Appearance-related consumption among dating, cohabiting and married consumers: a comparison between men and women/ Outi Sarpila

By:

Sarpila Gary [author]

Material type: Text

TextSeries: The International Review of Retail, Distribution and Consumer Research ; Volume23 , number 1 ,Oxfordshire: Taylor and Francis, 2013Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

0959-3969

Subject(s):

Online resources:

Click here to access online

Summary: This article aims to investigate to what extent dating/cohabiting/married men and women buy their partner different kinds of products and services related to appearance (clothing, footwear, jewellery/watches, make-up, skin care products, hair care products, perfumes/fragrances, hairdresser services and cosmetician services). A total of 685 Finns (344 men and 341 women) aged 15–64 years with a spouse or dating partner completed a nationally representative mail survey. The findings indicate that the proportion of women who buy their spouse/dating partner clothing, skin or hair care products on a regular basis is considerable. Men who had purchased their spouse/dating partner some of the surveyed products or services did so once or twice a year. Age, type of relationship, income and respondent's personal buying frequency were associated with the likelihood of buying spouse/dating partner different products related to appearance. This trend was particularly prevalent among women. The findings suggest that marketers and retailers of appearance-related products should pay more attention to the role of women as purchasers of their husband's/partner's clothing and grooming products, and the importance of age, type of relationship, income and respondent's personal buying frequency in explaining this type of consumption.

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Holdings
Item type	Current library	Call number	Vol info	Copy number	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF54429 INT (Browse shelf(Opens below))	Vol 23,no 1 pages31-48	SP17793	Not for loan	For In- house use only

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This article aims to investigate to what extent dating/cohabiting/married men and women buy their partner different kinds of products and services related to appearance (clothing, footwear, jewellery/watches, make-up, skin care products, hair care products, perfumes/fragrances, hairdresser services and cosmetician services). A total of 685 Finns (344 men and 341 women) aged 15–64 years with a spouse or dating partner completed a nationally representative mail survey. The findings indicate that the proportion of women who buy their spouse/dating partner clothing, skin or hair care products on a regular basis is considerable. Men who had purchased their spouse/dating partner some of the surveyed products or services did so once or twice a year. Age, type of relationship, income and respondent's personal buying frequency were associated with the likelihood of buying spouse/dating partner different products related to appearance. This trend was particularly prevalent among women. The findings suggest that marketers and retailers of appearance-related products should pay more attention to the role of women as purchasers of their husband's/partner's clothing and grooming products, and the importance of age, type of relationship, income and respondent's personal buying frequency in explaining this type of consumption.

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