metrosexual에 관한 마케팅 전략 리포트 입니다. 미국에서 학교 다니던 시절 직접 조사하고 작성한 글입니다. 메트로섹슈얼 상품에 관한 리포트를 쓰시고 싶으신 분은 참고 하시기 바랍니다.
<Table of Contents>
2.Definition of Metrosexuality as a Product Category
3.Maslow’s Heirarchy Applied to Metrosexual Product Purchase
4.Opinion Leaders in Metrosexuality
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
12.Recent Marketing Strategies for Men’s Grooming Products
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.
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