FACTORS AFFECTING THE PURCHASING BEHAVIOUR OF CUSTOMERS TOWARDS MALE GROOMING PRODUCTS: A DESCRIPTIVE STUDY CONDUCTED AT ERNAKULAM, KERALA, INDIA. Ajai Krishnan G, Assistant Professor, Department of Management studies, MACFAST, Tiruvalla, Kerala, 689101, India, Email:
[email protected], Mobile: 9645626109 Ligo Koshy, Assistant Professor, Department of Management studies, MACFAST, Tiruvalla, Kerala, 689101, India, Email:
[email protected], Mobile: 9496550768 Dr.Jose Mathew, Director, MACFAST, Tiruvalla, Kerala, 689101, India. Email:
[email protected] Mobile: 8589009392
1
FACTORS AFFECTING THE PURCHASING BEHAVIOUR OF CUSTOMERS TOWARDS MALE GROOMING PRODUCTS: A DESCRIPTIVE STUDY CONDUCTED AT ERNAKULAM, KERALA, INDIA. ABSTRACT: Grooming products are not exclusive to women. In fact, there are a huge variety of products designed especially for men for shaving, cleansing, moisturizing, treating skin problems etc. The men's grooming market in India is booming, with a growth rate of 25% every year. Industry experts attributed this rapid growth to the rising consciousness among men about how they look. Industry estimates suggested that the market size for men's personal care products is Rs 1,700 cr. At present the monthly per capita consumption is Rs 850, a figure that is expected to touch Rs 1,774 by 2015 and Rs 3,739 by 2020.The purpose of this research is to identify the factors that influence customer behaviour and their buying decision making. The study tries to identify the significance of factors such as quality and attribute of products, price, product’s ingredient, product brand name and package, on the buying behaviour. The study made use of primary and secondary data. A detailed questionnaire was developed and distributed to customers who are in the age group of 15-45 years old and living in Ernakulam District, Kerala, India. The total sample consists of 200 respondents and is selected by using simple random sampling method. The results of the study indicated that the main reasons behind the usage of grooming products are for improving personal care, attractiveness and there by improvement in developing self confidence and result in status building. Key words: JEL Code-M31, Brand Name, Buying Behaviour, Buying Decision Making, Grooming Products. INTRODUCTION Grooming products are not exclusive to women. In fact, there are a huge variety of products designed especially for men for shaving, cleansing, moisturizing, treating skin problems etc. The global male grooming products industry is expected to generate more than $33 billion in revenue by 2015, according to research from Global Industry Analysts. Factors fuelling market growth in this sector include product innovation, an expanding middle-class consumer base, and evolving consumer trends that have seen an increasing level of male interest in appearance and grooming. Rising male interest in improving their physical allure is being fuelled in particular by the cult of high-profile male role models, such as celebrity, sportsmen and film stars. Growth in the male grooming products market continues to drive expansion in the wider global cosmetics market. Traditionally men‘s grooming products were limited to deodorants and shaving products such as gels, foams and razors. Now companies are introducing a widening range of products in categories like hair care and skin care, and there is a particularly strong focus on men‘s bath and shower products. The men's grooming market in India is booming, with a growth rate of 25% every year. Industry experts attributed this rapid growth to the rising consciousness among men about how they look. Men are far more particular about their looks and their overall hygiene than they ever were. This has created a huge untapped market for personal care players to cater to these demands. According to market analysts, a major portion of the growth is likely to come from India‘s three million rich adult males. Industry estimates suggested that the market size for men‘s personal care products is Rs. 1,700 cr. The report by Men & Boys (M&B), India's first exclusive retail chain, which offers men's personal care products, suggested that the monthly per capita consumption of grooming products of this segment is expected to be more than double by 2020. At present the monthly per capita consumption is Rs 850, a figure that is expected to touch Rs 1,774 by 2015 and Rs 3,739 by 2020. 2
It is crucial for manufacturers of grooming products to know about consumer behaviour, trends and demands in the sector. Increase in the purchasing power of consumer and the emerging market trends made people more aware and more conscious towards the importance of hygiene and beauty. Consumers might decide for a product because of its characteristics, its care factor, its sensitivity or its branding and attractive packaging. Since the beauty market is unsaturated and highly profitable, multinationals companies are trying to reach and grasp this market. The beauty care market has high competition even then companies were investing into this market so as to full fill the high demand from the customers. The new generation pays more attention towards their look‘s and health. The major Cosmetics companies in India are Hindustan Unilever Limited, Godrej Consumer Products Ltd., Ayur Herbals Pvt. Ltd., Shahnaz Hussain‘s Herbal Private Limited, Garnier India Ltd., L‘OREAL India, ITC Personal Care, Emami Limited, CavinKare Pvt. Ltd etc. These Companies use the desires, senses and images to attract consumers to experience with their Brand with the help of endorsers. More and more often, companies let celebrities and super models act as testimonials for fragrances, organic cosmetics or anti aging make up cosmetics. Colourful and exciting advertisements on TV, the internet or in print media tremendously influence consumer‘s purchasing behaviour and desires. Packaging and the design of the product makes the cosmetics product appear even more desirable and trendy. Though men have been buying more skin care products to groom themselves, it was predicted that the influence to buy these products up to approximately 80 percent was brought up by their wife or companions (Data panel, 2002). Therefore, it is important to know the impact of different factors on decision making while buying a male grooming products. Hence companies are studying in depth the different marketing strategies so as to be more responsive to the opening of a new business opportunity as well as added dynamics in the existing situation. REVIEW OF LITERATURE Kotler (2008), consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, socio psychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people needs. Baker (2002), consumers are not aware of the products and usage but constantly they are choosing among the various products. They are intentionally procuring the various new brands without any knowledge about the new products. Additionally if new company enters into the market, for every consumer it is very complicated to understand the features of the news products and this makes confusion among the consumers to obtain the information. Baker (2004), stated that the consumer will respond according to the product quality and reliability, the fundamental understanding of products is necessary to understand the product features, products reliability and product benefits. The consumer is the end user for the product; consumers buy the products in market; in order to execute flourishing sales operations in the market an efficient distribution channel and networks are required for the organisations. He also stated that advertisement, distribution channels and networks play an important role in the consumer goods industry. Lachance et. al (2003), Consumers' unique shopping patterns are developed and affected by socialisation agents, which include family, peers, and the media. According to these socialisation agents may often impact whether or not the adolescents will buy certain products or brands. 3
Miller et.al (2003) claims that celebrity endorsements do not influence consumers' purchasing behaviour. In contrast Boyd and Shank (2004) maintain that consumers, particularly teenagers, are likely to select products or brands that are endorsed by celebrities. Moreover, peers are likely to exert normative and informative influence. Lachance et.al, (2003), identified that peers may influence the teenager's brand and product choices. Additionally, an individual is likely to conform to a group if he or she shares beliefs and norms with the group (Arnould et.al, 2004). (Hawkins et al, 2004), a group is likely to effectively exert influence on an individual if the individual is highly committed to the group. Asseal, (2004), Solomon et.al, (2004), the lower the self-esteem level the higher the influence of purchases of products that can boost self-esteem Arnould (2004), our relationship with other people influences the creation of our self to a large extent. The Social self is a ‗looking-glass self,' which means that reference groups allow us to compare and evaluate our own attitudes and behaviour. In Bearden and Etzel's (1981 cited in Solomon, 2004) research on reference group influences on products and brands. It was found that public necessities, such as cars, clothes, wristwatches and so forth, were perceived as involving more value-expressive and utilitarian influence than private necessities. It is because of fear of embarrassment for not possessing products or brands that were required. Also, brand decisions for public products entails less informational influences than private product. Mowen and Minor, (1998), A reference group is a group used by an individual as a point of reference to evaluate correctness of his or her own actions, beliefs and attitudes Hawkins et al, (2004) Young people are usually members of informal primary groups. These groups usually consist of friends at school or leisure. These group members exert a high degree of influence because there is frequent interpersonal contact. It is in these primary groups that consumers develop product beliefs, tastes and preferences and it is the most important groups to marketers . Additionally, there are groups that an individual may admire and wish to belong to. But the likelihood of belonging to these groups is low though the individual accepts the beliefs and values of the group. Asseal, (2004) Marketers commonly use celebrities in their advertisements as symbolic aspiration groups. Mowen and Minor, (1998) argued that an important reference group is the aspiration group, so this group is essential to marketers in marketing communications. Guthrie, M. &Jung, J. (2008), in their study to examine women's perceptions of brand personality with respect to women's facial image and cosmetic usage, they had found that the brand personality of competence was most important across all the brands, consumer perceptions pertaining to the brand personality traits differed. Chandon, P. Hutchin, W. Bradlow, T. & Young, S (2009), the authors have examined the interplay between in-store and out-of-store factors on consumer attention and evaluation of brands displayed on supermarket shelves. Thomson, MacInnis, and Park (2005), Brand attachment is the strength of the bond which connects the consumer with the brands;therefore attachment is critical because it affects the behaviors that foster brand profitability and customer lifetime value. Hill, A. (2011), has given few tips, considering the important role that packaging plays in displaying a brand. Hill believes that it is typically the first thing a consumer interacts with in a brand experience.
4
IMPORTANCE OF THE STUDY Traditionally men‘s grooming products were limited to deodorants and shaving products such as gels, foams and razors. Now companies are introducing a widening range of products in categories like hair care and skin care, and there is a particularly strong focus on men‘s bath and shower products. The marketing managers need to have a thorough understanding of the target customers buying behaviour. Only with the understanding of the customer buying behaviour they can come up with strategies to woo the customers towards the products. The purpose of this study is to investigate the factors that influences on purchasing decisions of customers towards male grooming products in Ernakulam district, Kerala. STATEMENT OF THE PROBLEM There are many disparities between men‘s and women‘s market for grooming products. Hence, it is important for the companies to have a very deep understanding about the target market and to plan excellent strategies for marketing this to the target market and to persuade men‘s attention towards the male grooming products. This study tries to identify the various factors that will influence the purchase of male grooming products. OBJECTIVES The key objectives of this study are outlined as follows: 1. To identify the demographic profile of male grooming products customers in Ernakulam District, Kerala. 2. To identify the type of male grooming products purchased by the customers and its level of importance. 3. To identify the various reasons behind the purchase of male grooming products. 4. To identifying the factors which influencing the buying decision of male grooming products. 5. To identifying the persons which influence the purchasing behavior of male grooming products. HYPOTHESIS On the basis of review of previous studies and on the basis of observation made during collection of data, hypothesis is tested to see that there is any kind of association between various factors of influence such as price, advertisement, ingredients, brand name, and availability of the products on the buying behaviour of customers towards male grooming products. RESEARCH METHODOLOGY The study is descriptive in nature. Total population comprises of male grooming products customers in Ernakulam District of Kerala. Sample size was 200 customers. Individual respondents were the sampling element. Simple random sampling technique was used. Since the study includes the primary data, a self designed questionnaire was used for collecting the responses of the customers. The questionnaire contained questions on the related aspects regarding their demographic and socio-economic background, influencing factors and other related aspects. To identify the preferences of the customers which affects the buying behaviour a five point Likert Scale ranging from ―5=Extremely Important‖ to ―1=Not at all Important‖ was used. The secondary data has been collected from different sources of literature like journals, magazines, textbooks and internet. Along with the usual statistical tools such as tables, percentages, Ranking, chi-square test were used for analyzing the data and arriving at the conclusion. 5
RESULTS & DISCUSSION Table: 1 Table showing the Demographic profile of the respondents frequency Percentage Characteristics Age 45 12 6% Total 200 100% Marital Status Single 130 65% Married 70 35% Total 200 100% Education Up to 10th 12 6% Plus two 40 20% Undergraduate 86 43% Post Graduate 62 31% Total 200 100% Occupation Student 40 20% Government 47 23.50% Private 75 37.50% Self employed 38 19% Total 200 100% Monthly Income 35000 40 20% Total 200 100% Monthly expenses on grooming products 1500 28 14% Total 200 100% Source: questionnaire 1. 5% respondents fall in the age group of less than or equal to 15 years, 31% respondents fall under the age group of between 16-25 years, 39% respondents fall under the age group of 26-35 years, 19% respondents fall under the age group of 36-45 years, and 6% respondents were above 45 years. 2. 65% respondents were single, 35% respondents were married. 3. 6% respondents studied up to 10th, 20% respondents studied up to Plus Two, 43% respondents studied up to Undergraduate, 31% respondents studied up to Post Graduate. 6
4. 20% respondents were Students, 23.5% respondents were Government employees, 37.5% respondents belonged to private sector and 19% respondents were Self Employed. 5. 19% respondents belongs to the income bracket of less than or equal to Rs. 15,000, 25% respondents were from the income group of Rs. 15,001-25,000, and 36% respondents were from the income group of Rs.25,001-35,000 and 20% respondents having monthly income above Rs. 35,000. 6. 14% respondents were having a monthly expense on grooming products less than or equal to Rs.500, 50% respondents belongs to the expense bracket of Rs.501-1000, 22% respondents belongs to the expense bracket of Rs.1,001-1,500 and 14% of the respondents having a monthly expense on grooming products above Rs.1,500. Table: 2 Type of male grooming products and the level of importance Sl Products Not at Somewh Neut Impor Extre Total Rank .N all at ral tant mely o importa importa impor nt nt tant 1 Fairness cream 833(12.9 Rank 11 9 12 72 96 4%) 5 2 Shaving cream/ 862(13.3 Rank Aftershave 5 10 9 70 106 9%) 1 lotion/ Razors/ Blades 3 Moisturizing 841(13.0 Rank 6 16 8 71 99 cream 7%) 4 4 Anti-wrinkle 782(12.1 Rank 3 20 45 56 76 cream 5%) 7 5 Face wash 803(12.4 Rank 10 14 23 69 84 7%) 6 6 Deodorant/Perf 844(13.1 Rank 5 6 16 86 87 umes 1%) 2 7 Hair Gel/ Hair 630(9.79 Rank 40 36 38 26 60 colour %) 8 8 Shampoo/Cond 842(13.0 Rank 7 10 20 60 103 itioner 8%) 3 Source: questionnaire Above The Table depicts the preferences of customers towards male grooming products and its level of importance. Shaving cream/Aftershave lotion/Razors/Blades has the highest score and percentage (13.39%), followed by Deodorant/Perfumes (13.11%), followed by Shampoo/Conditioner (13.08%), followed by Moisturizing cream (13.07%), followed by Fairness cream (12.94%), followed by Face wash (12.47%), followed by Anti-wrinkle cream (12.15%), and followed by Hair Gel/Hair colour (9.79%).
7
Table: 3 Reasons for the purchase of male grooming products Not at Somewh Extrem Sl.N all at Neutr importa ely Ran Products Total o importa importa al nt import k nt nt ant For 905(21.99 Rank 1 attractiven 3 5 6 56 130 %) 1 ess Self 799(19.41 Rank 2 esteem/ 17 13 20 54 96 %) 4 confidence Personal 812(19.73 Rank 3 14 6 27 60 93 hygiene %) 3 Improving 821(19.95 Rank 4 12 10 8 85 85 skin %) 2 Solving 779(18.93 Rank 5 skin 15 20 14 73 78 %) 5 problems Source: questionnaire Above Table summarizes the reasons for the purchase of male grooming products by the respondents. Majority of the respondents are using the male grooming products for improving attractiveness (21.99%), then for improving skin (19.95%), followed by Personal Hygiene (19.73%), followed by Self esteem/Confidence (19.41%), and followed by solving skin problems (18.93%). Table: 4 Factors influencing the decision making of male grooming products Not at Somewh Extrem Sl.N all at Neutr importa ely Ran Products Total o importa importa al nt import k nt nt ant 852(15.29 Rank 1 Price 6 6 15 76 97 %) 1 Brand 802(14.39 Rank 2 14 16 12 70 88 name %) 4 816(14.64 Rank 3 Ingredient 2 12 32 76 78 %) 3 Advertisem 788(14.14 Rank 4 10 14 37 56 83 ent %) 5 825(14.80 Rank 5 Quality 4 10 28 73 85 %) 2 707(12.69 Rank 6 Package 15 35 34 60 56 %) 7 782(14.03 Rank 7 Availability 5 20 33 72 70 %) 6 Source: questionnaire Above Table summarizes the importance of various factors which influence the purchase decision making of male grooming products. Most important factor which affects the buying is the price (15.29%), this clearly shows the price sensitiveness of Indian customers, followed 8
by Quality (14.80%), followed by Ingredient (14.64%), followed by Brand Name (14.39%), followed by Advertisement (14.14%), followed by Availability (14.03%), and followed by Package (12.69%). Table: 5 Influencing person on the purchasing behaviour of male grooming products Not at Somew Extre SI.N Influencin all hat Neutr importa mely Total Rank o g person importa importa al nt import nt nt ant 844(15.96 Rank 1 Self 3 12 10 88 87 %) 1 817(15.45 Rank 2 Spouse 8 12 20 75 85 %) 2 Celebrity in the 769(14.55 Rank 3 9 20 40 55 76 Advertisem %) 3 ent Friends/ 746(14.11 Rank 4 12 34 30 44 80 Peers %) 5 Expert/ 698(13.20 Rank 5 20 25 40 67 48 Beautician %) 6 Store Sales 647(12.24 Rank 6 36 35 25 54 50 Person %) 7 766(14.49 Rank 7 Family 15 20 28 58 79 %) 4 Source: questionnaire Above Table summarizes the importance of persons influencing the buying behaviour towards male grooming products. Self has the highest score and percentage (15.96%), followed by Spouse (15.45%), followed by Celebrity in the Advertisement (14.55%), followed by Family (14.49%), followed by Friends/Peers (14.11%), followed by Expert/Beautician (13.20%), and followed by Store Sales Person (12.24%). HYPOTHESIS TESTING Chi-square analysis on the influence of the price of male grooming products on buying behaviour Related to the Not related to the Total price price 124 16 140 Influencing 42 18 60 Not influencing 166 34 200 Total H0: There is no significant influence of the price of male grooming products on buying behaviour. H1: There is a significant influence of the price of male grooming products on buying behaviour. X2 = Σ (O-E)2 / E = 10.27; Number of degrees of freedom= 1; Table value of x2 at 5% level of significance = 3.841
9
Conclusion H0 is rejected since the calculated value of x2 (10.27) is greater than the table value of x2 (3.841), hence there is a significant influence of the price of male grooming products on buying behaviour. Chi-square analysis on the influence of the brand name of male grooming products on buying behaviour Related to Not related to Total brand name brand name 119 21 140 Influencing 41 19 60 Not influencing 160 40 200 Total H0: There is no significant influence of the brand name of male grooming products on buying behaviour. H1: There is a significant influence of the brand name of male grooming products on buying behaviour. X2 = Σ (O-E)2 / E = 7.29; Number of degrees of freedom= 1; Table value of x2 at 5% level of significance = 3.841 Conclusion H0 is rejected since the calculated value of x2 (7.29) is greater than the table value of x2 (3.841), hence there is a significant influence of the brand name of male grooming products on buying behaviour. Chi-square analysis on the influence of the ingredients of male grooming products on buying behaviour Related to the Not related to the Total ingredients ingredients 145 15 160 Influencing 30 10 40 Not influencing 175 25 200 Total H0: There is no significant influence of the ingredients of male grooming products on buying behaviour. H1: There is a significant influence of the ingredients of male grooming products on buying behaviour. X2 = Σ (O-E)2 / E = 7.14; Number of degrees of freedom= 1; Table value of x2 at 5% level of significance = 3.841 Conclusion H0 is rejected since the calculated value of x2 (7.14) is greater than the table value of x2 (3.841), hence there is a significant influence of the ingredients of male grooming products on buying behaviour. Chi-square analysis on the influence of the Advertisement on buying behaviour Related to the Not related to the Total Advertisement Advertisement 135 25 160 Influencing 25 15 40 Not influencing 160 40 200 Total 10
H0: There is no significant influence of the Advertisement on buying behaviour. H1: There is a significant influence of the Advertisement on buying behaviour. X2 = Σ (O-E)2 / E = 9.57; Number of degrees of freedom= 1; Table value of x 2 at 5% level of significance = 3.841 Conclusion H0 is rejected since the calculated value of x2 (9.57) is greater than the table value of x2 (3.841), hence there is a significant influence of the Advertisement on buying behaviour. Chi-square analysis on the influence of the availability of male grooming products on buying behaviour Related to the Not Related to the availability of availability of Total products products 130 30 160 Influencing Not 24 16 40 influencing 154 46 200 Total H0: There is no significant influence of the availability of male grooming products on buying behaviour. H1: There is a significant influence of the availability of male grooming products on buying behaviour. X2 = Σ (O-E)2 / E = 8.16; Number of degrees of freedom= 1; Table value of x 2 at 5% level of significance = 3.841 Conclusion H0 is rejected since the calculated value of x2 (8.16) is greater than the table value of x2 (3.841), hence there is a significant influence of the availability of male grooming products on buying behaviour. FINDINGS Majority of respondents were using the male grooming products for more than 10 years. 33% of the respondents answered that the male grooming product purchases are done by others which include the spouse, friends or family members. The major reason for that being lack of time followed by lack of knowledge about the various products in the market. There is a significant influence of price, brand name, ingredients of the product, advertisements & availability of product on the buying behaviour. The main reasons behind the purchase of male grooming products are for improving Attractiveness, Skin Improvement, Personal Hygiene and Self esteem or Confidence. The major factors which influence the decision making of male grooming products are Price, Quality, Ingredient, Brand Name, Promotion, Advertisement and Package. Among the Persons which influence the buying behavior of male grooming products, Self, Spouse and Celebrity in the Advertisements have the highest ranks. RECOMMENDATIONS/SUGGESTIONS Increase in the purchasing power of consumers and the vast influence of media on all sections of the society made people more aware and more conscious towards the importance of hygiene and beauty. From the light of this study it was found out that the motivation of using male grooming products appears to be caused by individuals self perception and influences 11
from others who are important to them like, Spouse, Family, Friends and work colleagues and also celebrity in the advertisement. While selecting the marketing tools marketers have to take care of these social influences groups into account. While coming up with the products for the Indian market the marketers should be aware that the Indian consumers are very price sensitive. CONCLUSION The Indian male is increasingly trying out new cosmetic products and services and experimenting with new hairstyles and looks. The metrosexual male, who is fast becoming a darling of the FMCG firms, doesn't think twice about trying fairness products and applying dollops of sunscreen lotion — all till now considered very girlie items. As India is a very price sensitive market of the cosmetics and personal care products, the companies had to work out innovative strategies that suited the Indian preferences, by that they are able to establish a ―niche market‖ for themselves. LIMITATIONS Following are the limitations of the study that future researches should aim to address: Questionnaires were distributed in one city in Kerala. Sample size was fairly normal, which could be increased to gather a more comprehensive view of respondents. SCOPE FOR FURTHER RESEARCH Future research should be directed to investigate the impact of various reference groups on the purchase of male grooming products. Also this research indicates that purchase of grooming products is moderated by a number of factors like price, brand name, ingredients of the product, advertisements, package, availability many more. Furthermore investigation should be done to see that among these, which factors assume prime importance and cast magnified effect on the customers. REFERENCES 1) Antoinette A. (2005), Drug Store News, beauty care: Stay-young trend spills over to men, as boy boomers boost skin care sales, November 21, 2005, pp.33-34 2) Antoinette A. (2007), Drug Store News: Men's grooming gains social acceptance, November 12, pp 66 3) Antoinette A. (2009), Drug Store News, beauty care: Opportunity remains in men's grooming, April 20, 2009, pp.117 4) Askegaard S., Banossy G. & Solomon M. (1999a), consumer behavior: An introduction to consumer behavior. New Jersey: Prentice Hall Inc. 5) Askegaard S., Banossy G. & Solomon M. (1999b), consumer behavior: Individual decisionmaking. New Jersey: Prentice Hall Inc. 6) Barel, O., Paye, M.& Maibach I (2001), Handbook of cosmetic science and technology, (eds.) New York: Informa Health Care. 7) Blanchin, A., Chareyron, C. & Levert, Q. (2007), The customer behavior in the men's cosmetics market, School of Business and Engineering, University of Halmstad. 8) Brown, I.R. (2006), Mastering marketing: a comprehensive introduction to the skills of developing and defending your company's revenue, (2 ed.), Thorogood Publishing, pp 204-208 9) Bryman, A . & Bell, E (2007). Business Research Methods: Second Edition. Oxford University press: New York. 12
10) Cheng, S.O., Ding, H.T. & Fan, S.C. (2010),Factors Affecting Consumption Behavior Of Metrosexual Toward Male Grooming Products, Vol.6, No.1 February 2010, Pp. 574- 590 11) Clifton, R., Simmons, J. & Ahmad, S. (2004), The economist series: Brands and branding, (2 ed.), Bloomberg Press, New Jersey 12) Coad, D. (2008), The metrosexual: gender, sexuality, and sport, Volume 283 of SUNY series on sport, culture, and social relations, New York: SUNY Press 13) Cole, L. (2008), ―Male grooming grows up’, ICIS chemical business‖, vol. 273, no. 14, pp. 36-37. 14) Desborder, E.T. & Kimmel, A. (2002), Sexe, genre et marketing, définition des concepts etanalyse de la littérature, Décisions marketing, no. 26, p.65 15) Elsey B. & Sukato N. (2009), ABAC Journal: A model of male consumer behavior in buyingskin care products in Thailand, Vol. 29, No. 1, pp.39-52 16) Feng, W. (2008), Male Cosmetics Advertisements in Chinese and U.S. Men's Lifestyle Magazine, Diss. Ohio: the Scripps College of Communication, Ohio University. 17) Firat, A. F. (1994), ―Gender and Consumption: Transcending the Feminine?‖ in Gender Issues in Consumer Behavior, ed. Janeen Arnold Costa, Thousand Oaks, CA: Sage, 205-28 18) Flak, J. (2009), Starting Point: Men are men, GCI magazine of November 2009, pp 4 19) Janowska K. (2008), Metrosexuals men’s shopping habits – study of modern men‘s clothing brand selection. 20) Julie, C.V. & Michael,W. (2002), Differences in purchase behavior between France and the USA: the cosmetic industry, Journal of Fashion marketing and Management:, Vol.6, No. 4, pp 396-407 21) Purba Das, The Sunday Guardian December 22, 2012, viewed 15th January 2013 ―Men‘s grooming market booms‖, http://www.sunday-guardian.com/business/mensgrooming-market-booms. 22) Souiden, N. & Diagne, M. (2009). ―Canadian and French men’s consumption of cosmetics: a comparison of their attitudes and motivations’, Journal of Consumer Marketing‖, Vol. 26, No. 2, pp. 97-109. 23) Sturrock, F & Pioch, E (1998), ‗Making himself attractive: the growing consumption of grooming products‘, Marketing Intelligence & Planning, vol. 16, no. 5, pp. 337343. 24) Swoboda, B., Morschett, D., Rudolph, T., Schnedlitz, P. & Klein, H.S., (2009), European Retail Research, Volume 23, Gabler Verlag, pp 156-159 25) Tan, C.S. (2008), Journal of Yasar University: Men, Beauty and Senses – A Snapshot of the Effectiveness of Sensory Branding in the Japanese Men’s Cosmetics Market, Yasar University, 3(9), 1047-1060.
13
