ANNEXURE 167
Annexure I: Questionnaire The present questionnaire will be used for studying various factors on buying behaviour of male cosmetics. The present study is meant purely for academic purpose only. You are requested to respond for all the questions. Section I : Personal Information 1. Name of the Respondent: 2. Age: years 3. Marital Status a. Single b. Married c. Widower d. Divorcee 4. Occupation a. Student c. Service b. Business d. Professionals 5. Family s Monthly Income (INR) a. Less than - 10,000 d. 10,001-20,000 b. 20,001-30,000 e. 30,001-40,000 c. 40,001 - and above 6. Whom do you live with, presently? a. Family c. Friends b. Single d. Colleagues (peer group) 7. No. of household members Less than 18yrs 18 to 50yrs more than 50yrs a. Male b. Female 8. Do you take any efforts to maintain your health? a. Yes b. No (if yes, tick whichever applicable from below) 1. Morning/Evening Walk 2. Sports (Cricket, football, etc) 3. Gym Exercise 4. Diet 5. Yoga 6. Other (If any, please specify) Section II : Consumption Habits 9. Do you use cosmetics? a. Yes *If Yes, continue question 10 b. No **If No, go directly to question 25 10. How regularly do you use cosmetics? a. Daily b. Only on certain occasions 168
11. Which cosmetics products do you purchase? (Please tick whichever applicable) 1. Fairness Cream 9. Hair Styling Gel 2. Shower Gel/Foam/Cream 10. Hair Colour/Dye 3. Anti Dark Circle/Anti Age Cream 11. Deodorant 4. Face Pack/Scrub 12. Face Wash 5. After Shave Lotion 13. Sunscreen 6. Talcum Powder 14. Perfumes 7. Shampoo 15. Colognes 8. Conditioner 16. Other (Pls specify) 12. Which of the following category do you purchase? a. Exclusive Men Products b. Undifferentiated products 13. Which according to you are more typical for men? (Please tick whichever applicable) 1. Fairness Cream 9. Hair Styling Gel 2. Shaving Gel/Foam/Cream 10. Hair Colour/Dye 3. Anti Dark Circle/Anti Age Cream 11. Deodorant 4. Face Pack/Scrub 12. Face Wash 5. After Shave Lotion 13. Sunscreen 6. Talcum Powder 14. Perfumes 7. Shampoo 15. Colognes 8. Conditioner 16. Other (Pls specify) 14. From where do you buy cosmetics? (Pls. tick whichever applicable) a. Convenience Store c. Shopping Mall b. Medical Shop d. On-line 15. Which cosmetics brands are you aware of? (Please tick whichever applicable) 4Voo AXE Clinque Seki Edge Biotherm L oreal Lakme Revlon Ponds Emami Ayur Avon Estee Lauder Neutrogena Colgate Palmolive Gillette Garnier Nivea Pantene Olay Head & Shoulder Old spice Gucci Rexona Dove Lux Vaseline Sunsilk 16. How much time (in minutes) do you spend daily on personal grooming? a. Less than 5 min s c. 11 15 min s b. 5 10 min s d. more than 15 min s 169
17. On an average, how much amount of money (INR) do you spend on cosmetic products per month? a. Less than 300 b. 301 to 600 c. 601 to 900 d. 900 and above 18. Number of cosmetics purchased in last six months: 19. Please circle a rating indicating your perceived level of agreement (as 5:Strongly Agree, 4:Agree, 3:Undecided, 2:Disagree, 1:Strongly Disagree) a. I do not feel awkward while Buying Cosmetics 5 4 3 2 1 b. I do not feel awkward while Using Cosmetics 5 4 3 2 1 c. Cosmetics is not only a women area 5 4 3 2 1 d. I am not afraid of being teased as feminine because of using cosmetics 5 4 3 2 1 e. I see myself as Urban fashion man when using cosmetics products 5 4 3 2 1 f. Cosmetics can be used irrespective of age 5 4 3 2 1 g. I should keep-up with latest trends in cosmetics 5 4 3 2 1 h. Using cosmetics is a good idea 5 4 3 2 1 i. I like to use cosmetics products 5 4 3 2 1 20. The reasons of using cosmetics? 5 4 3 2 1 Strongly Agree Agree Undecided Disagree Strongly Disagree Please circle a rating indicating your perceived level of agreement. 1. Fairness 5 4 3 2 1 2. Personal hygiene 5 4 3 2 1 3. Improving skin 5 4 3 2 1 4. Anti-aging 5 4 3 2 1 5. Skin care 5 4 3 2 1 6. Fragrance 5 4 3 2 1 7. Self-esteem 5 4 3 2 1 8. Anxiety 5 4 3 2 1 9. Self-presentation 5 4 3 2 1 10. Conformity (traditional values) 5 4 3 2 1 11. Emotional stability 5 4 3 2 1 12. To distinguish my image between Social Field 5 4 3 2 1 13. To distinguish my image between the Professional Fields for career success 5 4 3 2 1 170
21. How likely of the following people influence your buying behavior for cosmetic products being used by you? 5 4 3 2 1 Almost Always Usually Occasionally Usually Not Almost Never Please circle a rating indicating your perceived level of agreement. 1. Female friends 5 4 3 2 1 2. Male friends 5 4 3 2 1 3. Parents/Family members/spouse 5 4 3 2 1 4. Doctors 5 4 3 2 1 5. Sales representatives 5 4 3 2 1 6. Celebrity endorsement/presenter 5 4 3 2 1 7. Other customers 5 4 3 2 1 22. Which of the following information sources do you use to find out appropriate cosmetic products for you? 5 4 3 2 1 Almost Always Usually Occasionally Usually Not Almost Never Please circle a rating indicating your perceived level of agreement. 1. Magazines 5 4 3 2 1 2. TV Advertising 5 4 3 2 1 3. TV Programmers 5 4 3 2 1 4. Manufacturers brochures 5 4 3 2 1 5. Articles (Newspaper/Internet) 5 4 3 2 1 6. Consumer association 5 4 3 2 1 7. Exhibitions 5 4 3 2 1 8. Point of purchase 5 4 3 2 1 23. Which of these following elements are important to you while purchasing male cosmetics products? 5 4 3 2 1 Very Important Important Moderately Important Of Little Important Unimportant Please circle a rating indicating your perceived level of importance. 1. Manufacturer s credibility 5 4 3 2 1 2. Affordability 5 4 3 2 1 3. Packaging (Attractive & Eco-friendly) 5 4 3 2 1 4. Ingredients ( like Natural contents) 5 4 3 2 1 5. Product is domestic 5 4 3 2 1 6. Texture of product (smell, colour, etc) 5 4 3 2 1 7. Promised effects 5 4 3 2 1 8. Previous usage experiences 5 4 3 2 1 9. Suitability to skin type 5 4 3 2 1 10. Innovativeness 5 4 3 2 1 11. Price (value for money) 5 4 3 2 1 12. Brand 5 4 3 2 1 13. Quality 5 4 3 2 1 14. Advertising/Promotion 5 4 3 2 1 15. Store location 5 4 3 2 1 171
24. Which of the following aspects do you pay attention to in the male cosmetics products advertising? 5 4 3 2 1 Very Frequently Frequently Occasionally Rarely Never Please circle a rating indicating your perceived level of importance. 1. Manufacturing Brand 5 4 3 2 1 2. Promised effects 5 4 3 2 1 3. Research claims about the effectiveness of the product 5 4 3 2 1 4. Package appearance 5 4 3 2 1 5. Model / Actor in commercial 5 4 3 2 1 6. Colour scheme in commercial 5 4 3 2 1 7. Ecological and ethical characteristics of the product 5 4 3 2 1 8. Others (if any) For all people who are using cosmetics products, the following question do not concern you, thank you! 25. The reasons why you do not use cosmetics products (Please tick whichever applicable) a. Medical reasons / allergy b. Most products have been launched for women c. Not necessary from your point of view d. Beauty care products are expensive and lavish e. The effect of being considered as feminine f. Others (Please specify) 172
Annexure II: Model Fit Summary (Measurement Model) CMIN Model NPAR CMIN DF P CMIN/DF Default model 80 2680.548 550.000 4.874 Saturated model 630.000 0 Independence model 35 6617.157 595.000 11.121 RMR, GFI Model RMR GFI AGFI PGFI Default model.086.867.834.670 Saturated model.000 1.000 Independence model.192.469.437.443 Baseline Comparisons Model NFI RFI IFI TLI Delta1 rho1 Delta2 rho2 CFI Default model.925.652.649.617.646 Saturated model 1.000 1.000 1.000 Independence model.000.000.000.000.000 Parsimony-Adjusted Measures Model PRATIO PNFI PCFI Default model.924.550.597 Saturated model.000.000.000 Independence model 1.000.000.000 NCP Model NCP LO 90 HI 90 Default model 2130.548 1972.873 2295.677 Saturated model.000.000.000 Independence model 6022.157 5763.888 6286.905 FMIN Model FMIN F0 LO 90 HI 90 Default model 5.058 4.020 3.722 4.331 Saturated model.000.000.000.000 Independence model 12.485 11.363 10.875 11.862 173
RMSEA Model RMSEA LO 90 HI 90 PCLOSE Default model.080.082.089.000 Independence model.138.135.141.000 AIC Model AIC BCC BIC CAIC Default model 2840.548 2852.208 3182.529 3262.529 Saturated model 1260.000 1351.822 3953.100 4583.100 Independence model 6687.157 6692.259 6836.774 6871.774 ECVI Model ECVI LO 90 HI 90 MECVI Default model 5.360 5.062 5.671 5.382 Saturated model 2.377 2.377 2.377 2.551 Independence model 12.617 12.130 13.117 12.627 HOELTER Model HOELTER HOELTER.05.01 Default model 120 125 Independence model 53 55 174
Annexure III: Model Fit Summary (Structural Model) CMIN Model NPAR CMIN DF P CMIN/DF Default model 53 1170.730 247.000 4.740 Saturated model 300.000 0 Independence model 24 3950.119 276.000 14.312 RMR, GFI Model RMR GFI AGFI PGFI Default model.081.909.814.690 Saturated model.000 1.000 Independence model.204.526.484.484 Baseline Comparisons Model NFI RFI IFI TLI Delta1 rho1 Delta2 rho2 CFI Default model.914.669.751.719.749 Saturated model 1.000 1.000 1.000 Independence model.000.000.000.000.000 Parsimony-Adjusted Measures Model PRATIO PNFI PCFI Default model.895.630.670 Saturated model.000.000.000 Independence model 1.000.000.000 NCP Model NCP LO 90 HI 90 Default model 923.730 820.991 1033.982 Saturated model.000.000.000 Independence model 3674.119 3474.579 3880.962 FMIN Model FMIN F0 LO 90 HI 90 Default model 2.209 1.743 1.549 1.951 Saturated model.000.000.000.000 Independence model 7.453 6.932 6.556 7.323 175
RMSEA Model RMSEA LO 90 HI 90 PCLOSE Default model.074.079.089.000 Independence model.158.154.163.000 AIC Model AIC BCC BIC CAIC Default model 1276.730 1281.978 1503.292 1556.292 Saturated model 600.000 629.703 1882.429 2182.429 Independence model 3998.119 4000.495 4100.713 4124.713 ECVI Model ECVI LO 90 HI 90 MECVI Default model 2.409 2.215 2.617 2.419 Saturated model 1.132 1.132 1.132 1.188 Independence model 7.544 7.167 7.934 7.548 HOELTER Model HOELTER HOELTER.05.01 Default model 129 137 Independence model 43 45 176