Are men really different from women? : analysis of men buying behaviour of cosmetic products

• Autor(a) principal: Duarte, Cláudia Alexandra Laranjo
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/28215
• topic: Cosmetic products; Buying behaviour; Decision-making process; Men; Produtos de cosmética; Comportamento de compra; Processos de decisão; Homens; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The cosmetic industry has grown significantly in recent years and the categories of perfume, hair and skin care have gained increasing relevance. At the same time, in recent years, men gained a greater concern with their appearance and, consequently, a greater interest in cosmetic products. Therefore, it is essential to understand this new segment of emerging consumers in this market. Although there are several studies on the cosmetics industry, there is still much to explore about what men most appreciate and want when they buy cosmetics. Thus, the main objective of this study is to understand the main differences between men and women in their decision-making process and in purchasing behaviour of cosmetic products. Simultaneously, it was also analysed which products of this market are most bought by men and women, comparing subsequently the differences. In order to achieve these objectives, a three-stage research method was used. First of all, an exploratory qualitative study was carried out with the accomplishment of individual interviews to two market experts, in order to obtain a deeper knowledge of this market. Then, a quantitative study was performed through an online survey, aiming to understand the different consumption profiles of cosmetic products and to compare the different consumers. And, at last, a qualitative study was carried out again, this time to explain and validate the insights obtained in the previous phases, through the execution of individual interviews with five male consumers, with different characteristics and profiles. With this thesis it was possible to conclude that cosmetic products are already very important for men, they are even part of their daily routine, just like in women’ case, and that the categories most purchased by them are personal hygiene, perfumes and hair care. However, skin care products are beginning to gain relevance among this public, attracting more and more consumers. On the other hand, it was also noticed that men buy this kind of products mainly out of necessity (when the old one finishes, they buy a new one) and always use the same ones, while this doesn’t happen with women. Furthermore, brands have great importance for both genders, but the shopping experience is not yet highly valued by men. For all of the reasons mentioned above, cosmetic brands have to increasingly differentiate their products by gender, with marketing research and analysis being fundamental to tailor the products for men, the emerging new growth segment.