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
SUMMARYMen'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 Delhis 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 selfconfidence 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 mens 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.
2.
3.
4.

Price of the product

Celebrity endorsement
Features of the product
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.
2.
3.
4.
5.

Need recognition
Information search
Evaluation of alternative
Purchase decision
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. Age
2. Qualification
3. Occupation
4. Grooming product
5. Prefer to buy from
6. Marital status
7. Buying advisor
8. Buying decision factor
9. Spending per month
10. 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.
Lets see how the Evolution and Growth of Cosmeceutical occurred. Genesis The transition
cover to uncover. The transition female grooming to male grooming.

Cosmeceutical

Skin

Hair

Others

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
mens 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 selfconcept .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.

Selfimage

Consumptio
n of male
cosmetics

Societal
expectati
on

Perception

Media

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 Mens 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.

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. Product
2. Price
3. Place
4. Promotion
1. ProductProduct 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.
old, only men.
2. Do you use cosmetics?

How old are you?

The sample consists of 110 persons from 18 to 25 years

3.
4.
5.
6.

Almost 89,1% of the interviewed men are using cosmetics, only 10,9% do not.
Do you rather use men or women cosmetics?
80% of the sample use men products. Almost 20% use both men and women cosmetics products.
What kind of products do you use?
The most popular are the shower gel (17,7%), then
the shaving foam (16,7%), the deodorant (16,3%), and the after shave (12,4%).
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.
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 respondents demographic characteristics is shown in TableTable 1: Demographic Characteristics of Respondents

S.NO

Characteristic

Category

Frequency

1.

Age

Less than 30
30-40
more than 40

97
50
8

62.18
32.69
5.13

2.

Marital Status

Single
Married

95
61

60.90
39.10

3.

Occupation

Student
Service

72
82

46.20
52.60

4
10
32
44
66

2.60
6.40
20.50
28.40
42.3

4.

Family Monthly Income Less than 10,000

10,000 to 20,000
20,001 to 30,000
30,001 to 40,000
40,001 and above

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 Collection
Techniques, 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
Initial Eigenvalues
Compon
ent

Total

% of Variance

Cumulative %

4.055

31.193

2.225

17.119

1.632

12.551

1.189

9.145

1.154

8.880

.805

6.188

85.076

.586

4.505

89.581

.405

3.114

92.695

.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

Initial Eigenvalues

Extraction Sums of Squared Loadings

Compon
ent

Cumulative %

Total

% of Variance

Cumulative %

31.193

4.055

31.193

31.193

48.312

2.225

17.119

48.312

60.863

1.632

12.551

60.863

70.008

1.189

9.145

70.008

78.888

1.154

8.880

78.888

Extraction Method: Principal Component Analysis.

Total Variance Explained

Rotation Sums of Squared Loadings
Compon
ent

Total

% of Variance

Cumulative %

2.967

22.823

22.823

2.042

15.711

38.534

1.976

15.198

53.733

1.897

14.595

68.327

1.373

10.560

78.888

Extraction Method: Principal Component Analysis.

Correlation Matrixa

to attract women
Correlation

occupational

image

image

for facial care

.186

.055

.298

to feel better

.024

.420

.617

to keep yourself young

.617

.081

.260

1.000

.128

.029

to improve self image

.128

1.000

.434

occupational image

.029

.434

1.000

-.052

.323

.253

for being fashoinable

.116

.730

.314

smell of the product

-.167

.101

.143

ease of use

-.102

.354

.262

.224

.474

.198

-.464

-.114

-.240

recommended by friend

.259

.832

.427

for facial care

.187

.397

.074

to feel better

.455

.018

.001

to keep yourself young

.001

.351

.105

.271

.445

to attract women

medical reason

efficiency approved by experts

recommended by celebrity

Sig. (1-tailed)

to improve self

to attract women
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