[Factors Effecting Men's Purchasing Behaviour For Cosmetic Products]

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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1: ABSTRACT

This study examines in some depth the influences of marketing mix, social factors, emergence of the metrosexual, evolution of femininity and masculinity, self-esteem and customer decision making on the male consumer behavior in purchasing cosmetic products in Sweden, particular in Karlstad. In do so, the theories of masculinity and femininity, customer behavior theory, customer decision making's theory, theory of metrosexual and theory of the four Ps in marketing mix strategy are employed as a theoretical framework and also adapted with theory of the self esteem involvement. A questionnaire was developed and distributed to men who are in the age range between 15-45 years old and living in UK. The total sample consists of 30 respondents. The results of the study indicated that the numbers of 'men who use cosmetic products' and 'who do not use' is not so much different. Most of male customers who using cosmetic products reveal that, the main reasons behind their using cosmetic products are for improving skin, personal care, attractiveness and self confident orderly. As a result, principally men's cosmetic products purchasing obtain the effects of the interaction between their personal demographics and attitude, the emergence of metrosexual and marketing mix (especially quality and attribute of products, price, product's ingredient, product brand and package of products). In contrast with men who do not use cosmetic products, there are two main reasons behind. Firstly products are not necessary in their point of view. Secondly this kind of products is expensive and lavish.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

1: ABSTRACTIV

2: INTRODUCTION1

Background and Problem1

Cosmetic Products & Men Buying Behaviour7

The Global Men Cosmetic Market13

Aims & Objectives14

3. PLAN17

4: LITERATURE REVIEW18

The Market of Men's Beauty Care18

The Phenomenon of New Market18

Blooming of beauty care for men19

Opportunities of the global market21

Forecasting of men's skin care market23

Marketing mix of men's Skin care products25

Men's skin care product26

Pricing strategy of men's skin care products.27

Place, distribution channel of men's skin care products29

Promotion Vs. skin care products for men32

The consumer behavior35

Revolutionizing of men's customer behavior35

Aesthetic in men's perception.36

Factors' Impact on men purchasing behaviors37

Occupation38

Income38

Living area39

Reference group and family39

Celebrity Endorsement39

Evolution of femininity and masculinity40

The emergence of the metrosexual41

Improving the self-esteem through the self-image42

Customer decision-making43

Problem recognition43

Information search44

Evaluation of alternatives44

Product choice44

Outcome44

Brands Positioning45

Communication Strategies48

Summary51

5: METHODOLOGY55

Deductive and inductive approaches55

Type of research56

Selected Research Methodology56

Population and sample58

Research Instrument59

Type of Questionnaire used60

Instrument used to analyze the empirical data61

6: RESULTS AND ANALYSIS OF FINDINGS62

7: RECOMMENDATIONS AND LIMITATIONS81

REFERENCES85

2: INTRODUCTION

Background and Problem

According to Euromonitor data report released in 2008, the world cosmetics and toiletries market recorded in the last year a strong growth passing from 170 billion euros ...