Young Russian Men as Cosmetics Consumers
Lautamäki, Heini-Carita (2013)
Lautamäki, Heini-Carita
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305158777
https://urn.fi/URN:NBN:fi:amk-201305158777
Tiivistelmä
The study was conducted to investigate Russian young men's attitudes towards cosmetics products and their current consumption behavior. The research aim was to find out which factors were behind young Russian male consumers' cosmetics purchasing decisions.
The introduction sought to present a foundation for the thesis. The theoretical framework aimed to provide a relevant background on the topic. In this section a brief overview of the portrayal of men is given with the help of cultural examples about masculinity. The theoretical framework also provides brief information about both global and Russian male cosmetics markets as well as their future perspectives. Core theories and concepts concerning consumption behavior are also discussed. This section consisted mostly of previous supportive research findings.
The empirical research was conducted by using a quantitative method. The sample consisted of male university students in St. Petersburg mainly aged 18-20. The primary research data was obtained by using a questionnaire to help gather data and information about young Russian men's attitudes towards cosmetics products and their current consumption behavior as well as factors influencing it.
The results showed that young Russian men have an open attitude towards cosmetics products, as the majority of the respondents mentioned using some products even on a daily basis. However, the importance of advertising seemed to be less notable than the recommendations of family members and previous experiences, as the supporting studies suggested. Cosmetics products are used mainly for hygiene reasons and even though the attitudes towards using cosmetics are more open, the respondents opted for traditional products over more specifically targeted ones.
The introduction sought to present a foundation for the thesis. The theoretical framework aimed to provide a relevant background on the topic. In this section a brief overview of the portrayal of men is given with the help of cultural examples about masculinity. The theoretical framework also provides brief information about both global and Russian male cosmetics markets as well as their future perspectives. Core theories and concepts concerning consumption behavior are also discussed. This section consisted mostly of previous supportive research findings.
The empirical research was conducted by using a quantitative method. The sample consisted of male university students in St. Petersburg mainly aged 18-20. The primary research data was obtained by using a questionnaire to help gather data and information about young Russian men's attitudes towards cosmetics products and their current consumption behavior as well as factors influencing it.
The results showed that young Russian men have an open attitude towards cosmetics products, as the majority of the respondents mentioned using some products even on a daily basis. However, the importance of advertising seemed to be less notable than the recommendations of family members and previous experiences, as the supporting studies suggested. Cosmetics products are used mainly for hygiene reasons and even though the attitudes towards using cosmetics are more open, the respondents opted for traditional products over more specifically targeted ones.