A STUDY ON USAGE PATTERN OF AFTERSHAVE LOTION BY MEN

Submitted to: Submitted by:

Dr. Prasanna Mohan Raj M. Group 4:

AJAY PRATAP SINGH SISODIA

PRASHANT KUMAR PODDAR

SAHIL SHARMA

UTKARSH CHANDRA

MUJTA BAMAKHTAR

ACKNOWLEDGEMENT

 We would like to acknowledge and extend our heartfelt gratitude to Mr. Prasanna Mohan Raj Lecturer of Marketing at alliance school of business and all respondents who helped us in completing this paper successfully. Thank you all once again.

ABSTRACT

The Project aims to test the buying behavior of shaving lotions between young and old market. There is significant difference with respect to some attributes of young and old with respect to after shave lotions. The research we conducted also supports this fact. We observed many behavioral differences in buying patterns with respect to lotions between young and old and presented a few in our paper.

INTRODUCTION

The objective of the study is to understand the consumer attitude and buying behavior for after shave lotions. To understand this effectively, we have created a focused group questionnaire and conducted a focused Group Discussion (FGD) on lotions. We have analyzed the questionnaire and the FGD, to create an extensive questionnaire understanding the buying behavior of consumers for lotions. We have done our analysis and revealed that there is significant difference with respect to some attributes of young and old with respect to after shave lotions .The details of the same are presented in further part of our paper.

 RESEARCH OBJECTIVE

To identify the most preferred brand in aftershave lotion. To find whether fragrance plays a major role in buying behavior of aftershave lotion.To know whether men more concerned about using aftershave lotion after shaving.To find out what brand of aftershave lotion generally male prefer to buy.

LITERATURE REVIEW

Changing consumer behavior in male grooming products segment

ABSTRACT- The article discusses the trend of male grooming products among U.S. consumers between 1997-2009. Retailers came up with a separate section for male grooming products to show it as a different segment all together.

KEYWORDS- Personal care products, consumer behavior, planogram

SUMMARY-

Men's grooming is no longer confined to a handful of products on a bottom shelf under the razor blades.

The category has exploded, both in sales and in the number of products marketed specifically to men. It's a hybrid category that cuts across the shaving, skin care, bath and body, hair care, and fragrance categories.

There's been a revolution in men's buying habits when it comes to personal care products. Between 1997 and 2009, U.S. sales of these products have doubled, reaching $4.8 billion, according to research firm Euromonitor International. Globally, sales of male grooming products are estimated to reach $28 billion by 2014, according to MarketResearch.com. The buying power of men in terms of grooming products is estimated to be really $84 billion if purchases of personal care products not specifically labeled for men are taken into account.

Austin Lally, VP and general manager of Gillette Global Male Grooming at Cincinnati-based Procter & Gamble says that Gillette is stepping consciously into the style space, given the increasing role that men's grooming plays in fashion and overall style There's no question that men are seemingly purchasing more personal care products, but the question is why this consumer behavior is changing. Are men making more purchases because there are now more products available, or are manufacturers suddenly bringing men's products to market because men are willing to buy them? The answer is probably a little of both.

Steven Yde, director of Sterling believes that we're seeing a cultural trend of men being more willing to experiment with personal expression in grooming, especially with hair and facial hair. This willingness to experiment also reaches to the use of skin care and hair care products, as well as other grooming items.

He believes retailers should look more at margin potential rather than inventory turns when exploring increasing space and commitment to the male grooming category. For instance, in the trimmer and clipper segment, where Wahl is a leading marketer, he suggests that a small shelf featuring two trimmers, a nose clipper and possibly a shaver or two can drastically increase sales, especially if it's adjacent to other male grooming consumable products. He says this planogram is especially effective around Father's Day and Christmas, when most shavers, clippers and trimmers are sold.

Awareness of store availability of male grooming products is essential for success. Yde refers to many of these purchases as being "planned impulse," meaning that the customer is planning to buy these products, but isn't necessarily planning on purchasing them at that moment. Seeing the product on the shelf may be an impetus toward the purchase.

"The first thing that retailers should do is to promote male grooming products in-store; shelf talkers and floor mats work well just to drive awareness of the category," Yde says. "When the consumers know it's

there, they will not have to or want to go to another retailer."

The best way to merchandise these products is to bring men's items from across all of the personal care categories into one section. While this may cause some internal problems for some operators, he says, it makes men's shopping much easier.

SOURCE- Pride in grooming by LItwik and David-ebsco.com, Progressive Grocer. May2012, Vol. 91 Issue 5, p128-128. 1p.

STUDY OF CONSUMPTION PATTERN OF COSMETIC PRODUCTS AMONG YOUNG MALES IN DELHI

This study was conducted to test the consumption behaviour and attitude of young men towards cosmetics in Delhi. The reason was to explore the various variables influence in Delhi’s male consumer cosmetic purchasing decision and also examine the influence of self-esteem. Quantitative methods was used to conducting this research. Cultural and personal factor strongly influenced the male cosmetic.

It is a fact that increased demands for superior living standards, healthiness and wellbeing. For men also physical attractiveness is necessary now a days as it plays an important role in enhancing the level of self-confidence and tracking carriers successfully and now men are more aware of about their looks and willingness to improve their appearance. This increase in awareness is the key of the worldwide exceptional boom of men’s grooming market.

However limited research has been conducted towards men in the area of attitude towards grooming products and consumption behaviour. Because of that some cosmetics company failed to achieve targets in male cosmetic market. As in the market cosmetic segment of men is the fastest growing segment with a growth rate of 13% to 20%. Due to the increase in the demand for the men beauty care products, the companies conducting new product line to reach to customer expectations.

The main influence factor of male consumption behaviour are:

1. Price of the product2. Celebrity endorsement 3. Features of the product4. Easiness to use the product

Many studies proved that the male wants to maintain the traditional manliness with the adoption of new lifestyle and attitude. It is convinced that men are more concerned about their appearance. To identify the problem 200 questionnaire were collected and analyzed though SPSS software version 16.

There are various factors which affecting consumer behaviour which is result of complex of all cultural, personal, social and psychological characteristic. To identify the interested purchase and satisfy their needs, these characteristics are essential for marketers. Actually most of the buyers pass through a series of steps to reach to a purchasing decisions. The steps involved in purchasing decisions are:

1. Need recognition2. Information search3. Evaluation of alternative4. Purchase decision 5. Post purchase behaviour

STUDY OF MALE CONSUMERS ATTITUDE IN GROOMING SEGMENT

Today physical appearance for every man plays a very important role in enhancing self-confidence and in becoming aware, now no longer problem and hesitant to utilize cosmetic products and personal care products for grooming and maintaining desirable looks. This research helps to identify the behaviour of male consumers towards personal care products and also examine the factors which affecting and influencing the consumers in preferring various products.

By understanding the male needs, their attitude and behaviour towards grooming has come to new awareness in the arena. Because of this consciousness men is now actively participating in prominent fashion shows etc.

The objective of this study is to:

1. Examine the male consumers towards personal products.2. Understand the factors influencing male consumers towards personal care products.

Actually for this research the focus was mainly on young, educated men who is living in Mumbai and hence it represented the most evident target group, as a perfect sample it can be considered. Smallness of the sample is also the limitation of the research.

In this research data is analyzed and interpreted on the following factors:

1. Age2. Qualification3. Occupation4. Grooming product5. Prefer to buy from6. Marital status7. Buying advisor8. Buying decision factor9. Spending per month10. Used product

From this study it is observed that the brand factor matters a lot for a consumers buy personal care products because the awareness level of it was very high. But few consumers are there who prefer products by price, packaging and offers. And to improving their self-image men are found to be more aware hence more increase of sales could be expected.

A Comprehensive Review of Consumption Pattern and Strategies in Cosmeceutical Market with a Focus on Dermaceuticals in Indian Market:

As we know cosmeceutical are one of the largest addition to the health industry and also they consists of a drug like characteristics .In skin care market cosmeceutical are the fastest growing segment. As cosmeceutical helps in enhancing the health and beauty of the skin. From various surveys it shows that the use of cosmeceutical has increased drastically in recent years.

The main objective of this study is to examine or review the literature regarding the phenomena and concept of drug, cosmeceutical and cosmetics. According to one survey in recent years men have become more alert or aware and conscious about their look and image, therefore which increases the demand of men cosmetic products, thus which hamper the sales to increase by 18% globally between 2006 and 2007 and also the change in male products in male products is becoming new trend and is expected to grow.

Let’s see how the Evolution and Growth of Cosmeceutical occurred. Genesis The transition cover to uncover. The transition female grooming to male grooming.

Factors influencing the Consumption Pattern of Male Cosmetics in Delhi by an Urban Male:

According to the facts and figure it is proven that female beauty and cosmetics product consists of a large number of shares in cosmetic market. But the main important aspects of this literature review are to conduct and carry out the report of consumption pattern of male cosmetics by an urban male.

The main important objective is to review, analysis the consumption pattern of male cosmetics by an urban male. According to survey and study conducted on the behavior of customer in men’s market it examines and focuses on the self-concept and also tries to explain that there exists a vast relationship between purchase pattern of customer buying process and self-concept .Also if we go in depth of the survey than it is explained with the help of example such as in one survey of age range between 15-45 years of people living in Delhi they collected primary data with the help of various questionnaires and also the sample consists of 162 respondents. Also the survey and study shows the various variables that affect and shape the attitude of the consumption pattern of urban male cosmetics are media self- image, societal expectations etc.

And also according to the research methodology there exists a relationship between various factors in reference to consumption of male cosmetics such as self-image, societal expectation, media and perception.

According to data analysis and interpretation it shows that the maximum customer of the consumption pattern are in the range below 40 years(71%),61% of customer are single and 67% of customer are either student or service class . From this study it is concluded that there is a strong link (i.e. the number of male users of cosmetic is increasing day by day in Delhi) of male customers in cosmetics market. From this study also one of the most important outcomes came is that media is playing one of the vital role in shaping and changing the attitude of male customers towards the cosmetics product.

The Customer Behavior in the Men’s Cosmetic market

Background and problem:

In the modern world everybody wants to be look beautiful. Every one whether men or women wants to look attractive like celebrities that we see in magazine, newspaper, television etc.

Cosmetics may be defined as substance that is used to enhance the beauty of human body. Now a consumption of male cosmetics are increasing day by day, but still it is estimated that 80% of male cosmetics are bought by their wife. Cultural dimension also depends upon consumption of cosmetics.

Consumption of male

cosmetics

Perception

Self- image

Societal expectation

Media

Global Market of Mens Cosmetics

Globally mens cosmetic market or sector has a growth of 30% in 2001 and in the end of 2002 it was 50%. Its growth rate is almost 7-8% in year. In 2003 it was found that globally this sector has market of roughly 3 billions, whereas female market was of 200 billions of dollars.

Marketing Mix

1. Product2. Price3. Place4. Promotion

1. Product- Product includes Packaging and Brand name.Packaging- Packaging is the good mean to draw customer attentions on the

product because it psychological function on consumer mind.

Advertising investments-

2. PRICE

Cost only Rs 180 3. Place

Distribution channel of this market can be generally divided into 2 market- Super store

Perfumery and Drug store

ANALYSE

1. How old are you?The sample consists of 110 persons from 18 to 25 years old, only men.

2. Do you use cosmetics?Almost 89,1% of the interviewed men are using cosmetics, only 10,9% do not.

3. Do you rather use men or women cosmetics?80% of the sample use men products. Almost 20% use both men and women cosmetics products.

4. What kind of products do you use?The most popular are the shower gel (17,7%), thenthe shaving foam (16,7%), the deodorant (16,3%), and the after shave (12,4%).

5. Since how long do you use them?59,2% of the interviewed men are using cosmetics since more than 3 years, 24,5% since ever, and 16,3% are using since between 1 to 3 years.

6. Which brand do you like best?The most popular brand is Nivea for Men with 34,4%.

7. Who is your purchasing advisor?60% of the interviewed people do not have a purchasing advisor. 17,3% of them listen to their female friends, 8,6% to their male friends, 14,4% to their parents, and 1,4% to their doctor.

8. Does it make you feel guilty to use cosmetics?Almost 90% of the respondents do not feel any guilty to use cosmetics.

Usage Pattern of cosmetic for men.

The study was conducting during the period of 2010-2012, to check the male behavior for cosmetics. There are almost 156 respondents who took part in survey and the aged ranging from 20-50 years. Factor analysis are used for analysis of data in SPSS- version-17.0.

Male buys products having promised effects, previous usage experience,and suits for their skin. No doubt any successful company or business depend upon capability to understand and influence consumer behavior. The better marketer are at understanding customer behavior ,more they are successful in influencing consumer.

3 Factors that determine consumer behavior are-

Pyschological influence Socio-culture influence Situational influence

Before the decade ago, cosmetics predominantely associated with single gender ie. Women, but trends are changing now a days. Mens are now becoming more and more sensitive about skin care and grooming, and the new branch of cosmetics are available for men named as Men cosmetic. Marketers have to go number of challenges as far as cosmetics products are concerned because it applied directly on skin.

Emami first come with an idea of men cosmetic by launching an Male fairness cream in Indian market, and within 1st 5 years company has an sale of 100 crores.

It has been observed that male customers buy cosmetic product from 1 shop and they spends Rs 300-500 per month which is more than females and this is mainly due to Razors, Haircare, Deodrants and Blades.

Data analysis and Interpretation

The breakdown of the respondent’s demographic characteristics is shown in Table-

Table 1: Demographic Characteristics of Respondents

S.NO Characteristic Category Frequency %

1. Age Less than 30 97 62.18 30-40 50 32.69 more than 40 8 5.13

2. Marital Status Single 95 60.90 Married 61 39.10

3. Occupation Student 72 46.20 Service 82 52.60

4. Family Monthly Income Less than 10,000 4 2.60 10,000 to 20,000 10 6.40

20,001 to 30,000 32 20.50 30,001 to 40,000 44 28.40 40,001 and above 66 42.3

Findings and Conclusion

The market for male cosmetic products are although niche in india,is growing and evolving.

Understanding male needs, attitudes and behaviors towards grooming will open up new commercial avenues in this under-served arena

Cosmetic consumption pattern among male college students: cluster analytic segmentation approach

The above study tells us about the usage pattern of cosmetic consumption among male college students. This case study tells us about the men cosmetics, usage of the mens cosmetics . this attitude benefits and perception towards the different products. Now a days the cosmetics usage among young men is on the line and in many personal case product companies are trageting this product.Promotion in distribution increasingly to this growing market. hence we segment the market and the behaviour of each market with respect to consumers behaviour variabely. hence the study tells us about the usage and the spending on the product. This study tells us about the products which are mostly used, such as telcom powder, perfumes, dws and awarness about the brands and in urban and rural areas. 

Hence the market is growing and yet estimated at rs 3.5bn and growing at 10-12% p.a. This research shows us that skin creams segment is growing fastly and many companies like and all growing fastly. Now a days modern men are more fasinated with their beauty and personal appearance conscious about their their diet and life style choices and buyingg of beauty and cosmetic products. GThere are many brands wich men prefer according to usage and dependence of usage which depends of the social situations example could be partying,interviews and to impress friends. According to this study data is gathered from man college students and segmenting varaialbes are classified into usage, attitude and benefits.The above study tells us about the usage of cosmetics everyday, happy with friends without cosmetics, cosmetics improve appearance, confidence and beahaviour.

The above study tells us about the segmentation approach depending on rural urban areas, reason for using the cosmetics, buying of cosmetics, consideration in buying, channels of buying, type of skin, brand of face cream, brand of shaving cream and brand of face wash.

RESEARCH METHODOLOGY

The Research Methodology includes Research Design, Data Sources, Data CollectionTechniques, Sampling Method and Sample Size.

RESEARCH DESIGN

Research Design explains the method based on which the study was conducted and the reason for selecting the particular methodology. This study made use of two different methodologies, namely Exploratory Research and Descriptive Research. Exploratory research used to explore the thoughts, the mindset and the hidden factors that drive these consumers during their shopping and

DATA SOURCE

Primary data was obtained by using questionnaires as an instrument for collecting information about male usage pattern of aftershave lotion.

POPULATION AND SAMPLE

The sample taken was between the age group of 18 years to 40 years who are living in Bangalore and outside Bangalore as well. A total of 45 questionnaires were collected from the respondents The questionnaires were analyzed through SPSS software version 17.

DATA ANALYSIS AND DATA INTERPRETATION

Factor Analysis

Total Variance Explained

Compon

ent

Initial Eigenvalues

Total % of Variance Cumulative %

1 4.055 31.193

2 2.225 17.119

3 1.632 12.551

4 1.189 9.145

5 1.154 8.880

6 .805 6.188 85.076

7 .586 4.505 89.581

8 .405 3.114 92.695

9 .327 2.514 95.209

10 .270 2.080 97.289

11 .191 1.471 98.760

12 .134 1.028 99.788

13 .028 .212 100.000

Extraction Method: Principal Component Analysis.

Total Variance Explained

Compon

ent

Initial Eigenvalues Extraction Sums of Squared Loadings

Cumulative % Total % of Variance Cumulative %

1 31.193 4.055 31.193 31.193

2 48.312 2.225 17.119 48.312

3 60.863 1.632 12.551 60.863

4 70.008 1.189 9.145 70.008

5 78.888 1.154 8.880 78.888

Extraction Method: Principal Component Analysis.

Total Variance Explained

Compon

ent

Rotation Sums of Squared Loadings

Total % of Variance Cumulative %

1 2.967 22.823 22.823

2 2.042 15.711 38.534

3 1.976 15.198 53.733

4 1.897 14.595 68.327

5 1.373 10.560 78.888

Extraction Method: Principal Component Analysis.

CONCLUSION

In today’s scenario the male cosmetic market is an emerging market. The study tries to find out various factors that influence the purchasing behaviour of a male consumer. It has been found out that most of the consumers buy Personal Care products based on BRAND factor. The awareness level of it was also higher for this brand. Only very few consumers prefer Product by price, packaging, offers. Most of the consumers buy Personal Care products in order to Look better. Aftershave lotion play a crucial role in developing self-esteem and in enhancing self-confidence level. Moreover, men are found to be more aware about improving their self-image. More increase of sales for male grooming products could be expected in the near future.

Component Transformation Matrix

Compon

ent 1 2 3 4 5

1 .781 .161 .369 .446 .167

2 .001 .835 .236 -.376 -.325

3 -.253 -.358 .875 -.082 -.190

4 -.560 .386 .149 .545 .467

5 .107 -.004 .143 -.596 .783

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Correlation Matrixa

to attract women

to improve self

image

occupational

image

Correlation for facial care .186 .055 .298

to feel better .024 .420 .617

to keep yourself young .617 .081 .260

to attract women 1.000 .128 .029

to improve self image .128 1.000 .434

occupational image .029 .434 1.000

medical reason -.052 .323 .253

for being fashoinable .116 .730 .314

smell of the product -.167 .101 .143

ease of use -.102 .354 .262

efficiency approved by experts .224 .474 .198

recommended by celebrity -.464 -.114 -.240

recommended by friend .259 .832 .427

Sig. (1-tailed) for facial care .187 .397 .074

to feel better .455 .018 .001

to keep yourself young .001 .351 .105

to attract women .271 .445

to improve self image .271 .015

occupational image .445 .015

medical reason .402 .058 .111

for being fashoinable .290 .000 .063

smell of the product .213 .316 .248

ease of use .314 .041 .103

efficiency approved by experts .141 .008 .172

recommended by celebrity .010 .294 .124