Abstract
AbstractCurrent research explores the concept of masculine identity in modern social world as evidence of retail products consumption which was traditionally seen as female or feminine (cosmetic grooming products). This study comparatively analyze the effect of personal, social, and marketing factors on the attitude of Chinese and Pakistani male consumers toward the consumption of cosmetics. This paper begins with a comprehensive review of the literature on the topic. Data were collected from 260 Chinese and 210 Pakistani male customers from three metropolitan cities from each country. Descriptive statistics, correlation and regression analysis (ordinary least square (OLS) and Ridge) are used to test the hypotheses. Results show mixed effect on Chinese and Pakistani male’s attitude and motivation toward consumption of cosmetic products. Physical attractiveness impacts only on Pakistani men while lifestyle effects only on Chinese male consumers. It directs the marketers to find the most significant factors...
Highlights
Everyone in societies irrespective of gender want appearance similar to the models
Cosmetic products are archetypally concomitant with women because the cosmetic industry has conventionally been producing feminine products but as the time takes a turn, it changes the situation and cosmetic industry has a separate market for men
If we look at the sale of cosmetics from top 100 companies till 2003 43.67% of the total sales are from European companies (France is the biggest producer of cosmetic products), American companies have 42.75% market share and Asian companies have only 13.58% WWD (2003)
Summary
Customers think the core of pleasant life concealed in the beautiful and bright skin and idyllic body shape (Nair, 2007). Cosmetic products are archetypally concomitant with women because the cosmetic industry has ABOUT THE AUTHOR. Imran Khan is pursuing PhD from School of Management, Harbin Institute of Technology, China and has been in academic for about 10 years, having lectured marketing, especially consumer behavior at both undergraduate and postgraduate levels. Irrespective of gender, wants appearance similar to the models They think that the key of delightful life concealed in the charming and bright skin and idyllic body shape. Current research is an effort to explore the factors associated with the purchase of Cosmetic products by male customers with the consideration of the theory of selfconcept, sociocultural theory, interaction theory and marketing aspects
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