Men as Consumers of Body Care Products specially Designes for Them
Men as Consumers of Body Care Products specially Designes for Them

Summary/Abstract: We have chosen to study the behaviour of Iasi men consumers on the market of body care products specially designed for the men in Romania. Our option is justified, in terms of market selection, by the fact that this market segment has a great potential for development. According to a 2009 study for the Gillette brand carried out on a sample of 500 people it was found that men were more focussed on physical appearance than a decade ago. 73% of the respondents consider the appearance as an essential element to success. Besides this new attitude we have also noted other peculiar features of the male consumer behaviour, such as brand loyalty, stability in making decisions on the products purchased and availability to greater payments for items proven to be of high quality. All these advantages are taken into account by manufacturers when they launch new range of products specially designed for men on the Romanian market. The research problem means identification of the behaviour of men as consumers of body care products specially designed them, from the city of Iasi, between the ages of 18-35 years. The behaviour to be studied will be both perception of the products and intention of purchase thereof.

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