ERKEKLER VE KİŞİSEL BAKIM: TÜRK ERKEKLERİNİN KOZMETİK ÜRÜNLERİ TÜKETME EĞİLİMLERİYLE İLİŞKİLİ DEĞİŞKENLER

Yıl 2013, Cilt: 6 Sayı: 12, 91 - 116, 01.12.2013

Pelin Balkıs Gülfidan Barış

Öz

Beden bireyin benlik yaratma aracıdır. Hem öz bakım hem de sosyal iletişim başarıları açısından kadınlar kadar erkeklerin de temel bakımlarını yapmaları, güzel görünmeleri gerekir. Bununla birlikte, kozmetik tüketimi erkeklere yasaklı bir alan gibi görülebilmektedir. Ancak büyüyen erkek kozmetik pazarı, tüketicilerin bu alanda aktif rol almaya başladığını göstermektedir. Online ortamda, Türkiye’nin 75 ilinden katılımcı ile yapılan araştırmada yaşları 20-49 arasında değişen 326 Türk erkeğinin, fiziksel olarak çekici görünme istekleri, benliklerini yaratabileceklerine yönelik inançları, sağlıklı görünme istekleri, kariyerlerine verdikleri önem yükseldikçe kozmetik tüketimlerinin de yükseldiği bulunmuştur. Beklenildiği gibi kültürel algılar kozmetik tüketimini negatif etkilemekte, lakin beklenilenin aksine yaşlanma algısı Türk erkeğinin kozmetik ürün tüketme eğilimini etkilememektedir. Erkek tüketicilerin kozmetik tüketim eğilimlerini incelemeyi hedefleyen, anket formu ile toplanılan verileri SPSS 15.0 ile analiz eden ve temelde ilişki araştıran bu araştırmanın katkısı; kariyer odağı ile kozmetik tüketimini ilişkilendiren ilk çalışmalardan biri olmasıdır

Anahtar Kelimeler

Erkek tüketici, kozmetik, benlik, yaşlanma, kültür, kariyer

MEN AND PERSONAL CARE: THE VARIABLES CORRELATED WITH THE TENDENCY OF COSMETIC PRODUCT CONSUMPTION OF TURKISH MEN

Öz

The body is a tool for the production of a self image. As well as women, men need to care about their body, and look good in order to be successful in social life. However, consumption of cosmetic products is perceived to be a sin for male consumers. Nevertheless, the growing male cosmetic market is an indicator for the active role of male consumers in the personal care industry and cosmetic usage. In this research, with a sample of 326 Turkish male consumers who are from 75 different cities in Turkey, aging in between 2049, it is found that there are positive correlations between the cosmetic product consumption tendency and the will to be physically attractive, the belief to be able to create a self image, the will to be and to look healthy, the importance attributed to the career life and the appearance. As anticipated, the cultural perceptions are affecting the consumption of cosmetics negatively, and on the contrary to the prior expectations, the correlation between aging and cosmetic usage is insignificant. With an aim to investigate the cosmetic usage habits of male consumers, the data collected and analyzed with SPSS 15.0 has used to calculate correlations, and it is the first research offers a correlation among “career focus” “and “cosmetic usage”

Anahtar Kelimeler

male consumer, cosmetic, self, aging, culture, career

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