Estilo de vida do consumidor masculino: um estudo no setor de higiene pessoal, perfumaria e cosméticos

Abstract

Lately, with changes that both genders have undergone- male and female- , new roles have been assumed towards society. Women, who once were housewives dependent on the spouse, nowadays operate at the job market and in many cases become the family provider. On the other hand, men of XXI century are known as “new man”- the metrosexual- who lets emotions emerge and shows he is concerned to maintain the good appearance, which formerly was only allowed to women. With arouse of the “new man”, a brand-new market of consumers has emerge, male consumers of Personal Hygiene, Perfumery and Cosmetics (PHPC). This new consumer also obligated an update of industry, in order to attend the demand, which now require specific products for their needs. Taking into account this new public of consumers, becomes relevant better understand their life style, in other words, what they think, do, how they act or spend their money. For this a research was developed, with the goal of identify the characteristics of male consumers’ lifestyle that influence the consumption of Personal Hygiene, Perfumery and Cosmetics products. A descriptive research was developed, with quantitative approach applied to men over 18 years old. The theoretical background utilized for the collection instrument of data, an online questionnaire, was created with the AIO measure (Attitude, Interest and Opinion), technique utilized in lifestyle researches. The main results found concerning to AIO measure present mean superior of 4, that is, the most relevant affirmations of Attitude factor are associated with attitudes in contemplation of the community’s well, practice of physical activities and job satisfaction. The most relevant affirmatives of Interest factor concerns to family importance, a future goals, to daily activities and about community interest. Moreover, the most relevant affirmatives of Opinion factor are related to future expectative, quality of products and new and different experiences. At last, it is concluded that changes in what matter to roles that men have been assuming towards society are evident, mostly on what concerns to appearance cares. Furthermore, it is emphasized that men has been more attentive with acting in the society he lives in, helping at home tasks and take care of his body, bearing in mind not only his appearance, but also his well being and health. Men from the studied sample, still concentrate their purchases on the PHPC sectors of Personal Hygiene and Perfumery, however, it is perceived that many men already acquire products previously considered as belonging on the female universe. With the higher consumption of these products by the male public, it is believed that the PHPC sector tends to grow.