A research of major variables effecting men's consumption of cosmetic products

In the consumer behaviour literature, most of the papers have focused on female consumers and female consumption patterns in cosmetic industry. However, the number of male consumers who are taking care of their appearance and physical wellbeing is increasing and this trend is becoming important for different type of markets. Many consumer behaviour research preferably focus on female consumers. Additionally, male consumers who care about their apparence also getting an important market for marketers. Men who spend time and money on personel care is increasing day by day. As a result, many brand have been entering the male personel care market. According to market researchs male cosmetic market is going to grow in the coming years. In this study, we aimed to understand and analyse the factors that are affecting grooming consumption patterns and behaviours of male consumers in Turkey. For this purpose, in the first chapter of the thesis, the general characteristics of male consumers are explained and consumption patterns of ?groomed men? are examined in the context of different industries such as clothing and accessories, home appliances etc. Then, in the second chapter of the study, the male cosmetic market is focused and the factors that may be important on cosmetic consumption in male cosmetic and self caremarket is researched. In the final chapter, an internet based research has been done to understand male consumers? grooming behaviours and attitudes. Since the number of the research in this topic is limited, we hope to offer a valuable insight to forthcoming researches. Meantime, we also hope to introduce a comprehension to male cosmetic market.