Factors influencing the Consumption Pattern of Male Cosmetics in Delhi by an Urban Male

Abstract

This study appraise in depth the pursuance of self image, societal expectations and media (celebrity endorsement and advertisements) on the consumption pattern of urban male towards male cosmetics in Delhi. Also, this study endeavours to find out the reasonable impact of perception on the association of various variables and consumption pattern. The primary data was collected through administration of questionnaire which was circulated to the men who fall in the category of age between 15-45 years living in Delhi. The sample consists of 162 respondents. The study reveals the sizeable variables that affect urban male consumption pattern and attitude towards male cosmetics. The result of the study reinforced an existence of the relationship between self image, media (celebrity endorsement and advertisements) and societal expectation and consumption pattern. Apart from this, the study also provides valuable insight towards the understanding on how perception balanced the relationships between the variables studied and its influence on the consumption pattern of urban male toward male cosmetics products.