The Customer Behavior in Men’s Cosmetics Market
Abstract
Most people desire to look good and beautiful. The world today has its set stereotypes that have become the benchmark for various occurrences in the cosmetics industry most growing individuals develop an obsession to getting perfect looks like the models on streets, workplaces, fashion shows, commercials, TVs and magazines Beaudoin, Moore and Goldsmith 12) . However, the recent increase in the desire of the men to present themselves in the media or advertisements has resulted in a global adoption of beauty products and cosmetics by the men.
This research focuses on the buying behavior of cosmetics by the men, which helps many brands to customize their advertising and marketing messages to attract most of the male consumers. The research aims to investigate the factors influencing the purchasing habits of cosmetic by the men. The outcome of the research will be elemental to the firms intending to increase the cosmetics segments for men.
Methodology
The research is about understanding the behavior of men and their perception concerning cosmetics. Therefore, the primary research combines both the quantitative and the qualitative approaches of data collection and analysis. Conducting the quantitative analysis will involve well-structured questionnaires to address the responses for attaining the objectives of the research. The secondary research will involve the use of credible and popular databases including Google Scholar and the UCB online (Chung and Pysarchik 11). Additional resources for complementing the secondary study will include publicly available resources, books, articles, and journals.
The sequencing method would involve the combination of quantitative and qualitative data for the research. Questionnaire-based surveys would be essential in testing the set hypotheses for the research. An in-depth investigation of the key variables will then be conducted during the research. The exclusion and inclusion criteria will be defined, and the relevant articles shortlisted based on the definitions. Consequently, there will be the documentation of the limitations of the research (Sturrock and Pioch 33). There will be conducting a detailed analysis of the data based on the empirical research and the findings. Lastly, there will be drawing of brief conclusions and recommendations on how the firms can improve and increase their sales of the cosmetics of the men.
Findings and Analysis
Concerning the products that most of the men use, the most essential and popular of these products are shower gels with 17.7%, shaving foams with 16.7%, deodorants with 16.3% and after shaves with 12.4%. Cosmetic and beauty products used by most of the men include make-ups with 0.4%, matt moisturizers with 0.6% and back creams and anti-dark circles with 0.6%. About 60% of the men do not have purchasing advisors for their cosmetic products. On the other hand, about 17.3% listen to the advice from their female friends and partners (Webster 38). When buying their cosmetic products, the first characteristic that they consider is the price. Other preferences include the brand, the packaging and the product name.
Works Cited
Beaudoin P., Moore M. , and Goldsmith R. "Young fashion leaders’ and followers’ attitudes toward men’s cosmetics and beauty products’." Journal of Product & Brand Management 7.3 (2014) Print.
Chung J., and Pysarchik D. "Men’s grooming set for five years of steady growth." European Journal of Marketing 38.5 (2010): Print
Sturrock, Fiona, and Elke Pioch. "Making himself attractive: the growing consumption of grooming products." Marketing Intelligence & Planning 16.5 (1998): Print.
Webster, Cynthia. "Is spousal decision making a culturally situated phenomenon?" Psychology & Marketing (2000): n. pag. Print.
