The purpose of this research and study is to understand the current trend for men to purchase grooming products. What factors that influenced men to purchase grooming products as well as the relationship between personal perception and individual attitudes towards buying grooming products to meet social expectations. The research objectives of this study are: 1.To identify what are the key factors that effect individual decision making process of men when choosing to purchase grooming product. 2.Investigate the influence of celebrity endorsement and self- concept toward the consumption of male grooming products. 3 To explore what are the main value and attitude among men towards purchasing grooming product including social acceptance. Do you want your assignment written by the best essay experts? Order now, for an amazing discount.