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Factors affecting the purchasing behaviour of customers towards male

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 FACTORS AFFECTING THE PURCHASING BEHAVIOUR OF
CUSTOMERS TOWARDS MALE GROOMING PRODUCTS:
A DESCRIPTIVE STUDY CONDUCTED AT ERNAKULAM, KERALA,
INDIA.
Ajai Krishnan G,
Assistant Professor,
Department of Management studies,
MACFAST, Tiruvalla,
Kerala, 689101, India,
Email: ajaikgnair82@gmail.com,
Mobile: 9645626109

Ligo Koshy,
Assistant Professor,
Department of Management studies,
MACFAST, Tiruvalla,
Kerala, 689101, India,
Email: koshyligo@yahoo.com,
Mobile: 9496550768

Dr.Jose Mathew,
Director,
MACFAST, Tiruvalla,
Kerala, 689101, India.
Email: drjosemathew@yahoo.com
Mobile: 8589009392

1
 FACTORS AFFECTING THE PURCHASING BEHAVIOUR OF CUSTOMERS
TOWARDS MALE GROOMING PRODUCTS:
A DESCRIPTIVE STUDY CONDUCTED AT ERNAKULAM, KERALA, INDIA.

ABSTRACT:
Grooming products are not exclusive to women. In fact, there are a huge variety of products
designed especially for men for shaving, cleansing, moisturizing, treating skin problems etc.
The men's grooming market in India is booming, with a growth rate of 25% every year.
Industry experts attributed this rapid growth to the rising consciousness among men about
how they look. Industry estimates suggested that the market size for men's personal care
products is Rs 1,700 cr. At present the monthly per capita consumption is Rs 850, a figure
that is expected to touch Rs 1,774 by 2015 and Rs 3,739 by 2020.The purpose of this research
is to identify the factors that influence customer behaviour and their buying decision making.
The study tries to identify the significance of factors such as quality and attribute of products,
price, product’s ingredient, product brand name and package, on the buying behaviour. The
study made use of primary and secondary data. A detailed questionnaire was developed and
distributed to customers who are in the age group of 15-45 years old and living in Ernakulam
District, Kerala, India. The total sample consists of 200 respondents and is selected by using
simple random sampling method. The results of the study indicated that the main reasons
behind the usage of grooming products are for improving personal care, attractiveness and
there by improvement in developing self confidence and result in status building.
Key words: JEL Code-M31, Brand Name, Buying Behaviour, Buying Decision Making,
Grooming Products.

INTRODUCTION
Grooming products are not exclusive to women. In fact, there are a huge variety of products
designed especially for men for shaving, cleansing, moisturizing, treating skin problems etc.
The global male grooming products industry is expected to generate more than $33 billion in
revenue by 2015, according to research from Global Industry Analysts. Factors fuelling
market growth in this sector include product innovation, an expanding middle-class consumer
base, and evolving consumer trends that have seen an increasing level of male interest in
appearance and grooming. Rising male interest in improving their physical allure is being
fuelled in particular by the cult of high-profile male role models, such as celebrity, sportsmen
and film stars. Growth in the male grooming products market continues to drive expansion in
the wider global cosmetics market. Traditionally men‘s grooming products were limited to
deodorants and shaving products such as gels, foams and razors. Now companies are
introducing a widening range of products in categories like hair care and skin care, and there
is a particularly strong focus on men‘s bath and shower products.
The men's grooming market in India is booming, with a growth rate of 25% every year.
Industry experts attributed this rapid growth to the rising consciousness among men about
how they look. Men are far more particular about their looks and their overall hygiene than
they ever were. This has created a huge untapped market for personal care players to cater to
these demands. According to market analysts, a major portion of the growth is likely to come
from India‘s three million rich adult males. Industry estimates suggested that the market size
for men‘s personal care products is Rs. 1,700 cr. The report by Men & Boys (M&B), India's
first exclusive retail chain, which offers men's personal care products, suggested that the
monthly per capita consumption of grooming products of this segment is expected to be more
than double by 2020. At present the monthly per capita consumption is Rs 850, a figure that
is expected to touch Rs 1,774 by 2015 and Rs 3,739 by 2020.
2
It is crucial for manufacturers of grooming products to know about consumer behaviour,
trends and demands in the sector. Increase in the purchasing power of consumer and the
emerging market trends made people more aware and more conscious towards the importance
of hygiene and beauty. Consumers might decide for a product because of its characteristics,
its care factor, its sensitivity or its branding and attractive packaging. Since the beauty market
is unsaturated and highly profitable, multinationals companies are trying to reach and grasp
this market. The beauty care market has high competition even then companies were
investing into this market so as to full fill the high demand from the customers. The new
generation pays more attention towards their look‘s and health. The major Cosmetics
companies in India are Hindustan Unilever Limited, Godrej Consumer Products Ltd., Ayur
Herbals Pvt. Ltd., Shahnaz Hussain‘s Herbal Private Limited, Garnier India Ltd., L‘OREAL
India, ITC Personal Care, Emami Limited, CavinKare Pvt. Ltd etc. These Companies use the
desires, senses and images to attract consumers to experience with their Brand with the help
of endorsers. More and more often, companies let celebrities and super models act as
testimonials for fragrances, organic cosmetics or anti aging make up cosmetics. Colourful and
exciting advertisements on TV, the internet or in print media tremendously influence
consumer‘s purchasing behaviour and desires. Packaging and the design of the product makes
the cosmetics product appear even more desirable and trendy. Though men have been buying
more skin care products to groom themselves, it was predicted that the influence to buy these
products up to approximately 80 percent was brought up by their wife or companions (Data
panel, 2002). Therefore, it is important to know the impact of different factors on decision
making while buying a male grooming products. Hence companies are studying in depth the
different marketing strategies so as to be more responsive to the opening of a new business
opportunity as well as added dynamics in the existing situation.

REVIEW OF LITERATURE
 Kotler (2008), consumer behavior is the study of how people buy, what they buy, when
they buy and why they buy. It is a subcategory of marketing that blends elements from
psychology, sociology, socio psychology, anthropology and economics. It attempts to
understand the buyer decision-making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics, psychographics, and
behavioral variables in an attempt to understand people needs.
 Baker (2002), consumers are not aware of the products and usage but constantly they are
choosing among the various products. They are intentionally procuring the various new
brands without any knowledge about the new products. Additionally if new company
enters into the market, for every consumer it is very complicated to understand the
features of the news products and this makes confusion among the consumers to obtain
the information.
 Baker (2004), stated that the consumer will respond according to the product quality and
reliability, the fundamental understanding of products is necessary to understand the
product features, products reliability and product benefits. The consumer is the end user
for the product; consumers buy the products in market; in order to execute flourishing
sales operations in the market an efficient distribution channel and networks are required
for the organisations. He also stated that advertisement, distribution channels and
networks play an important role in the consumer goods industry.
 Lachance et. al (2003), Consumers' unique shopping patterns are developed and affected
by socialisation agents, which include family, peers, and the media. According to these
socialisation agents may often impact whether or not the adolescents will buy certain
products or brands.
3
 Miller et.al (2003) claims that celebrity endorsements do not influence consumers'
purchasing behaviour. In contrast Boyd and Shank (2004) maintain that consumers,
particularly teenagers, are likely to select products or brands that are endorsed by
celebrities. Moreover, peers are likely to exert normative and informative influence.
 Lachance et.al, (2003), identified that peers may influence the teenager's brand and
product choices. Additionally, an individual is likely to conform to a group if he or she
shares beliefs and norms with the group (Arnould et.al, 2004).
 (Hawkins et al, 2004), a group is likely to effectively exert influence on an individual if
the individual is highly committed to the group.
 Asseal, (2004), Solomon et.al, (2004), the lower the self-esteem level the higher the
influence of purchases of products that can boost self-esteem
 Arnould (2004), our relationship with other people influences the creation of our self to a
large extent. The Social self is a ‗looking-glass self,' which means that reference groups
allow us to compare and evaluate our own attitudes and behaviour.
 In Bearden and Etzel's (1981 cited in Solomon, 2004) research on reference group
influences on products and brands. It was found that public necessities, such as cars,
clothes, wristwatches and so forth, were perceived as involving more value-expressive
and utilitarian influence than private necessities. It is because of fear of embarrassment
for not possessing products or brands that were required. Also, brand decisions for public
products entails less informational influences than private product.
 Mowen and Minor, (1998), A reference group is a group used by an individual as a point
of reference to evaluate correctness of his or her own actions, beliefs and attitudes
 Hawkins et al, (2004) Young people are usually members of informal primary groups.
These groups usually consist of friends at school or leisure. These group members exert a
high degree of influence because there is frequent interpersonal contact. It is in these
primary groups that consumers develop product beliefs, tastes and preferences and it is
the most important groups to marketers . Additionally, there are groups that an individual
may admire and wish to belong to. But the likelihood of belonging to these groups is low
though the individual accepts the beliefs and values of the group.
 Asseal, (2004) Marketers commonly use celebrities in their advertisements as symbolic
aspiration groups.
 Mowen and Minor, (1998) argued that an important reference group is the aspiration
group, so this group is essential to marketers in marketing communications.
 Guthrie, M. &Jung, J. (2008), in their study to examine women's perceptions of brand
personality with respect to women's facial image and cosmetic usage, they had found that
the brand personality of competence was most important across all the brands, consumer
perceptions pertaining to the brand personality traits differed.
 Chandon, P. Hutchin, W. Bradlow, T. & Young, S (2009), the authors have examined
the interplay between in-store and out-of-store factors on consumer attention and
evaluation of brands displayed on supermarket shelves.
 Thomson, MacInnis, and Park (2005), Brand attachment is the strength of the bond
which connects the consumer with the brands;therefore attachment is critical because it
affects the behaviors that foster brand profitability and customer lifetime value.
 Hill, A. (2011), has given few tips, considering the important role that packaging plays in
displaying a brand. Hill believes that it is typically the first thing a consumer interacts
with in a brand experience.

4
IMPORTANCE OF THE STUDY
Traditionally men‘s grooming products were limited to deodorants and shaving products such
as gels, foams and razors. Now companies are introducing a widening range of products in
categories like hair care and skin care, and there is a particularly strong focus on men‘s bath
and shower products. The marketing managers need to have a thorough understanding of the
target customers buying behaviour. Only with the understanding of the customer buying
behaviour they can come up with strategies to woo the customers towards the products. The
purpose of this study is to investigate the factors that influences on purchasing decisions of
customers towards male grooming products in Ernakulam district, Kerala.

STATEMENT OF THE PROBLEM

There are many disparities between men‘s and women‘s market for grooming products.
Hence, it is important for the companies to have a very deep understanding about the target
market and to plan excellent strategies for marketing this to the target market and to persuade
men‘s attention towards the male grooming products. This study tries to identify the various
factors that will influence the purchase of male grooming products.

OBJECTIVES
The key objectives of this study are outlined as follows:
1. To identify the demographic profile of male grooming products customers in
Ernakulam District, Kerala.
2. To identify the type of male grooming products purchased by the customers and its
level of importance.
3. To identify the various reasons behind the purchase of male grooming products.
4. To identifying the factors which influencing the buying decision of male grooming
products.
5. To identifying the persons which influence the purchasing behavior of male grooming
products.

HYPOTHESIS
On the basis of review of previous studies and on the basis of observation made during
collection of data, hypothesis is tested to see that there is any kind of association between
various factors of influence such as price, advertisement, ingredients, brand name, and
availability of the products on the buying behaviour of customers towards male grooming
products.

RESEARCH METHODOLOGY
The study is descriptive in nature. Total population comprises of male grooming products
customers in Ernakulam District of Kerala. Sample size was 200 customers. Individual
respondents were the sampling element. Simple random sampling technique was used. Since
the study includes the primary data, a self designed questionnaire was used for collecting the
responses of the customers. The questionnaire contained questions on the related aspects
regarding their demographic and socio-economic background, influencing factors and other
related aspects. To identify the preferences of the customers which affects the buying
behaviour a five point Likert Scale ranging from ―5=Extremely Important‖ to ―1=Not at all
Important‖ was used. The secondary data has been collected from different sources of
literature like journals, magazines, textbooks and internet. Along with the usual statistical
tools such as tables, percentages, Ranking, chi-square test were used for analyzing the data
and arriving at the conclusion.
5
RESULTS & DISCUSSION
Table: 1 Table showing the Demographic profile of the respondents
Characteristics frequency Percentage
Age
<= 15 10 5%
16-25 62 31%
26-35 78 39%
36-45 38 19%
>45 12 6%
Total 200 100%
Marital Status
Single 130 65%
Married 70 35%
Total 200 100%
Education
Up to 10th 12 6%
Plus two 40 20%
Undergraduate 86 43%
Post Graduate 62 31%
Total 200 100%
Occupation
Student 40 20%
Government 47 23.50%
Private 75 37.50%
Self employed 38 19%
Total 200 100%
Monthly Income
<=15000 38 19%
15001-25000 50 25%
25001-35000 72 36%
>35000 40 20%
Total 200 100%
Monthly expenses on grooming products
<=500 28 14%
501-1000 100 50%
1001-1500 44 22%
>1500 28 14%
Total 200 100%
Source: questionnaire
1. 5% respondents fall in the age group of less than or equal to 15 years, 31% respondents
fall under the age group of between 16-25 years, 39% respondents fall under the age
group of 26-35 years, 19% respondents fall under the age group of 36-45 years, and 6%
respondents were above 45 years.
2. 65% respondents were single, 35% respondents were married.
3. 6% respondents studied up to 10th, 20% respondents studied up to Plus Two, 43%
respondents studied up to Undergraduate, 31% respondents studied up to Post Graduate.

6
4. 20% respondents were Students, 23.5% respondents were Government employees, 37.5%
respondents belonged to private sector and 19% respondents were Self Employed.
5. 19% respondents belongs to the income bracket of less than or equal to Rs. 15,000, 25%
respondents were from the income group of Rs. 15,001-25,000, and 36% respondents
were from the income group of Rs.25,001-35,000 and 20% respondents having monthly
income above Rs. 35,000.
6. 14% respondents were having a monthly expense on grooming products less than or equal
to Rs.500, 50% respondents belongs to the expense bracket of Rs.501-1000, 22%
respondents belongs to the expense bracket of Rs.1,001-1,500 and 14% of the
respondents having a monthly expense on grooming products above Rs.1,500.

Table: 2 Type of male grooming products and the level of importance

Sl Products Not at Somewh Neut Impor Extre Total Rank
.N all at ral tant mely
o importa importa impor
nt nt tant
1 Fairness cream 833(12.9 Rank
11 9 12 72 96
4%) 5
2 Shaving
cream/
862(13.3 Rank
Aftershave 5 10 9 70 106
9%) 1
lotion/ Razors/
Blades
3 Moisturizing 841(13.0 Rank
6 16 8 71 99
cream 7%) 4
4 Anti-wrinkle 782(12.1 Rank
3 20 45 56 76
cream 5%) 7
5 Face wash 803(12.4 Rank
10 14 23 69 84
7%) 6
6 Deodorant/Perf 844(13.1 Rank
5 6 16 86 87
umes 1%) 2
7 Hair Gel/ Hair 630(9.79 Rank
40 36 38 26 60
colour %) 8
8 Shampoo/Cond 842(13.0 Rank
7 10 20 60 103
itioner 8%) 3
Source: questionnaire
Above The Table depicts the preferences of customers towards male grooming products and
its level of importance. Shaving cream/Aftershave lotion/Razors/Blades has the highest score
and percentage (13.39%), followed by Deodorant/Perfumes (13.11%), followed by
Shampoo/Conditioner (13.08%), followed by Moisturizing cream (13.07%), followed by
Fairness cream (12.94%), followed by Face wash (12.47%), followed by Anti-wrinkle cream
(12.15%), and followed by Hair Gel/Hair colour (9.79%).

7
Table: 3 Reasons for the purchase of male grooming products
Not at Somewh Extrem
Sl.N all at Neutr importa ely Ran
Products Total
o importa importa al nt import k
nt nt ant
For
905(21.99 Rank
1 attractiven 3 5 6 56 130
%) 1
ess
Self
799(19.41 Rank
2 esteem/ 17 13 20 54 96
%) 4
confidence
Personal 812(19.73 Rank
3 14 6 27 60 93
hygiene %) 3
Improving 821(19.95 Rank
4 12 10 8 85 85
skin %) 2
Solving
779(18.93 Rank
5 skin 15 20 14 73 78
%) 5
problems
Source: questionnaire
Above Table summarizes the reasons for the purchase of male grooming products by the
respondents. Majority of the respondents are using the male grooming products for improving
attractiveness (21.99%), then for improving skin (19.95%), followed by Personal Hygiene
(19.73%), followed by Self esteem/Confidence (19.41%), and followed by solving skin
problems (18.93%).

Table: 4 Factors influencing the decision making of male grooming products

Not at Somewh Extrem
Sl.N all at Neutr importa ely Ran
Products Total
o importa importa al nt import k
nt nt ant
852(15.29 Rank
1 Price 6 6 15 76 97
%) 1
Brand 802(14.39 Rank
2 14 16 12 70 88
name %) 4
816(14.64 Rank
3 Ingredient 2 12 32 76 78
%) 3
Advertisem 788(14.14 Rank
4 10 14 37 56 83
ent %) 5
825(14.80 Rank
5 Quality 4 10 28 73 85
%) 2
707(12.69 Rank
6 Package 15 35 34 60 56
%) 7
782(14.03 Rank
7 Availability 5 20 33 72 70
%) 6
Source: questionnaire
Above Table summarizes the importance of various factors which influence the purchase
decision making of male grooming products. Most important factor which affects the buying
is the price (15.29%), this clearly shows the price sensitiveness of Indian customers, followed
8
by Quality (14.80%), followed by Ingredient (14.64%), followed by Brand Name (14.39%),
followed by Advertisement (14.14%), followed by Availability (14.03%), and followed by
Package (12.69%).

Table: 5 Influencing person on the purchasing behaviour of male grooming products

Not at Somew Extre
SI.N Influencin all hat Neutr importa mely
Total Rank
o g person importa importa al nt import
nt nt ant
844(15.96 Rank
1 Self 3 12 10 88 87
%) 1
817(15.45 Rank
2 Spouse 8 12 20 75 85
%) 2
Celebrity
in the 769(14.55 Rank
3 9 20 40 55 76
Advertisem %) 3
ent
Friends/ 746(14.11 Rank
4 12 34 30 44 80
Peers %) 5
Expert/ 698(13.20 Rank
5 20 25 40 67 48
Beautician %) 6
Store Sales 647(12.24 Rank
6 36 35 25 54 50
Person %) 7
766(14.49 Rank
7 Family 15 20 28 58 79
%) 4
Source: questionnaire
Above Table summarizes the importance of persons influencing the buying behaviour
towards male grooming products. Self has the highest score and percentage (15.96%),
followed by Spouse (15.45%), followed by Celebrity in the Advertisement (14.55%),
followed by Family (14.49%), followed by Friends/Peers (14.11%), followed by
Expert/Beautician (13.20%), and followed by Store Sales Person (12.24%).

HYPOTHESIS TESTING
Chi-square analysis on the influence of the price of male grooming products on buying
behaviour
Related to the Not related to the
Total
price price
Influencing 124 16 140
Not influencing 42 18 60
Total 166 34 200
H0: There is no significant influence of the price of male grooming products on buying
behaviour.
H1: There is a significant influence of the price of male grooming products on buying
behaviour.
X2 = Σ (O-E)2 / E = 10.27; Number of degrees of freedom= 1; Table value of x2 at 5% level
of significance = 3.841

9
Conclusion
H0 is rejected since the calculated value of x2 (10.27) is greater than the table value of x2
(3.841), hence there is a significant influence of the price of male grooming products on
buying behaviour.

Chi-square analysis on the influence of the brand name of male grooming products on
buying behaviour
Related to Not related to
Total
brand name brand name
Influencing 119 21 140
Not influencing 41 19 60
Total 160 40 200
H0: There is no significant influence of the brand name of male grooming products on buying
behaviour.
H1: There is a significant influence of the brand name of male grooming products on buying
behaviour.
X2 = Σ (O-E)2 / E = 7.29; Number of degrees of freedom= 1; Table value of x2 at 5% level of
significance = 3.841
Conclusion
H0 is rejected since the calculated value of x2 (7.29) is greater than the table value of x2
(3.841), hence there is a significant influence of the brand name of male grooming products
on buying behaviour.

Chi-square analysis on the influence of the ingredients of male grooming products on

buying behaviour
Related to the Not related to the
Total
ingredients ingredients
Influencing 145 15 160
Not influencing 30 10 40
Total 175 25 200
H0: There is no significant influence of the ingredients of male grooming products on buying
behaviour.
H1: There is a significant influence of the ingredients of male grooming products on buying
behaviour.
X2 = Σ (O-E)2 / E = 7.14; Number of degrees of freedom= 1; Table value of x2 at 5% level of
significance = 3.841
Conclusion
H0 is rejected since the calculated value of x2 (7.14) is greater than the table value of x2
(3.841), hence there is a significant influence of the ingredients of male grooming products
on buying behaviour.

Chi-square analysis on the influence of the Advertisement on buying behaviour

Related to the Not related to the
Total
Advertisement Advertisement
Influencing 135 25 160
Not influencing 25 15 40
Total 160 40 200

10
H0: There is no significant influence of the Advertisement on buying behaviour.
H1: There is a significant influence of the Advertisement on buying behaviour.
X2 = Σ (O-E)2 / E = 9.57; Number of degrees of freedom= 1; Table value of x 2 at 5% level of
significance = 3.841
Conclusion
H0 is rejected since the calculated value of x2 (9.57) is greater than the table value of x2
(3.841), hence there is a significant influence of the Advertisement on buying behaviour.

Chi-square analysis on the influence of the availability of male grooming products on

buying behaviour
Related to the Not Related to the
availability of availability of Total
products products
Influencing 130 30 160
Not
24 16 40
influencing
Total 154 46 200
H0: There is no significant influence of the availability of male grooming products on buying
behaviour.
H1: There is a significant influence of the availability of male grooming products on buying
behaviour.
X2 = Σ (O-E)2 / E = 8.16; Number of degrees of freedom= 1; Table value of x 2 at 5% level of
significance = 3.841
Conclusion
H0 is rejected since the calculated value of x2 (8.16) is greater than the table value of x2
(3.841), hence there is a significant influence of the availability of male grooming products
on buying behaviour.

FINDINGS
 Majority of respondents were using the male grooming products for more than 10 years.
 33% of the respondents answered that the male grooming product purchases are done by
others which include the spouse, friends or family members. The major reason for that
being lack of time followed by lack of knowledge about the various products in the
market.
 There is a significant influence of price, brand name, ingredients of the product,
advertisements & availability of product on the buying behaviour.
 The main reasons behind the purchase of male grooming products are for improving
Attractiveness, Skin Improvement, Personal Hygiene and Self esteem or Confidence.
 The major factors which influence the decision making of male grooming products are
Price, Quality, Ingredient, Brand Name, Promotion, Advertisement and Package.
 Among the Persons which influence the buying behavior of male grooming products,
Self, Spouse and Celebrity in the Advertisements have the highest ranks.

RECOMMENDATIONS/SUGGESTIONS
Increase in the purchasing power of consumers and the vast influence of media on all sections
of the society made people more aware and more conscious towards the importance of
hygiene and beauty. From the light of this study it was found out that the motivation of using
male grooming products appears to be caused by individuals self perception and influences

11
from others who are important to them like, Spouse, Family, Friends and work colleagues
and also celebrity in the advertisement. While selecting the marketing tools marketers have to
take care of these social influences groups into account. While coming up with the products
for the Indian market the marketers should be aware that the Indian consumers are very price
sensitive.

CONCLUSION
The Indian male is increasingly trying out new cosmetic products and services and
experimenting with new hairstyles and looks. The metrosexual male, who is fast becoming a
darling of the FMCG firms, doesn't think twice about trying fairness products and applying
dollops of sunscreen lotion — all till now considered very girlie items. As India is a very
price sensitive market of the cosmetics and personal care products, the companies had to
work out innovative strategies that suited the Indian preferences, by that they are able to
establish a ―niche market‖ for themselves.

LIMITATIONS
Following are the limitations of the study that future researches should aim to address:
 Questionnaires were distributed in one city in Kerala.
 Sample size was fairly normal, which could be increased to gather a more comprehensive
view of respondents.

SCOPE FOR FURTHER RESEARCH

Future research should be directed to investigate the impact of various reference groups on
the purchase of male grooming products. Also this research indicates that purchase of
grooming products is moderated by a number of factors like price, brand name, ingredients of
the product, advertisements, package, availability many more. Furthermore investigation
should be done to see that among these, which factors assume prime importance and cast
magnified effect on the customers.

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