DELA CERNA, FRANCIS JIM D., GARCIA, JOHN BENEDICT S., GUEVARRA, JANET V., and VILLAFUERTE, JEROLD MARK T. Socio Cultural Factors Influencing the Buying Decision of Consumer in Gender Neutral Skincare Products. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. March 2024. Adviser: Ms. Memyruz S. Macalalad.

This study explores the socio-cultural factors influencing the purchase behavior of gender-neutral skincare products. With an increasing trend towards gender inclusivity and fluidity in consumer goods, understanding the motivations behind purchasing decisions becomes imperative. Drawing on a combination of qualitative and quantitative methodologies, including surveys and statistical tools, this research investigates how cultural norms, gender stereotypes, personal beliefs, and identity perceptions influence individual choices in skincare products marketed as gender neutral. The findings shed light on the complexity of consumer behavior in this emerging market segment, offering insights for marketers and policymakers seeking to promote inclusivity in the consumption of skincare products and personal care. The findings shed light on the complexity of consumer behavior in this emerging market segment, offering insights for marketers and policymakers seeking to promote inclusivity in the consumption of skincare products and personal care. Skincare products are often associated with fulfilling these needs. These factors show how buyers are influenced in buying gender neutral products. These factors show how buyers are influenced to buy these products. Some consumers are buying this product because of their habits. These factors can manipulate their buying habits and buying decision. The study has a result of 66.56%, female consumers. The majority age range is 27-35 yrs. old with the percentage of 39.05%. With the majority of sales laynian job position with 44.53%.
The study finds that Socio-cultural Factor in SM Bacoor Department store like Social Belief, Lifestyle, Attitude, Buying Habits, and Religion shows significant relationship in buying Gender neutral skincare products. However, in Complex buying decision social belief, and Religion shows no significant correlation. In Habitual buying decision social belief, attitude, and religion shows no correlation in buying skincare products. Lastly in Variety seeking decision religion shows no significant correlation in buying gender neutral skincare products. The researchers used percentage formula to determine the percentage of demographic profile of the respondents such as gender and age. Weighted Mean. This computation used to identify the activities conducted by selected employees of department stores that using Gendered skincare. Likert Scale. It was used to interpret the activities conducted by selected employees of department stores that using Gendered skincare. And Pearson r to determine the significant relationship between the socio-cultural factors and consumer buying decision on buying gendered skincare products. 

This undergraduate thesis investigates socio-cultural factors affecting consumer purchasing behavior toward gender-neutral skincare products. It focuses on elements such as social beliefs, lifestyle, attitudes, buying habits, and religion, analyzing their influence on consumer decision-making in Cavite. Findings highlight the growing significance of inclusivity and fluidity in consumer goods marketing. 

Dela Cerna, F. J. D., Garcia, J. B. S., Guevarra, J. V., & Villafuerte, J. M. T. (2024). Socio-cultural factors influencing the buying decision of consumer in gender-neutral skincare products (Undergraduate thesis). Cavite State University - Bacoor City Campus.