O comportamento do consumidor masculino de cosméticos: análise da relação entre o nível de vaidade e consumo

Abstract

The present study aims to present a study on the relationship between the level of vanity and the consumption of cosmetics by the male audience. For this, it was evidenced, in terms of theoretical reference, aspects related to consumer behavior. In the present study, the use of cosmetology and the use of cosmetic products was studied. The data collection was anchored in assertions from the proposed vanity scale Netemeyer, Burton and Lichtenstein (1995), which research related to the levels of agreement about the concern about the appearance and the perception of the appearance, besides the desire to know about the Frequency of use of cosmetic products. The sample consisted of a total of 210 university students. The study points out that most of the male audience considers themselves vain and claim to consume cosmetic products. The concern with appearance presents good indexes of correlation with the cosmetic products, since the perception of appearance does not present correlation with the products. The results obtained with this research aim to contribute to the understanding of male vanity and its consumption behavior.