Capitalizing on men's vanity: A qualitative study of men’s behavior when evaluating, buying and using men’s grooming products

Pernille Burkhalter

Student thesis: Master thesis


Abstract: Grooming products especially designed and developed for men is a fast growing industry, however, little attention has been devoted to understanding the male consumer in regards to this product category. The purpose of this thesis was to investigate Norwegian men’s consumer behavior when buying and using grooming products in order for the cosmetic industry to better capitalize this market. A review of the Norwegian grooming market and how it is currently being capitalized served as the starting point, and a conceptual framework was developed based on consumer behavior theory and contemporary studies in the field, creating a base for primary data collection. Methods of data collection included in-depth interviews with 7 Norwegian men, in-store participant observation and follow-up interviews, in addition to interviews with in-store experts. The conceptual framework and the method for data collection chosen provided a good level of explanatory power and interesting themes emerged, namely: Involvement & Knowledge, Notions of Masculinity, Hairstyle and Identity, False loyalty, Avoidance of Feminine Behavior, Significant Females, and Importance of Quality. Making it possible to better understand men’s consumer behavior when evaluating, purchasing and using men’s grooming products and on the basis of this knowledge recommend how the industry can better capitalize the Norwegian grooming market for men. This report aimed at increasing knowledge and understanding in regards to men’s consumer behavior when evaluating, buying and using grooming products, and the report can be used as a starting point for further research on this theme. Further research should test the framework created and quantify the results so that the external validity increases, providing greater opportunities for generalization and market segmentation.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2014
Number of pages196