Pour Homme: Men’s Grooming Attitudes and Motivations. What is driving the Male Grooming Consumption Habits in Malta?

Abstract

Grooming, a process in which one gets clean, tidy and good-looking. As in any other area, postmodernism has brought a radical dynamic change in the grooming products market. Traditionally, the grooming industry has always been associated with the female gender but it is no longer recognised as exclusive to women. Men have become more concerned about their image. Indeed, recent figures show that the male grooming products market is developing so fast that it is representing a potential goldmine for the industry (iMARC Group, 2018). Such a boom led several researchers to study the male grooming products, but finding information about the local male grooming market was challenging. Therefore, this paper aims to investigate the male consumer behaviour regarding grooming products while focussing on men’s drives and attitudes generating their local consumption. To address this gap, an online questionnaire was developed with the purpose of evaluating the current situation in Malta, using the present literature. The sample for the administered research tool consists of 58 male participants residing in Malta, randomly selected; irrespective of their nationality. Meanwhile, an exploratory factor analysis approach was applied on the data collected, whereby the results obtained provided a fundamental structure among the independent variables being analysed; revealing the main factors which are currently influencing the male consumer behaviour towards grooming products in Malta.