Global Journal of Commerce & Management Perspective
Open Access

Abstract

Public Display of Perfection in Metrosexual Men: An Approach to Redefining Masculinity

Jaiman Preet Kaur & Dr. Jagmeet Bawa

Today, young males have shown huge interests in fashion and grooming products. They spend ample amount of money on personal care, hygiene and appearance in recent years. This paper intends to know the metrosexual customer’s traits and to explore their consumption patterns. It identifies the term metrosexual using the masculinity and appearance-related variables, i.e. self monitoring, status as well as fashion consciousness, cloth concern and body self-relation. A quantitative study was performed using 680 men from Punjab. Frequency distribution and One-Way ANOVA was used to test the hypotheses with the help of SPSS. The results indicate that metrosexual men are very much conscious about their public image. They relate shopping and showoff with individualism. Desirable image is expressed through clothing, brand selection and personal attachments.