Factors Affecting Males To Choose Cosmetics and Beautification Products

Project Work (Bus 498)
Spring 2010
Research Report
On
“Factors Affecting Males To Choose Cosmetics & Beautification Products”
Prepared For
Dr. Md. Humayun Kabir Chowdhury
Professor & Chairperson
Dept. Of Business Administration
East West University
Prepared By
Farah Tahsin
Id: 2006-1-10-173
Dept. Of Business Administration
East West University
Date Of Submission: 18-04-10

“Factors Affecting Males To
Choose Cosmetics & Beautification
Products”
2
Letter Of Transmittal
18 April, 2010
Dr. Md. Humayun Kabir Chowdhury
Professor & Chairperson
Dept. of Business Administration
East West University.
Dhaka-1212
Subject: Submission of the Project Work
Dear Sir,
I am very pleased to submit my Project Work on “Factors Affecting Males To Choose
Cosmetics & Beautification Products”. After finishing the research, I think that I had
gather some knowledge about the male point of view regarding Cosmetics and
Beautification Products. This research report helped me to extent my knowledge and may
help me in future.
Thank you very much for giving me such kind of opportunity to enrich my knowledge. I
would like to thank you for your valuable guidance in every problem I found and the
precious time that you gave me. I hope my work will come up to the level of your
expectations. I will be available for any further clarification if required.
Best Regards
Sincerely yours,
____________
Farah Tahsin
ID: 2006-1-10-173
Department of Business Administration
3
Acknowledgement
Writing this report has been fun, Instructive and sometimes hard. Many hours have been
spent during this semester working on this research and therefore it is of great release to
now see the sunlight. This report is the fruit of many experiences, challenges and
relationships involving great many people to whom I am more indebted than I can
possibly acknowledge. Some, however, deserve special thanks. I must begin by thanking
those who have supported me through my journeys. I wish to thank all who have, directly
and indirectly contributed to my research, making it such an enlightening, enjoyable and
momentous intellectual experience.
I would like to specifically thank my supervisor, Dr. Md. Humayun Kabir Chowdhury
for his readiness to give of his time and knowledge through his constructive advice and
guidance throughout the process of this research that kept me on a sound research path
while his knowledge and humbleness made working with him such a pleasure. Also, I
would like to thank the Farzana Apu (T.A) for her insightful comments and suggessions
on how to approach and improve the quality of the research, which has been of great
value and import to my project.
I also express my gratitude to all of them who participated in my survey. Their candid
responses solidified my purpose for embarking upon this learning journey.
I owe special thanks to all my friends from Department of Business Administration for
the content and support delivered throughout the period of study and specially who, in
different ways have supported my studies and contributed, tangibly and intangibly, to my
knowledge enrichment, which gave me inspiration to put it in writing.
Last but not least, I would like to extend my profound gratitude and appreciation to my
parents for their encouragement and immeasurable moral support throughout the tough
times; they have been loving and constantly restorative counterbalance to my life.
Without their patience and love, I would have never been able to make it through this
intellectual endeavor.
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Abstract
This Project Work has been prepared as partial fulfillment of requirements for the degree
of Bachelor of Business Administration. So, I have done a research where the focus was
on the relationship that males have with self-appearance and cosmetics & beautification
products. The cosmetics industry is dominated by the female products but there is a rapid
growth in the cosmetic industry of males. I looked into the effect of factors, i.e. kind of
product, price, packaging, budget, purchasing advisor, self-confidence/self-image, and
masculinity on males to choose cosmetics & beautification products. Results showed that
only one factor "kind of product" has positive and significant influence on males. That is,
the types of product males purchase for their use only influence them to purchase
cosmetics & beautification products. Other factors have shown no such influence on
males. Finally, I have given my opinion about the findings, limitations and proposed a
future research.
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Table of Content
1.INTRODUCTION……………………………………………………………………… 07
2.PROBLEM DEFINITION……………………………………………………………….. 08
3.APPROACH TO THE PROBLEM………………………………………………………... 09
3.1.RELATED CONSTRUCT OF THIS STUDY……………………………………… 09
3.1.1.KIND OF PRODUCT………………………………………………... 10
3.1.2.PRICE…………………………………………………………….. 12
3.1.3.PACKAGING………………………………………………………. 13
3.1.4.BUDGET…………………………………………………………... 15
3.1.5.PURCHASING ADVISOR…………………………………………… 16
3.1.6.SELF-CONFIDENCE/SELF-IMAGE………………………………….. 17
3.1.7.MASCULINITY……………………………………………………. 18
3.2.RESEARCH QUESTIONS……………………………………………………... 19
3.3.HYPOTHESES……………………………………………………………….. 19
4.RESEARCH DESIGN…………………………………………………………………... 22
4.1.QUESTIONNAIRE DESIGN…………………………………………………… 22
4.2.DATA COLLECTION METHOD……………………………………………….. 22
4.3.SAMPLE SELECTION………………………………………………………… 22
4.4.RELIABILITY………………………………………………………………... 23
4.5.MEASUREMENT OF THE VARIABLES………………………………………… 23
5.DATA ANALYSIS……………………………………………………………………... 24
5.1.ANALYSIS TECHNIQUES…………………………………………………….. 24
6.RESULT & FINDINGS…………………………………………………………………. 25
6.1. USAGE STATUS, DEMOGRAPHIC & SOCIO-ECONOMIC FACTORS ANALYSIS 25
6.2. HYPOTHESIS TESTING…………………………………………………... 42
6.3. REGRESSION ANALYSIS………………………………………………… 45
6.4. DISCUSSION…………………………………………………………….. 46
6.5. LIMITATION AND FUTURE RESEARCH…………………………………… 47
7.CONCLUSION………………………………………………………………………… 48
8.REFERENCES………………………………………………………………………… 49
9.APPENDIX…………………………………………………………………………… 50
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1. INTRODUCTION
Cosmetics are substances used to enhance the appearance or odor of the human body. It
implies psychologically that you are compensating for something you do not have.
Beautification products are those that clean and perfume the body, change appearance,
correct body odor, protect skin, and keep it in good condition (Chidambaram & Devi,
2000). The women market is running since a large number of years whereas the business
of selling cosmetic for men is booming since a couple of year. In any superstore, many
shelves at the cosmetics section are now dedicated to men. Men have gone to owning
enough beautification products from secretly filching fairness creams of their mothers,
sisters or wives! Male celebrities have always worn makeup for movie and television
appearances and men of the world have joined in. It is hardly surprising that men from
Bangladesh are also paying attention to their appearance. Every day they are taking more
pride and putting more time in their appearance. Not only are they looking more
fashionable, taking better care of their skin, they are also applying makeup to even out
skin tone and cover skin imperfections! The popularity of men's products has brought
forth a new generation of cosmetics for men. Beyond classy moisturizers and shaving
creams, new and old companies alike now offer surprising assortment of cosmetics and
beautification products that tailor to the new male vanity. How and why this happened is
still mysterious! This all happened too quickly, and there's no telling how much it's going
to grow. The behavior of the men is not easy to understand and is actually the core of this
work. As we know that the Cosmetics and Beautification products are more important to
women in general so the women consider a lot of factors before choosing the product.
But the market of male cosmetics is comparatively new, and there are also some taboos in
societies regarding the use of cosmetics and beautification products by men. So, the
factors influencing men are quite different from the factors considered by females. This
study will find out the influence of some important factors that affect males to choose
cosmetics & beautification products.
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2. PROBLEM DEFINITION
The marketing research problem is to determine why males choose cosmetics &
beautification products. This research will provide specific information regarding the
relevant factors and how they influence the customers to use cosmetics & beautification
products.
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3. APPROACH TO THE PROBLEM
3.1. RELATED CONSTRUCT OF THIS STUDY
The conceptual framework and its key constructs were established initially from
Bangladeshi males who use cosmetics & beautification products. Based on their inputs,
and judging from the literature on the topic from other countries, a number of factors
were identified. Seven important factors emerged as latent variables from the data
structure and have been discussed in the conceptual framework.
As I have previously discussed, the factors that affects males to go for cosmetics &
beautification products are different from the factors affecting females. That is why I
considered Purchasing Advisor, Self-Confidence/Self-Image of a man and his
Masculinity as important factors.
Finally, a set of related latent factors related to the choice of cosmetics & beautification
products among males in terms of Kind of Product, Price, Packaging, Budget, Purchasing
Advisor, Self-Confidence/Self-Image, and Masculinity were selected for use in the
present study.
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3.1.1. KIND OF PRODUCT
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The product itself has an influence on the male before purchasing cosmetics and
beautification products. The line of male cosmetics in Bangladesh can be divided into 3
categories:
• The basic: Those are basic products which meet the traditional customer needs such as
shaving, after shaving.
• The trendy: They are exclusively built for men and follow the rule according to which
men are men and the products must be totally different than those for women. This is the
case for Axe, a male deodorant.
• The elegant: Most of them are rather elegant or smart. They are different from the basic
category because the quality and the brand image is said to be higher. Those products are
also more expensive.
Some people use only the basic products like shaving foam, deodorant, after shave. Some
people go beyond this. As the cosmetic industry is dominated by female cosmetics, males
consider the kind of the product as an important factor. Some males share the moisturizer
with their female counterpart; some uses the female family member’s fairness cream.
Some males strictly avoid female cosmetics and purchase cosmetics and beautification
products for men only. Some males love to take care of themselves and they use elegant
products for themselves.
In this paper, I will not study all the different kinds of products. The focus will be on the
cosmetics that have had a late development. In this paper, I am focusing on Shower Gel,
Moisturizer, Shaving Foam, Deodorant, After Shave, Cleanser, Gel, Fairness Cream,
Scrubs, Facial Masks, Face Powder, Makeup and Lip Balm. Therefore, I conclude that
kind of product can influence the male to choose cosmetics & beautification products.
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3.1.2. PRICE
The price is the amount a customer pays for the product. Consumers want to get highest
utility from a product they purchase by sacrificing money and benefit from other brands.
Price perception is the process by which consumers translate price into meaningful
cognitions, and it has interested researchers for several years (Lichtenstein, Block, &
Black, 1988). The classical economic models suggest that consumers maximizes utility
by allocating a limited budget over alternative goods and services (Lilien & Kotler,
1983). More precisely, the price which the firm chooses to impose depends on the cost of
the product, on the positioning choice, on the evaluation of the competition or of the
vision of quality and the value perceived by the price. The price gives an element of
differentiation to the customer; moreover it influences its choice and the image which he
guesses of the product. Indeed “the price-setting must be set in relation with the value
offered to the customer and perceived by him” (Kotler, Marketing Management). Besides
the relationship exiting between the price and the customer, the price takes part in the
decision of the volume of the sales, of the rate of the profit and its global volume. So
effects of price are more associated with quality perception of a product or brand. In
Bangladesh, in the market of the cosmetic for the men, there are various price ranges. It
often depends on the channel of distribution. The Local cosmetics for men are moderately
low priced where the imported men’s cosmetics are highly priced. Therefore, I conclude
that price of a cosmetic or beautification product can influence the male to choose
cosmetics & beautification products.
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3.1.3. PACKAGING
Packaging causes a psychological function on the purchaser. If the pack of a cosmetic is

clear, small, pink, soft, it will be considered to be rather female and if it is dark, large,
blue, hard, it will be considered to be rather male, though the packaging has above all a
simple material function; “to contain, to protect, facilitated transport, storage, etc.”
Male cosmetic Packaging trends are challenged daily. The packaging should make forget
the female side of the cosmetics and make the product more masculine, thanks to the
design, the texture, the colors, the smell; all the senses are used to attract the male. The
packaging of the cosmetic products for men should also make it possible for the
customers to forget the shame they feel when they go to buy cosmetics.
Manufacturing of tube products years ago ranged from pigmented extruded colored tubes
to process printing and hot stamped caps. The choices now include multilayered extruded
barriers to accommodate more aggressive products, soft touch feeling tubes, pearl and
even holographic extruded tubes, custom die-cut tubes and half tone printing to create a
faded look. Clear packaging, once difficult to deliver in many manufacturing processes,
is prevalent in every packaging form today. Metals of all colors and textures deliver an
upscale look to even the most simplistic product or highlight a natural looking packaging
positioning. Even sampling packaging which once was confined to foil packs and thin
plastic or glass tubes are now produced in sachets, caplets and uni-paks of any material
and custom cut in any size and shape. These choices are best utilized when applying them
to the marketing position for the brand.
The packaging is also a way to show the public image, this is why it is important to
emphasize the objectivity as well as the subjectivity of the image of the offered product.
The objective side deals with offering an easy conditioning, reliable, ergonomic,
recoverable or reusable, easily transportable, with a good conservation and effective
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protection. The subjective side granted to the conditioning of the product, relates to the
psychological effect on the customer. The consumer judges the product with his first
perception in the rays. The identification of the product must jump in the eyes of the
customer thanks to a color or to a particular form or to an indication which enables to
locate him the remote product. The bond between the product and the mark is also done
though the packaging, it helps to emphasize the public image as well as the image of the
product. Besides, certain specificities of the product conditioning will attract more or less
certain types of consumer.
In general, the typically male packaging is discrete, ergonomic and of dark colors to
avoid the guilty feeling some purchaser can have. The tone red/pink intended for the
women are transformed into blue for the male line of goods nowadays.
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3.1.4. BUDGET
The purchase of cosmetics also depends on Budget. Lots of male think that the cosmetics
and beautification products are too high for their budget. They wish the companies would
lower prices somewhat. When the education level and the life standard of a man increase,
it implies higher incomes for him. That is why executives spend higher amount on
purchase of cosmetics than the students do. Though the young people are an attractive
target for the marketer of cosmetics, the marketers should not pass beside the middle
aged men. The needs to stay in good health, to conserve an lively way of life and to
improve physical appearance to stay young, become the principal concerns of them.
People above thirty five belong to a segment of population with an important purchasing
power. So they can allocate a good budget for cosmetics.
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3.1.5. PURCHASING ADVISOR
Our behavior is affected by those we closely associate with. A large number of people
conform to the norms and expectations provided by others. The purchasing advisor can
influence customer’s behavior because he/she has a strong influence on him. Even before
few years, woman had a great influence on the way men purchased cosmetics. This trend
is surely true nowadays but men are more self-governing that they used to be. A
purchasing advisor can be the salesman who gives him a product rather than another; it
can be female friends, male friends, colleagues, wife, parents or even a doctor. Therefore,
I conclude that a purchasing advisor can influence the male to choose cosmetics &
beautification products.
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3.1.6. SELF-CONFIDENCE/SELF-IMAGE
Cosmetics have an effect on a person not only physically but also mentally. Cosmetics
encourage and promote a strong, positive self-image. Since self image can be define as
the mental picture someone has about himself, it is easy to understand that the use of
cosmetic aim to improve this image. Basically, the image will improve both on a physical
and a mental point of view. Physical because by using cosmetic, the individual will have
a better looking skin and mental since the cosmetic user will feel more self confident due
to his appearance.
According to Maslow's Hierarchy of Needs, self-esteem, self-confidence, respect of
others, respects by others are part of the esteem needs. People who are happy with their
self-image are more likely to be self-confident, effective in work and social situations,
and comfortable in their relationships. For instance, by using a cosmetics, a person can
normally get rid of his pimples. Those pimples which are frightening and have a bad
influence on the self image, especially for young people if he is surrounded by people
having no skin problems! Cosmetics can be a great assistance in this case. Creams,
masks, cleaning products, all these products have the aim to improve appearance. Many
people are more pleased with themselves when wearing cosmetics than when they are
natural. When they are wearing cosmetics, they get higher feelings of self image, self
worth and self confidence. People using cosmetics tend to think that if they are more
physically attractive, they will be seen and treated more positively. As looking better
physically, self-image is improved. Indeed, most of the advertisings of male cosmetics
are selling the idea to attract women, thanks to a beautiful skin or a nice smell! Cosmetics
contribute to the personal balance and to self-confidence, what is the most important to
success in social incorporation. Therefore, I conclude that Self-Confidence/Self-Image of
a person can influence him to choose cosmetics & beautification products.
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3.1.7. MASCULINITY
The gap between masculinity and femininity is going down. Young men are being
targeted by the advertisement of cosmetics, and are becoming more conscious than before
of how they look: Advertising industry sold to young men images that break with
traditional icons of masculinity. They are encouraged to look at themselves and other
men as objects of consumer desire. Thus, today’s men are less ashamed to say that they
do take care of their skin and appearance. This change is significant, and needs a
reconsideration of the meaning of “masculinity”.
Today’s man is full of contradiction: he wants to take care of his look, but at the same
time, he does not want to use products with a female association to save his virility. The
labels on certain products call into question the masculinity of the man. The definition of
the man is that to be a man means not to be female, not flexible, dependent, not to be
subjected; not to be effeminate in his physical appearance and his manners. This
definition of the masculinity is called into question with the use of beauty products by the
men. A real taboo was established in many countries. Certain men do not dare to buy
beautification products by fear of the society’s judgment which would call his virility in
question. But the companies understand well that it was essential to have a discrete
distribution to make men fell less guilty. They do not use certain terms and vocabulary
like “make-up” because it belongs to the female world. In spite of these changes, some
taboos still linger. Nevertheless, men are more and more conscious of the significance of
appearance in the social life. This consciousness will possibly enable them to break the
taboos which surround the world of the cosmetics industry.
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3.2. RESEARCH QUESTIONS
1) Does the product's kind affect males to the purchase decision of cosmetics &
beautification products?
2) Does Price affect males to the purchase decision of cosmetics & beautification
products?
3) Does Packaging affect males to the purchase decision of cosmetics & beautification
products?
4) Does Budget affect males to the purchase decision of cosmetics & beautification
products?
5) Does Purchasing Advisor affect males to the purchase decision of cosmetics &
6) Does Self-Confidence/Self-Image affect males to the purchase decision of cosmetics &
7) Does Masculinity affect males to the purchase decision of cosmetics & beautification
products?
3.3. HYPOTHESES
Based on the Research Question, the following hypotheses have been developed:
H1: Product's kind affects males to the purchase decision of cosmetics & beautification
products?
H2: Price affects males to the purchase decision of cosmetics & beautification products?
H3: Packaging affects males to the purchase decision of cosmetics & beautification
products?
H4: Budget affects males to the purchase decision of cosmetics & beautification
products?
H5: Purchasing Advisor affects males to the purchase decision of cosmetics &
beautification products
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H6: Self-Confidence/Self-Image affects males to the purchase decision of cosmetics &
beautification products
H7: Masculinity affects males to the purchase decision of cosmetics & beautification
products
Kind of
Product
H1
Price
H2
Choice of
Packaging cosmetics &
H3
beautification
products
H4
Budget
H5
Purchasing
Advisor H6
Self Confidence H7
/Self Image
Masculinity
Fig: 1 Factors influencing males choice of cosmetics & beautification products
Here, choice of cosmetics & beautification products will be considered as a Dependent

variable and the other factors as Independent variable. The relationship is presented
below,
Choice of cosmetics & beautification products = Kind of Product + Price + Packaging

+ Budget + Purchasing Advisor + Self-Confidence/Self-Image + Masculinity
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Regression Model:
Y= o+ 1* X1+ 2* X2+ 3* X3+ 4* X4+ 5* X5+ 6* X6+ 7* X7
Here,
Constant= o
Independent Variables:
Kind of Product (X1)
Price(X2)
Packaging(X3)
Budget(X4)
Purchasing Advisor(X5)
Self-Confidence/Self-Image (X6)
Masculinity(X7)
Dependent Variable:
Choice of cosmetics & beautification products, Y
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4. RESEARCH DESIGN
4.1. QUESTIONNAIRE DESIGN
A questionnaire was developed which contained 27 questions. Among them 23 questions

were related to the research problem and the rest 4 were about the kind of cosmetics and
beautification product the respondents use in their day to day life and demographic
profile of the respondents for any farther research in the future. The model included
questions covering Kind of Product, Price, Packaging, Budget, Purchasing Advisor, Self-
Confidence/Self-Image, and Masculinity which affects male’s choice of cosmetics &
beautification products. A Likert scale was used to question the respondents on the five
point scale. The respondents were asked to rate on the scale between Strongly Agree and
Strongly Disagree.
4.2. DATA COLLECTION METHOD
A questionnaire was used to collect the data. The initial questionnaire was revised to
ensure proper wording, length and sequencing of the questions. The data were collected
from executives, businessmen, students and recent graduates of the East West University.
Data was also collected through email as well as the printed copy of questionnaire.
4.3. SAMPLE SELECTION
To select the sample I have used non-probabilistic sampling method and which is
convenient sample. A sample size of 40 respondents was used to conduct the research.
The respondents of the sample were executives from different sectors, businessmen, the
students and recent graduates of East West University. It was easy for me to collect data
from the campus as well as from my contacts through email. I tried to cover respondents
from different age group, different profession and from different income level so that the
data reflects the real picture.
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4.4. RELIABILITY
I focused only on reliability testing of the items of dependent and independent variables
rather than validity testing, since this research had limitations in terms of time and scope.
4.5. MEASUREMENT OF THE VARIABLES
Amongst the 23 items constructed to get the data, one item with seven sub-items was for
dependent variable and the other twenty two items were for the independent variable.
Reliability and internal consistency of the multi item scales for each of the constructs
were measured using Cronbach Coefficient Alpha. The minimally acceptable reliability
for primary research should be in the range of point five to point six (Nunnally, 1967).
Based on the assessment, I excluded 1 item under price, 1 item under Budget and 1 item
under Masculinity factor. Coefficient alpha values were computed for each construct
separately which ranged from 0.506 to 0.834.
Dimensions Items Alpha Value

Kind of Product 2 .697
Price 3 .544
Packaging 3 .506
Budget 2 .691
Purchasing Advisor 3 .586
Self-Confidence/Self-Image 3 .834
Masculinity 2 .680
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5. DATA ANALYSIS
5.1. ANALYSIS TECHNIQUES
Through this research and statistics analysis I had tried to find out the demographic
factors of the target market, the cosmetics and beautification products they usually use,
and their decision regarding purchasing cosmetics and beautification products. At first, I
found out the reliability analysis of the data. Once the reliability analysis was done, I
excluded 1 item under price which improved the alpha value from .497 to .544, 1 item
under Budget which improved the alpha value from .479 to .691 and 1 item under
Masculinity that ultimately improved the alpha value from .374 to .680. Then, I
calculated the mean value of dependent variables and independent variables. Finally, I
completed the analysis part through regression analysis.
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6. RESULT & FINDINGS
6.1. USAGE STATUS, DEMOGRAPHIC & SOCIO-ECONOMIC FACTORS ANALYSIS
Shower Gel
Usage Status of Shower Gel
Cumulative
Frequency Percent Valid Percent Percent
Valid No 13 32.5 32.5 32.5
Yes 27 67.5 67.5 100.0
Total 40 100.0 100.0
This figure shows that 27 (67.50%) out of 40 respondents use shower gel. Though
Shower gel is a relatively new product, it has got acceptance from males of Bangladesh.
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Moisturizer
Usage Status of Moisturizer
Cumulative
Valid No 13 32.5 32.5 32.5
Yes 27 67.5 67.5 100.0
Total 40 100.0 100.0
This figure shows that 27 (67.50%) out of 40 respondents use moisturizer to leave their
skin smooth and soft. The result is not surprising as moisturizer usage was always
somewhat common in men.
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Shaving Foam
Usage Status of Shaving Foam
Cumulative
Valid No 2 5.0 5.0 5.0
Yes 38 95.0 95.0 100.0
Total 40 100.0 100.0
This figure shows that 38 (95%) out of 40 respondents use Shaving Foam. As shaving
foam is itself a product for men, it was pretty obvious that most men want lavish foam
and the creamy lather to soften their beard. The rest 5% who do not use shaving foam
might not use it from religious perspective or some other factor.
27
Deodorant
Usage Status of Deodorant
Cumulative
Valid No 2 5.0 5.0 5.0
Yes 38 95.0 95.0 100.0
Total 40 100.0 100.0
The sweltering heat and the extreme humidity common to our climate do not forgive us
while roaming outdoors. This figure shows that 38 (95%) out of 40 respondents use
Deodorant. It shows that males are concern about their personal hygiene.
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After Shave
Usage Status of After Shave
Cumulative
Valid No 5 12.5 12.5 12.5
Yes 35 87.5 87.5 100.0
Total 40 100.0 100.0
This figure shows that 35 (87.5%) out of 40 respondents use After Shave. It shows that
most of the respondents give their skin the relief from the burning sensations of shaving
nicks.
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Cleanser
Usage Status of Cleanser
Cumulative
Valid No 16 40.0 40.0 40.0
Yes 24 60.0 60.0 100.0
Total 40 100.0 100.0
This figure shows that 24 (60%) out of 40 respondents use cleanser. It shows that males
are gradually using cleanser to take care of their skin instead of using soap.
30
Gel
Usage Status of Gel
Cumulative
Valid No 16 40.0 40.0 40.0
Yes 24 60.0 60.0 100.0
Total 40 100.0 100.0
This figure shows that 24 (60%) out of 40 respondents use Hair Gel to stiffen their hair
into particular hairstyles.
31
Fairness Cream
Usage Status of Fairness Cream
Cumulative
Valid No 27 67.5 67.5 67.5
Yes 13 32.5 32.5 100.0
Total 40 100.0 100.0
This figure shows that 13 (32.5%) out of 40 respondents use Fairness Cream. Men also
feel the need to look good and fair, and the fairness cream for men is a latest launch in the
market. So, the number is expected to rise gradually.
32
Scrubs
Usage Status of Scrubs
Cumulative
Valid No 24 60.0 60.0 60.0
Yes 16 40.0 40.0 100.0
Total 40 100.0 100.0
This figure shows that 16 (40%) out of 40 respondents use Scrubs. Men also feel the need
to give their face a soft, healthy glow.
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Facial Masks
Usage Status of Facial Masks
Cumulative
Valid No 31 77.5 77.5 77.5
Yes 9 22.5 22.5 100.0
Total 40 100.0 100.0
This figure shows that only 9 (22.5%) out of 40 respondents use Facial Masks. It reveals
that facial masks are still a female dominated cosmetics.
34
Face Powder
Usage Status of Face Powder
Cumulative
Valid No 34 85.0 85.0 85.0
Yes 6 15.0 15.0 100.0
Total 40 100.0 100.0
This figure shows that only 6 (15%) out of 40 respondents use Face Powder. It reveals
that very few men feel the need to tone their face to have an even appearance. Indeed,
Face Powder is still a female dominated cosmetics.
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Makeup
Usage Status of Makeup
Cumulative
Valid No 35 87.5 87.5 87.5
Yes 5 12.5 12.5 100.0
Total 40 100.0 100.0
This figure shows that only 5 (12.5%) out of 40 respondents use Makeup. Though
celebrities take makeup before appearing on Television, make up is still not accepted
among most men.
36
Lip Balm
Usage Status of Lip Balm
Cumulative
Valid No 22 55.0 55.0 55.0
Yes 18 45.0 45.0 100.0
Total 40 100.0 100.0
This figure shows that 18 (45%) out of 40 respondents use Lip Balm. It can be said that
they use it mostly in winter to protect their lips.
37
Other Cosmetics
Usage Status of Other Cosmetics
Cumulative
Valid No 12 30.0 30.0 30.0
Yes 28 70.0 70.0 100.0
Total 40 100.0 100.0
This figure shows that 28 (70%) out of 40 respondents use other cosmetics. As I covered
the most common cosmetics and beautification products, some products were absent.
38
Age
What Is Your Age?
Cumulative
Valid 21-25 22 55.0 55.0 55.0
26-30 13 32.5 32.5 87.5
31-35 4 10.0 10.0 97.5
35+ 1 2.5 2.5 100.0
Total 40 100.0 100.0
This figure reveals that 65% of the respondents (22 out of 40) were between 21-25 years
old. 32.50% of the respondents (13 out of 40) were between 26-30 years old. 10% of the
population (4 out of 40) belongs to the age group of 31-35 years old. I also got 1
respondent who was above 35 years old. The majority of was the young crowd.
39
Occupation
What Is Your Occupation?
Cumulative
Valid Student 19 47.5 47.5 47.5
Executive 13 32.5 32.5 80.0
Businessman 3 7.5 7.5 87.5
Others 5 12.5 12.5 100.0
Total 40 100.0 100.0
The figure shows that 47.5% of the respondents (19 out of 40) were students, 32.5% were
executives (13 out of 40), 7.5% were businessmen (3 out of 40) and last but not the least,
12.5% of the respondents (5 out of 40) belongs to the other category like Teacher, Actor
etc.
40
Income
What Is Your Average Monthly Income In BDT (TK)?
Cumulative
Valid Below 20000 18 45.0 45.0 45.0
20001 To 30000 7 17.5 17.5 62.5
30001 To 40000 3 7.5 7.5 70.0
Above 40000 12 30.0 30.0 100.0
Total 40 100.0 100.0
45% of the respondents (18 out of 40) average monthly income is below 20000. So we
can say that most of the population belongs to the middle class families. 30% of the
respondents (12 out of 40) have a monthly income above 40000 BDT. 17.5%
respondents(7 out of 40) had a family income between 20001 To 30000 BDT and the
rest 7.5% earn 30001- 40000 BDT per month.
41
6.2. HYPOTHESIS TESTING
In this section hypothesis based on the seven factors that influence choice of international
outlets of fast food. For this research purpose, the level of significance, ∝ = 0.05.
H1: Product's kind affects males to the purchase decision of cosmetics &
Independent Standardized t-value p-value (sig.)

Variables Coefficient (b)
Product's kind .345 2.099 .044
The observed table shows that Product's kind has a positive influence on the customer
choice and it is statistically significant as we can say that p-value (.044) is smaller than
alpha value (.05). So H1 is accepted
H2: Price affects males to the purchase decision of cosmetics & beautification
products?

Price .013 .075 .941
The observed table shows that price has a positive influence on the customer choice but it
is not statistically significant as we can see that p-value (.941) is larger than alpha value
(.05), so H2 is rejected.
H3: Packaging affects males to the purchase decision of cosmetics & beautification
products
Packaging -.195 -1.037 .307
42
The observed table shows that Packaging has a negative influence on the customer choice
but it is not statistically significant as we can see that p-value (.307) is larger than alpha
value (.05), so H3 is rejected.
H4: Budget affects males to the purchase decision of cosmetics & beautification
products.

Budget .149 .884 .383
The observed table shows that Budget has a positive influence on the customer choice but
it is not statistically significant as we can see that p-value (.383) is larger than alpha value
(.05), so H4 is rejected.
H5: Purchasing Advisor affects males to the purchase decision of cosmetics &

Purchasing Advisor -.258 -1.497 .144
The observed table shows that Purchasing Advisor has a negative influence on the
customer choice but it is not statistically significant as we can see that p-value (.144) is
larger than alpha value (.05), so H5 is rejected.
43
H6: Self-Confidence/Self-Image affects males to the purchase decision of cosmetics
& beautification products.

Self-Confidence/Self- -.060 -.332 .742
Image
The observed table shows that Self-Confidence/Self-Image has a negative influence on

the customer but it is not statistically significant as we can see that p-value (.742) is
larger than alpha value (.05), so H6 is rejected.
H7: Masculinity affects males to the purchase decision of cosmetics & beautification
products.

Masculinity -.060 -.352 .727
The observed table shows that environment of the outlet has a negative influence on the
customer and it is not statistically significant as we can see that p-value (.727) is larger
than alpha value (.05), so H7 is rejected.
44
6.3. REGRESSION ANALYSIS
Model R R Adjusted Std. Change Statistics Durbin-

Square R Square Error of Watson
the
Estimate
R F Change df1 df2 Sig. F
Square Change
Change
1 .546(a) .298 .145 .73654 .298 1.942 7 32 .095 1.654
From the regression analysis, we have found that the Value of R Square is .298. That
means, Independent variable (Kind of Product, Price, Packaging, Budget, Purchasing
Advisor, Self-Confidence/Self-Image, Masculinity) has around 29.8% impact over the
dependent variable (choice of cosmetics & beautification products).
45
6.4. DISCUSSION
This study was conducted to examine the factors that affect males to choose cosmetics &
beautification products in Bangladesh. In general, this study tested the direct influence of
Kind of Product, Price, Packaging, Budget, Purchasing Advisor, Self-Confidence/Self-
Image, and Masculinity on the males while going for cosmetics & beautification
products. The results proposed a model where only one variable (Kind of Product) has
shown direct positive and significant influence on males while choosing cosmetics &
beautification products. Most importantly, Kind of Product has found to be the most
significant of the factors affecting males while going for cosmetics & beautification
products. This means that the males of Bangladesh are only concerned about the products
they are purchasing. No other factors like Price, Packaging, Budget, Purchasing Advisor,
Self-Confidence/Self-Image or Masculinity do not have any significant influence on
them. The underlying reasons influencing such an outcome requires further research.
Moreover Bangladesh is a developing country and the growth of cosmetics use in
Bangladeshi males is still in the commencement stage. Respondents showed little concern
about the other factors. They purchase cosmetics if they need the product or like the
product itself.
I have tested it by conducting a Regression analysis. So I can say that Kind of Product is
one of the most important factors and rests of them according to the study do not have
significant influence statistically. I hypothesized that Kind of Product influences males
while choosing cosmetics and beautification products. Results supported this hypothesis.
46
6.5. LIMITATION AND FUTURE RESEARCH
• The research only used convenience sampling method. Though a diverse sample
was taken into account, the sample may not portray the actual composition of the
males from Bangladesh. Therefore, as a recommendation for future research in
this field, the sampling method might have to be changed.
• The sample size for this research contained only 40 respondents, which may not
have been adequate to elicit the actual outcome from this research.
• Due to time constraint, validity test was not carried out which may have affected
the outcome.
• The R2 value (.298) was comparatively low which indicates that there may be
other factors outside this model which may have significant influence over the
dependent variable. To make further research on this topic more fruitful, more
factors should be considered.
47
7. CONCLUSION
The purpose of this research was to understand the consumer behavior in the men’s
cosmetics market and to explain in why it has such evolution. This research tried to
identify the relationship existing between those men and the cosmetic’s world. A large
majority of the respondents think that the cosmetic industry is still more a women than a
men area. It is interesting here to underline one thing: women were the pioneer in this
market. Men do not more want women products, they assume to use men cares, adapted
to them. This would have been different some years ago. Indeed, most of the beauty
products such as scrubs, facial mask, face powder and so on are under used as compared
to shaving foam for instance. The emergence of the men’s cosmetics is a fact but it
should be precise that the kind of product they use for a great majority is still product
with a strong men image. According to the respondents, their cosmetics are seen as health
and hygiene products and not as beauty tools. It can be said that if obviously men use
cosmetics, they do not use all kinds. They mostly use health and hygiene products.
However, the men’s cosmetics market is still too young to find some deep surveys on it.
As a consequence, it has been quite difficult to this survey and I believe, further
qualitative and quantitative researches with other types of samples and sampling methods
should be undertaken in order to verify the generalizability and application of the result
of this research.
48
8. REFERENCES
1. Principles of Marketing-Philip Kotler

2. Consumer Evaluations Of Beautification Products: Effects Of Extrinsic Cues-
Nargis Parvin and Md. Humayun Kabir Chowdhury.
3. http://www.pgbeautyscience.com/en_UK/sustainability/cosmeticdefinition_en
.html
4. http://en.wikipedia.org/wiki/Consumer
5. http://en.wikipedia.org/wiki/Abraham_Maslow
6. www.google.com
7. www.studio5ive.com
8. www.askmen.com/fashion/keywords/mens-cosmetics.html
9. www.askmen.com/daily/austin_60/95_fashion_style.html
10. www.askmen.com/daily/blogs/fashion/do-real-men-use-cosmetics.html
11. http://hh.diva-portal.org/smash/get/diva2:238020/FULLTEXT01.
12. http://make-up-
products.suite101.com/article.cfm/why_men_should_wear_makeup
13. http://forum.letssingit.com/topic/329522/should-men-use-cosmetics-for-
ladies/1
14. http://www.studio5ive.com/
15. http://eprints.usm.my/5065/1/AMP_342_-
__PERLAKUAN_PENGGUNA_APRIL_08.pdf
49
9. APPENDIX
QUESTIONNAIRE
FOR THE COMPLETION OF MY PROJECT , I NEED YOUR CO OPERATION IN THIS

SURVEY. THIS IS FOR EDUCATION PURPOSE ONLY AND YOUR PRIVACY WILL BE
ENSURED
Do You Use Cosmetics & Beautification Products( hygiene, health and beauty products, from shower
gel and shaving foam to mask and make-up)?
Answer:
A. Yes
B. No
(If Your Answer Is No, Then Please Return The Questionnaire)
Q: 1 – What kind of products do you use (please give a mark)?
Shower Gel
Moisturizer
Shaving Foam
Deodorant
After Shave
Cleanser
Gel
Fairness Cream
Scrubs
Facial Masks
Face Powder
Makeup
Lip Balm
Others(Please
Specify)
50
Q: 2 – Indicate Your Level Of Agreement To Each Of The Following Factors In Influencing Your
Decision To Choose Cosmetics & Beautification Products
Factor Strongly Disagree Neutral Agree Strongly

Disagree agree
1 2 3 4 5
Kind of Product
Price
Packaging
Budget
Purchasing Advisor (Other
People’s Opinion)
Self-Confidence/Self-Image
Masculinity (Your
Manliness)
Q: 3 – You Feel That Make-Up, Moisturizers And Fairness Cream And So On Are Still Women
Property
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
Q: 4 – You Purchase Your Own Cosmetics

1 2 3 4 5
Q: 5 – The Kind Of Product You Are Purchasing Is The Most Important Reason For You While
Purchasing Cosmetics & Beautification Products
1 2 3 4 5
Q: 6- Price The Most Important Consideration To You While Purchasing Cosmetics &
Beautification Products
1 2 3 4 5
Q: 7 – The Price Charged By The Cosmetics & Beautification Products Is Reasonable.

1 2 3 4 5
Q: 8 – A Change In The Cosmetics & Beautification Products Will Change Your Decision To
Purchase It
1 2 3 4 5
Q: 9- The Price Compared To The Quality Is Always Acceptable In Cosmetics & Beautification
Products
1 2 3 4 5
Q: 10 – You Think The Total Image Of Cosmetics And Beautification Products Can Be Portrayed In
The Packaging
1 2 3 4 5
51
Q: 11 – You Have Ever Bought Cosmetics And Beautification Products Just Because You Liked The
Packaging
1 2 3 4 5
Q: 12 – You Always Read The Information Written On The Pack Of The Cosmetics And
Beautification Product Before Making The Final Choice?
1 2 3 4 5
Q: 13 – You Are Ready To Spend An Important Budget In Cosmetics & Beautification Products.
1 2 3 4 5
Q: 14 – You Don’t Purchase The Cosmetic You Like Because Of Your Budget
1 2 3 4 5
Q: 15 – Budget Is An Important Factor Before Deciding To Purchase A Cosmetics & Beautification

Product
1 2 3 4 5
Q: 16 – Your Friends/ Partner Influence You To Purchase Cosmetics

1 2 3 4 5
Q: 17 – Your Doctor Suggests You To Purchase Cosmetics/ Skin Care Products

1 2 3 4 5
Q: 18 – You Think The Suggesssion From Another Person Is The Most Important Reason For You
While Purchasing Cosmetics & Beautification Products
1 2 3 4 5
Q: 19 – You Feel More Self Confident After Using Cosmetics

1 2 3 4 5
Q: 20 – You Think Cosmetics Improve Your Self-Image

1 2 3 4 5
Q: 21 – You Think It’s Important For A Man To Look Pleasant

1 2 3 4 5
Q: 22 – We Often Hear That Men Consider It Insulting To Use Cosmetics: Do You Agree
1 2 3 4 5
52
Q: 23 – You Believe Cosmetics Can Help You To Look More Manly
1 2 3 4 5
Q: 24 – You Think A Man’s Masculinity Is Disgraded By The Use Of Cosmetics Products

1 2 3 4 5
Q: 25 – What Is Your Age?
a. 18 – 25
b. 25 - 32
c. 32 – 35
d. 35 And Above
Q: 26 – What Is Your Occupation?
a) Student
b) Executive
c) Businessman
d) Others
Q: 27 – What Is Your Average Monthly Income In BDT (TK)?
a. below 20000
b. 20001 To 30000
c. 30001 To 40000
d. Above 40000
_____________________________Thank You____________________________
53
RELIABILITY TEST
Kind of Product
Reliability Statistics
Cronbach's Alpha N of Items
.697 2
Item Statistics
Mean Std. Deviation N
You Feel That Make-Up,

Moisturizers And Fairness
3.90 .909 50
Cream And So On Are Still
Women Property
The Kind Of Product You Are

Purchasing Is The Most
Important Reason For You 4.14 .990 50
While Purchasing Cosmetics
& Beautification Products
Price
.497 4
Item Statistics
Price The Most Important

Consideration To You While
2.80 1.107 50
Purchasing Cosmetics &
Beautification Products
54
The Price Charged By The
Cosmetics & Beautification 3.02 .845 50
Products Is Reasonable.
A Change In The Cosmetics

3.20 .990 50
Will Change Your Decision
To Purchase It
The Price Compared To The

Quality Is Always Acceptable
3.24 1.153 50
In Cosmetics & Beautification
Products
.544 3
Item Statistics
The Price Charged By The

Cosmetics & Beautification 3.02 .845 50
Products Is Reasonable.
A Change In The Cosmetics

3.20 .990 50
Will Change Your Decision
To Purchase It
The Price Compared To The

Quality Is Always Acceptable
3.24 1.153 50
In Cosmetics & Beautification
Products
55
PACKAGING:
.506 3
Item Statistics
You Think The Total Image

Of Cosmetics And
Beautification Products Can 3.10 1.165 50
Be Portrayed In The
Packaging
You Have Ever Bought

Cosmetics And Beautification
2.54 1.164 50
Products Just Because You
Liked The Packaging
You Always Read The

Information Written On The
Pack Of The Cosmetics And 3.58 1.263 50
Beautification Product Before
Making The Final Choice?
BUDGET
.479 3
56
Item Statistics
You Are Ready To Spend An

Important Budget In
2.94 1.185 50
Cosmetics & Beautification
Products.
You Don’t Purchase The

Cosmetic You Like Because 2.82 1.082 50
Of Your Budget
Budget Is An Important
Factor Before Deciding To
3.32 1.203 50
Purchase A Cosmetics &
Beautification Product
.691 2
Item Statistics
You Don’t Purchase The

Cosmetic You Like Because 2.82 1.082 50
Of Your Budget
Budget Is An Important
Factor Before Deciding To
3.32 1.203 50
Purchase A Cosmetics &
Beautification Product
PURCHASING ADVISOR
.586 3
57
Item Statistics
Your Friends/ Partner

Influence You To Purchase 2.68 1.168 50
Cosmetics
Your Doctor Suggests You To

Purchase Cosmetics/ Skin 2.36 1.191 50
Care Products
You Think The Suggesssion

From Another Person Is The
Most Important Reason For
2.72 1.144 50
You While Purchasing
Cosmetics & Beautification
Products
SELF-CONFIDENCE/SELF-IMAGE
.834 3
Item Statistics
You Feel More Self Confident

3.28 1.089 50
After Using Cosmetics
You Think Cosmetics

3.24 1.222 50
Improve Your Self-Image
You Think It’s Important For

4.04 1.029 50
A Man To Look Pleasant
58
MASCULINITY
.374 3
Item Statistics
We Often Hear That Men

Consider It Insulting To Use 3.60 1.194 40
Cosmetics: Do You Agree
You Believe Cosmetics Can

Help You To Look More 3.08 1.228 40
Manly
You Think A Man’s

Masculinity Is Disgraded By
3.72 1.086 40
The Use Of Cosmetics
Products
.680 2
Item Statistics
We Often Hear That Men

Consider It Insulting To Use 3.46 1.249 50
Cosmetics: Do You Agree
You Think A Man’s

Masculinity Is Disgraded By
3.60 1.143 50
The Use Of Cosmetics
Products
59
REGRESSION ANALYSIS
Coefficients(a)
Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta

1 (Constant) 3.431 1.386 2.476 .019
product .400 .191 .345 2.099 .044
Pricenew .015 .203 .013 .075 .941
pack -.191 .184 -.195 -1.037 .307
budgetnew .119 .134 .149 .884 .383
advisor -.254 .169 -.258 -1.497 .144
confidence -.049 .146 -.060 -.332 .742
masc -.051 .146 -.060 -.352 .727
60

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Project Work (Bus 498)

Date Of Submission: 18-04-10

Subject: Submission of the Project Work

Packaging causes a psychological function on the purchaser. If the pack of a cosmetic is

Fig: 1 Factors influencing males choice of cosmetics & beautification products

Here, choice of cosmetics & beautification products will be considered as a Dependent

Choice of cosmetics & beautification products = Kind of Product + Price + Packaging

4.1. QUESTIONNAIRE DESIGN

A questionnaire was developed which contained 27 questions. Among them 23 questions

4.2. DATA COLLECTION METHOD

4.3. SAMPLE SELECTION

4.5. MEASUREMENT OF THE VARIABLES

Dimensions Items Alpha Value

5.1. ANALYSIS TECHNIQUES

6.1. USAGE STATUS, DEMOGRAPHIC & SOCIO-ECONOMIC FACTORS ANALYSIS

Usage Status of Shower Gel

Valid No 13 32.5 32.5 32.5

Yes 27 67.5 67.5 100.0

Total 40 100.0 100.0

Usage Status of Moisturizer

Valid No 13 32.5 32.5 32.5

Yes 27 67.5 67.5 100.0

Total 40 100.0 100.0

Usage Status of Shaving Foam

Valid No 2 5.0 5.0 5.0

Yes 38 95.0 95.0 100.0

Total 40 100.0 100.0

Usage Status of Deodorant

Valid No 2 5.0 5.0 5.0

Yes 38 95.0 95.0 100.0

Total 40 100.0 100.0

Valid No 5 12.5 12.5 12.5

Yes 35 87.5 87.5 100.0

Total 40 100.0 100.0

Usage Status of Cleanser

Valid No 16 40.0 40.0 40.0

Yes 24 60.0 60.0 100.0

Total 40 100.0 100.0

Usage Status of Gel

Valid No 16 40.0 40.0 40.0

Yes 24 60.0 60.0 100.0

Total 40 100.0 100.0

Usage Status of Fairness Cream

Valid No 27 67.5 67.5 67.5

Yes 13 32.5 32.5 100.0

Total 40 100.0 100.0

Usage Status of Scrubs

Valid No 24 60.0 60.0 60.0

Yes 16 40.0 40.0 100.0

Total 40 100.0 100.0

Usage Status of Facial Masks

Valid No 31 77.5 77.5 77.5

Yes 9 22.5 22.5 100.0

Total 40 100.0 100.0

Usage Status of Face Powder

Valid No 34 85.0 85.0 85.0

Yes 6 15.0 15.0 100.0

Total 40 100.0 100.0

Usage Status of Makeup

Valid No 35 87.5 87.5 87.5

Yes 5 12.5 12.5 100.0

Total 40 100.0 100.0