Background of the Study
Content
Synopsis
A study on “ Consumption pattern of male cosmetics in Tumkur
City
Background of the study
In today’s modern and equal societies, beauty is no longer only meant for
women. As numerous studies indicated, the shifting sex-roles, the global trend of
metro sexuality, the influence of media and various marketing stimuli, to a large
degree, have inspired men to adapt themselves to new lifestyles and attitudes. It is
an incontestable fact that men have presented their increasing demands for higher
living standard, well being, and healthiness. Meanwhile, physical attractiveness is
essential to everyone since it always plays an essential role in enhancing selfconfidence level and in effectively tracking careers. An increasing number of men
become more aware about how they could be in line with their ideal appearances.
In this context, with the aim of enhancing and maintaining desirable looks, men
tend to be no longer hesitating to strategically opt and utilize cosmetics. This rising
attention is the keystone of the worldwide phenomenal boom of men’s grooming
market.
According to Mr Sanjay Singal, marketing head, beauty care at Dabur India
Ltd, nowadaysthe other sectors like Fast Moving Consumer Goods (FMCG) are
increasingly trying to attract maleconsumers which were earlier just focusing on
traditional products like deodorant etc. Thecompanies have extended their
presence to specialized skin creams and bleaches also. The market segment of
deodorants—a category that has players such as HUL, Godrej, Nivea among many
other smaller brands— clocked a 46% growth.
Statement of the problem
Today’s society is a modern society in which beauty is not only meant for women. The abundant
studies of this era shows the shifting sex role, the variousmarketing stimuli and media influence, metro
sexuality as a global trend all these have stimulated men to adjust themselves to new lifestyle
andattitudes. It is an unquestionable fact that men increased demands for superior living standard,
healthiness and well being. However the physicalattractiveness necessary to everyone as it plays an
important role in enhancing the self confidence level and successfully tracking carriers. Today more of
menare becoming aware about their looks and willing to improve their ideal appearance. So as to
enhance and maintain their desirable looks, men tend to be nolonger hesitating to opt and utilize
cosmetics. This increase awareness is the keystone of the worldwide exceptional boom of men’s
grooming market.
When we compare the Indian male cosmetic market with the women’s cosmetic market we
observe that the Indian male cosmetic market is a specialized nichemarket and it is into its growing
stage, still the contest among different brands is intense due to the market’s diversity and growing
prospective. A considerablenumber of popular brands have productively built their image based on their
own differential advantages. Indian men are apparently too modest to spendmoney in grooming products
in contrast with consumers in European countries. However limited research has been done in the area of
Indian men’s attitudestowards grooming products and consumption behaviors. Because of the less
research in the area of male buying behaviour, some cosmetic companies failed toachieve the target in
the male cosmetic market. Men living in Delhi are supposed to be active, keen on fashion, and
passionate about how to efficiently managetheir self-images. The involvement of International firms is
increasing in India that indicates the growth potential of this Indian male cosmetic market. RNOS
saidthat Indians are more beauty conscious and their newfound awareness of cosmetic products is
driving growth.
Objectives of the study
To study the demographic profile of the sample responded.
To determine for what purpose males are using cosmetics.
To identify the factors that influence buying behavior and buying decision.
To know the brand loyalty of cosmetic products among men.
Study methodology
Type of Study: Descriptive type of study will be adopted.
Data and its source
The study is based on both primary data & secondary data. The primary data has been collected by
using a questionnaire and the secondary data has been collected from books, magazines and the internet.
Sample method and size
A total of 100 respondents from Tumkur city were selected for the study. Convenience
sampling method has been followed for collecting the response from the respondents.
Data collection tools:
A structured questionnaire will be used to collect relevant data pertaining to the said research.
Tools to be used for data analysis:
Data will be analyzed by using simple statistical tools like tables, bar diagrams and pie diagrams
Limitations of the study
Due to the time and financial limitation, the research was only focused on young men
The target group chosen is under the age group of 18 years to 34 years
As only one city was surveyed, it does not represent the overall view of the Indian market.
Expectations from the study
The barriers that affects cosmetic market
Motivational factors and consumer attitudes related to the buying habits of consumers related to
cosmetic products.
The study analyses the purchase patterns and spending styles of people belonging to different
segments of Cosmetic consumers in Tumkur city.
A study on “ Consumption pattern of male cosmetics in Tumkur
City
Background of the study
In today’s modern and equal societies, beauty is no longer only meant for
women. As numerous studies indicated, the shifting sex-roles, the global trend of
metro sexuality, the influence of media and various marketing stimuli, to a large
degree, have inspired men to adapt themselves to new lifestyles and attitudes. It is
an incontestable fact that men have presented their increasing demands for higher
living standard, well being, and healthiness. Meanwhile, physical attractiveness is
essential to everyone since it always plays an essential role in enhancing selfconfidence level and in effectively tracking careers. An increasing number of men
become more aware about how they could be in line with their ideal appearances.
In this context, with the aim of enhancing and maintaining desirable looks, men
tend to be no longer hesitating to strategically opt and utilize cosmetics. This rising
attention is the keystone of the worldwide phenomenal boom of men’s grooming
market.
According to Mr Sanjay Singal, marketing head, beauty care at Dabur India
Ltd, nowadaysthe other sectors like Fast Moving Consumer Goods (FMCG) are
increasingly trying to attract maleconsumers which were earlier just focusing on
traditional products like deodorant etc. Thecompanies have extended their
presence to specialized skin creams and bleaches also. The market segment of
deodorants—a category that has players such as HUL, Godrej, Nivea among many
other smaller brands— clocked a 46% growth.
Statement of the problem
Today’s society is a modern society in which beauty is not only meant for women. The abundant
studies of this era shows the shifting sex role, the variousmarketing stimuli and media influence, metro
sexuality as a global trend all these have stimulated men to adjust themselves to new lifestyle
andattitudes. It is an unquestionable fact that men increased demands for superior living standard,
healthiness and well being. However the physicalattractiveness necessary to everyone as it plays an
important role in enhancing the self confidence level and successfully tracking carriers. Today more of
menare becoming aware about their looks and willing to improve their ideal appearance. So as to
enhance and maintain their desirable looks, men tend to be nolonger hesitating to opt and utilize
cosmetics. This increase awareness is the keystone of the worldwide exceptional boom of men’s
grooming market.
When we compare the Indian male cosmetic market with the women’s cosmetic market we
observe that the Indian male cosmetic market is a specialized nichemarket and it is into its growing
stage, still the contest among different brands is intense due to the market’s diversity and growing
prospective. A considerablenumber of popular brands have productively built their image based on their
own differential advantages. Indian men are apparently too modest to spendmoney in grooming products
in contrast with consumers in European countries. However limited research has been done in the area of
Indian men’s attitudestowards grooming products and consumption behaviors. Because of the less
research in the area of male buying behaviour, some cosmetic companies failed toachieve the target in
the male cosmetic market. Men living in Delhi are supposed to be active, keen on fashion, and
passionate about how to efficiently managetheir self-images. The involvement of International firms is
increasing in India that indicates the growth potential of this Indian male cosmetic market. RNOS
saidthat Indians are more beauty conscious and their newfound awareness of cosmetic products is
driving growth.
Objectives of the study
To study the demographic profile of the sample responded.
To determine for what purpose males are using cosmetics.
To identify the factors that influence buying behavior and buying decision.
To know the brand loyalty of cosmetic products among men.
Study methodology
Type of Study: Descriptive type of study will be adopted.
Data and its source
The study is based on both primary data & secondary data. The primary data has been collected by
using a questionnaire and the secondary data has been collected from books, magazines and the internet.
Sample method and size
A total of 100 respondents from Tumkur city were selected for the study. Convenience
sampling method has been followed for collecting the response from the respondents.
Data collection tools:
A structured questionnaire will be used to collect relevant data pertaining to the said research.
Tools to be used for data analysis:
Data will be analyzed by using simple statistical tools like tables, bar diagrams and pie diagrams
Limitations of the study
Due to the time and financial limitation, the research was only focused on young men
The target group chosen is under the age group of 18 years to 34 years
As only one city was surveyed, it does not represent the overall view of the Indian market.
Expectations from the study
The barriers that affects cosmetic market
Motivational factors and consumer attitudes related to the buying habits of consumers related to
cosmetic products.
The study analyses the purchase patterns and spending styles of people belonging to different
segments of Cosmetic consumers in Tumkur city.
