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CONSUMPTION OF MEN

COSMETIC PRODUCT

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Marketing research - C

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ABSTRACT
The present study investigates and evaluates attitude characteristics which affects the purchase
and consumption of men towards cosmetic products. We are studying about consumption of
cosmetic products in men because we want to find out the perception regarding buying such
products in order to understand the changing consumption patterns. Our purpose was to explore
mens perception towards cosmetic products and its usage. Men were not so conscious about
their looks before as compared to present. Parry (2005) said that the use of moisturizer,
exfoliating formulas, facial scrubs, skin toner, specialized shampoos and conditioners,
specialized face product etc. was considered girlish. Sangeeta Gupta showed in her report that
8.11% men prefer to look younger in front of other people especially opposite gender. Males
usually select brands independently and quality of the product plays an important role in their
purchase decision as per studies of Dr. Vinith Kumar Nair and Dr. Prakash Pillai R. usually male
prefers a single shop that is convenient to them n order to buy cosmetic products. According to
the research of Chanintorn Moungkhem and Jiraporn Surakiatpinyo, men are continuously
changing their behaviors. I.e. theyve changed a lot as compared to their fathers generation. And
so these changes are the reason of increasing consumption. We used both qualitative and
quantitative methods for our research. The data was collected by distribution of a questionnaire
to a sample size of 50 male consumers aged 20-35. Data was analyzed using SPSS software. The
data was also collected in the form of expert opinions by personally interviewing some experts.
Analysis revealed that youngsters are more conscious about their looks. Moreover social class
has a strong influence on the consumption pattern. These products are used basically to enhance
personality and self-presentation. There are basically different variables which affect the buying
behavior of men, particularly in Pakistan but all of them have different intensity. Apart from this,
the research also shows that how different companies should motivate males to consume such
products and also how marketing of such products can be done effectively.

TABLE OF CONTENTS
ABSTRACT................................................................................................................................................2
INTRODUCTION.......................................................................................................................................4
BACKGROUND.....................................................................................................................................4
PROBLEM STATEMENT......................................................................................................................5
RESEARCH QUESTIONS.....................................................................................................................5
RESEARCH HYPOTHESIS.......................................................................................................................6
CONCEPTUAL FRAMEWORK............................................................................................................6
METHODOLOGY......................................................................................................................................7
RESEARCH DESIGN.............................................................................................................................7
RESEARCH METHOD..........................................................................................................................7
SAMPLING TECHNIQUES...................................................................................................................7
SAMPLE SIZE........................................................................................................................................7
DATA COLLECTION.............................................................................................................................7
LIMITATIONS........................................................................................................................................8

INTRODUCTION
As the consumption of male cosmetic products is increasing day by day, to know the reasons for
that we are researching to finding the cause of such behavior. Our aim is to investigate the
attitude of males toward the consumption and purchase of men's cosmetic products. Now a days
men are under the impact of personal variables i.e. self-image consciousness, ageing effects,
physical attractiveness.
Despite the fact that the cosmetic market is traditionally associated with women, the current
cosmetic industry contributes to shedding light on the importance of the men's grooming
segment, revealing the major variables that affect men's behavior and attitude toward the
consumption of cosmetic products and pointing out that consumers' motivations and attitudes
differ among markets when the product is at different stages of the life cycle. Nowadays it is also
needed by business environment to groom you according to trends that society adopts.
The latest result indicated that mens cosmetics purchasing behaviors are strongly influenced by
cultural and personal factors. The main determinants in purchasing behaviors are hygiene
functions, features and fragrance of the product, and price-quality relationship. Although the
relatively higher average reflected their positive attitudes towards the purchase of cosmetics,
they still maintain traditional consumption behaviors.

BACKGROUND
With the advancements of science, technology, society, education, the standard and styles of
living in people are improving day by day. The increase in the market share of cosmetic products
is noteworthy especially in this decade and its mainly because people are becoming more
conscious about hygiene and beauty. As the trends are changing, it has been observed that along
with women, men are also becoming aware about such products. Well research on how the
consumption patterns are changing particularly among males. But there are some internal and
external factors that affect the buying behavior of men. In a country like Pakistan, there are
various conservative mentalities and perceptions due to which men hesitate while buying these
products. Besides, this industry is also blooming with the same pace. Historically, the range of
mens cosmetic products referred to shaving-related products including mens shaving, mens
pre-shave, mens razors and blades and mens post-shave. But with the increasing development
in this sector, now it also involves fairness creams, lip balms, makeup etc. Our purpose basically
is to investigate the reasons which make men reluctant to buy cosmetic products and analyzing
the growth trends as well. Well also study the impacts of men psyche their attitude towards
buying and utilizing cosmetic products.

PROBLEM STATEMENT
We are studying about consumption of cosmetic products in men because we want to find out the
perception regarding buying such products in order to understand the changing consumption
patterns.

RESEARCH QUESTIONS
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What are the reasons behind increasing consumption of men cosmetics products?
Is there any impact of personality development, reference group and celebrity
endorsement on increasing consumption for men cosmetics products?

RESEARCH HYPOTHESIS
A Hypothesis is a proposed statement made on the basis of limited evidence that can be proved
or disproved and is used as a starting point for research. A hypothesis is not fact, and should not
be argued as right or wrong until it is tested and proved. It is made on the basis of limited
evidence.
In our hypothesis the dependent variable is consumption for men cosmetic products and
independent variables are personality development, reference group and celebrity endorsement.
In this quantitative research, we want to find out the regression analysis between dependent
variable consumption for men cosmetic products and independent variable personality
development and correlation analysis of dependent variable consumption for men cosmetics
products and independent variables personality development, reference group and celebrity
endorsement.
Our hypothesis is:
Ho: There is no impact of personality development on consumption for men cosmetics

Ha: There is impact of personality development on consumption for men cosmetics


CONCEPTUAL FRAMEWORK
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Well apply regression in order to check the impact of independent variable (i.e
personality development) on dependent variable.

And we are analyzing the relationship of independent variables by using Correlation.

METHODOLOGY
Methodology is the systematic, theoretical analysis of the methods applied to a field of study, or
the theoretical analysis of the body of methods and principles associated with a branch of
knowledge. It, typically, encompasses concepts such as paradigm, theoretical model, phases and
quantitative or qualitative techniques. A methodology does not set out to provide solutions but
offers the theoretical underpinning for understanding which method, set of methods or so called
best practices can be applied to a specific case. The qualitative and quantitative techniques
have been used for the analysis of the information gathered in the method of survey and
interviews. For the close-ended questions the quantitative technique was used.

RESEARCH DESIGN
(Please explain which research design is selected and why)

RESEARCH METHOD
(Please explain which research design is selected and why)

SAMPLING TECHNIQUES
The basic population is selected with the help of convenient sampling (as the students, general
public and viewers were selected by the method of simple random sampling technique.)
Survey was conducted on the sample which was in easy access and was easily available to cater
the different constraints like time, and finance.

SAMPLE SIZE
Our sample type is convenience sampling. A statistical method of drawing representative data by
selecting people because of the ease of their volunteering or selecting units because of their
availability or easy access. The advantages of this type of sampling are the availability and the
quickness with which data can be gathered.

DATA COLLECTION
Data was analyzed using SPSS software. The data was collected by distribution of a
questionnaire to a sample size of 50 male consumers aged 20-35.

LIMITATIONS
Due to the time and the resources constraints, this study has been limited to the survey from our
relatives (as general public), students of MAJU (Pakistan, Karachi).