Det danske marked for personlige plejeprodukter til mænd: Et empirisk studie af hvad der driver mænds købsadfærd inden for personlige plejeprodukter

Randi Helene Tangen & Vicki Bruhn

Student thesis: Master thesis


Purpose – A major growth is seen in the market of men’s personal care products worldwide. This paper aims to provide empirical evidence of a behavioral model to explain males’ consumption and purchase-behavior of personal care-products for men. A discussion of the findings will provide insights into how the cosmetic-industry should market themselves toward the Danish male consumers.Design/methodology/approach – The conceptual model is founded on a consumer-behavior approach. More specifically, the model is generated based on Theory of Planned Behavior model (Ajzen, 1991), Motivation-Opportunity-Abilities model (Thøgersen, 1995), secondary research and qualitative studies conducted through focus group interviews. More specifically, the research intends to clarify the impact of a total 20 variables that drives the purchase of personal care products for men.The drivers socio culture, advertising, lifestyle, an act of pleasure, quality consciousness, health, age, physical attractiveness and perceived control are mediated through the variables attitude, subjective norms, self-identity and behavioral intention. The internal MOA variables are identified as habit (buying), routine, knowledge, brand consciousness and perceived behavioral control (PBC). The external MOA variables are identified as price /offer, the sales staff in the store and product packaging.The conceptual model is operationalized by a structural equation model, Partial Least Squares (PLS). To validate the model a survey was conducted and distributed to Danish male consumers in the ages between 18-49. The total sample consists of 345 respondents of which 260 are valid for further analysis and test of the model.Also, a cluster analysis was conducted aiming to segment the consumers, determined by their consumption and purchase behavior.Findings – A moderate/ good level of explanatory power is obtained in the model, and the results indicate support for the proposed model. The estimated model provides performance indexes for each variable in the model and impact scores for the relationships between the variables. These results are discussed including results from mystery shopping at a major cosmetic-retailer, focusing on managerial implications with the aim to provide operational marketing initiatives.Furthermore, three consumer segments were identified. The main differences between the three segments are: where they shop, what products they consume and their emphasis on price versus brands and their need for guidance in the purchase situation.Further research – The paper examines the whole category within personal care products for men. Thereby the model and the measurement system are generic, and should be applicable to all types of products within personal care for men. Though, we expect higher explanatory power of the model, when only focusing on a single product group or a single brand. Also we suggest testing this model in other countries, for identification of cultural differences. Lastly we suggest further research into the construct of the MOA variables - especially routine and knowledge - which were found to have a significant impact on men’s behavior when buying personal care products.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2012
Number of pages237
SupervisorsLars Grønholdt