Home Journal List Journal of Behavioural Sciences volume-32 Article Details

Attitude of Pakistani Men towards Grooming Products

Abstract

The current study aimed to explore the attitude of Pakistani men towards grooming products. Pakistan is a patriarchal society where male chauvinism and machoism are usually considered attributes of males and beautification and using grooming products is the women-related attribute. In this scenario the males who intend to use grooming products usually face criticism. The current study was conducted to explore the trends of using grooming products in males. 370 urban men (professionals and students from single-sex and coeducation universities) were recruited to know their perceptions about grooming products. The age range of the sample spanned 13 to 39 years, where a majority (n = 305) of the participants used grooming products daily while others do not (n = 65). Attitude towards grooming was measured by Grooming Products Scale (ATGPS), followed by a questionnaire on Skin Care Products, and Macho Scale. The scales were used in the English language. F statistics indicated significant influence of groups of students and professionals, age, and metrosexuality on the use of grooming products whereas Regression analysis indicated that personal factors (physical attractiveness, aging & self-image) and socio-cultural factors (lifestyle), and marital status were the most significant predictors of men’s attitude towards grooming products’ consumption whereas socio-economic status remained nonsignificant predictor. The study helps establish normality for the use of grooming products in males and has implications for youngsters who want to use grooming products. Further, it reflects the change in hypermasculine attributes in educated young urban males

Download