The evidence of growing number of males in traditional female market is evident from the analysis.
This study investigated the factors affecting blurring gender role in society. The media is playing vital role in
attitude change in the societal context. Hence, the analysis it can be clearly stated that there is certainly a strong
bond between self image, media, and societal expectations with respect to consumption of cosmetics by an
urban male in Delhi. This study will help marketers to tap the upcoming trend of cosmetic consumption by the
urban male and design strategies accordingly.
Acceptance of usage of male cosmetics has been on rise among urban Delhi male consumers. The rise in
usage is due to enhancing social values pertaining to outwardly appearance of the male individuals.
Also, this study gives an insight that perception is an important element that will influence the consumption
behaviours of the urban males.