Factors Affecting Males to Choose Cosmetics and Beautification Products

Project Work (Bus 498)

Spring 2010

Research Report

On

“Factors Affecting Males To Choose Cosmetics & Beautification Products”

Prepared For

Dr. Md. Humayun Kabir Chowdhury

Professor & Chairperson

Dept. Of Business Administration

East West University

Prepared By

Farah Tahsin

Id: 2006-1-10-173

Dept. Of Business Administration

East West University

Date Of Submission: 18-04-10

2

“Factors Affecting Males To

Choose Cosmetics & Beautification

Products”

3

LLeetttteerr OOff TTrraannssmmiittttaall

18 April, 2010

Dr. Md. Humayun Kabir Chowdhury

Professor & Chairperson

Dept. of Business Administration

East West University.

Dhaka-1212

Subject: Submission of the Project Work

Dear Sir,

I am very pleased to submit my Project Work on “Factors Affecting Males To Choose

Cosmetics & Beautification Products”. After finishing the research, I think that I had

gather some knowledge about the male point of view regarding Cosmetics and

Beautification Products. This research report helped me to extent my knowledge and may

help me in future.

Thank you very much for giving me such kind of opportunity to enrich my knowledge. I

would like to thank you for your valuable guidance in every problem I found and the

precious time that you gave me. I hope my work will come up to the level of your

expectations. I will be available for any further clarification if required.

Best Regards

Sincerely yours,

____________

Farah Tahsin

ID: 2006-1-10-173

Department of Business Administration

4

AAcckknnoowwlleeddggeemmeenntt

Writing this report has been fun, Instructive and sometimes hard. Many hours have been

spent during this semester working on this research and therefore it is of great release to

now see the sunlight. This report is the fruit of many experiences, challenges and

relationships involving great many people to whom I am more indebted than I can

possibly acknowledge. Some, however, deserve special thanks. I must begin by thanking

those who have supported me through my journeys. I wish to thank all who have, directly

and indirectly contributed to my research, making it such an enlightening, enjoyable and

momentous intellectual experience.

I would like to specifically thank my supervisor, Dr. Md. Humayun Kabir Chowdhury

for his readiness to give of his time and knowledge through his constructive advice and

guidance throughout the process of this research that kept me on a sound research path

while his knowledge and humbleness made working with him such a pleasure. Also, I

would like to thank the Farzana Apu (T.A) for her insightful comments and suggessions

on how to approach and improve the quality of the research, which has been of great

value and import to my project.

I also express my gratitude to all of them who participated in my survey. Their candid

responses solidified my purpose for embarking upon this learning journey.

I owe special thanks to all my friends from Department of Business Administration for

the content and support delivered throughout the period of study and specially who, in

different ways have supported my studies and contributed, tangibly and intangibly, to my

knowledge enrichment, which gave me inspiration to put it in writing.

Last but not least, I would like to extend my profound gratitude and appreciation to my

parents for their encouragement and immeasurable moral support throughout the tough

times; they have been loving and constantly restorative counterbalance to my life.

Without their patience and love, I would have never been able to make it through this

intellectual endeavor.

5

AAbbssttrraacctt

This Project Work has been prepared as partial fulfillment of requirements for the degree

of Bachelor of Business Administration. So, I have done a research where the focus was

on the relationship that males have with self-appearance and cosmetics & beautification

products. The cosmetics industry is dominated by the female products but there is a rapid

growth in the cosmetic industry of males. I looked into the effect of factors, i.e. kind of

product, price, packaging, budget, purchasing advisor, self-confidence/self-image, and

masculinity on males to choose cosmetics & beautification products. Results showed that

only one factor "kind of product" has positive and significant influence on males. That is,

the types of product males purchase for their use only influence them to purchase

cosmetics & beautification products. Other factors have shown no such influence on

males. Finally, I have given my opinion about the findings, limitations and proposed a

future research.

6

1.INTRODUCTION……………………………………………………………………… 07

2.PROBLEM DEFINITION……………………………………………………………….. 08

3.APPROACH TO THE PROBLEM………………………………………………………... 09

3.1.RELATED CONSTRUCT OF THIS STUDY……………………………………… 09

3.1.1.KIND OF PRODUCT………………………………………………... 10

3.1.2.PRICE…………………………………………………………….. 12

3.1.3.PACKAGING………………………………………………………. 13

3.1.4.BUDGET…………………………………………………………... 15

3.1.5.PURCHASING ADVISOR…………………………………………… 16

3.1.6.SELF-CONFIDENCE/SELF-IMAGE………………………………….. 17

3.1.7.MASCULINITY……………………………………………………. 18

3.2.RESEARCH QUESTIONS……………………………………………………... 19

3.3.HYPOTHESES……………………………………………………………….. 19

4.RESEARCH DESIGN…………………………………………………………………... 22

4.1.QUESTIONNAIRE DESIGN…………………………………………………… 22

4.2.DATA COLLECTION METHOD……………………………………………….. 22

4.3.SAMPLE SELECTION………………………………………………………… 22

4.4.RELIABILITY………………………………………………………………... 23

4.5.MEASUREMENT OF THE VARIABLES………………………………………… 23

5.DATA ANALYSIS……………………………………………………………………... 24

5.1.ANALYSIS TECHNIQUES…………………………………………………….. 24

6.RESULT & FINDINGS…………………………………………………………………. 25

6.1. USAGE STATUS, DEMOGRAPHIC & SOCIO-ECONOMIC FACTORS ANALYSIS 25

6.2. HYPOTHESIS TESTING…………………………………………………... 42

6.3. REGRESSION ANALYSIS………………………………………………… 45

6.4. DISCUSSION…………………………………………………………….. 46

6.5. LIMITATION AND FUTURE RESEARCH…………………………………… 47

7.CONCLUSION………………………………………………………………………… 48

8.REFERENCES………………………………………………………………………… 49

9.APPENDIX…………………………………………………………………………… 50

TTaabbllee ooff CCoonntteenntt

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11.. IINNTTRROODDUUCCTTIIOONN

Cosmetics are substances used to enhance the appearance or odor of the human body. It

implies psychologically that you are compensating for something you do not have.

Beautification products are those that clean and perfume the body, change appearance,

correct body odor, protect skin, and keep it in good condition (Chidambaram & Devi,

2000). The women market is running since a large number of years whereas the business

of selling cosmetic for men is booming since a couple of year. In any superstore, many

shelves at the cosmetics section are now dedicated to men. Men have gone to owning

enough beautification products from secretly filching fairness creams of their mothers,

sisters or wives! Male celebrities have always worn makeup for movie and television

appearances and men of the world have joined in. It is hardly surprising that men from

Bangladesh are also paying attention to their appearance. Every day they are taking more

pride and putting more time in their appearance. Not only are they looking more

fashionable, taking better care of their skin, they are also applying makeup to even out

skin tone and cover skin imperfections! The popularity of men's products has brought

forth a new generation of cosmetics for men. Beyond classy moisturizers and shaving

creams, new and old companies alike now offer surprising assortment of cosmetics and

beautification products that tailor to the new male vanity. How and why this happened is

still mysterious! This all happened too quickly, and there's no telling how much it's going

to grow. The behavior of the men is not easy to understand and is actually the core of this

work. As we know that the Cosmetics and Beautification products are more important to

women in general so the women consider a lot of factors before choosing the product.

But the market of male cosmetics is comparatively new, and there are also some taboos in

societies regarding the use of cosmetics and beautification products by men. So, the

factors influencing men are quite different from the factors considered by females. This

study will find out the influence of some important factors that affect males to choose

cosmetics & beautification products.

8

22.. PPRROOBBLLEEMM DDEEFFIINNIITTIIOONN

The marketing research problem is to determine why males choose cosmetics &

beautification products. This research will provide specific information regarding the

relevant factors and how they influence the customers to use cosmetics & beautification

products.

9

33.. AAPPPPRROOAACCHH TTOO TTHHEE PPRROOBBLLEEMM

3.1. RELATED CONSTRUCT OF THIS STUDY

The conceptual framework and its key constructs were established initially from

Bangladeshi males who use cosmetics & beautification products. Based on their inputs,

and judging from the literature on the topic from other countries, a number of factors

were identified. Seven important factors emerged as latent variables from the data

structure and have been discussed in the conceptual framework.

As I have previously discussed, the factors that affects males to go for cosmetics &

beautification products are different from the factors affecting females. That is why I

considered Purchasing Advisor, Self-Confidence/Self-Image of a man and his

Masculinity as important factors.

Finally, a set of related latent factors related to the choice of cosmetics & beautification

products among males in terms of Kind of Product, Price, Packaging, Budget, Purchasing

Advisor, Self-Confidence/Self-Image, and Masculinity were selected for use in the

present study.

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3.1.1. KIND OF PRODUCT

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The product itself has an influence on the male before purchasing cosmetics and

beautification products. The line of male cosmetics in Bangladesh can be divided into 3

categories:

• The basic: Those are basic products which meet the traditional customer needs such as

shaving, after shaving.

• The trendy: They are exclusively built for men and follow the rule according to which

men are men and the products must be totally different than those for women. This is the

case for Axe, a male deodorant.

• The elegant: Most of them are rather elegant or smart. They are different from the basic

category because the quality and the brand image is said to be higher. Those products are

also more expensive.

Some people use only the basic products like shaving foam, deodorant, after shave. Some

people go beyond this. As the cosmetic industry is dominated by female cosmetics, males

consider the kind of the product as an important factor. Some males share the moisturizer

with their female counterpart; some uses the female family member’s fairness cream.

Some males strictly avoid female cosmetics and purchase cosmetics and beautification

products for men only. Some males love to take care of themselves and they use elegant

products for themselves.

In this paper, I will not study all the different kinds of products. The focus will be on the

cosmetics that have had a late development. In this paper, I am focusing on Shower Gel,

Moisturizer, Shaving Foam, Deodorant, After Shave, Cleanser, Gel, Fairness Cream,

Scrubs, Facial Masks, Face Powder, Makeup and Lip Balm. Therefore, I conclude that

kind of product can influence the male to choose cosmetics & beautification products.

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3.1.2. PRICE

The price is the amount a customer pays for the product. Consumers want to get highest

utility from a product they purchase by sacrificing money and benefit from other brands.

Price perception is the process by which consumers translate price into meaningful

cognitions, and it has interested researchers for several years (Lichtenstein, Block, &

Black, 1988). The classical economic models suggest that consumers maximizes utility

by allocating a limited budget over alternative goods and services (Lilien & Kotler,

1983). More precisely, the price which the firm chooses to impose depends on the cost of

the product, on the positioning choice, on the evaluation of the competition or of the

vision of quality and the value perceived by the price. The price gives an element of

differentiation to the customer; moreover it influences its choice and the image which he

guesses of the product. Indeed “the price-setting must be set in relation with the value

offered to the customer and perceived by him” (Kotler, Marketing Management). Besides

the relationship exiting between the price and the customer, the price takes part in the

decision of the volume of the sales, of the rate of the profit and its global volume. So

effects of price are more associated with quality perception of a product or brand. In

Bangladesh, in the market of the cosmetic for the men, there are various price ranges. It

often depends on the channel of distribution. The Local cosmetics for men are moderately

low priced where the imported men’s cosmetics are highly priced. Therefore, I conclude

that price of a cosmetic or beautification product can influence the male to choose

cosmetics & beautification products.

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3.1.3. PACKAGING

Packaging causes a psychological function on the purchaser. If the pack of a cosmetic is

clear, small, pink, soft, it will be considered to be rather female and if it is dark, large,

blue, hard, it will be considered to be rather male, though the packaging has above all a

simple material function; “to contain, to protect, facilitated transport, storage, etc.”

Male cosmetic Packaging trends are challenged daily. The packaging should make forget

the female side of the cosmetics and make the product more masculine, thanks to the

design, the texture, the colors, the smell; all the senses are used to attract the male. The

packaging of the cosmetic products for men should also make it possible for the

customers to forget the shame they feel when they go to buy cosmetics.

Manufacturing of tube products years ago ranged from pigmented extruded colored tubes

to process printing and hot stamped caps. The choices now include multilayered extruded

barriers to accommodate more aggressive products, soft touch feeling tubes, pearl and

even holographic extruded tubes, custom die-cut tubes and half tone printing to create a

faded look. Clear packaging, once difficult to deliver in many manufacturing processes,

is prevalent in every packaging form today. Metals of all colors and textures deliver an

upscale look to even the most simplistic product or highlight a natural looking packaging

positioning. Even sampling packaging which once was confined to foil packs and thin

plastic or glass tubes are now produced in sachets, caplets and uni-paks of any material

and custom cut in any size and shape. These choices are best utilized when applying them

to the marketing position for the brand.

The packaging is also a way to show the public image, this is why it is important to

emphasize the objectivity as well as the subjectivity of the image of the offered product.

The objective side deals with offering an easy conditioning, reliable, ergonomic,

recoverable or reusable, easily transportable, with a good conservation and effective

14

protection. The subjective side granted to the conditioning of the product, relates to the

psychological effect on the customer. The consumer judges the product with his first

perception in the rays. The identification of the product must jump in the eyes of the

customer thanks to a color or to a particular form or to an indication which enables to

locate him the remote product. The bond between the product and the mark is also done

though the packaging, it helps to emphasize the public image as well as the image of the

product. Besides, certain specificities of the product conditioning will attract more or less

certain types of consumer.

In general, the typically male packaging is discrete, ergonomic and of dark colors to

avoid the guilty feeling some purchaser can have. The tone red/pink intended for the

women are transformed into blue for the male line of goods nowadays.

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3.1.4. BUDGET

The purchase of cosmetics also depends on Budget. Lots of male think that the cosmetics

and beautification products are too high for their budget. They wish the companies would

lower prices somewhat. When the education level and the life standard of a man increase,

it implies higher incomes for him. That is why executives spend higher amount on

purchase of cosmetics than the students do. Though the young people are an attractive

target for the marketer of cosmetics, the marketers should not pass beside the middle

aged men. The needs to stay in good health, to conserve an lively way of life and to

improve physical appearance to stay young, become the principal concerns of them.

People above thirty five belong to a segment of population with an important purchasing

power. So they can allocate a good budget for cosmetics.

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3.1.5. PURCHASING ADVISOR

Our behavior is affected by those we closely associate with. A large number of people

conform to the norms and expectations provided by others. The purchasing advisor can

influence customer’s behavior because he/she has a strong influence on him. Even before

few years, woman had a great influence on the way men purchased cosmetics. This trend

is surely true nowadays but men are more self-governing that they used to be. A

purchasing advisor can be the salesman who gives him a product rather than another; it

can be female friends, male friends, colleagues, wife, parents or even a doctor. Therefore,

I conclude that a purchasing advisor can influence the male to choose cosmetics &

beautification products.

17

3.1.6. SELF-CONFIDENCE/SELF-IMAGE

Cosmetics have an effect on a person not only physically but also mentally. Cosmetics

encourage and promote a strong, positive self-image. Since self image can be define as

the mental picture someone has about himself, it is easy to understand that the use of

cosmetic aim to improve this image. Basically, the image will improve both on a physical

and a mental point of view. Physical because by using cosmetic, the individual will have

a better looking skin and mental since the cosmetic user will feel more self confident due

to his appearance.

According to Maslow's Hierarchy of Needs, self-esteem, self-confidence, respect of

others, respects by others are part of the esteem needs. People who are happy with their

self-image are more likely to be self-confident, effective in work and social situations,

and comfortable in their relationships. For instance, by using a cosmetics, a person can

normally get rid of his pimples. Those pimples which are frightening and have a bad

influence on the self image, especially for young people if he is surrounded by people

having no skin problems! Cosmetics can be a great assistance in this case. Creams,

masks, cleaning products, all these products have the aim to improve appearance. Many

people are more pleased with themselves when wearing cosmetics than when they are

natural. When they are wearing cosmetics, they get higher feelings of self image, self

worth and self confidence. People using cosmetics tend to think that if they are more

physically attractive, they will be seen and treated more positively. As looking better

physically, self-image is improved. Indeed, most of the advertisings of male cosmetics

are selling the idea to attract women, thanks to a beautiful skin or a nice smell! Cosmetics

contribute to the personal balance and to self-confidence, what is the most important to

success in social incorporation. Therefore, I conclude that Self-Confidence/Self-Image of

a person can influence him to choose cosmetics & beautification products.

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3.1.7. MASCULINITY

The gap between masculinity and femininity is going down. Young men are being

targeted by the advertisement of cosmetics, and are becoming more conscious than before

of how they look: Advertising industry sold to young men images that break with

traditional icons of masculinity. They are encouraged to look at themselves and other

men as objects of consumer desire. Thus, today’s men are less ashamed to say that they

do take care of their skin and appearance. This change is significant, and needs a

reconsideration of the meaning of “masculinity”.

Today’s man is full of contradiction: he wants to take care of his look, but at the same

time, he does not want to use products with a female association to save his virility. The

labels on certain products call into question the masculinity of the man. The definition of

the man is that to be a man means not to be female, not flexible, dependent, not to be

subjected; not to be effeminate in his physical appearance and his manners. This

definition of the masculinity is called into question with the use of beauty products by the

men. A real taboo was established in many countries. Certain men do not dare to buy

beautification products by fear of the society’s judgment which would call his virility in

question. But the companies understand well that it was essential to have a discrete

distribution to make men fell less guilty. They do not use certain terms and vocabulary

like “make-up” because it belongs to the female world. In spite of these changes, some

taboos still linger. Nevertheless, men are more and more conscious of the significance of

appearance in the social life. This consciousness will possibly enable them to break the

taboos which surround the world of the cosmetics industry.

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3.2. RESEARCH QUESTIONS

1) Does the product's kind affect males to the purchase decision of cosmetics &

beautification products?

2) Does Price affect males to the purchase decision of cosmetics & beautification

products?

3) Does Packaging affect males to the purchase decision of cosmetics & beautification

products?

4) Does Budget affect males to the purchase decision of cosmetics & beautification

products?

5) Does Purchasing Advisor affect males to the purchase decision of cosmetics &


6) Does Self-Confidence/Self-Image affect males to the purchase decision of cosmetics &


7) Does Masculinity affect males to the purchase decision of cosmetics & beautification

products?

3.3. HYPOTHESES

Based on the Research Question, the following hypotheses have been developed:

H1: Product's kind affects males to the purchase decision of cosmetics & beautification

products?

H2: Price affects males to the purchase decision of cosmetics & beautification products?

H3: Packaging affects males to the purchase decision of cosmetics & beautification

products?

H4: Budget affects males to the purchase decision of cosmetics & beautification

products?

H5: Purchasing Advisor affects males to the purchase decision of cosmetics &

beautification products

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H6: Self-Confidence/Self-Image affects males to the purchase decision of cosmetics &

beautification products

H7: Masculinity affects males to the purchase decision of cosmetics & beautification

products

Fig: 1 Factors influencing males choice of cosmetics & beautification products

Here, choice of cosmetics & beautification products will be considered as a Dependent

variable and the other factors as Independent variable. The relationship is presented

below,

Choice of cosmetics & beautification products = Kind of Product + Price + Packaging

+ Budget + Purchasing Advisor + Self-Confidence/Self-Image + Masculinity

Kind of

Product

Packaging

Price

Budget

Purchasing

Advisor

Choice of

cosmetics &

beautification

products

H1

H2

H3

H4

H5

Self Confidence

/Self Image

Masculinity

H6

H7

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Regression Model:

Y=�o+ �1* X1+ �2* X2+ �3* X3+ �4* X4+ �5* X5+ �6* X6+ �7* X7

Here,

Constant= �o

Independent Variables:

Kind of Product (X1)

Price(X2)

Packaging(X3)

Budget(X4)

Purchasing Advisor(X5)

Self-Confidence/Self-Image (X6)

Masculinity(X7)

Dependent Variable:

Choice of cosmetics & beautification products, Y

22

44.. RREESSEEAARRCCHH DDEESSIIGGNN

4.1. QUESTIONNAIRE DESIGN

A questionnaire was developed which contained 27 questions. Among them 23 questions

were related to the research problem and the rest 4 were about the kind of cosmetics and

beautification product the respondents use in their day to day life and demographic

profile of the respondents for any farther research in the future. The model included

questions covering Kind of Product, Price, Packaging, Budget, Purchasing Advisor, Self-

Confidence/Self-Image, and Masculinity which affects male’s choice of cosmetics &

beautification products. A Likert scale was used to question the respondents on the five

point scale. The respondents were asked to rate on the scale between Strongly Agree and

Strongly Disagree.

4.2. DATA COLLECTION METHOD

A questionnaire was used to collect the data. The initial questionnaire was revised to

ensure proper wording, length and sequencing of the questions. The data were collected

from executives, businessmen, students and recent graduates of the East West University.

Data was also collected through email as well as the printed copy of questionnaire.

4.3. SAMPLE SELECTION

To select the sample I have used non-probabilistic sampling method and which is

convenient sample. A sample size of 40 respondents was used to conduct the research.

The respondents of the sample were executives from different sectors, businessmen, the

students and recent graduates of East West University. It was easy for me to collect data

from the campus as well as from my contacts through email. I tried to cover respondents

from different age group, different profession and from different income level so that the

data reflects the real picture.

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4.4. RELIABILITY

I focused only on reliability testing of the items of dependent and independent variables

rather than validity testing, since this research had limitations in terms of time and scope.

4.5. MEASUREMENT OF THE VARIABLES

Amongst the 23 items constructed to get the data, one item with seven sub-items was for

dependent variable and the other twenty two items were for the independent variable.

Reliability and internal consistency of the multi item scales for each of the constructs

were measured using Cronbach Coefficient Alpha. The minimally acceptable reliability

for primary research should be in the range of point five to point six (Nunnally, 1967).

Based on the assessment, I excluded 1 item under price, 1 item under Budget and 1 item

under Masculinity factor. Coefficient alpha values were computed for each construct

separately which ranged from 0.506 to 0.834.

Dimensions Items Alpha Value

Kind of Product 2 .697

Price 3 .544

Packaging 3 .506

Budget 2 .691

Purchasing Advisor 3 .586

Self-Confidence/Self-Image 3 .834

Masculinity 2 .680

24

55.. DDAATTAA AANNAALLYYSSIISS

5.1. ANALYSIS TECHNIQUES

Through this research and statistics analysis I had tried to find out the demographic

factors of the target market, the cosmetics and beautification products they usually use,

and their decision regarding purchasing cosmetics and beautification products. At first, I

found out the reliability analysis of the data. Once the reliability analysis was done, I

excluded 1 item under price which improved the alpha value from .497 to .544, 1 item

under Budget which improved the alpha value from .479 to .691 and 1 item under

Masculinity that ultimately improved the alpha value from .374 to .680. Then, I

calculated the mean value of dependent variables and independent variables. Finally, I

completed the analysis part through regression analysis.

25

66.. RREESSUULLTT && FFIINNDDIINNGGSS

6.1. USAGE STATUS, DEMOGRAPHIC & SOCIO-ECONOMIC FACTORS ANALYSIS

Shower Gel

Usage Status of Shower Gel

Frequency Percent Valid Percent

Cumulative

Percent

No 13 32.5 32.5 32.5

Yes 27 67.5 67.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that 27 (67.50%) out of 40 respondents use shower gel. Though

Shower gel is a relatively new product, it has got acceptance from males of Bangladesh.

26

Moisturizer

Usage Status of Moisturizer


Cumulative

Percent

No 13 32.5 32.5 32.5

Yes 27 67.5 67.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that 27 (67.50%) out of 40 respondents use moisturizer to leave their

skin smooth and soft. The result is not surprising as moisturizer usage was always

somewhat common in men.

27

Shaving Foam

Usage Status of Shaving Foam


Cumulative

Percent

No 2 5.0 5.0 5.0

Yes 38 95.0 95.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 38 (95%) out of 40 respondents use Shaving Foam. As shaving

foam is itself a product for men, it was pretty obvious that most men want lavish foam

and the creamy lather to soften their beard. The rest 5% who do not use shaving foam

might not use it from religious perspective or some other factor.

28

Deodorant

Usage Status of Deodorant


Cumulative

Percent

No 2 5.0 5.0 5.0

Yes 38 95.0 95.0 100.0

Valid

Total 40 100.0 100.0

The sweltering heat and the extreme humidity common to our climate do not forgive us

while roaming outdoors. This figure shows that 38 (95%) out of 40 respondents use

Deodorant. It shows that males are concern about their personal hygiene.

29

After Shave

Usage Status of After Shave


Cumulative

Percent

No 5 12.5 12.5 12.5

Yes 35 87.5 87.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that 35 (87.5%) out of 40 respondents use After Shave. It shows that

most of the respondents give their skin the relief from the burning sensations of shaving

nicks.

30

Cleanser

Usage Status of Cleanser


Cumulative

Percent

No 16 40.0 40.0 40.0

Yes 24 60.0 60.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 24 (60%) out of 40 respondents use cleanser. It shows that males

are gradually using cleanser to take care of their skin instead of using soap.

31

Gel

Usage Status of Gel


Cumulative

Percent

No 16 40.0 40.0 40.0

Yes 24 60.0 60.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 24 (60%) out of 40 respondents use Hair Gel to stiffen their hair

into particular hairstyles.

32

Fairness Cream

Usage Status of Fairness Cream


Cumulative

Percent

No 27 67.5 67.5 67.5

Yes 13 32.5 32.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that 13 (32.5%) out of 40 respondents use Fairness Cream. Men also

feel the need to look good and fair, and the fairness cream for men is a latest launch in the

market. So, the number is expected to rise gradually.

33

Scrubs

Usage Status of Scrubs


Cumulative

Percent

No 24 60.0 60.0 60.0

Yes 16 40.0 40.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 16 (40%) out of 40 respondents use Scrubs. Men also feel the need

to give their face a soft, healthy glow.

34

Facial Masks

Usage Status of Facial Masks


Cumulative

Percent

No 31 77.5 77.5 77.5

Yes 9 22.5 22.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that only 9 (22.5%) out of 40 respondents use Facial Masks. It reveals

that facial masks are still a female dominated cosmetics.

35

Face Powder

Usage Status of Face Powder


Cumulative

Percent

No 34 85.0 85.0 85.0

Yes 6 15.0 15.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that only 6 (15%) out of 40 respondents use Face Powder. It reveals

that very few men feel the need to tone their face to have an even appearance. Indeed,

Face Powder is still a female dominated cosmetics.

36

Makeup

Usage Status of Makeup


Cumulative

Percent

No 35 87.5 87.5 87.5

Yes 5 12.5 12.5 100.0

Valid

Total 40 100.0 100.0

This figure shows that only 5 (12.5%) out of 40 respondents use Makeup. Though

celebrities take makeup before appearing on Television, make up is still not accepted

among most men.

37

Lip Balm

Usage Status of Lip Balm


Cumulative

Percent

No 22 55.0 55.0 55.0

Yes 18 45.0 45.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 18 (45%) out of 40 respondents use Lip Balm. It can be said that

they use it mostly in winter to protect their lips.

38

Other Cosmetics

Usage Status of Other Cosmetics


Cumulative

Percent

No 12 30.0 30.0 30.0

Yes 28 70.0 70.0 100.0

Valid

Total 40 100.0 100.0

This figure shows that 28 (70%) out of 40 respondents use other cosmetics. As I covered

the most common cosmetics and beautification products, some products were absent.

39

Age

What Is Your Age?


Cumulative

Percent

21-25 22 55.0 55.0 55.0

26-30 13 32.5 32.5 87.5

31-35 4 10.0 10.0 97.5

35+ 1 2.5 2.5 100.0

Valid

Total 40 100.0 100.0

This figure reveals that 65% of the respondents (22 out of 40) were between 21-25 years

old. 32.50% of the respondents (13 out of 40) were between 26-30 years old. 10% of the

population (4 out of 40) belongs to the age group of 31-35 years old. I also got 1

respondent who was above 35 years old. The majority of was the young crowd.

40

Occupation

What Is Your Occupation?


Cumulative

Percent

Student 19 47.5 47.5 47.5

Executive 13 32.5 32.5 80.0

Businessman 3 7.5 7.5 87.5

Others 5 12.5 12.5 100.0

Valid

Total 40 100.0 100.0

The figure shows that 47.5% of the respondents (19 out of 40) were students, 32.5% were

executives (13 out of 40), 7.5% were businessmen (3 out of 40) and last but not the least,

12.5% of the respondents (5 out of 40) belongs to the other category like Teacher, Actor

etc.

41

Income

What Is Your Average Monthly Income In BDT (TK)?


Cumulative

Percent

Below 20000 18 45.0 45.0 45.0

20001 To 30000 7 17.5 17.5 62.5

30001 To 40000 3 7.5 7.5 70.0

Above 40000 12 30.0 30.0 100.0

Valid

Total 40 100.0 100.0

45% of the respondents (18 out of 40) average monthly income is below 20000. So we

can say that most of the population belongs to the middle class families. 30% of the

respondents (12 out of 40) have a monthly income above 40000 BDT. 17.5%

respondents(7 out of 40) had a family income between 20001 To 30000 BDT and the

rest 7.5% earn 30001- 40000 BDT per month.

42

6.2. HYPOTHESIS TESTING

In this section hypothesis based on the seven factors that influence choice of international

outlets of fast food. For this research purpose, the level of significance, ∝ = 0.05.

H1: Product's kind affects males to the purchase decision of cosmetics &


Independent

Variables

Standardized

Coefficient (b)

t-value p-value (sig.)

Product's kind .345 2.099 .044

The observed table shows that Product's kind has a positive influence on the customer

choice and it is statistically significant as we can say that p-value (.044) is smaller than

alpha value (.05). So H1 is accepted

H2: Price affects males to the purchase decision of cosmetics & beautification

products?

Independent

Variables

Standardized

Coefficient (b)


Price .013 .075 .941

The observed table shows that price has a positive influence on the customer choice but it

is not statistically significant as we can see that p-value (.941) is larger than alpha value

(.05), so H2 is rejected.

H3: Packaging affects males to the purchase decision of cosmetics & beautification

products

Independent

Variables

Standardized

Coefficient (b)


Packaging -.195 -1.037 .307

43

The observed table shows that Packaging has a negative influence on the customer choice

but it is not statistically significant as we can see that p-value (.307) is larger than alpha

value (.05), so H3 is rejected.

H4: Budget affects males to the purchase decision of cosmetics & beautification

products.

Independent

Variables

Standardized

Coefficient (b)


Budget .149 .884 .383

The observed table shows that Budget has a positive influence on the customer choice but

it is not statistically significant as we can see that p-value (.383) is larger than alpha value

(.05), so H4 is rejected.

H5: Purchasing Advisor affects males to the purchase decision of cosmetics &


Independent

Variables

Standardized

Coefficient (b)


Purchasing Advisor -.258 -1.497 .144

The observed table shows that Purchasing Advisor has a negative influence on the

customer choice but it is not statistically significant as we can see that p-value (.144) is

larger than alpha value (.05), so H5 is rejected.

44

H6: Self-Confidence/Self-Image affects males to the purchase decision of cosmetics

& beautification products.

Independent

Variables

Standardized

Coefficient (b)


Self-Confidence/Self-

Image

-.060 -.332 .742

The observed table shows that Self-Confidence/Self-Image has a negative influence on

the customer but it is not statistically significant as we can see that p-value (.742) is

larger than alpha value (.05), so H6 is rejected.

H7: Masculinity affects males to the purchase decision of cosmetics & beautification

products.

Independent

Variables

Standardized

Coefficient (b)


Masculinity -.060 -.352 .727

The observed table shows that environment of the outlet has a negative influence on the

customer and it is not statistically significant as we can see that p-value (.727) is larger

than alpha value (.05), so H7 is rejected.

45

6.3. REGRESSION ANALYSIS

Model R R

Square

Adjusted

R Square

Std.

Error of

the

Estimate

Change Statistics Durbin-

Watson

R

Square

Change

F Change df1 df2 Sig. F

Change

1 .546(a) .298 .145 .73654 .298 1.942 7 32 .095 1.654

From the regression analysis, we have found that the Value of R Square is .298. That

means, Independent variable (Kind of Product, Price, Packaging, Budget, Purchasing

Advisor, Self-Confidence/Self-Image, Masculinity) has around 29.8% impact over the

dependent variable (choice of cosmetics & beautification products).

46

6.4. DISCUSSION

This study was conducted to examine the factors that affect males to choose cosmetics &

beautification products in Bangladesh. In general, this study tested the direct influence of

Kind of Product, Price, Packaging, Budget, Purchasing Advisor, Self-Confidence/Self-

Image, and Masculinity on the males while going for cosmetics & beautification

products. The results proposed a model where only one variable (Kind of Product) has

shown direct positive and significant influence on males while choosing cosmetics &

beautification products. Most importantly, Kind of Product has found to be the most

significant of the factors affecting males while going for cosmetics & beautification

products. This means that the males of Bangladesh are only concerned about the products

they are purchasing. No other factors like Price, Packaging, Budget, Purchasing Advisor,

Self-Confidence/Self-Image or Masculinity do not have any significant influence on

them. The underlying reasons influencing such an outcome requires further research.

Moreover Bangladesh is a developing country and the growth of cosmetics use in

Bangladeshi males is still in the commencement stage. Respondents showed little concern

about the other factors. They purchase cosmetics if they need the product or like the

product itself.

I have tested it by conducting a Regression analysis. So I can say that Kind of Product is

one of the most important factors and rests of them according to the study do not have

significant influence statistically. I hypothesized that Kind of Product influences males

while choosing cosmetics and beautification products. Results supported this hypothesis.

47

6.5. LIMITATION AND FUTURE RESEARCH

• The research only used convenience sampling method. Though a diverse sample

was taken into account, the sample may not portray the actual composition of the

males from Bangladesh. Therefore, as a recommendation for future research in

this field, the sampling method might have to be changed.

• The sample size for this research contained only 40 respondents, which may not

have been adequate to elicit the actual outcome from this research.

• Due to time constraint, validity test was not carried out which may have affected

the outcome.

• The R2

value (.298) was comparatively low which indicates that there may be

other factors outside this model which may have significant influence over the

dependent variable. To make further research on this topic more fruitful, more

factors should be considered.

48

77.. CCOONNCCLLUUSSIIOONN

The purpose of this research was to understand the consumer behavior in the men’s

cosmetics market and to explain in why it has such evolution. This research tried to

identify the relationship existing between those men and the cosmetic’s world. A large

majority of the respondents think that the cosmetic industry is still more a women than a

men area. It is interesting here to underline one thing: women were the pioneer in this

market. Men do not more want women products, they assume to use men cares, adapted

to them. This would have been different some years ago. Indeed, most of the beauty

products such as scrubs, facial mask, face powder and so on are under used as compared

to shaving foam for instance. The emergence of the men’s cosmetics is a fact but it

should be precise that the kind of product they use for a great majority is still product

with a strong men image. According to the respondents, their cosmetics are seen as health

and hygiene products and not as beauty tools. It can be said that if obviously men use

cosmetics, they do not use all kinds. They mostly use health and hygiene products.

However, the men’s cosmetics market is still too young to find some deep surveys on it.

As a consequence, it has been quite difficult to this survey and I believe, further

qualitative and quantitative researches with other types of samples and sampling methods

should be undertaken in order to verify the generalizability and application of the result

of this research.

49

88.. RREEFFEERREENNCCEESS

1. Principles of Marketing-Philip Kotler

2. Consumer Evaluations Of Beautification Products: Effects Of Extrinsic Cues-

Nargis Parvin and Md. Humayun Kabir Chowdhury.

3. http://www.pgbeautyscience.com/en_UK/sustainability/cosmeticdefinition_en

.html

4. http://en.wikipedia.org/wiki/Consumer

5. http://en.wikipedia.org/wiki/Abraham_Maslow

6. www.google.com

7. www.studio5ive.com

8. www.askmen.com/fashion/keywords/mens-cosmetics.html

9. www.askmen.com/daily/austin_60/95_fashion_style.html

10. www.askmen.com/daily/blogs/fashion/do-real-men-use-cosmetics.html

11. http://hh.diva-portal.org/smash/get/diva2:238020/FULLTEXT01.

12. http://make-up-

products.suite101.com/article.cfm/why_men_should_wear_makeup

13. http://forum.letssingit.com/topic/329522/should-men-use-cosmetics-for-

ladies/1

14. http://www.studio5ive.com/

15. http://eprints.usm.my/5065/1/AMP_342_-

__PERLAKUAN_PENGGUNA_APRIL_08.pdf

50

99.. AAPPPPEENNDDIIXX

QUESTIONNAIRE

Do You Use Cosmetics & Beautification Products( hygiene, health and beauty products, from shower

gel and shaving foam to mask and make-up)?

Answer:

A. Yes

B. No

(If Your Answer Is No, Then Please Return The Questionnaire)

Q: 1 – What kind of products do you use (please give a � mark)?

Shower Gel

Moisturizer

Shaving Foam

Deodorant

After Shave

Cleanser

Gel

Fairness Cream

Scrubs

Facial Masks

Face Powder

Makeup

Lip Balm

Others(Please

Specify)

FFOORR TTHHEE CCOOMMPPLLEETTIIOONN OOFF MMYY PPRROOJJEECCTT ,, II NNEEEEDD YYOOUURR CCOO OOPPEERRAATTIIOONN IINN TTHHIISS

SSUURRVVEEYY.. TTHHIISS IISS FFOORR EEDDUUCCAATTIIOONN PPUURRPPOOSSEE OONNLLYY AANNDD YYOOUURR PPRRIIVVAACCYY WWIILLLL BBEE

EENNSSUURREEDD

51

Q: 2 – Indicate Your Level Of Agreement To Each Of The Following Factors In Influencing Your

Decision To Choose Cosmetics & Beautification Products

Factor Strongly

Disagree

1

Disagree

2

Neutral

3

Agree

4

Strongly

agree

5

Kind of Product

Price

Packaging

Budget

Purchasing Advisor (Other

People’s Opinion)

Self-Confidence/Self-Image

Masculinity (Your

Manliness)

Q: 3 – You Feel That Make-Up, Moisturizers And Fairness Cream And So On Are Still Women

Property

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

Q: 4 – You Purchase Your Own Cosmetics


1 2 3 4 5

Q: 5 – The Kind Of Product You Are Purchasing Is The Most Important Reason For You While

Purchasing Cosmetics & Beautification Products


1 2 3 4 5

Q: 6- Price The Most Important Consideration To You While Purchasing Cosmetics &

Beautification Products


1 2 3 4 5

Q: 7 – The Price Charged By The Cosmetics & Beautification Products Is Reasonable.


1 2 3 4 5

Q: 8 – A Change In The Cosmetics & Beautification Products Will Change Your Decision To

Purchase It


1 2 3 4 5

Q: 9- The Price Compared To The Quality Is Always Acceptable In Cosmetics & Beautification

Products


1 2 3 4 5

Q: 10 – You Think The Total Image Of Cosmetics And Beautification Products Can Be Portrayed In

The Packaging


1 2 3 4 5

52

Q: 11 – You Have Ever Bought Cosmetics And Beautification Products Just Because You Liked The

Packaging


1 2 3 4 5

Q: 12 – You Always Read The Information Written On The Pack Of The Cosmetics And

Beautification Product Before Making The Final Choice?


1 2 3 4 5

Q: 13 – You Are Ready To Spend An Important Budget In Cosmetics & Beautification Products.


1 2 3 4 5

Q: 14 – You Don’t Purchase The Cosmetic You Like Because Of Your Budget


1 2 3 4 5

Q: 15 – Budget Is An Important Factor Before Deciding To Purchase A Cosmetics & Beautification

Product


1 2 3 4 5

Q: 16 – Your Friends/ Partner Influence You To Purchase Cosmetics


1 2 3 4 5

Q: 17 – Your Doctor Suggests You To Purchase Cosmetics/ Skin Care Products


1 2 3 4 5

Q: 18 – You Think The Suggesssion From Another Person Is The Most Important Reason For You

While Purchasing Cosmetics & Beautification Products


1 2 3 4 5

Q: 19 – You Feel More Self Confident After Using Cosmetics


1 2 3 4 5

Q: 20 – You Think Cosmetics Improve Your Self-Image


1 2 3 4 5

Q: 21 – You Think It’s Important For A Man To Look Pleasant


1 2 3 4 5

Q: 22 – We Often Hear That Men Consider It Insulting To Use Cosmetics: Do You Agree


1 2 3 4 5

53

Q: 23 – You Believe Cosmetics Can Help You To Look More Manly


1 2 3 4 5

Q: 24 – You Think A Man’s Masculinity Is Disgraded By The Use Of Cosmetics Products


1 2 3 4 5

Q: 25 – What Is Your Age?

a. 18 – 25

b. 25 - 32

c. 32 – 35

d. 35 And Above

Q: 26 – What Is Your Occupation?

a) Student

b) Executive

c) Businessman

d) Others

Q: 27 – What Is Your Average Monthly Income In BDT (TK)?

a. below 20000

b. 20001 To 30000

c. 30001 To 40000

d. Above 40000

_____________________________Thank You____________________________

54

RELIABILITY TEST

Kind of Product

Reliability Statistics

Cronbach's Alpha N of Items

.697 2

Item Statistics

Mean Std. Deviation N

You Feel That Make-Up,

Moisturizers And Fairness

Cream And So On Are Still

Women Property

3.90 .909 50

The Kind Of Product You Are

Purchasing Is The Most

Important Reason For You

While Purchasing Cosmetics

& Beautification Products

4.14 .990 50

Price



.497 4

Item Statistics


Price The Most Important

Consideration To You While

Purchasing Cosmetics &

Beautification Products

2.80 1.107 50

55

The Price Charged By The

Cosmetics & Beautification

Products Is Reasonable.

3.02 .845 50

A Change In The Cosmetics


Will Change Your Decision

To Purchase It

3.20 .990 50

The Price Compared To The

Quality Is Always Acceptable

In Cosmetics & Beautification

Products

3.24 1.153 50



.544 3

Item Statistics


The Price Charged By The


Products Is Reasonable.

3.02 .845 50

A Change In The Cosmetics


Will Change Your Decision

To Purchase It

3.20 .990 50

The Price Compared To The

Quality Is Always Acceptable

In Cosmetics & Beautification

Products

3.24 1.153 50

56

PPAACCKKAAGGIINNGG::



.506 3

Item Statistics


You Think The Total Image

Of Cosmetics And

Beautification Products Can

Be Portrayed In The

Packaging

3.10 1.165 50

You Have Ever Bought

Cosmetics And Beautification

Products Just Because You

Liked The Packaging

2.54 1.164 50

You Always Read The

Information Written On The

Pack Of The Cosmetics And

Beautification Product Before

Making The Final Choice?

3.58 1.263 50

BBUUDDGGEETT



.479 3

57

Item Statistics


You Are Ready To Spend An

Important Budget In


Products.

2.94 1.185 50

You Don’t Purchase The

Cosmetic You Like Because

Of Your Budget

2.82 1.082 50

Budget Is An Important

Factor Before Deciding To

Purchase A Cosmetics &

Beautification Product

3.32 1.203 50



.691 2

Item Statistics


You Don’t Purchase The

Cosmetic You Like Because

Of Your Budget

2.82 1.082 50

Budget Is An Important

Factor Before Deciding To

Purchase A Cosmetics &

Beautification Product

3.32 1.203 50

PPUURRCCHHAASSIINNGG AADDVVIISSOORR



.586 3

58

Item Statistics


Your Friends/ Partner

Influence You To Purchase

Cosmetics

2.68 1.168 50

Your Doctor Suggests You To

Purchase Cosmetics/ Skin

Care Products

2.36 1.191 50

You Think The Suggesssion

From Another Person Is The

Most Important Reason For

You While Purchasing


Products

2.72 1.144 50

SSEELLFF--CCOONNFFIIDDEENNCCEE//SSEELLFF--IIMMAAGGEE



.834 3

Item Statistics


You Feel More Self Confident

After Using Cosmetics 3.28 1.089 50

You Think Cosmetics

Improve Your Self-Image 3.24 1.222 50

You Think It’s Important For

A Man To Look Pleasant 4.04 1.029 50

59

MMAASSCCUULLIINNIITTYY



.374 3

Item Statistics


We Often Hear That Men

Consider It Insulting To Use

Cosmetics: Do You Agree

3.60 1.194 40

You Believe Cosmetics Can

Help You To Look More

Manly

3.08 1.228 40

You Think A Man’s

Masculinity Is Disgraded By

The Use Of Cosmetics

Products

3.72 1.086 40



.680 2

Item Statistics


We Often Hear That Men

Consider It Insulting To Use

Cosmetics: Do You Agree

3.46 1.249 50

You Think A Man’s

Masculinity Is Disgraded By

The Use Of Cosmetics

Products

3.60 1.143 50

60

REGRESSION ANALYSIS

Coefficients(a)

Model

Unstandardized

Coefficients

Standardized

Coefficients t Sig.

B Std. Error Beta

1 (Constant) 3.431 1.386 2.476 .019

product .400 .191 .345 2.099 .044

Pricenew .015 .203 .013 .075 .941

pack -.191 .184 -.195 -1.037 .307

budgetnew .119 .134 .149 .884 .383

advisor -.254 .169 -.258 -1.497 .144

confidence -.049 .146 -.060 -.332 .742

masc -.051 .146 -.060 -.352 .727

Factors Affecting Males to Choose Cosmetics and Beautification Products

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