Men's grooming in Germany: a consumer research and discussion of current consumer attitudes

Detalhes bibliográficos
Autor(a) principal: Borger, Greta Philine
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/15606
Resumo: The objective of this dissertation was to explore the German men’s grooming market and to discuss the usage and purchase behavior of young male adults. After a brief market analysis, this dissertation evaluates the results of qualitative and quantitative research. The conducted research explored the consumer’s reasoning for and attitude towards personal grooming, and their attitude towards product attributes and the aging process. The dissertation concludes that men attach high value to personal grooming but only to the extent that their personal need is satisfied. As the male involvement in MG is highly dependent on each consumer’s individual needs, the market requires a careful segmentation.
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spelling Men's grooming in Germany: a consumer research and discussion of current consumer attitudesMen’s groomingMale groomingConsumer behaviorPersonal careDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe objective of this dissertation was to explore the German men’s grooming market and to discuss the usage and purchase behavior of young male adults. After a brief market analysis, this dissertation evaluates the results of qualitative and quantitative research. The conducted research explored the consumer’s reasoning for and attitude towards personal grooming, and their attitude towards product attributes and the aging process. The dissertation concludes that men attach high value to personal grooming but only to the extent that their personal need is satisfied. As the male involvement in MG is highly dependent on each consumer’s individual needs, the market requires a careful segmentation.Agante, LuísaRUNBorger, Greta Philine2018-06-30T00:30:16Z2015-062015-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/15606TID:201474530enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:51:49Zoai:run.unl.pt:10362/15606Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:22:39.045887Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
title Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
spellingShingle Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
Borger, Greta Philine
Men’s grooming
Male grooming
Consumer behavior
Personal care
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
title_full Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
title_fullStr Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
title_full_unstemmed Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
title_sort Men's grooming in Germany: a consumer research and discussion of current consumer attitudes
author Borger, Greta Philine
author_facet Borger, Greta Philine
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Borger, Greta Philine
dc.subject.por.fl_str_mv Men’s grooming
Male grooming
Consumer behavior
Personal care
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Men’s grooming
Male grooming
Consumer behavior
Personal care
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The objective of this dissertation was to explore the German men’s grooming market and to discuss the usage and purchase behavior of young male adults. After a brief market analysis, this dissertation evaluates the results of qualitative and quantitative research. The conducted research explored the consumer’s reasoning for and attitude towards personal grooming, and their attitude towards product attributes and the aging process. The dissertation concludes that men attach high value to personal grooming but only to the extent that their personal need is satisfied. As the male involvement in MG is highly dependent on each consumer’s individual needs, the market requires a careful segmentation.
publishDate 2015
dc.date.none.fl_str_mv 2015-06
2015-06-01T00:00:00Z
2018-06-30T00:30:16Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/15606
TID:201474530
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identifier_str_mv TID:201474530
dc.language.iso.fl_str_mv eng
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