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A Work Project presented as part of the requirements for the Awarding of a Master Degree in Management from the NOVA –

School of Business and Economics

Appendix

The Growing Potential of the Men’s Grooming Segment

Patrizia Seyler 24991

A Project carried out on the Master in Management Program, under

the supervision of: Professor Luis Rodrigues

06/01/2017!!!

! 1!

APPENDIX

1. Questionnaire

Grooming Habits

1.! How much time do you spend daily

on your appearance?

a.! 5 or less minutes

b.! 6-15 minutes

c.! 16-30 minutes

d.! 30 minutes to 1 hour

e.! More than 1 hour

2.! Which of the following facial care

products do you use at least daily?

a.! Facial Moisturisers

b.! Sun protection

c.! Anti-ageing creams

d.! Facial cleansers

e.! Facial toners

f.! Eye cream or treatment

g.! Facial exfoliates or scrubs

h.! Face mask or pack

i.! None of the above

3.! What are the reasons for the use of

the products?

a.! Acne

b.! Ageing

c.! Dryness

d.! Redness

e.! Wellness

4.! Which of the following body care

products do you use at least daily?

a.! Body moisturisers

b.! Sun protection

c.! Body scrubs

d.! Self-Tanning products

5.! What are the reasons for the usage

of the products?

a.! Ageing

b.! Dryness

c.! Redness

d.! Wellness

6.! Which of the following products do

you use at least once every three

months?

a.! Deodorants

b.! Perfumes or colognes

c.! Facial cleansers

d.! Body moisturizing creams

and lotions

! 2!

e.! Facial moisturizing creams

and lotions

f.! Sunscreens and sun-

protecting lotions

g.! Facial exfoliates or scrubs

h.! Facial toner

i.! Face mask or pack

j.! Body scrubs

k.! Anti Ageing creams

l.! Scented body sprays

m.! Eye cream or treatment

n.! Blemish or acne treatment

o.! Facial hair or body hair

bleaching products

p.! Self tanning products

7.! Which of the following products do

you use on a daily basis?

a.! Deodorants

b.! Perfumes or colognes

c.! Scented body sprays

8.! Which of the following treatments

do you perform in terms of Hair

care?

a.! Apply hair shampoo

b.! Brush/comb hair

c.! Apply hair conditioner

d.! Cut/trim hair

e.! Use hair dryer or setter

f.! Colour or dye hair

g.! Apply hair styling products

h.! Apply hair oils/mask

i.! Use a hair straightening

device

j.! Braid/plait hair

k.! Apply hair loss treatment

l.! Apply hair fragrances

9.! Which of the following treatments

do you perform in terms of Hair

Removal?

a.! Shave facial hair

b.! Trim facial hair

c.! Remove unwanted body hair

d.! Remove unwanted facial

hair from eyebrows, nose or

ears

e.! Apply hair loss treatment

10.!How often do you shave your facial

hair?

a.! Daily

b.! at least monthly

! 3!

c.! Several times per year

d.! Once or year or less

e.! Never

11.!How often do you trim your facial

hair?

a.! Daily

b.! At least monthly

c.! Several times per year

d.! Once or year or less

e.! Never

12.!Which of the following products did

you use at least once every three

months? Note: You need to

purchase or acquire cosmetic

products at some point in the past or

at least be somewhat involved in the

purchase decision.

a.! Lip Balm or Lip Salve

b.! BB Cream or CC cream

c.! Nail polish

d.! Foundation

e.! Lip Gloss

f.! Finishing facial powder

g.! Eye liner/pencil

h.! Mascara

i.! Eye shadow

j.! Lipstick

k.! Blusher, bronzer or

highlighter

l.! Lip liner/pencil

m.!Concealer

n.! None

Frequency of purchase

13.! How often do you shop the

following products: Daily, at least

monthly, several times per year,

once or year or less, never?

a.! Hair care products

b.! Skin care products

c.! Body care

d.! tools (brush, razor etc.)

e.! Colour cosmetics

f.! Cosmetics

g.! Fragrances

14.!Which of the following products

was purchased by someone else for

you?

a.! Hair care products

b.! Skin care products

c.! Body care

! 4!

d.! Tools (brush, razor etc.)

e.! Colour cosmetics

f.! Cosmetics

g.! Fragrances

Reasons Purchase

15.!What are the reason for skin and hair

care purchases?

a.! Skin care is an important

priority for me

b.! Hair care is an important

priority for me

c.! Need to replace

d.! Looking for product that

works better than

current/previous product

e.! To try something new

f.! Found a great deal or item on

sale

g.! Need for a particular

occasion

h.! To buy as a gift

i.! Enjoyment of the shopping

experience

j.! To stay up to date with the

latest trend

k.! To maintain or achieve a

certain status/cachet

l.! Impulse purchase

m.!Because I have extra money

to spend

n.! None of the above

Influencing the Purchase decision:

16.!Which of the following factor

influences your purchase decision

when buying skin care, hair care,

cosmetics or fragrances?

a.! Previous personal

experience

b.! Friends/Family

c.! Sale/discount offer in store

d.! Spouse/partner

e.! TV ad

f.! Sales/Discount offer online

g.! Doctor recommendation

h.! Salesperson

i.! Online user reviews

j.! Official brand websites

k.! Print Magazine ad

l.! Print magazine article

m.! Social networking

! 5!

n.! Stylist or manicurist

o.! Beauty Blogger/expert

p.! Celebrity advertising

q.! Online communities

r.! Blog post or review

s.! Celebrity endorsement

t.! Other

Selection of Product:

17.!Which of the following features

influenced your purchase decision

when buying skin care?

a.! Price

b.! Suited to my skin type

c.! Strong or well-known brand

d.! Super high quality

e.! Specialised treatment

f.! Function

g.! Multifunctional or multiple

benefits

h.! Natural or Organic

i.! Anti-ageing benefits

j.! Claims on the label

k.! Ingredient formulation

l.! Hypoallergenic

m.! Premium or luxury brand

n.! Not tested on animals

o.! 100% vegan

p.! Manufactured locally

q.! Limited edition

r.! Endorsed by celebrity

s.! Manufactured abroad/off-

shore

t.! Small batch or artisanal

production

18.!Which of the following features

influenced your purchase decision

when buying hair care?

a.! Price

b.! Suited to my hair type

c.! Strong or well-known brand

d.! Super high quality

e.! Specialised treatment

f.! Function

g.! Multifunctional or multiple

benefits

h.! Natural or Organic

i.! Claims on the label

j.! Ingredient formulation

k.! Hypoallergenic

l.! Premium or luxury brand

! 6!

m.!Not tested on animals

n.! Colour boosting

o.! 100% vegan

p.! Manufactured locally

q.! Limited edition

r.! Endorsed by celebrity

s.! Manufactured abroad/off-shore

t.! Small batch or artisanal

production

Brand loyalty

19.!What is your tendency to buy the

same or different products/brands

for each category?

a.! Hair care product

b.! Skin care products

c.! Colour cosmetics

d.! Fragrances

Purchase:

20.!Where do you buy personal care

products?

a.! Grocery store

b.! Drugstore

c.! Pharmacy

d.! Online

21.!How much money do you spend on

personal care products?

Less then 5 €

5-8€

8-10€

more then 10€

22.!Name the brands you use for:

•! Fragrances:

•! Hair care:

•! Facial care:

•! Body care:

•! Shaving:

•! Cosmetics:

Demographics:

23.!What is your age

24.!What is you marital status?

a.! Single

b.! Married

c.! In a life partnership

25.!What is your education:

a.! High school Graduate

b.! Undergraduate

c.! Post graduate

d.! PhD

e.! Other

! 7!

!

2. Survey Results

Question 1: How much time do you spend daily on your appearance?

Question 2: Which of the following facial care products do you use at least daily?

Question 3: What are the reasons for the use of the products?

! 8!

Question 4: Which of the following body care products do you use at least daily?

Question 5: What are the reasons for the usage of the products?

Question 6: Which of the following products do you use at least once every three months?

! 9!

Question 7: Which of the following products do you use on a daily basis?

Question 8: Which of the following treatments do you perform in terms of Hair care?

Question 9: Which of the following treatments do you perform in terms of Hair Removal?

! 10!

Question 10: How often do you shave your facial hair?

Question 11: How often do you trim your facial hair?

Question 12: Which of the following products did you use at least once every three months?

! 11!

Question 13: How often do you shop the following products: Daily, at least monthly, several

times per year, once or year or less, never?

Question 14: Which of the following products was purchased by someone else for you?

Question 15: What are the reason for skin and hair care purchases?

! 12!

Question 16: Which of the following factor influences your purchase decision when buying

skin care, hair care, cosmetics or fragrances

Question 17: Which of the following features influenced your purchase decision when buying

skin care?

! 13!

Question 18: Which of the following features influenced your purchase decision when buying

hair care?

Question 19: What is your tendency to buy the same or different products/brands for each

category

Question 20: Where do you buy personal care products?

! 14!

Question 21: How much money do you spend on personal care products?

Question 22: Name the brands you use for:

•! Kiehls •! Kiehls •! Kiehls •! Nivea •! Nivea •! Nivea •! Dove •! Dove •! Acqua di Parma •! Neutrogena, •! Nivea •! Braun •! Chanel •! Axe •! Braun Razor •! Nivea Bodylotion •! Wilkinson Razor •! Nivea •! Hugo Boss •! Lacoste •! kiehls •! Kheils •! Oral B •! Loreal •! Adidas •! Nivea •! Gillette

•! Loreal •! Oral B •! Nivea •! Adidas •! Nivea •! TIGI •! Clinique •! CeraVe •! L'Oréal •! L'oreal •! Clinique •! Cre •! Givench •! Kiehls •! Cinque •! CeraVe •! L'Oreal •! Head and

shoulders •! Biotherm •! Kerastase •! Dior •! Axe •! Kiehl's •! Nivea •! Bioderma •! Tigi Bed Head

•! Diptyque •! Morrocain oil •! Loreal •! Nivea •! head & shoulder •! oral b •! Colgate •! Rexona •! dove •! Truefitt & Hill •! L'Oréal •! head & shoulders •! Lush •! Gillette •! Neutrogena •! Loreal •! Syos •! Ralph Lauren •! Chanel •! Nivea Men •! Schwarzkopf •! Got to be - glued •! Head and shooders •! dove deodorant •! SebaMed •! balea •! Head & Shoulders

! 15!

•! Alpecin •! Dermagor •! Moroccanoil •! Sensodyne •! Biotherm •! rexona •! dermalogica •! Balea •! Alverde •! L'oreal •! Garnier •! Nivea •! Dove •! Eucerin •! Dove •! Nivea •! Johnsohn &

johnson •! Axe •! Kamill •! Gillette •! Clarins •! Nivea •! weleda •! Kerastase •! Nivea •! L'Oreal •! La Roche-Posay •! Dove Soap •! Glem •! Rexona •! Axe •! Dove Men •! Crisan •! Fructis •! Gillete •! Nivea •! Uppercut •! Biotherme

Homme •! Axe •! Vichy •! American Crew •! Kevin Murphy •! Nivea •! Weleda •! Adidas

•! dusch das •! NIVEA •! Dove •! syoss •! L'Oreal •! Nivea •! Garnier •! Dove •! La Roche Posay •! L'Oreal •! Lacoste cologne. •! Syoss •! Alverde •! Nivea