Department Of Marketing And - Lingnan University Library

Actual Behavior (Dependent Variables)1) GenderWomen’s physical appearance is a large part of her self-concept. And the pressure of losingweight is continually reinforced by advertising and by peers. And women fear that they will bediscriminated if they are fat. Women think that happy life and confidence are come from a goodbody shape. So women are more easily persuaded to buy weight loss products.H10: Women purchase more weight loss products than men do.2) AgeYounger women want to be slimmer. By virtue of that they want to be more attractive andgain confidence. When women are getting older, their peers also are more mature, they do notlaugh at the one who do not have a slim body figure.H11: Younger people buy more weight loss products/ pay more attention to body shape than olderpeople do.3) IncomeThe price of weight loss products is quite high especially for the products which arepromoted by super stars. However, the most expensive way to lose fat is in beauty center, and theyprovide excellent services and consultations to customers. So, it is predicted that high-income32