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Introduction
This chapter intends to capture the relevancy of topic, the background, including the statement of
problem and the purpose of the study will be presented. Later, emerging issues will also be
discussed in this chapter.
makeup, fragrances, Color Cosmetics, Baby Care, Oral Care, etc. as shown in the figure below in
general
for the social acceptance has moved a step forward understanding the importance of presenting
nicely will certainly be an advantage to his career is also increasing the consumption of beauty
products (Gupta, Arora, 2013).
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 (Souiden &
Diagne, 2009). This market is forecasted to witness a double-digit growth in coming years
because of change in lifestyle and increasing spending among male consumers. As, we all can
see grooming products and male cosmetics can now be found under brands such as Garnier,
Nivea, Fiama Di Wills and Olay. Men are increasingly accepting to use products that were earlier
considered the domain of women (Gupta, Arora, 2013).
Due to quite high by value, the characteristics of this market invites many companies to enter to
this market continuously, domestic as well as multinationals desire to reach at the depth of the
market and want to take as much advantage as possible. This is the reason that there is intense
competition in this market but still many companies are paying attention to this market and are
seem to willing to invest in this markets opportunities. (Moungkhem, Surakiatpinyo, 2010).
Therefore, this market is growing at an immense rate and has great potential. Companies are
introducing newer and more advanced products in the market, which were previously very
feminine in nature. Cosmetic giants are now conducting advanced level researches on men skins
and are trying to figure out the area where there is clear difference between men and women
skin. Nevertheless, there is also a need to find out the perception, buying behavior, consumption
habits, most influential factors and motivational factors of using skin care products of men.
Moreover, this market is completely bombarded with male press, which is playing large role in
attracting more market toward consumption of mens beauty products. Due to this, men pay more
attention to support new trends of beauty and are more concern to the product alternatives, as
many products are launched in the market to persuade customers that it can ameliorate their
appearance, to put them in scene and to dramatize it.
In view of whole scenario discussed above, it becomes very clear that mens beauty product
market is growing at immense rate. Nevertheless, there is very scant studies in Pakistan to
understand that perception, behavior and attitude of men toward these products. Therefore, the
present study is about the perception, factors affecting the buying decision and behavior of young
men toward the purchasing and consumption of cosmetics and beauty products.
Moreover, 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
(Data panel, 2002). 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. In general, some fear to buy these kinds of products directly can lead into question
their virility, associating them to a female, effeminate or homosexual universe (Moungkhem,
Surakiatpinyo, 2010).
Further, it is prerequisite for the companies to obtain an in depth understanding of consumer
behavior and then should figure out the most suitable value proposition and delivery channels for
their goods and services (Business world Marketing White book 2012-13). It is widely
understood fact that the success of any business organization originate from the ability of
company to understand and mold consumer behavior. This study is helpful while designing and
implementing marketing programs. Failure to decipher the dynamic buyer behavior and
inappropriate allocation and coordination of resources will lead the organization to huge losses.
The astute marketers are at fathoming consumer behavior; the more successful they will be at
influencing consumers purchase behavior (Kurti Shah 2009). The marketers have to combat
with a number of challenges in selling products like cosmetics as they have to be applied
directly on human skins, body and other parts. There is a perceived risk of dissatisfaction in the
consumers as far as its benefits are concerned. It is necessary to study the consumer buying
decision process in this regard. The core concept of marketing revolves around the decisions
consumers and organizations take in buying certain products May it be goods, services or
ideas. While buying certain products, consumers become highly sensitive of their quality,
expected benefits and the way of using it. Courtland L Bovee and John V Thill (1992) define
consumer behavior, as consumers all the actions involved in selecting, purchasing, using and
disposing of goods and services. Consumers buying behavior is a complex phenomenon with a
number of factors that affect their behavior when they involve themselves with buying process.
According to Joel R. Evans and Barry Berman (2009), demographic, social and psychological
factors affect the way final consumers make choices and can help a firm understand how people
use the decision process. A prosperous consumer would move through the process more quickly
than a middle-income one due to less financial risk. An insecure consumer would spend more
time making decisions than a secure one. Rajan Saxena (2006) calls consumer mind as the black
box which is influenced by company controlled stimulus like product, price, advertising, sales
promotion, display and distribution, besides social stimulus as word of mouth and reference
group. He calls it an enigma or black box, which responds to the various stimuli resulting in
either buying or no-buying phenomenon. Philip Kotler and Kevin Lane Keller (2007) states a
consumers buying behavior is influenced by cultural, social and personal factors. According to
these authors, culture, subculture and social class are particularly important influences on
consumer buying behavior. Social factors include reference groups, family and personal factors
comprise of age and stage in the life cycle, occupation and economic circumstances, personality
and self-concept, and life-style and values. According to Philip Kotler and Keller, the buying
decision process comprises of Five-Stage model involving: Problem recognition, Information
search, Evaluation of alternatives, Purchase decisions and Post-purchase behavior. The market
for male cosmetic products is growing and evolving. Male consumers are placing greater
importance on looking good and the personal care aspects of improved health and wellness.
Understanding male needs, attitudes and behaviors towards grooming will open up new
commercial avenues in this under-served arena. The male cosmetics market, while exhibiting
strong potential, needs a markedly different approach in order to succeed compared to the mature
female market, due to some substantial differences in attitudes and behaviors that exist across
genders. Before a decade or so, the word cosmetics was predominantly associated with a single
gender i.e. woman. It did not mean that male never used cosmetic products. They certainly did.
However, marketers coined the term male cosmetics recently thus identifying special segment
for particular products based on gender differentiation. Celebrity endorsements of certain
products of this category in TV ads seem to have played a greater role in spreading the concept
on wider scale. Undoubtedly, men are becoming more and more sensitive about skin care and
grooming. Now that separate products for men are available, it is certain that men will not use
the products that are used by women anymore. This also projects the scope of developing more
products for men in the years to come. An extensive research at Emami implied that more than
30% of the users of fairness creams (all targeted for women at that time) were male. Men are
rapidly converting to using products that were hitherto considered the domain of women. High
on the spirit of vanity, the male personal care category is growing faster than the overall category
growth rates in skin creams, hair color and even toilet soaps where such products have failed to
take off in the past (Times of India, 2012). The process of assessing and selecting the most
appropriate / suitable types and brands in male cosmetics cannot be very simple. It is because
such products have been bought with many expectations and there is always a risk of
dissatisfaction and dissonance and sense of uncertainty. Each person must have different
expectations of likely benefits from the use of the product. The researcher would like to find out
those factors male consumers must be applying while selecting, purchasing and using particular
brands of male cosmetics (Shimpi, Sinha, 2013).
Apparently, there are many disparities between men 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 suppose 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 (Saravanan,
Kummar, 2013).
In addition, Facial skin care product is a personal usage (Rence, 2004). Consumers have many
different attribute beliefs toward a product or a service. These bundles of beliefs form ones
attitude toward that product or service. Marketers need to figure out the buying pattern of
external and internal factor, which affect customers intention to purchase. It is important to
comprehend the buying habit of consumer due to changing technology and uncertain future
perception and caused the buying pattern of consumer become fickle with every generation
(Rence, 2004). Up until now, facial skin care has played a hand in Malaysia market. In order to
shape the consumer buying behavior, the high profile international retailers and the global mass
media have also take a role on it. Malaysians are becoming more westernized, sophisticated and
cosmopolitan. Sales of skin care products are designed to moisturize, cleans, tone, and otherwise
maintain the skin (Yee, Suan, 2012).
market; the more new firms enter the market to share their profit. As a result, many cosmetic
companies in the world are competing to capture a large market share through competitive
method such as marketing strategies, product line, distribution channel, and selling method. This
fierce competition and an influx of new cosmetic products, the importance of cosmetic
consumers particularly innovative consumers has more emphasized in order to take the
advantageous position first in the market.
Cosmetic merchandises have varying degrees of product life cycles. According to Kumar (2005)
some products have long life cycles (e.g. soaps, facial cleansing and deodorant) while makeup
products such as lipstick and nail polish have short life cycles (three months). Although cosmetic
product life cycle can be shorten by competition and technology development, the most
significant determinant is the customer (Kumar, Massie, & Dumonceaux, 2006). In turn, the
mainstay of any cosmetic product as a steady seller or a fad in the market depends on
consumers preferences, thus, innovative cosmetic consumers play significant roles as
messengers of information. Cosmetics companies release new cosmetic products on a regular
basis, for example, every season. Innovative cosmetic consumers are actively seeking those new
cosmetics, while directly expressing their opinions about the product on the internet, thus
persuading others to follow suit. Consequently, they promote the diffusion of new products.
Therefore, their existences and roles are important as much as those of media and celebrities are
(Kyung, 2012).
1.4Problem statement:
Consumer categories such as cosmetics benefited from the rapid growth in consumer spending,
and have become a huge moneymaker. Meanwhile, the increasing fashion and beauty
consciousness, as a natural outgrowth of rising incomes, diversify consumers demands.
Obviously, this potential has not only attracted international cosmetics companies, but also led
more domestic cosmetics producers trying to enter the market. Consequently, competition will be
further intensified among foreign and domestic companies (ukessays.com).
Mens skin care products market is growing at an immense rate. However, there is little search in
this area. Previous studies were conducted mostly to know about the behavior of females about
beauty care products but there is little attention has been paid toward male behavior about beauty
products. 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 (Blanchin et al, 2007 cited in Moungkhem, Surakiatpinyo, 2010). There is a
need to know in depth about the perception and buying behaviors and the underlying factors
affecting this. Therefore, this study is conducted in taking into consideration the abovementioned problems.
The problem statement of this study is lack of knowledge about the perception and behavior of
men about purchasing and consumption of skin care products.
Help in generating required knowledge that is worthwhile for many existing mens cosmetic
companies as well as companies interested in this market,
Help them to understand different taboos prevailing in the market, thus will be able to
combat with them.