THE BEHAVIOR OF THE MALE CONSUMER IN RELATION TO COSMETICS
The objective of this article is to understand and analyze the behavior of male consumers in relation to the variety of existing cosmetics in relation to the buying process; and whether the male consumer has become demanding and independent when purchasing cosmetic products. For the analysis of the subject a bibliographic survey was carried out, followed by a quantitative survey, with 8 questions using the Likert scale, with 155 male consumers. The modern man is a demanding and conceited consumer, seeking the cosmetic industry either by professional or personal necessity, worrying about his well-being. In Brazil, the man is becoming more and more vain, with that improving his self-esteem. Abandoning thus, the image of not the concern with appearance.