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[마케팅, 소비자 행동론] Metrosexuality-marketing strategies and implicaitons for grooming product

저작시기 2005.04 |등록일 2005.08.12 워드파일MS 워드 (doc) | 14페이지 | 가격 1,500원

소개글

metrosexual에 관한 마케팅 전략 리포트 입니다. 미국에서 학교 다니던 시절 직접 조사하고 작성한 글입니다. 메트로섹슈얼 상품에 관한 리포트를 쓰시고 싶으신 분은 참고 하시기 바랍니다.

목차

<Table of Contents>
1.Executive Summary
2.Definition of Metrosexuality as a Product Category
3.Maslow’s Heirarchy Applied to Metrosexual Product Purchase
4.Opinion Leaders in Metrosexuality
5.Phrasing Connotations
6.Changes in the American Definition of Masculinity
7.Changing Expectations of Grooming Behavior in American Men
8.The Market for Men’s Grooming Products
9.Target Market for Men’s Grooming Products
10.Future of the Product Category
11.Marketing Implications
12.Recent Marketing Strategies for Men’s Grooming Products
13.Bibliography

본문내용

Executive Summary

Metrosexuality is the trend of urban male consumers, with a strong aesthetic sense, who spend a great deal of time and money on their appearance and lifestyle (Hackbarth, 2003). For the study of consumer behavior, a laddering technique is used to ascertain the psychological needs behind these product purchases. This paper proposes that the grooming products targeted to metrosexual men are fulfilling the self-esteem needs of these customers. By maintaining their self-esteem, these men are also fulfilling higher-order and broader social and esteem needs.
As a product category, metrosexual grooming products have many unique marketing issues. In the marketing of these products, phrasing is of utmost importance to avoid feminine connotation. Opinion Leaders have a great deal of effect on the norms from which these customers draw their self-images. The American definition of what is masculine has and continues to change with this trend, as well as changing the grooming expectations for men in America.

참고 자료

1. Alexander, Antoinette. (2005). Just-for-Him Merchandising Strategies. Drug Store News, 27, 29-30.

2. Bittar, Christine. (2004). Men’s Grooming: Past the Surface. Brandweek, 45, 45-48.

3. Ferla, Ruth. (2004). Are Diamonds Now a Man’s Best Friend? The New York Times, 9, 6.

4. Geizai, Neihon. (2004). Japan Economic Shimbun Japan Economic Industry Analysis, 1.

5. Global Market Information Data (GMID): Euromonitor International. (2005) Product definition: Men’s Grooming products, 1.

6. Gould, Stephen and Benny Barak. (2001). Public Self-Conciousness and Consumption Behavior. The Journal of Social Psychology, 128, 393-400.

7. Gray, Robert. (2004). The changing races of man. Marketing (UK). 28-30.

8. Hackbarth, Alexa. (2003). Vanity, Thy Name is Metrosexual. The Washington Post, 17.

9. Martin, Richard. (1994). Fashion in the Age of Advertising. Journal of Popular Culture 235-254.

10. Matthews, Immogen. (2005). How Men Catch On to Cosmetics. Global Cosmetic Industry, 173, 38-40.

11. Park, Jung-hyun. (2004). Metro Sexual. LG Economic Research Institute, 772, 2-4.

12. Smiler, Andrew. (2004). Thirty Years After the Discovery of Gender: Psychological Concepts and Measures of Masculinity. Sex Roles, 50, 15-26.

13. Zinczenko, David. (2004). Built for Comfort. Men’s Health, 19, 18-21.
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