Consumer Buying Behavior for Male Cosmetics Products

The market for male cosmetic products, although still niche in India, is growing and evolving. Male consumers are placing greater importance on looking good and the personal care aspects of improved health and wellness. Understanding male needs, attitudes and behaviors towards grooming will open up new commercial avenues in this under-served arena. The male cosmetics market, while exhibiting strong potential, needs a markedly different approach in order to succeed compared to the mature female market, due to some substantial differences in attitudes and behaviors that exist across genders.Before a decade or so, the word 'cosmetics' was predominantly associated with a single gender i.e. woman. It did not mean that male never used cosmetic products. They certainly did. However, marketers coined the term 'male cosmetics' recently thus identifying special segment for particular products on the basis of gender differentiation. The author claims that his study will help the number of beneficiaries in the process, mainly because this study has bought out the resourceful information about customers and various factors influence his buying behavior.