Det vi avsåg utreda i denna undersökning är mäns ökande intresse gällande shopping av kläder. I denna undersökning reflekteras det över att det finns en bristgällande utbud för män i lågprisbutiker.Det poängterades i undersökningen att männen fann det svårt att finna kläder utan att gå upp i prisklasserna.Fokus har legat på om det verkligen finns ett ökat intresse hos männen och hur butikerna bemöter det. Teorin vi har använt oss av, har påpekat att intresset har ökat och att de könsroller mellan män och kvinnor som alltid varit så självklara, inte är såstarka idag. Det poängteras även att butiker måste förstå sina målgrupper och att kvinnor och män är väldigt olika i sina sätt och värderingar. Vi har använt oss av en kvalitativ och kvantitativ undersökning i form av ett frågeformulär för män i åldrarna 15 -35 samt intervjuer med olika butiker. Uppsatsen har lett oss in på en potentiell målgrupp som butikerna i flera fall har missat till viss del. Genom den har vi fått större kunskap om varför utbudet till män inte är så stor och att män generellt saknar klädesplagg i lågprisklassen. De resultat vi har kommit fram till är en bekräftelse på det vi redan spekulerat i, att många av respondenterna ansåg att de saknar kläder i lågprisklassen av acceptabel kvalitet och design. / The intention of this study is to investigate men's growing interest regarding shopping of clothes. In this study,it is reflected on the fact that there is a lack in valid range for men at discount stores.It was pointed out in the study that men found it difficult to find clothes without going up in price classes.The focus has been on whether there really is an increased interest from men regarding clothes and how stores respond to this. The theory we have used, have pointed out that this interest has increased and that the gender roles of men and women who have always been so obvious, is not as strong today. It also points out that retailers need to understand thei rcustomers and the fact that men and women are very different in their ways and values.We have used a qualitative and quantitative survey in the form ofa questionnaire for men aged 15 -35 as well as interviews with various stores.The essay has led us into a potential audience that stores in several cases have failed to reach at some degree.Through this we have gained more knowledge about why the selection to men is not so great and that men generally lack garments in low prices.The results we have arrived at are a confirmation o fwhat we already speculated in, that many of the respondents felt that there exist a lack of clothing in the low class of acceptable quality and design.

Research question: How should cosmetic companies develop marketing strategies for beauty products to appeal to men as a customers? Purpose:The purpose of this paper is to explore how marketing strategies of beauty products aimed  for men should be designed in order to appeal to potential and existing male customers. Furthermore the paper aims to identify strategic proposals that cosmetic companies should apply in creating marketing for men. Method:The case study is based on a qualitative research method with an inductive approach in which the data collected is done through semi-structured interviews and observations. Results: The results show that cosmetics companies should make use of marketing specifically intended for men to appeal as a consumer group. Furthermore, companies should adapt their marketing communications to coincide with men's preferences, interests and characteristics as well as to use market channels for highlighting product ranges intended for men. Limitations: The study of cosmetic companies presents itself on a national level, which means that the conclusion is aimed for the Swedish market and Swedish men. Theoretical and practical contributions: The theoretical contribution of this paper is to overlap the gaps identified in the literature between company and consumer. In order to do so, there must exist a correlation between the marketing mix, segmentation, positioning and target marketing. The practical contributions of this paper is to provide cosmetic companies with proposals of how they should adapt their marketing strategies to appeal to men as a consumer group on the Swedish market.