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The Little Male Secret: Analysis about the male self-concept related to the consumption of beauty products

Alves da Silva Lima, Simone (2019) The Little Male Secret: Analysis about the male self-concept related to the consumption of beauty products. Masters thesis, Dublin, National College of Ireland.

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Abstract

This approach focuses on better understanding the male self-concept related to the consumption of beauty products. For this study, a qualitative research methodology, interview (semi-structured, with open and closed questions) and focus group was applied. A sample of sixteen men with diverse cultural backgrounds, European, Brazilian and Indian, were used for this study. According to Cuddy et al. (2015), gender stereotypes will vary accordingly to differences in cultural values. The choice of respondents from different nationalities was made with the objective of bringing different perspectives on the subject to the research.

The cosmetics industry is usually associated with makeup and feminine products, as seen in countries such as France and the United States of America who are major exporters of this segment. However, over the years this market has expanded and currently encompasses beauty, health, wellness and personal hygiene among others. In addition, the male audience has increasingly grown in this market every year (Khan et al., 2017). Some of the relevant points addressed in the research were the different findings obtained during the analysis of the survey results and the lack of studies related to male consumption and behavior related to beauty products. The aesthetic view between men and women differ greatly. The analyses found that men directly associates beauty products that promote masculinity, for example: anti aging products should be natural and exclude artificial aesthetic treatments (Ojala et al., 2016).

The research can conclude that even throughout the study and by observing the bibliographic references demonstrating a higher consumption of men referring to beauty products, an evolution took place in the behavior and consumption of male audiences. Men still think of this subject as a taboo and their perception on the subject suffers directly with the influence of their social and cultural environment. Most respondents in this research, do not admit their consumption of beauty products publicly. One point to be made is that, the perspectives of consumption and self-concepts regarding the research subject is totally different between the heterosexual and LGBT male audience.

It is undeniable that this market is growing and that it should be studied further from a business and academic point of view. Male consumer behavior and perception regarding beauty products is a complex analysis that has many points to study and better understand. Companies in this segment should invest more in this type of research, as it will provide them with a better understanding of their consumers. This in turn can help them to identify better marketing strategies and market positions as well as leverage sales, develop products that meet consumer needs and expectations and increase customer satisfaction.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Oct 2019 14:07
Last Modified: 24 Oct 2019 14:07
URI: http://trap.ncirl.ie/id/eprint/4045

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