men cosmetic
Canadian and French men’s consumption of cosmetics: a comparison of their attitudes and motivations Nizar Souiden and Mariam Diagne
Laval University, Quebec, Canada
Abstract
Purpose – This paper aims to investigate the attitude of males toward the consumption and purchase of men’s cosmetic products. More specifically, the research intends to clarify the impact of personal variables (i.e. self-image consciousness, ageing effects, physical attractiveness, state of health), socio-cultural variables (i.e. beliefs, lifestyle), and marketing variables (i.e. advertising, purchase situation) on the attitude of Canadian and French males toward the purchase and consumption of men’s cosmetics.
Design/methodology/approach – A questionnaire was distributed to men living in two metropolitan cities: Paris (France) and Montreal (Canada).
The total sample consists of 223 respondents of which 53.8 per cent are Canadian and 46.2 per cent French.
Findings – French and Canadian men were found to have different motivations and drives when considering the consumption and purchase of men’s grooming products.
Research limitations/implications – The convenience sampling technique used in the present research does not indicate a fully representative profile of the population in Canada and France. Also, it is important to extend the research to some “conservative” societies. Men’s cosmetic products in both countries are at different stages of the life cycle and accordingly consumers’ attitudes and motivations to buy cosmetics are found to vary between the two countries.
Originality/value – Despite the fact that the cosmetic market is traditionally associated with women, the current paper contributes to shedding light on the importance of the men’s grooming segment, revealing the major variables that affect men’s behavior and attitude toward the consumption of cosmetic products and pointing out that consumers’ motivations and attitudes differ among markets when the product is
Laval University, Quebec, Canada
Abstract
Purpose – This paper aims to investigate the attitude of males toward the consumption and purchase of men’s cosmetic products. More specifically, the research intends to clarify the impact of personal variables (i.e. self-image consciousness, ageing effects, physical attractiveness, state of health), socio-cultural variables (i.e. beliefs, lifestyle), and marketing variables (i.e. advertising, purchase situation) on the attitude of Canadian and French males toward the purchase and consumption of men’s cosmetics.
Design/methodology/approach – A questionnaire was distributed to men living in two metropolitan cities: Paris (France) and Montreal (Canada).
The total sample consists of 223 respondents of which 53.8 per cent are Canadian and 46.2 per cent French.
Findings – French and Canadian men were found to have different motivations and drives when considering the consumption and purchase of men’s grooming products.
Research limitations/implications – The convenience sampling technique used in the present research does not indicate a fully representative profile of the population in Canada and France. Also, it is important to extend the research to some “conservative” societies. Men’s cosmetic products in both countries are at different stages of the life cycle and accordingly consumers’ attitudes and motivations to buy cosmetics are found to vary between the two countries.
Originality/value – Despite the fact that the cosmetic market is traditionally associated with women, the current paper contributes to shedding light on the importance of the men’s grooming segment, revealing the major variables that affect men’s behavior and attitude toward the consumption of cosmetic products and pointing out that consumers’ motivations and attitudes differ among markets when the product is
References: ACNielsen (2006), Consumer Attitudes towards Aging: A Global ACNielsen Report, available at: www2.acnielsen. Baker, J., Grewel, D. and Levy, M. (1992), “An experimental approach to making retail store environmental decisions”, Bakewell, C., Mitchell, V.W. and Rothwell, M. (2006), “UK Generation Y male fashion consciousness”, Journal of Belsey, D.A., Kuh, E. and Welsch, R.E. (2004), Regression Diagnostics: Identifying Influential Data and Sources of Bocock, R. (1993), Consumption, Routledge, London. Burton, S., Netemeyer, R.G. and Lichtenstein, D.R. (1995), “Gender differences for appearance-related attitudes and Cash, T.F. and Pruzinsky, T. (2002), “Future challenges for body image theory, research, and clinical, practice”, in Tatham, R.L. (2006), Multivariate Data Analysis, Pearson Prentice-Hall, Englewood Cliffs, NJ. (1998), Multivariate Data Analysis, Macmillan Publishing Company, New York, NY. Halliwell, E. (2002), “Sociocultural influences on body image concerns throughout adulthood”, unpublished doctoral Halliwell, E. and Dittmar, H. (2003), “A qualitative investigation of women’s and men’s body image concerns Harkonen, J. (2007), “In search of the macho-effect: gender ¨ ¨ Hofstede, G. (2001), Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Iida, Y. (2004), “Beyond the ‘feminisation’ of culture and masculinity: the crisis of masculinity and possibilities of the Kacen, J.J. (2000), “Girrrl power and boyyy nature: the past, present, and paradisal future of consumer gender identity”, Kasarda, J.D. and Shih, W.-F.P. (1977), “Optimal bias in ridge regression approaches to multicollinearity”, Kellner, D. (1992), “Popular culture and the construction of postmodern identities”, in Lash, S Kollat, D.T. and Willett, R.P. (1967), “Customer impulse purchasing behavior”, Journal of Marketing Research, Vol Lastovicka, J.L. and Gardner, D.M. (1979), “Components of involvement”, in Maloney, J.C Liu, X. (2006), Chinese Retail Makes Room for Male Beauty, Hong Kong Trade Department Council, available at: www. Mahajan, V., Jain, A.K. and Bergier, M. (1977), “Parameter estimation in marketing models in the presence of Mason, C.H. and Perrault, W.D. Jr (1991), “Collinearity, power and interpretation of multiple regression”, Journal of