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

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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

!

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APPENDIX

1. Questionnaire

Grooming Habits

1._! How much time do you spend daily

on your appearance?

a._! 5 or less minutes

b._! 6-15 minutes

c._! 16-30 minutes

d._! 30 minutes to 1 hour

e._! More than 1 hour

2._! Which of the following facial care

products do you use at least daily?

a._! Facial Moisturisers

b._! Sun protection

c._! Anti-ageing creams

d._! Facial cleansers

e._! Facial toners

f._! Eye cream or treatment

g._! Facial exfoliates or scrubs

h._! Face mask or pack

i._! None of the above

3._! What are the reasons for the use of

the products?

a._! Acne

b._! Ageing

c._! Dryness

d._! Redness

e._! Wellness

4._! Which of the following body care

products do you use at least daily?

a._! Body moisturisers

b._! Sun protection

c._! Body scrubs

d._! Self-Tanning products

5._! What are the reasons for the usage

of the products?

a._! Ageing

b._! Dryness

c._! Redness

d._! Wellness

6._! Which of the following products do

you use at least once every three

months?

a._! Deodorants

b._! Perfumes or colognes

c._! Facial cleansers

d._! Body moisturizing creams

(3)

e._! Facial moisturizing creams

and lotions

f._! Sunscreens and

sun-protecting lotions

g._! Facial exfoliates or scrubs

h._! Facial toner

i._! Face mask or pack

j._! Body scrubs

k._! Anti Ageing creams

l._! Scented body sprays

m._!Eye cream or treatment

n._! Blemish or acne treatment

o._! Facial hair or body hair

bleaching products

p._! Self tanning products

7._! Which of the following products do

you use on a daily basis?

a._! Deodorants

b._! Perfumes or colognes

c._! Scented body sprays

8._! Which of the following treatments

do you perform in terms of Hair

care?

a._! Apply hair shampoo

b._! Brush/comb hair

c._! Apply hair conditioner

d._! Cut/trim hair

e._! Use hair dryer or setter

f._! Colour or dye hair

g._! Apply hair styling products

h._! Apply hair oils/mask

i._! Use a hair straightening

device

j._! Braid/plait hair

k._! Apply hair loss treatment

l._! Apply hair fragrances

9._! Which of the following treatments

do you perform in terms of Hair

Removal?

a._! Shave facial hair

b._! Trim facial hair

c._! Remove unwanted body hair

d._! Remove unwanted facial

hair from eyebrows, nose or

ears

e._! Apply hair loss treatment

10._!How often do you shave your facial

hair?

a._! Daily

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c._! Several times per year

d._! Once or year or less

e._! Never

11._!How often do you trim your facial

hair?

a._! Daily

b._! At least monthly

c._! Several times per year

d._! Once or year or less

e._! Never

12._!Which of the following products did

you use at least once every three

months? Note: You need to

purchase or acquire cosmetic

products at some point in the past or

at least be somewhat involved in the

purchase decision.

a._! Lip Balm or Lip Salve

b._! BB Cream or CC cream

c._! Nail polish

d._! Foundation

e._! Lip Gloss

f._! Finishing facial powder

g._! Eye liner/pencil

h._! Mascara

i._! Eye shadow

j._! Lipstick

k._! Blusher, bronzer or

highlighter

l._! Lip liner/pencil

m._!Concealer

n._! None

Frequency of purchase

13._! How often do you shop the

following products: Daily, at least

monthly, several times per year,

once or year or less, never?

a._! Hair care products

b._! Skin care products

c._! Body care

d._! tools (brush, razor etc.)

e._! Colour cosmetics

f._! Cosmetics

g._! Fragrances

14._!Which of the following products

was purchased by someone else for

you?

a._! Hair care products

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d._! Tools (brush, razor etc.)

e._! Colour cosmetics

f._! Cosmetics

g._! Fragrances

Reasons Purchase

15._!What are the reason for skin and hair

care purchases?

a._! Skin care is an important

priority for me

b._! Hair care is an important

priority for me

c._! Need to replace

d._! Looking for product that

works better than

current/previous product

e._! To try something new

f._! Found a great deal or item on

sale

g._! Need for a particular

occasion

h._! To buy as a gift

i._! Enjoyment of the shopping

experience

j._! To stay up to date with the

latest trend

k._! To maintain or achieve a

certain status/cachet

l._! Impulse purchase

m._!Because I have extra money

to spend

n._! None of the above

Influencing the Purchase decision:

16._!Which of the following factor

influences your purchase decision

when buying skin care, hair care,

cosmetics or fragrances?

a._! Previous personal

experience

b._! Friends/Family

c._! Sale/discount offer in store

d._! Spouse/partner

e._! TV ad

f._! Sales/Discount offer online

g._! Doctor recommendation

h._! Salesperson

i._! Online user reviews

j._! Official brand websites

k._! Print Magazine ad

l._! Print magazine article

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n._! Stylist or manicurist

o._! Beauty Blogger/expert

p._! Celebrity advertising

q._! Online communities

r._! Blog post or review

s._! Celebrity endorsement

t._! Other

Selection of Product:

17._!Which of the following features

influenced your purchase decision

when buying skin care?

a._! Price

b._! Suited to my skin type

c._! Strong or well-known brand

d._! Super high quality

e._! Specialised treatment

f._! Function

g._! Multifunctional or multiple

benefits

h._! Natural or Organic

i._! Anti-ageing benefits

j._! Claims on the label

k._! Ingredient formulation

l._! Hypoallergenic

m._!Premium or luxury brand

n._! Not tested on animals

o._! 100% vegan

p._! Manufactured locally

q._! Limited edition

r._! Endorsed by celebrity

s._! Manufactured

abroad/off-shore

t._! Small batch or artisanal

production

18._!Which of the following features

influenced your purchase decision

when buying hair care?

a._! Price

b._! Suited to my hair type

c._! Strong or well-known brand

d._! Super high quality

e._! Specialised treatment

f._! Function

g._! Multifunctional or multiple

benefits

h._! Natural or Organic

i._! Claims on the label

j._! Ingredient formulation

k._! Hypoallergenic

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m._!Not tested on animals

n._! Colour boosting

o._! 100% vegan

p._! Manufactured locally

q._! Limited edition

r._! Endorsed by celebrity

s._! Manufactured abroad/off-shore

t._! Small batch or artisanal

production

Brand loyalty

19._!What is your tendency to buy the

same or different products/brands

for each category?

a._! Hair care product

c._! Colour cosmetics

d._! Fragrances

Purchase:

20._!Where do you buy personal care

products?

a._! Grocery store

b._! Drugstore

c._! Pharmacy

d._! Online

21._!How much money do you spend on

personal care products?

Less then 5 €

5-8€

8-10€

more then 10€

22._!Name the brands you use for:

•_! Fragrances:

•_! Hair care:

•_! Facial care:

•_! Body care:

•_! Shaving:

•_! Cosmetics:

Demographics:

23._!What is your age

24._!What is you marital status?

a._! Single

b._! Married

c._! In a life partnership

25._!What is your education:

a._! High school Graduate

b._! Undergraduate

c._! Post graduate

d._! PhD

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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?

(9)

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?

(10)

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?

(11)

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

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

(12)

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?

(13)

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

(14)

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