A Work Project presented as part of the requirements for the Awarding of a Master Degree in Management from the NOVA – School of Business and Economics

Appendix

The Growing Potential of the Men’s Grooming Segment

Patrizia Seyler 24991

A Project carried out on the Master in Management Program, under the supervision of: Professor Luis Rodrigues

06/01/2017! ! !

! APPENDIX

1. Questionnaire

Grooming Habits c.! Dryness

1.! How much time do you spend daily d.! Redness

on your appearance? e.! Wellness

a.! 5 or less minutes 4.! Which of the following body care

b.! 6-15 minutes products do you use at least daily?

c.! 16-30 minutes a.! Body moisturisers

d.! 30 minutes to 1 hour b.! Sun protection

e.! More than 1 hour c.! Body scrubs

2.! Which of the following facial care d.! Self-Tanning products

products do you use at least daily? 5.! What are the reasons for the usage

a.! Facial Moisturisers of the products?

b.! Sun protection a.! Ageing

c.! Anti-ageing creams b.! Dryness

d.! Facial cleansers c.! Redness

e.! Facial toners d.! Wellness

f.! Eye cream or treatment 6.! Which of the following products do

g.! Facial exfoliates or scrubs you use at least once every three

h.! Face mask or pack months?

i.! None of the above a.! Deodorants

3.! What are the reasons for the use of b.! Perfumes or colognes

the products? c.! Facial cleansers

a.! Acne d.! Body moisturizing creams

b.! Ageing and lotions

! 1! e.! Facial moisturizing creams c.! Apply hair conditioner

and lotions d.! Cut/trim hair

f.! Sunscreens and sun- e.! Use hair dryer or setter

protecting lotions f.! Colour or dye hair

g.! Facial exfoliates or scrubs g.! Apply hair styling products

h.! Facial toner h.! Apply hair oils/mask

i.! Face mask or pack i.! Use a hair straightening

j.! Body scrubs device

k.! Anti Ageing creams j.! Braid/plait hair

l.! Scented body sprays k.! Apply hair loss treatment

m.! Eye cream or treatment l.! Apply hair fragrances

n.! Blemish or acne treatment 9.! Which of the following treatments

o.! Facial hair or body hair do you perform in terms of Hair

bleaching products Removal?

p.! Self tanning products a.! Shave facial hair

7.! Which of the following products do b.! Trim facial hair

you use on a daily basis? c.! Remove unwanted body hair

a.! Deodorants d.! Remove unwanted facial

b.! Perfumes or colognes hair from eyebrows, nose or

c.! Scented body sprays ears

8.! Which of the following treatments e.! Apply hair loss treatment

do you perform in terms of Hair 10.!How often do you shave your facial

care? hair?

a.! Apply hair shampoo a.! Daily

b.! Brush/comb hair b.! at least monthly

! 2! c.! Several times per year i.! Eye shadow

d.! Once or year or less j.! Lipstick

e.! Never k.! Blusher, bronzer or

11.!How often do you trim your facial highlighter

hair? l.! Lip liner/pencil

a.! Daily m.! Concealer

b.! At least monthly n.! None

c.! Several times per year Frequency of purchase

d.! Once or year or less 13.! How often do you shop the

e.! Never following products: Daily, at least

12.!Which of the following products did monthly, several times per year,

you use at least once every three once or year or less, never?

months? Note: You need to a.! Hair care products

purchase or acquire cosmetic b.! Skin care products

products at some point in the past or c.! Body care

at least be somewhat involved in the d.! tools (brush, razor etc.)

purchase decision. e.! Colour cosmetics

a.! Lip Balm or Lip Salve f.! Cosmetics

b.! BB Cream or CC cream g.! Fragrances

c.! Nail polish 14.!Which of the following products

d.! Foundation was purchased by someone else for

e.! Lip Gloss you?

f.! Finishing facial powder a.! Hair care products

g.! Eye liner/pencil b.! Skin care products

h.! Mascara c.! Body care

! 3! d.! Tools (brush, razor etc.) k.! To maintain or achieve a

e.! Colour cosmetics certain status/cachet

f.! Cosmetics l.! purchase

g.! Fragrances m.! Because I have extra money

Reasons Purchase to spend

15.!What are the reason for skin and hair n.! None of the above

care purchases? Influencing the Purchase decision:

a.! Skin care is an important 16.!Which of the following factor

priority for me influences your purchase decision

b.! Hair care is an important when buying skin care, hair care,

priority for me cosmetics or fragrances?

c.! Need to replace a.! Previous personal

d.! Looking for product that experience

works better than b.! Friends/Family

current/previous product c.! Sale/discount offer in store

e.! To try something new d.! Spouse/partner

f.! Found a great deal or item on e.! TV ad

sale f.! Sales/Discount offer online

g.! Need for a particular g.! Doctor recommendation

occasion h.! Salesperson

h.! To buy as a gift i.! Online user reviews

i.! Enjoyment of the shopping j.! Official brand websites

experience k.! Print Magazine ad

j.! To stay up to date with the l.! Print magazine article

latest trend m.! Social networking

! 4! n.! Stylist or manicurist n.! Not tested on animals

o.! Beauty Blogger/expert o.! 100% vegan

p.! Celebrity advertising p.! Manufactured locally

q.! Online communities q.! Limited edition

r.! Blog post or review r.! Endorsed by celebrity

s.! Celebrity endorsement s.! Manufactured abroad/off-

t.! Other shore

Selection of Product: t.! Small batch or artisanal

17.!Which of the following features production

influenced your purchase decision 18.!Which of the following features

when buying skin care? influenced your purchase decision

a.! Price when buying hair care?

b.! Suited to my skin type a.! Price

c.! Strong or well-known brand b.! Suited to my hair type

d.! Super high quality c.! Strong or well-known brand

e.! Specialised treatment d.! Super high quality

f.! Function e.! Specialised treatment

g.! Multifunctional or multiple f.! Function

benefits g.! Multifunctional or multiple

h.! Natural or Organic benefits

i.! Anti-ageing benefits h.! Natural or Organic

j.! Claims on the label i.! Claims on the label

k.! Ingredient formulation j.! Ingredient formulation

l.! Hypoallergenic k.! Hypoallergenic

m.! Premium or luxury brand l.! Premium or luxury brand

! 5! m.! Not tested on animals 21.!How much money do you spend on

n.! Colour boosting personal care products?

o.! 100% vegan Less then 5 €

p.! Manufactured locally 5-8€

q.! Limited edition 8-10€

r.! Endorsed by celebrity more then 10€

s.! Manufactured abroad/off-shore 22.!Name the brands you use for:

t.! Small batch or artisanal •! Fragrances:

production •! Hair care:

Brand loyalty •! Facial care:

19.!What is your tendency to buy the •! Body care:

same or different products/brands •! Shaving: for each category? •! Cosmetics:

a.! Hair care product Demographics:

b.! Skin care products 23.!What is your age

c.! Colour cosmetics 24.!What is you marital status?

d.! Fragrances a.! Single

Purchase: b.! Married

20.!Where do you buy personal care c.! In a life partnership

products? 25.!What is your education:

a.! Grocery store a.! High school Graduate

b.! Drugstore b.! Undergraduate

c.! Pharmacy c.! Post graduate

d.! Online d.! PhD

e.! Other

! 6! !

2. Survey Results

Question 1: How much time do you spend daily on your appearance?

Question 2: Which of the following facial care products do you use at least daily?

Question 3: What are the reasons for the use of the products?

! 7! Question 4: Which of the following body care products do you use at least daily?

Question 5: What are the reasons for the usage of the products?

Question 6: Which of the following products do you use at least once every three months?

! 8! Question 7: Which of the following products do you use on a daily basis?

Question 8: Which of the following treatments do you perform in terms of Hair care?

Question 9: Which of the following treatments do you perform in terms of Hair Removal?

! 9! Question 10: How often do you shave your facial hair?

Question 11: How often do you trim your facial hair?

Question 12: Which of the following products did you use at least once every three months?

! 10! Question 13: How often do you shop the following products: Daily, at least monthly, several times per year, once or year or less, never?

Question 14: Which of the following products was purchased by someone else for you?

Question 15: What are the reason for skin and hair care purchases?

! 11! Question 16: Which of the following factor influences your purchase decision when buying skin care, hair care, cosmetics or fragrances

Question 17: Which of the following features influenced your purchase decision when buying skin care?

! 12! Question 18: Which of the following features influenced your purchase decision when buying hair care?

Question 19: What is your tendency to buy the same or different products/brands for each category

Question 20: Where do you buy personal care products?

! 13! Question 21: How much money do you spend on personal care products?

Question 22: Name the brands you use for:

•! Kiehls •! Loreal •! Diptyque •! Kiehls •! Oral B •! Morrocain oil •! Kiehls •! Nivea •! Loreal •! Nivea •! Adidas •! Nivea •! Nivea •! Nivea •! head & shoulder •! Nivea •! TIGI •! oral b •! •! Clinique •! Colgate •! Dove •! CeraVe •! •! Acqua di Parma •! L'Oréal •! dove •! Neutrogena, •! L'oreal •! Truefitt & Hill •! Nivea •! Clinique •! L'Oréal •! Braun •! Cre •! head & shoulders •! Chanel •! Givench •! Lush •! •! Kiehls •! Gillette •! Braun Razor •! Cinque •! Neutrogena •! Nivea Bodylotion •! CeraVe •! Loreal •! Wilkinson Razor •! L'Oreal •! Syos •! Nivea •! Head and •! Ralph Lauren •! Hugo Boss shoulders •! Chanel •! Lacoste •! Biotherm •! Nivea Men •! kiehls •! Kerastase •! Schwarzkopf •! Kheils •! Dior •! Got to be - glued •! Oral B •! Axe •! Head and shooders •! Loreal •! Kiehl's •! dove deodorant •! Adidas •! Nivea •! SebaMed •! Nivea •! Bioderma •! balea •! Gillette •! Tigi Bed Head •! Head & Shoulders

! 14! •! Alpecin •! dusch das •! Dermagor •! NIVEA •! Moroccanoil •! Dove •! Sensodyne •! syoss •! Biotherm •! L'Oreal •! rexona •! Nivea •! dermalogica •! Garnier •! Balea •! Dove •! Alverde •! La Roche Posay •! L'oreal •! L'Oreal •! Garnier •! Lacoste cologne. •! Nivea •! Syoss •! Dove •! Alverde •! Eucerin •! Nivea •! Dove •! Nivea •! Johnsohn & johnson •! Axe •! Kamill •! Gillette •! Clarins •! Nivea •! weleda •! Kerastase •! Nivea •! L'Oreal •! La Roche-Posay •! Dove Soap •! Glem •! Rexona •! Axe •! Dove Men •! Crisan •! Fructis •! Gillete •! Nivea •! Uppercut •! Biotherme Homme •! Axe •! Vichy •! American Crew •! Kevin Murphy •! Nivea •! Weleda •! Adidas

! 15!