EMPIRICAL ANALYSIS OF FACTORS AFFECTING MALE ATTITUDE TOWARDS CONSUMPTION OF GROOMING PRODUCTS

Abstract

Purpose: This investigation attempts to inspect men frame of mind towards devouring and purchasing male's grooming products. Design/methodology/approach: Research approach applied was deductive while the study was quantitative and explanatory in nature. By means of convenient sampling technique friends, family members and office colleagues of Karachi and Lahore were targeted with a sample size of i 597 out of which 595 responses were usable. Questionnaire was taken from previous researches articlesBakewell2006; Burgess, 2003; Coulter, 2002, Sturrock & Pioch, 1998, Weber & Capitant de Villebonne, 2002 Coulter et al., 2002 and Lee 2005. and items belonging to each variable within the questionnaire were structured on 5 point Likert scale. Data integration and interpretation was performed by using SPSS software for running reliability and regression test, in order to justify the hypotheses of current study. Findings: Outcome of the contemporary study indicated that the constructs (personal, socio cultural and marketing factors) is significantly associated with male attitude towards consumption of grooming products, since the p-values for overall model was less than .05. The value of R square in the current study was 0.86 indicating that chosen 3 predictors have 86% impact on consuming of grooming products in Karachi and Lahore. Limitations: While investigating the outcomes, some limitations of the current research should be considered. The accommodation examining strategy utilized in this investigation does not mean that the populace in Lahore and Karachi is completely delegate. Tests may need speculation control from a factual perspective. To determine this drawback, growing this examination in different urban areas would be appealing. It might likewise be fundamental to enlarge research to certain "moderate" social orders to additionally reveal some insight into the criticalness of the market of grooming items for youthful male purchasers and to assess the conduct and disposition of clients identifying with those social orders. For instance, reproducing this examination may prompt various outcomes in some other districts ofthe nation. Recommendation: The recommendations of the current study are designed based on the findings that there are certain factors which affect male attitude towards consumption of grooming products in Karachi and Lahore. Personal hygiene and attitude towards grooming physical appearance are the reasons to buy grooming products. Life style plays a major roletowards purchasing of grooming products. Hence, the male living in Karachi and Lahore have mostly high-income levels, better living standards and social relationships are willing to pay more for grooming products. So, it’s not a bad idea to set prices above average. Marketing plays a very important role in consumption of beauty products. It not only includes TV commercials but also physical appearance of outlets, behavior of sales personal and supply situation of products.