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Assignment 2 - Group Report Task B

Buyer Behaviour (Monash University)

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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

1.

INTRODUCTION

1.1

Purpose of the report


The purpose of this report is to study consumer behaviour by conducting an extensive

consumer analysis, segmenting the market and choosing the most suitable target segment
as the target market for launching of new mens skin-care products in Malaysia.

1.2

Background Information About The Product

New mens grooming product range consist of anti-acne foaming cleanser, skinwhitening cream and anti-aging cream. The anti-aging cream contains retinol which will
reduce the pores and fine lines; anti-oxidants to protect skin from any free radicals;
sunscreens to protect skin against the UV radiation, and vitamin C. The skin-whitening
cream for men contains vitamin B3 which makes the skin fairer and lightens mens skin
tone. The anti-acne foaming cleanser contains vitamins A, E and urea to clear acne
breakouts and prevent their reoccurrences. The oil-free materials also helps to reduce
mens oily skin. Thus, this product launch aims to offer a wide-ranging male skin-care
products that are useful to enhance mens daily appearance.

1.3

Industry

The new product launch industry is male grooming industry, specifically mens skin-care.
According to Euromonitor International (2012), the Asia-Pacific accounted for nearly 60
percent of worldwide sales of mens skin care products, as a fast-growing section of a
US$33 billion male grooming industry. Since the male grooming industry is becoming
popular, many companies began to view it as their opportunity to grasp this market.

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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

2.

DISCUSSIONS
2.1 Needs / Motivations
Needs are states of deprivation. (Kotler et al., 2010, p. 6). This relates to Maslows
hierarchy of needs (see fig. 1). In this case, the needs that male consumers are trying
to satisfy through skin-care products are self-esteem, safety needs, and social needs.

Men nowadays have become more conscious about their self-image. Self-esteem is a
persons appraisal that people place on themselves (Baumester, Campbell, Krueger, & Vohs,
2003). Men view the skin-care products to enhance their appearance and to build their selfconfidence. In Malaysia, 56% men are concern about skin-care products for establishing selfesteem and appearance at work (Cheong, 2012). According to Cheng, Ooi & Ting (2010),
men also seek to change their self-image through skin-care products in order to build their
high degree of confidence. Another evidence also states that most men in Malaysia use skincare products as a sign of pride (Veera, 2012) since high self-esteem needs present highly
important global evaluation of themselves (Baumester et al., 2003).
The second need is social need. Malaysian men want to fit into their social groups, seek
for approval, and affection of their peers. A study revealed that social expectations play a
significant role in the consumption of skin-care products amongst Malaysian men.
Looking good in a great skin is important to men since they want to keep in pace and fit
themselves within their social groups and friends (Caroline, 2005 as stated in Cheng et al.,
2010). This is also considered as affective growth motives (Quester et al., 2014).
The third need identified is safety needs. Need for safety include order, stability, control
over ones own life, environment and a sense of certainty (Schiffman , Bednall, OCass,
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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

Paladino, Ward & Kanuk, 2011). Malaysian men look for skin-care products to maintain
their skin hygiene which is free from acne and oily skin. This is supported by the survey
which revealed that 79% Malaysian men are concerned about their skin hygiene and fair
skin (Cheong, 2012) and according to Arbuckle et al. (2008), men feel annoyed by the
conditions of oily skin and acne. Besides, Malaysia has a tropical climate which
encourages men to look for whitening UV protection cream (Weathercity, 2010).

2.2.2. Perceptions
Advertising is, arguably, one of the most influential tools in spreading stereotypical ideas
and in affect has created certain perceptions in real life (Beauchamp, n.d.). Perception
refers to the process by which an individual receives, selects and interprets stimuli to form
a meaningful and coherent picture of the world (Schiffman, OCass, Paladino,
DAlessandro, & Bednall,, 2011, p. 120). The contemporary world has changed the
perception of beauty in men. In post-modern advertising, men were often portrayed as
masculine and the bread winners of the families. However, more men nowadays are
defining themselves as metrosexual, a term used to describe an urban male who takes
more care in their appearance and cultivates an upscale lifestyle (Beauchamp, n.d.).
Perception towards a product usually builds by the marketing activity and cultural view
(Denny, 2013). In Asia, especially in Malaysia, handsome men are preferably fair skinned.

Korean pop stars are admired by the Malaysians and it appears that their looks has ignited
a trend amongst Malaysian men. Thus, most Malaysian men perceive that they are
considered to be good looking only when they are fairer with healthy and flawless skin.
This is aligned with the perception of using anti-aging, anti-acne and whitening cream.

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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

2.2.3. Attitudes
An attitude is a general evaluation of a product or service formed over time (Solomon,
2008). An attitude satisfies a personal motiveand at the same time, affects the shopping
and buying habits of consumers (Stroe & Iliescu, n.d., p 923). Recently it is found that men
use more grooming products than the earlier years, when it comes to skincare and general
hygiene (Cheong, 2012). That is because the attitudes of men have changed over time due to
changed perception globally. According to Cheong (2012), men are inclined towards
grooming products because they feel the need to be physically presentable. According to
Euromonitor, Malaysian men have a definitive preference for skin care products. Therefore,
many men now tend to buy whitening creams, anti-aging creams and anti-acne foaming
cleanser, in pursuit of healthy and fairer facial skin (Sukato & Elsey, 2009).
Celebrity endorsement is also one of the factors that make male consumers in Malaysia like
the skin care products. According to Friedman and Friedman (1979), a celebrity endorser
could lead to higher trust, a more favourable evaluation of the product benefits and higher
intention to purchase which means to shape their attitudes. Finally, they might consider
buying these ranges of products because of sales promotion, word-of-mouth and various
other ways of advertisements

2.2

Market Segmentation

Market segmentation is a marketing strategy which is involved in the division of a target


markets into subsets of markets with consumers who have common needs and wants. In order
to launch a new product successfully, it is imperative for a company to design and implement
strategies to target the customers needs and wants by using various channel and other
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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

options. Market segments allow companies to create product differentiation strategies to


target them. Market segmentation is extremely important in marketing as it allows for
customization of products to the customers that have the potential to buy them (Bailey,
Baines, Wilson, & Clark, 2009).

Segment
Name

Activities

Segmentation

Freaks

YOLO

Gerascophobia

Urban

Urban

Urban

Marital status

Single

Single

In relationship

Age

13-21

16-29

>30

Income

<RM500

RM500-RM3000

>RM3000

Occupation

Student

Student/Employee

Professionals

Lifestyle

Outgoing

Socializing

Workaholics

Personality

Extrovert

Outgoing/

Variable

Geographic
Density
Demographic

Psychographic

Ambitious/

Metrosexual

Metrosexual
Behavioral
Benefit sought

Acne free skin,

White or fair skin,

Young and wrinkle free skin

skin hygiene

avoid sunburn and

for confidence in their job

and oil free

dull skin especially


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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

skin

in urban area

Usage rate

Light user

Medium user

Heavy user

Need & motivation

Safety needs

Social needs

Self esteem needs

As a consultant for a company that is planning on launching a new mans grooming product,
three potentials segments have been identified after conducting a consumer analysis in Asia
especially Malaysia. The first potential target market is named Activities Freaks that consist
of teenagers age 13-21 who need solution for their acne and oily skin. The second targeted
group is YOLO comprising of metrosexual young men age between 16 to 29. The last
segment named Gerascophobia that means fear of growing old is targeting career men aged
above 30 that are concern to maintain their youth looking skin. All of the segments above
only target men who are living in urban area because their personality is changing towards
metrosexual men over the time due to exposure from advertisements and technology.
2.3.1 Activities Freaks
The teenagers market is a dynamic and competitive environment. They are considered
as a potential market as according to Packaged Facts, a market research firm, it projected that
worldwide retail for teenagers skin care products are almost $1.9 billion a year. The marital
status of them is single as most of them are students. Hence, the incomes for them are
generally low as it will be the allowance from their parents, which are probably lower than
RM500. As the teenagers are extroverts, meaning that they are more active and outgoing,
they tend to have poor skin condition. Then, satisfying their needs or motivation in

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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

maintaining the skin hygiene which is free from acne and oily skin will be the benefit sought
for them in using skin care product. They are probably a light user of skin care product.
2.3.2 YOLO
This segment target urban men who have outgoing and metrosexual personalities
where they are more likely to express their individuality or existence by trying to look good
and very up to date with fashion. These men are mostly single students or employees age 16
to 29 with average income around RM500 to RM3000 who are willing to spent considerable
money on skincare. Metrosexual men in Asia cater fair skin as it is highly prized across Asia
where dark tanned skin is usually associated with menial work under the sun whereas fair
complexion is considered epitome of beauty, higher social standing and cultural refinement
(Asian scientist magazine, 2012). Therefore, whitening cream will be the very helpful for
YOLO segments lifestyle where they tend to be highly involved in socializing that need
confidence as well as to protect them from sunburn under the sun and avoided from dull skin
in polluted urban air. In addition, fitting themselves within their social groups and friends has
satisfied the social needs.
2.3.3 Gerascophobia
The last segment caters urban middle-aged men that are 30 years old and above. As its
name, men under this segment are afraid of growing old therefore they are willing to put
effort to maintain their young skin and avoid wrinkles. Men under this segment are
considered metrosexual and workaholics with income above RM3000 therefore they might
willing to spent on expensive skincare. Men under this segment seek for anti-aging product to
fulfil their self-esteem needs where they need to be confident while working. Asia ranked the

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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

first of global anti-aging product market for men which mostly driven by their desire to
remain forever young (PRnewswire, 2014).
2.3

Selection of Target Segment

Younger men are likely to buy skin-care and other grooming products for themselves and
they started to feel interested in all of the product categories because they are more tuned into
grooming trends. Whereas, older guys often rely on females to make their purchases for
them; and the teenagers seldom make the purchases themselves based on the lower allowance
or the lack of interests in the grooming products (The Male Grooming Market, n.d.). In
addition, metrosexual men place high importance to their appearance and willing to spend a
higher amount of money and effort to boost their self-images and lifestyle (Cheng et al.,
2010).
In Asia, the biggest consumer of the skin care product are young men aged between 15 to 34
and the population of these young men are predicted to rise around 4% until 2016 offering
more opportunities to increase in sales (Beauchamp, 2013). Metro-sexualisation in Kuala
Lumpur cause men become demanding therefore, younger men below 30 years old employed
70% of overall men skin-care product (Toyad & Gopinath, 2012). The Asias men and
women perceive skin care as an investment of sort. It is believed that a pale and youthfullooking skin determines the social and economic position of a person. According to Chinas
Cosmestic (2012), research shows that 80% of Asian consumers consider skin whitening to
be the most important property of skincare product and the whitening products comprise a
whopping 71% of the market in Asia (Lopaciuk & Loboda, 2013). Based on the Asian
culture, young men believe that having a lighter skin makes them more attractive as it helps
in enhancing their self-images (Xiong, n.d.). Therefore, YOLO is chosen as the most
profitable segment compared to activities freaks and gerascophobia. YOLO have more
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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

population under its segment to target and cultural background of Asian people toward fair
skin makes whitening cream the best choice of product to develop.

3.

CONCLUSION

In conclusion, the potential of young men market has gain an insight of the marketers. Male
consumers are now becoming more self-conscious of their self-image and they are mostly
willing to pay for the products which will enhance their good-looking appearance and keep
them by looking young in healthy and flawless skin due to their needs, perceptions and
attitudes. The market segments identified for this skin-care product range are Activities
Freaks (teenagers), YOLO (young men) and Gerascophobia (older men). The YOLO group
segment has been chosen as the target market for its great concerns for grooming and
purchasing power. Therefore, these skin care products would facilitate the YOLO groups to
enhance their self-image and prestige in the society.

4.

RECOMMENDATIONS

Regarding to establish a successful marketing activities and evaluations for mens grooming
products, the company is recommended to:

Add natural ingredients in the products in order to develop trust, loyalty and a longterm relationship with the male consumers in Malaysia. As the product caters men,
the packaging should be distinctive and dark in colour (navy blue, black) to portray
mens masculinity.

Promote the brand of those skin-care products such as by advertising in men fashion
or fitness magazines (e.g. mens health magazine), billboards, TV and media (twitter,
facebook); and giving free samples to increase mens awareness. The advertisements
can also use celebrities who represent mens flawless skin and confidence.
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Jesslyn Widjaja (24932388), Ellen Krisanty (25033468), Pei Mun (23439270), Tazkia Arusa (24509574)
MKW 2402 Consumer Behaviour Group Assignment Task B

Set a considerable price for this product range which means not too low or expensive
as the target consumers are young men with income between RM 500 to RM 3000.

Use an intensive distribution in which the product is accessible to wide audience of


market as it has mid-range price which support its position as convenience and
affordable products. They can be distributed to the department stores (e.g. SOGO) and
convenience stores (e.g. 711, AEON).

Word Count: 2183

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