Thesis (M.S.)--Ohio State University, 1986. / Includes bibliographical references (leaves 93-95). Available online via OhioLINK's ETD Center.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-08T11:50:56Z No. of bitstreams: 1 dissertação_mpcc - cosméticos masculinos - marina sayon - publicação..pdf: 1810760 bytes, checksum: 87fb968686f60bb22c3a2372e87764be (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-08T11:51:33Z (GMT) No. of bitstreams: 1 dissertação_mpcc - cosméticos masculinos - marina sayon - publicação..pdf: 1810760 bytes, checksum: 87fb968686f60bb22c3a2372e87764be (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-08T11:53:59Z (GMT) No. of bitstreams: 1 dissertação_mpcc - cosméticos masculinos - marina sayon - publicação..pdf: 1810760 bytes, checksum: 87fb968686f60bb22c3a2372e87764be (MD5) / Made available in DSpace on 2018-10-08T11:55:17Z (GMT). No. of bitstreams: 1 dissertação_mpcc - cosméticos masculinos - marina sayon - publicação..pdf: 1810760 bytes, checksum: 87fb968686f60bb22c3a2372e87764be (MD5) Previous issue date: 2017-12-13 / The main objective of this study was to understand how the constructs of masculinity and vanity impacts male cosmetics consumption in Brazilian men from different social classes. There was still the intention to detect if the levels of vanity and masculinity are negatively correlated and if other variables such as age and marital status had any moderation effect on these constructs. These variables were defined based on bibliometric techniques applied to published studies in this field of knowledge, which allowed to identify which gaps haven´t been investigated yet. To test the raised hypotheses and answer the previous questions, responses of 476 men from a quantitative self-administered survey available in several online and physical channels were analyzed. The results indicated that, more than independent from each other, the levels of vanity and masculinity positively influence the consumption of cosmetics, and being part of the CDE classes also results in a higher consumption. However, an investigation of the possible moderators revealed collinearity between age and marital status, and it was necessary to remove the age from the regression. With this, it was possible to notice a positive moderating effect of the marital status on a vanity and negative moderating effect on a masculinity. Then, it was found a final model to calculate the consumption of cosmetics according to the variables of vanity, masculinity, social class and marital status. The academic contribution came especially by the systematization of the data performed in the execution of the bibliometric techniques and the subsequent deepening in the gaps found on the subject. In this study, a connection between consumption of cosmetics and some constructs of personal values, in different social classes. Regarding the pragmatic contributions, the corollary of the results summed to the conclusions of previous searches allowed some marketing strategies suggestion to the companies, to boost this niche’s results that already shows a great perspective in the cosmetics market, revealing sales of almost R$ 20 billion in Brazil (EUROMONITOR, 2017). / O principal objetivo deste estudo foi entender como os constructos de masculinidade e vaidade impactam o consumo de cosméticos masculinos em homens brasileiros de diferentes classes. Adicionalmente, buscou-se identificar se os níveis de vaidade e masculinidade são negativamente correlacionados e se outras variáveis como idade e estado civil possuíam efeito moderador sobre esses constructos. Essas variáveis foram definidas a partir de técnicas bibliométricas aplicadas a estudos publicados nesse campo de conhecimento, que permitiram identificar lacunas empíricas que poderiam ser investigadas. Para testar as hipóteses levantadas e responder os questionamentos supracitados, foram analisadas as respostas de 476 homens em um survey auto administrado de abordagem quantitativa, disponibilizado em diversos canais online e físicos. Os resultados indicaram que, além de serem independentes, os níveis de vaidade e masculinidade influenciam positivamente o consumo de cosméticos, e o pertencimento às classes CDE também resulta em um consumo maior. Entretanto, quanto à investigação das variáveis moderadoras, descobriu-se colinearidade entre idade e estado civil, sendo necessária a remoção da idade do modelo. Com isso, foi possível notar um efeito moderador positivo do estado civil sobre a vaidade e negativo sobre a masculinidade, chegando a estimação de um modelo para calcular o consumo de cosméticos em função das variáveis de vaidade, masculinidade, classe social e estado civil. As contribuições acadêmicas se deram especialmente pela sistematização dos dados realizada na execução das técnicas bibliométricas e o subsequente aprofundamento nas lacunas encontradas sobre o tema. Nesse caso, sobre a relação do consumo de cosméticos com alguns constructos de valores pessoais, nas diferentes classes. Já quanto as contribuições pragmáticas, o corolário dos resultados encontrados somado às conclusões de pesquisas anteriores permitiu a sugestão de algumas estratégias de marketing às empresas para potencializar os resultados desse nicho que se apresenta de forma promissora no mercado de cosméticos, revelando uma venda de quase R$20 bilhões no Brasil (EUROMONITOR, 2017).

Background: The cosmetics industry has historically been associated with women, and much research has focused on them. However, the male cosmetics market has been growing rapidly for several years around the world. Nevertheless, little attention has been paid to men and their new way of life and consumption. France, which is the world’s leading exporter of cosmetic products, is struggling to convince its domestic market. Even though many forecasts predicted the French market to be one of the most dynamic and fastest-growing markets in the world, the lack of attention in the literature regarding the behavior of French male consumers motivated us to carry out a study designed to identify and understand the potential reasons that could explain the delay in the development of the cosmetics market. Purpose: The objective of this study is to understand the behavior of male consumers in France towards cosmetic products. We observed their perceptions of concepts of masculinity, what it means to be a man, body image, self-concept, and perception of brands present in the French market. This study responds to the need of the literature in which attention to the behaviors and attitudes of men consuming cosmetic products has been poorly studied despite the rapid growth of these markets worldwide. The phenomenon of grooming among men in France is still poorly understood. Method: We studied the behavior of French male consumers based on the Consumer Decision-making Process (CDP) model and its phases: problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. We followed a qualitative methodology and conducted 12 in-depth semi-structured interviews with French male consumers of cosmetic products aged between 20 to 25 years. We used a non-random sampling method to select participants with experience with cosmetic products from our personal networks. Under an interpretivism paradigm, the results were analyzed using thematic qualitative data analysis to discover new emerging themes in the French socio-cultural context. Findings: The results show that our participants encounter difficulties in defining their conceptions of masculinity and manhood, and openly criticize the traditional masculine stereotypes in French society and the consequences they have on relationships with others. As a result, they do not recognize themselves in the brand images and promotional campaigns of major cosmetic brands because they are considered too traditional and stereotypical. Moreover, the respondents say they are exclusively interested in their personal well-being, which implies that they buy cosmetic products to meet physiological needs, without worrying about aesthetic considerations imposed by others. We also observed that our participants do not use online distribution channels because they are concerned about the human relationship of physical outlets. The men we interviewed have great confidence in the cosmetic products recommended by health professionals. Therefore, they usually buy their products in pharmacies or parapharmacy, and more generally in supermarkets for classic products for accessibility reasons. The quality and effectiveness of cosmetic products are at the heart of the participants’ concerns. This study contributes to the understanding of male cosmetic consumer behavior, which may be useful for marketers wishing to adjust their strategies based on our empirical observations.