Cosmetic consumption among young male in Greece : what factors influence the purchasing behavior of male customers in regards to cosmetic products?

Abstract

The main aim of this research is to determine the relationship by Greek young men with the cosmetics and what are the factors that affected the consumer behavior about to the cosmetic products. To achieve this qualitative method was used. The results of the research show that nowadays young Greek male use in big percent cosmetic products and they try to follow the fashion trends from the west. Moreover, are still apparent stereotypes that exist over from the oldest generation. In addition there are and some important factors which affect consumer behavior of the young Greek men such as social factor, persona factors, psychological factors. Despite all these factors the young Greek men start to use cosmetic products more and change slowly the consumer behavior about the cosmetic products.