Cosmetics Consumption among Young Males in the Greater Helsinki Region
Guo, Xin (2011)
Lataukset:
Guo, Xin
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011082312668
https://urn.fi/URN:NBN:fi:amk-2011082312668
Tiivistelmä
The study was conducted to investigate Finnish young men's current consumption behavior and attitudes towards cosmetics. The research first sought to explore how different variables influence Finnish male consumers' cosmetics purchasing decisions. The secondary research aim was to analyze how metrosexuality was applied in Finland. Last to seek for identifying what are the key determinants in Finnish young men's cosmetics purchasing behaviors.
Introduction sought to present a foundation of the thesis. Theoretical framework sought to provide the most relevant theoretical background. In this section, a brief overview of cosmetics markets, the key concepts of the self, the relationship between cosmetics and self-concept, and core theories on consumption behavior have been discussed. This part was mainly based on the review of previous supportive studies.
The empirical research was conducted using a quantitative method. The sample was limited to 18-28 aged males who live in the greater Helsinki region. Primary data was obtained by the usage of questionnaires, an instrument for collecting information about Finnish men‟s consumption behaviors and attitudes towards cosmetics.
The result indicated that Finnish young men's cosmetics purchasing behaviors are strongly influenced by cultural and personal factors. The main determinants in purchasing behaviors are hygiene functions, features and fragrance of the product, and price-quality relationship. Although the relatively higher average reflected their positive attitudes towards the purchase of cosmetics, they still maintain traditional consumption behaviors. It is crucial for marketers to develop their awareness through employing appropriate marketing communicating tools.
Introduction sought to present a foundation of the thesis. Theoretical framework sought to provide the most relevant theoretical background. In this section, a brief overview of cosmetics markets, the key concepts of the self, the relationship between cosmetics and self-concept, and core theories on consumption behavior have been discussed. This part was mainly based on the review of previous supportive studies.
The empirical research was conducted using a quantitative method. The sample was limited to 18-28 aged males who live in the greater Helsinki region. Primary data was obtained by the usage of questionnaires, an instrument for collecting information about Finnish men‟s consumption behaviors and attitudes towards cosmetics.
The result indicated that Finnish young men's cosmetics purchasing behaviors are strongly influenced by cultural and personal factors. The main determinants in purchasing behaviors are hygiene functions, features and fragrance of the product, and price-quality relationship. Although the relatively higher average reflected their positive attitudes towards the purchase of cosmetics, they still maintain traditional consumption behaviors. It is crucial for marketers to develop their awareness through employing appropriate marketing communicating tools.