CHAPTER 1

INTRODUCTION

In the globalization era, improvement of technology, science, society, economy

and education provide people to have better standard of living and styles. Relating to the
development of purchasing power in consumers and market trend that people become
more conscious of hygiene and beauty, it affects to the rapid growth in beauty care
industry, especially in this decade. Because of the characteristic of the market is quite
high by value, thus it attracts many companies to enter to this market continually. Not
only domestic companies that try to take as much as advantages in their local market but
multinationals also desire to reach the market. Even there is intensive competition in
beauty care market; many companies still pay attention to invest in this market to respond
for the high demand available in market.
Most of people would like to be beautiful, healthy and good looking. The global
world we are living in sets stereotypes that become models. Models are presented
widespread all around using daily life such as on the television, in the commercials, in the
magazines, on the bill board, in the fashion shows, in the streets and even at school or at
workplace. There is a normal fact that most people want to look like the models. Men and
women are alike, a smooth and bright skin with an ideal body shape for a wonderful life.
This desire and trends are growing and seen as a gold mine for the beauty care
market. Beauty care products imply psychologically that customers are taking care of
their hygiene, beauty and healthiness by using some products items to support.
The beauty industry in women has been obviously growing since long times ago
whereas the mens market have just become blooming in men aspects lately. Currently
men are more aware of their body and the demand for beautifulness, aesthetics,
youthfulness, healthiness, and thinness which drag them away from old opinion about
only sanitation. The advancement of fashion magazines for men emphasizes this point
of view against their appearance.

1
 The explosion of the male press commonly affects more or less toward the
consumption of mens beauty products. As a result, men pay more attention to support
patterns of beauty and are more sensitive to the products alternatives, like many products
are launched to the market to convince customers to believe that its can improve their
appearance, to put it in scene, to dramatize it. Nevertheless, even though men buy more
beauty products as grooming and skincare products, it is predicted that these products are
still bought approximately 80% by their wife or companions. As a result, the percentage
drive us to study if there is any internal or external reason which can be factor affects to
men purchasing toward this kind of skin care products, just because men do not have
many experiences against the products, or there is any masculine issue involvement.
Therefore, as research purpose, it is concerned significantly to understand and
know which factors have the impacts of decision making toward purchasing of skin care
products. What these terms mean at present in men aspect, taking into consideration the
evolution of consumption and mentalities on another side, and of mens orientation or
preference for one or another sex. In contrast, male have no exactly the same toiletry
speech apparently as female , which mention about the products failure issues relate to
packaging consideration to be too womanly characteristics. Like other marketing mixes
considerations, it supposes to have considerably the impact on mens purchasing decision
making. Unlike homosexuals, products attributes for heterosexuals may be expected to
have dissimilar uses and experiences.
Apparently, there are many disparities between mens and womens market for
skin care product. Hence, the companies have had to deep in details about the strategies
of marketing to this new market target to persuade mens attention to their products.
Those adjustments supposed to concern all the areas of the marketing mix: product,
promotion, place and price, including other related factor influences on their masculinity
and metro sexual perspectives.

2
 OBJECTIVES

To find the major factors that influence the purchasing decision of men to
purchase cosmetic products.
Find out the age group of men using cosmetic products.
To find out the amount spent by men for purchasing cosmetic products.
To analyze the satisfaction of men with their cosmetic product.
To know the usage of cosmetic product.
Mode of purchasing (online or direct).
How much do they spent on cosmetics.
Branded cosmetics.

PURPOSE OF THE STUDY

3
 The purpose of this thesis is to investigate mens attitude towards purchasing of
skin care products. The focus is on the relationship between their consumption habit and
market
Characteristic. Some said that men were not explicitly ready to use, or directly buy their
skincare products by themselves whereas others considered the mentalities ready to
confront an explosion of this new market.
This research is studied in order to explore men perspective toward the skin care
consumption, for instance; in the connection of self-concept theory with the need for an
Individual to be recognized by others, is it possible to be one element that motivates men
to take care themselves more by using skin care products? And also to figure out which
reasons and factors have highly impacts of men customers before making decision to use
the skincare products or to buy products, such as price, advertising, press, store location,
the effects from others as spouse, family, friend, celebrity endorsement, and so on.
Additionally, the factors influencing the purchase at the purchasing point, such as
choices of products, packaging, product odor, promotion and etc, are studied whether it
can affect to decision making at that moment. To do so, the study can permit to
understand more the
Customers behaviors, market trends and purchasing evaluation in skin care market of
men in India.

SCOPE OF TH E STUDY

4
 The study analyses the purchase patterns and spending styles of people belonging
to different segments of Cosmetic consumers in Mangalore.

There are many brands and types of skin care product in the market. On the other
hand, related beauty service is defined as any skin care treatment for men. A man and
woman purchasing the identical product may involve different behavior and consumption
patterns.. The custom and culture greatly affects peoples consumption behavior. As
different countries and cities have diverse culture.

LIMITATIONS OF THE STUDY

5
 The scope of this research is limited to study on factors affecting by men
perspective toward their purchasing decision making of skin care products in Indian
market only instead of the global market due to time limitation and points focusing. And
in order to keep away from the cultural differences that can be one factor to affect their
purchasing decision making, doing survey across multi-nationality is avoided in this
study. Moreover there is more convenient, accessible and directly to the point, in order to
target the men who are in the age range between 15-45 years old and living in India,
particularly in Mangalore City as the respondents for the questionnaire survey facilitating
to the geographically current residence.
The Questionnaires had been distributed to 100 respondents .Furthermore some
question is highly sensitive to answer by the respondents in terms of mentality.
Nonetheless the data would be analyzed following the finding and empirical results based
on the questionnaires.

CHAPTER 11
6
 DEFINITIONS OF TERMS

Toiletry, any item used for grooming, personal care or toiletries is the beauty industry
that manufactures consumer products used for beautification and in personal hygiene. To
give a few examples, personal care includes products as various as chap stick, lipstick, lip
gloss, colognes, deodorant, body spray, perfumes, cotton swabs, cleansing pads and
wipes, facial issue, makeup, eye liner, hair clippers, shampoo, mouthwash, toothbrushes,
toothpaste, nail files, pomade, personal lubricant, lotion, skin cream, talcum powder,
razors, shaving cream and toilet paper .

Grooming is a moderately arbitrary term and the meaning is culturally defined and
varies. Commonly, even if the connotation is that one's personal hygiene practices as
freely traditional to the customary cultural norm . To have the same comprehension, the
word of Mens grooming products here covers five categories as bath Products,
deodorant, hair care; shampoo, conditioner/treatments, styling products, hair color and
others, shaving products; shave cream, lotions/balms, disposable razors/shavers, manual
shavers, electric shavers , others and skincare products.

Skin care, the work of providing maintenance and treatment of the hygienic term of the
skin under optimal conditions of sanitation and comfort for or attending to someone or
something;"no medical care is included". Effective in skin care are probably washing,
cleansing, bathing, and the use of soaps, detergents, oils, etc. In an assortment of disease
aspect, therapeutic and protective solutions and ointments are practical. Caring of skin is
principally significant in a variety of practices, in facing to sunlight, in newborns, and in
recovering infection.

BLOOMING OF BEAUTY CARE FOR MEN

7
 In earlier period, it seems to be not traditional one that most men would often
think of looking after of their beauty comparing to the present. Using a moisturizer,
exfoliating formulas, facial scrubs, skin toner, specialized shampoos and conditioners,
specialized face product, lotion and many more were realized as feminine . It affects to
the rapid development of beauty care in women market rather than in men. As generally
shown that there are many bulky companies creating and launching loads of different
kinds of skin care products designed specifically for womens needs. It is commonly to
say that not so many words to stand for the meaning of cosmetology in the women mind
when they go shopping for beauty care products, as persuasion, allurement, gorgeousness,
healthiness, or delight. Thus there are many manufacturers have paid attention for women
segment rather than another. Fortunately there is dynamic of the beauty care aspect in the
past 15 to 20years in order to offer products for men, excluding only shaving cream, after
shave, deodorant, body spray and hair product.
The gap or distance between men and beauty products or skin care products has
shorten by the bridge now a days, their demand for skin care products are revealed to
fulfill their pleasure and wellness, start from clean their skin, use the cream, feed the skin
nutrition, anti-aging treatment, body and hair cares, spa centers or even beauty
institutions .
According to LOreal Report (2010), it showed the changing of mens perception
in UK towards their personal appearance is positively growing for acceptance by a new
generation. 80 percents of men in UK who have the age range between 18-29 year olds,
are most men who consume the grooming products for their routine, not only special
occasion. They realized that is no longer the social taboo on purchasing the grooming
products as it used to be.

Unless men want to waste thousands of dollars later in life on expensive risky and
dangerous either face lifts or plastic surgery and, men should start to listen to their beauty

8
now that become stronger demand and stimulate supply side to capture this market
segment.

MENS SKIN CARE PRODUCT

Product is any goods launched to a market for awareness, acquisition, utilizing or

consumption and it supposed to be able to satisfy the need or demand. Products can be in
terms of physical matter, services, people, places, association, institution and
thoughts .Skin care product should provide the maintenance and treatment against the
hygienic of the skin under optimal conditions of sanitation and comfort, or attending to
someone or something. Relating to this study, skincare products include facial foam,
cleanser, toner, day or night cream, moisturizing cream, eye cream, anti - wrinkle & other
anti - aging, sun block and tanning cream. Generally shaving products are accounted as
skin care product for men, but it seems to be common and logic for male customers to
buy and use those kinds of products. Consequently the term products in this study refer
to skin care products, excluding shaving products.

CHAPTER III
REVIEW OF LITERATURE
9
1 Sinha (2003) report that Indian shoppers seek emotional value more than the
functional value of shopping. Their orientation is based more on the
entertainment value than von the functional values orientation is found to be
affected primarily by the type of store, the frequency of buying and to some
extent by the socio economic classification. The retailers need to experiment
with a format that attracts both types of shoppers. Research suggests that beauty
consciousness among people in general is changing.

2 Malhothra (2003) describes the main reasons for boom in cosmetics industry as
increasing fashion and beauty consciousness coupled with rising incomes and
focus on health and fitness .To complement this, beauty culture or cosmetology
has emerged as a major occupational avenue with significant commercial
potential.

3 Euro monitor International, (2006) reported that new scientific development,

techniques, products and media hype, has contributed the Indian fashion industry
in generating mega revenues and this has in turn added to the growth of
cosmetics industry. Rising hygiene and beauty consciousness due to changing
demographics and lifestyle, deeper consumer pockets, rising media exposure,
greater product choice, growth in retail segment and wider availability.

4 Vigneron and Johnson (1999) people needs for appearances and materialism
were increasing. That is human being wanted to satisfy the need to look and feel
good. This created a boom in the cosmetics and toiletries sector across the world.

5 Consumer Market & Marketing International Marketing conference on

Marketing& Society,8-10 April,2007,IImk582 benefits have made todays
consumer more aware of what they are putting on their bodies, and making them
10
 more willing to pay. Indian cosmetic industry is growing in terms of product
development and marketing. The Indian cosmetic industry is growing in terms of
product development and marketing. The preference of Indian consumers is
changing from the merely functional products to more advanced and
specialized cosmetic items. In 2005, sales of cosmetics and toiletries rose
by6%in current value terms in India.

6 Briney (2004) describe an interesting trend among Indian cosmetic consumers,

while other global countries are taking to the traditional Indian herbal and
ayurvedic applications for beauty solutions, Indian consumers are increasingly
looking to international personal care brands as lifestyle enhancement products,
in the belief that the association with and use of an international brand confer
one with a sophisticated and upper class image.

7 A study by Chernav (1997 ) analyzed the effect of common features on brand

choice and the moderating role of attribute importance. It is argued that when
brands choice shares .In contrast, when attributes are similar in their importance,
common features are likely to have an opposite effect, equalizing brands share.

8 Russo and France (1994) studied the nature of the choice process for
commonly purchased non-durables by tracking eye fixations in a laboratory
simulation of supermarket shelves. The findings are fully compatible with the
general view that the choice process is constructed to adapt to the immediate
purchase environment. While describing about shopping orientation.

9 A study by Voss and Parasuraman (2003 ) suggest that the purchase

preference is primarily determined by price had no effect on pre-purchase or

11
 post-consumption quality perceptions. Instead ,post consumption quality
evaluations had a favorable impact on price evaluations

10 Loudon & Della Bitta (1980) The decision process and physical activity
individuals engage in when evaluating, acquiring, using or disposing of goods
and services

11 Blackwell, Minard and Engel(2001)Activities people undertake when

obtaining, consuming and disposing of products and services

12 Souiden&Diagne(2009) In the globalization era, improvement of technology,

science, society, economy and education provide people to have better

standard of living and styles. Relating to the development of purchasing power

in consumers and market trend that people become more conscious of hygiene and

beauty.

13 Souiden & Diagne (2009) the beauty industry in women has been obviously
growing since long times ago whereas the mens market have just become
blooming in men aspects lately. Currently men are more aware of their body and
the demand for beautifulness, aesthetics, youthfulness, healthiness, and thinness
which drag them away from old opinion about only sanitation. The
Advancement of fashion magazines for men emphasizes this point of view
against their appearance.

14 Blanchin et al (2007) In contrast, male have no exactly the same toiletry

speech apparently as female (Solomon et al, 1998), which mention about the

12
 products failure issues relate to packaging consideration to be too womanly
characteristics. Like other marketing mixes considerations, it supposes to have
considerably the impact on mens purchasing decision making. Unlike
homosexuals, products attributes for heterosexuals may be expected to have
dissimilar uses and experiences.

15 Blanchin et al (2007)Some said that men were not explicitly ready to use, or
directly buy their skin care products by themselves whereas others considered
the mentalities ready to confront an explosion of this new market.

16 Nair et al, (2007) Most of people would like to be beautiful, healthy and good
looking. The global world we are living in sets stereotypes that become models.
Models are presented widespread all around us in daily life such as on the
television, in the commercials, in the magazines, on the billboard, in the fashion
shows, in the streets and even at school or at workplace. There is a normal fact
that most people want to look like the models. Men and women are alike, a
smooth and bright skin with an ideal body shape for a wonderful life.

17 Data panel, (2002) the explosion of the male press commonly affects more or
less toward the consumption of mens beauty products. As a result, men pay
more attention to support patterns of beauty and are more sensitive to the
products alternatives, like many products are launched to the market to convince
customers to believe that its can improve their appearance, to put it in scene, to
dramatize it. Nevertheless, even though men buy more beauty products as
grooming and skin care products, it is predicted that these products are still
bought approximately 80% by their wife or companions.

13
 18 Blanchin et al, (2007)What these terms mean at present in men aspect,
taking into consideration the evolution of consumption and mentalities on
another side, and of mens orientation or preference for one or another sex. In
contrast, male have no exactly the same toiletry speech apparently as female
(Solomon et al, 1998), which mention about the products failure issues relate to
packaging consideration to be too womanly characteristics. Like other
marketing mixes considerations, it supposes to have considerably the impact on
mens purchasing decision making.

19 Over recent years ,India has seen increasing literacy level ,penetration of satellite
television, growing urbanization and greater beauty awareness among women
which has resulted in rewarding growth opportunities to cosmetics and toiletries
manufactures Around 44% of value sales (2005)of cosmetics &toiletries market
in India are with two market leaders i.e. Hindustan Lever & Colgate Palmolive.

20 Monteiro (2003) also predicts the huge potential for cosmetics in India. The
average annual spending of Indian consumers on cosmetics and toiletries in 2005
is just over US$ 3. India in Cosmetic and toiletries, which saw its value share
rising from 27% in 1997 to 31% in 2005 and is likely to continue surge ahead
over the forecast period.

CHAPTER IV

RESEARCH METHODOLOGY

SAMPLE SIZE

14
 QUESTIONNAIRE
The questionnaire consisted of 2 parts; personal data and consumption data. Closed-
ended questionnaire were applied in this research. Personal data started from question
number 1 to question number 5. All questions in personal data part asked about age,
marital status, occupation and income. In consumption part, it started from question
number 6 to question number 17.
100 questionnaires filled from different geographical areas in palakkad

RESPONSE RATE

We used 100 questionnaires, and respondents filled all, which means 100%
response rate

RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a research
plan. Descriptive research design is concerned with describing the characteristics or
dimensions of the problem studied. Descriptive research studies are those studies which
are concerned with description of characteristics of a particular individual or group,

Quantitative research method approach was used, in which structured

questionnaires based on the study which made by us.

DATA COLLECTION METHOD

PRIMARY DATA COLLECTION

15
 Primary data is the specific data which the researchers collect or observe by
themselves such as conducting a questionnaire and interview. This specific data can be
seen as an important data because the data is unique and it is collected and observed
according to the specific purpose draw by researches.

SECONDARY DATA COLLECTION

Secondary data collection can be seen as a beginning of this research. Firstly, the
authors had studied and reviewed many relevant data to know and understand the area of
the research. Secondly, the authors used secondary data as an indicator to do further
research.
Moreover, secondary data provides many benefits to this research such as cost and
time saving with high-quality data. Those are the reasons to support why secondary data
was applied in this research.
The data collection tools which we used include the interviews designed based on
different questions from men which tell us what is the attitude of men towards
cosmetics.

SAMPLING TECHNIQUE

We used the techniques of interviews and random sampling from different

consumers located in different places.

TOOLS USED FOR ANALYSIS

The main tools used for data analysis are:

Percentage method

CHAPTER V

ANALYSIS AND INTERPRETATION

16
Age

Table 1 describes the age wise distribution of the respondents selected for the
study. Age is classified as Below 18, 18 22, 23 27, 28 32 and Above 32.

Table 1: Age wise distribution of the respondents

Gender Number of respondents Percentage

Below 18 10 10

18 22 20 20

23 27 35 35

28 32 20 20

Above 32 15 15

Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study, most of
them are in the age group of 23-27(35%).

Chart 1

17
Number of respondents

Below 18
18 22
23 27
28 32
Above 32
Total

18
Marital status

Table 2 describes the marital status wise distribution of the respondents selected
for the study. Marital status is classified as married and unmarried

Table 2: marital status wise distribution of the respondents

Marital status Number of respondents Percentage

Married 66 66

Unmarried 34 34

Total 100 100

Interpretation

It is conclude that among the total respondents selected for the study, most of the
respondents are married (66%).

19
Chart 2

120

100

80

60 Number of respondents
Percentage

40

20

0
Married Unmarried Total

20
Occupation

Table 3 describes the occupation wise distribution of the respondents selected for
study. Occupation is classified as own business, student, employee, professional.

Table 3: occupation wise distribution of the respondents

occupation Number of respondents Percentage

Own business 27 27

Student 16 16

Employee 49 49

Profession 8 8

Total 100 100

Interpretation

It is conclude that among the total respondents selected for the study, most of them are
employees (49%).

Chart 3
21
 Own business
Student
Employee
Profession
Total

Monthly income

22
 Table 4 describes the monthly income wise distribution of the respondents selected
for the study. Monthly income is classified as below Rs10000, Rs10001-15000, Rs15001-
25000, above Rs25000

Table 4: Monthly income wise distribution

Monthly income Number of respondents Percentage

Below Rs10000 12 12

Rs10001-15000 19 19

Rs15001-25000 32 32

Above Rs25000 37 37

Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study, most of
them are in the monthly income of above Rs.25000 (37%).

Chart 4

23
 Number of respondents

Below Rs10000
Rs10001-15000
Rs15001-25000
Above Rs25000
Total

Duration of using skin care products

24
 Table 5 describes the duration of the skin care products wise
distribution of the respondents selected for the study. Duration is classified as Less than 1
year, between 1-3 years, More than 3 year.

Table 5: duration of the skin care products wise distribution

duration Number of respondents Percentage

Less than 1 year 24 24

Between 1-3 year 38 38

More than 3 year 38 38

Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study, most of
them are using the products from between 1-3 year and more than 3 year (38%)

Chart 5

25
 Total

More than 3 year

Number of respondents
Percentage
Between 1-3 year

Less than 1 year

0 20 40 60 80 100 120

Use any branded cosmetics

26
 Table 6 describes the use of any branded cosmetics of the
respondents selected for the study.

Table 6: use any branded cosmetics

Use branded cosmetics Number of respondents Percentage

Yes 87 87
No 13 13
Total 100 100
Interpretation

It is concluded that among the total respondents selected for the study, most of
them are using branded cosmetics(87%)

Spending on skin care products per month

27
 Table 7 describes the amount spend for the skin care products per
month wise distribution of the respondents selected for the study.

Table 7: amount spend for the skin care products per month wise

Amount spend Number of respondents Percentage

Less than Rs300 42 42

Rs301-600 38 38

Rs601-900 9 9

Rs901-1200 5 5

Above Rs1200 6 6

Total 100 100

Interpretation

It is conclude that among the total respondents selected for the study, most of them
spend less than 300 (42%) on skin care products.

Chart 7

28
 Number of respondents

Less than Rs300

Rs301-600
Rs601-900
Rs901-1200
Above Rs1200
Total

Buy cosmetic products

29
 Table 8 describes where they purchase the cosmetic product of the
respondents selected for the study.

Table 8: buy cosmetic product

Buy product from Number of Percentage

respondents
Cosmetics store 38 38
Super store 15 15
Internet 18 18
Convenience store 29 29
Total 100 100

Interpretation

It is conclude that among the total respondents selected for the study, most of them
buy from cosmetic store (38%).

30
Chart 8

Number of respondents

Cosmetics store
Super store
Internet
Convenience store
Total

31
Brand

Table 9 describes the brand wise distribution of the respondents selected for the
study. Brand is classified as below garnier, Himalaya, LOreal Paris, fair and handsome,
dhathri, indulekha

Table 9: brand prefer to buy

Brand No of respondent Percentage

Garnier 10 10

Himalaya 20 20

LOreal Paris 35 35

Fair and handsome 20 20

Dhathri 8 8

Indulekha 7 7
Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study ,most of
them are using LOreal Paris(35%).

32
 120

100

80

60
No of respondent
40 Percentage

20

Chart 9

Preference of skin care products

Table 10 describes how cosmetic products are applicable for men than women.

Table 10: cosmetic products are applicable for men than women

Applicable for men than

Number of respondents Percentage
women

yes 56 56

no 44 44

Total 100 100

33
Interpretation

It is conclude that among the total respondents selected for the study, most of
them think cosmetic products are more applicable for men than women(56%).

Chart 10

34
 Total

no Percentage
Number of respondents

yes

0 50 100 150 200 250

Reason for using

Table 11 describes the reason wise distribution of the respondents selected for the
study. The reason for using cosmetic products is classified as below for medical reason,
for personal hygienic , for improving skin , for attractiveness , for self confidence

35
Table 11: reason for cosmetic products

Reason Number of percentage

respondent
For medical reason 8 8
For personal hygienic 20 20

For improving skin problems 42 42

For attractiveness 20 20
For self confidence 10 10
Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study ,most of them are
using for improving skin problems(42%).

36
Chart 11

1
2
3
4
5
6

Factors influencing to purchase

Table 12 describes the factors influencing to purchase. The factors are price,
brand, quality, ingredient, packing

Table 12: reason for cosmetic products

37
 Factors influencing Number of respondents Percentage
Price 41 41
Brand 21 21
Quality 10 10
Ingredient 9 9
Packing 19 19
Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study ,price is the main
factor influencing to purchase.

38
Chart 12

120

100

80

60
Number of respondents
Percentage
40

20

39
Change products according to seasons

Table 13 describes the change of cosmetic products according to seasons

Table 13: change according to seasons

Change according to Number of Percentage

season respondents

Yes 84 84
No 16 16
Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study ,customers change
according to seasons (84%).

40
Chart 13

Number of respondents

Yes
No
Total

41
Encourage others to buy products

Table 14 describes others to buy products

Table 14: encourage others to buy products

Encourage others Number of Percentage

respondents
Yes 76 76
No 24 24
Total 100 100

Interpretation

It is concluded that among the total respondents selected for the study, defines that the
customers encourage others to buy products (76%).

42
Chart 14

Number of respondents

Yes
No
Total

43
 CHAPTER V1

FINDINGS

1. Most of them are in the age group of 23-27(35%).

2. Most of the respondents are married (66%)

3. Majority of them are employee (49%).

4. Most of them are in the monthly income of above rs.25000 (37%).

5. Most of them are using the products between 1-3 year and more than 3year(38%).

6. Most of them are using branded cosmetics (87%).

7. Most of them spend less than 300 (42%) on skin care products.

8. Most of them are purchasing skin care products from cosmetic stores (38%).

9. Most of them are purchasing LOreal Paris as their brand(35%).

10. Majority of them think that skin care products are applicable for men (56%)

11. Most of them are purchasing for the improving skin problems (42%).

12. Most of the respondents (41%) feel price is quite important factor influence to
purchase.

44
 SUGGESTIONS

Cosmetics are high-involvement products. The Shops cosmetics ads should be

placed in media outlets that are relevant to men.
Cooperating with one of the specialized magazines to create a onetime mini-
magazine is one other way to communicate with potential consumers.
Educating consumers is very important and this can be done by communicating
their brand personality through mass media (print, television and web site
Web sites must also be effective, reliable, consistent and interesting in promoting
its products to men.
Packaging design must clearly convey a look and feel unique to mens products.
The packaging components that are purely masculine include large tubes and
metal canisters without frills with darker masculine color.

CONCLUSION

45
 It might be seen that today men are not as same as in their fathers generation.
Changing in mens behavior and environment make them consume more and more.
Today, the change of mens behavior has distorted that attitude, not only being seen as
consumer but also concerning more and more on their appearance. In this research, I
found that men consume more on skin care products. Even though the result reveals that
number of respondent who do not use skin care product is higher than number of
respondent who use skin care products, the difference between these two groups are not
that high. So it can be implied that men are more concerning on this trend. Especially
younger generation because they are more open to skin care product than older
generation.
However, financial factor also plays as an important role because people who earn
more money have more opportunity to access these kinds of products more than those
who have less money. Moreover, it was found that occupation do not affect on their
spending pattern because respondents who have the job spend the amount of money as
same as respondents who are students and unemployed. And there are many reasons drive
men to use skin care product but the most two important reasons are improving their skin
and personal hygiene. These two reasons reveal that men are concerning on their
appearance.
The result of this study indicates that many men are more
comfortable to use and buy skin care products more than it used to be. It might be seen
that skin care for men become more important in beauty care industry because skin care
products are not seen as something that has been launched only for women anymore. It
can be seen that men have gone so far from the past and men have changed a lot on their
consumption behavior but men are still men

BIBLIOGRAPHY

46
Books

Marketing management Kotler

Research methodology by C.R.Kothari

Internet

http://mib.nic.in

http://mofpi.nic.in

Websites

www.google.com

A Study on mens attitude towards cosmetics with special reference to

Palakkad district

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 QUESTIONNAIRE

Personal data

1. Name :
2. Age
a. Below 18
b. 18-22
c. 23-27
d. 27-32
e. above 32
3. Marital status
a. Married
b. Unmarried
4. Occupation
a. Own business
b. Student
c. Employee
d. Professional
5. Monthly income
a. Below Rs.10000
b. 10001-15000
c. 15001-25000
d. Above 25000

Consumption data

6. Since how long do you use cosmetic?

a. Less than 1year
b. Between 1-3years
c. More than 3years
7. Do you use any branded cosmetics?
a. Yes
b. No
8. On an average how much do you spend on cosmetic products?
a. Less than Rs.300
b. Rs.301-600
c. Rs.601-900
d. Rs.901-1200
e. Above Rs.1200

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9. Where do you usually buy cosmetic products?
a. Cosmetics counter
b. Super store
c. Internet
d. Convenience store
10. Which brand do you prefer to buy
a. Garnier
b. Himalaya
c. LOreal Paris
d. Fair and handsome
e. Dhathri
f. Indulekha

11. Do you think cosmetic products are mainly applicable for men than women
a. Yes
b. No
12. Do you see yourself as professional when using cosmetic products to take care of
your appearance
a. Yes
b. No
13. The reason for using these cosmetic products
a. For medical reason
b. For personal hygienic
c. For improving the skin
d. For solving skin problem
e. For attractiveness
f. For self confidence
14. Please rank the factors that influence you to purchase
a. Price
b. Brand
c. Quality
d. Ingredient
e. Packing
15. The influencing factors of your purchasing behavior
a. Yourself
b. Spouse
c. Family
d. Friends/colleagues
e. Celebrity
16. Did you change your cosmetic product according to the seasons
a. Yes

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 b. No
17. Did you encourage others to buy the products?
a. Yes
b. No

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