documentary Research Method to master buying motive、the generation after80s、Male skin care product and other related research areas. Secondly, make sure the questionnaire by interview research method as well as questionnaire research method. Finally, make an analysis of the data got from questionnaire research by SPSS.The results show the generation after80s’male skin care product buying motive include five factors.Demographic factors have an effect on buying motive. The main purchase channels are shopping in the store and online shopping, while the most welcomed store types are store counter and supermarket. Buying motive has relation with purchase channel.Therefore, manufactures should focus on the generation after80s’male skin care product buying motive model and main purchase channel. This paper is the first study explored the generation after80s’male skin care product buying motive model and made a correlation analysis between buying motive and purchase channel, filling in the blanks of study on male skin care product buying motive. Thus, it has made some significant contribution to the study of buying motive area.