Perceptions and Influencing Factors among Male Consumers in Availing Aesthetic and Wellness Services: Implications for Marketing Strategy

This study aimed to examine the perceptions and factors influencing male consumers in availing aesthetic and wellness services in the National Capital Region (NCR). Specifically, it analyzed male consumers’ perceptions, identified influencing factors across different segments, assessed the impact of social, psychological, and cultural variables on attitudes, evaluated marketing factors affecting decisions, and formulated strategies to effectively target male consumers.
A descriptive-correlational research design was employed, utilizing a structured questionnaire distributed to 300 male respondents selected through stratified random sampling. The respondents included students, working professionals, and middle-aged men. Data were analyzed using frequency and percentage distribution, factor analysis, Kruskal–Wallis test, Spearman correlation, and ordinal logistic regression.
The findings revealed that male consumers generally have positive perceptions toward aesthetic and wellness services, primarily driven by psychological benefits such as improved self-confidence and mental well-being. Factor analysis identified four key dimensions: self-confidence, intrinsic well-being, social acceptability, and masculinity compatibility. Among these, self-confidence emerged as the most influential factor. Results also showed that there are no significant differences among consumer segments, indicating consistent preferences across students, working professionals, and middle-aged men.
Further analysis revealed that psychological factors significantly influence attitudes, while social and cultural factors have minimal impact. In terms of marketing factors, price or value of services and loyalty programs were found to be the most significant predictors of consumer decisions, whereas social media advertisements, promotional campaigns, and celebrity endorsements showed limited influence. Cluster analysis identified two distinct groups of consumers: Wellness Advocates and Cautious Observers, each requiring different marketing approaches.
Overall, the study concludes that male consumers are increasingly open to aesthetic and wellness services, with decisions largely driven by internal motivations and perceived value. The findings provide valuable insights for businesses to develop targeted, value-driven, and psychologically oriented marketing strategies to effectively attract and retain male consumers.

Male Consumers, Perceptions, Influencing Factors, Aesthetic and Wellness Services

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