COSMETIC CONSUMPTION OF METROPOLITAN MALES IN A DEVELOPING COUNTRY

Abstract

In the last few decades, individuals have become more conscious about their image and appearance. Furthermore, due to the changing gender roles, men started using cosmetic products increasingly. As a result the beauty industry has flourished enormously. This study aims to examine attitudes of Turkish men towards cosmetic consumption and to identify the factors that are likely to influence men’s cosmetic consumption behaviour utilizing data collected from Turkish males. Results indicate that self-esteem, lifestyle, societal beliefs, shopping and self-image are critical determinants of men’s cosmetic consumption. Findings further suggest that cosmetic shopping behaviour of men is linked to self-image and lifestyle. Furthermore, significant relationship between self-esteem and self-image, and between societal beliefs and lifestyle come to the fore. The paper ends with implications for the marketers and theoretical contributions to the growing research on gender differences.

Keywords

• Consumer behaviour, cosmetics, metropolitan males, shopping, Turkey.