MASCULINITY ON MEN’S CONSUMER BEHAVIOR

By: Team 1Elizabeth Ann Bilasano

(Lizzy), Jeraldin Fandino, Wing Yi Ng (Winnie),

Victoria Nguyen, and Haley Smith

HYPOTHESIS:

Does masculinity and gender-specificity affect the purchase decision of

men in terms of beauty/hygiene products?

LIT REVIEW / PRIOR RESEARCH: Packaged Facts states that “the world’s men actually use more non-male-specific products than male-specific.” (2009)

Male-specific products account for over 32% of the retail value of all grooming products consumed by the world’s men. (2009)

Packaged Facts calculates that sales of male-specific grooming products will advance by 42% (or $8.3 billion) during the span of 2009-2014.

Convenience & functionality: the majority of men do not (admit) that they enjoy the luxuriousness of a bubble bath after a hard day’s work or the refreshing cleansing power of a face mask. They want products that work fast and efficiently.

SIMMONS ONEVIEW DATABASEDATE OF STUDY = APRIL 26, 2010 - JUNE 2, 2011 SAMPLE =10,645 MALES

SIMMONS ONEVIEW

52.2% of Males would describe themselves as “Brave,

courageous, daring, adventuresome”

SIMMONS ONEVIEW DATABASEDATE OF STUDY = APRIL 26, 2010 - JUNE 2, 2011 SAMPLE =10,645 MALES

SIMMONS ONEVIEW

52.2% of Males would describe themselves as “Brave, courageous, daring, adventuresome”

Most commercials that advertised male specific products have the male protagonist to come off extra manly and as dare devils• convinces male consumers

that if they use this product they will become the male in the advertisement

SIMMONS ONEVIEW DATABASEDATE OF STUDY = APRIL 26, 2010 - JUNE 2, 2011 SAMPLE =10,645 MALES

SIMMONS ONEVIEW

63.2% of males answered Average, Above Average, or Far

Above Average for “Approval Seeking in Shopping Behavior.”

SIMMONS ONEVIEW DATABASEDATE OF STUDY = APRIL 26, 2010 - JUNE 2, 2011 SAMPLE =10,645 MALES

SIMMONS ONEVIEW

63.2% of males answered Average, Above Average, or Far Above Average for “Approval Seeking in

Shopping Behavior.”

• Behavior may distort what a shopper may purchase if he did not care about what others thought of his purchase

• May come down to a product that is male specific versus a product that is female specific that is both meant to serve the same function

QUALTRICS SURVEY

A survey conducted in April 2014

47 male respondents(From 18-33)

Most people are in their 20s

Average 21 years old

18 19 20 21 22 23 24 25 26 27 28 30 33 Un0

2

4

6

8

10

12

Age of the Respondents

Number of People

PURCHASING FEMALE PRODUCT VS. MALE PRODUCT

- According to the question: How comfortable are you in purchasing a female product?

- Only 25.5% out of 47 men feel comfortable or very comfortable on buying a female product for themselves

2.1%

10.6%

23.4%

36.2%

27.7%

- 12.7 % of men said they are very likely or likely to seek female specific products compared to 76.6% for male specific products

- More than 63% of men said they are unlikely or very unlikely to purchase a female beauty/ hygiene product

44.7%

31.9%

12.8%

6.4% 4.3%

PURCHASE DECISION ON DIFFERENT PRODUCT CATEGORIES*When it comes to body care products, men are very concerned and more likely to buy ones that are made for men only

**

*

10.6%

12.8%

23.4%

27.7%25.5%

4.3%

17%

21.3%

27.7%29.8%

10.6%12.8%

10.6%

34%31.9%

REFERRING TO OUR RESULTS

Responses when asked about using female products:

“No I’m a man”

“No, I feel that men products are more in line with me needs”

“Men have their own beauty/hygiene products”

“I wouldn't normally peruse any female beauty / hygiene aisles, so only exposure would be by a female friend”

“Yes if the function is general enough to seem unisex. Generally try to avoid overly feminine scents and things that seem like they are designed or formulated for women.”

REFERRING TO OUR RESULTS

If they did use female products, they were indifferent if friends found out

If it worked I wouldn't really care what others thoughtI do not, but if I did - I wouldn't care. I'm very comfortable about my sexual orientation

I don't really care who knows. It's 2014.YES I do use them NO I don't care if others know.

Male specific body wash is often more purchased by men.

BACKING UP OUR RESULTS

Most men want products that are:ConvenientMultifunctionalThe least time consuming

Example: Pert Plus for Men 3-in-1 body wash, conditional, and shampoo in one bottle

Men do not have as much patience as women with beauty procedures.

As well as patience for shopping

Willing to pay more to get in and out of store quickly

Some men are expanding their horizons from just the basics and trying new beauty products

Brands are making male specific exfoliates, eye creams, foots scrubs, etc. suited for men

Science does confirm that males and females have different body types and skin pHs

COMMERCIAL EXAMPLE – DOVE

Dove for Men.

“You can take on anything - of course you can - because you’re a

man”

“Be comfortable in your own skin.”

COMMERCIAL EXAMPLE – WILD FLOWERS AND SHAME

“They’ll buy you something that smells like wild flowers and

shame.”

Target Women.

COMMERCIAL EXAMPLE

“If [your man] stopped using lady scented body wash he could

smell like me.”

IN CONCLUSION

Men prefer male-specific beauty/hygiene products.They most especially are concerned with body care products.Convenience and functionality is the priority.The opinions of others matter.Marketers capitalize on the stigma of men using female products;Frame the male consumer to persuade them toward male products.

THANK YOU!