Men’s purchase intention of shampoo: a model based on the theory of planned behavior and self-concept

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This research intends to understand what influences men’s purchasing behavior regarding shampoo, and their choice between three different distribution channels: supermarkets, hairdressers or specialized stores and pharmacies. The comprehension of the male personal care behavior is still at an early stage, specifically regarding hair care. We developed a model based on the Theory of Planned Behavior with an extension using Self-Concept. Overall results indicate that the Theory of Planned Behavior presents relevant variables for understanding behavior for every sample; self-concept, however, was only relevant for pharmaceutical shampoo purchasers. We also found similarities between professional and pharmaceutical shampoo when compared to the supermarket channel. Men develop positive attitudes towards their purchase on hairdressers and pharmacies, whereas at the supermarket positive attitudes are irrelevant. Since our model was proven not to possess all the relevant variables further research is suggested to fill this gap.