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Den moderna mannen: - En studie över hur företag kommunicerar ut sitt varumärke till marknaden för selektiv hudvård riktad till män.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Hanna Forsberg, Karin Öijerstedt)
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Hanna Forsberg, Karin Öijerstedt)
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The skincare market was earlier mainly a market focusing on satisfying women’s needs. This is something that has changed today. This study focuses on how companies aim their communication of their brand towards the market of selective skincare for men and how the consumers respond to this. Our aim is to create a deeper knowledge of how skincare for men is introduced to the market. Through different companies, media and communication-channels within society the interest and expansion of the market for skincare for men have developed and increased. The segment for men’s skincare market has expanded and the target group of men is nowadays more active in their participation concerning purchase, in comparison to twenty-five years ago, when there were extremely few men that consumed skincare products. This study is based on a qualitative research. Our main reason for choosing this research method was to get a closer insight of the phenomenon and to establish a deeper understanding of the subject. In order to gain deeper knowledge and to be able to answer and fulfill our purpose we have carefully chosen to accomplish five interviews with respondents from four different skincare companies for men, this in order to get their expertise within this area. Apart from the respondents we have also chosen to use a focus group consisting of eight men, to get a complete picture of this phenomenon of men using skincare products. The interviews will be presented in the appendix and they represent the foundation of the analysis and the conclusion. Since this study is a based on a qualitative research, it is difficult to make generalizations regarding how companies are communicating their brand towards the market of selective skincare for men in relation to their target group and potential consumers. Keywords attached to our essay are; selective skincare for men, consumer pattern, consumer demography, purchase of new products, social constructivism, communication-channels and the brand.

Place, publisher, year, edition, pages
2010.
Keyword [en]
selective skincare for men, consumer pattern, consumer demography, purchase of new products, social constructivism, communication-channels and the brand.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-6452OAI: oai:DiVA.org:lnu-6452DiVA: diva2:332361
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-08-24 Created: 2010-06-22 Last updated: 2010-08-24Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf