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This study appraise in depth the pursuance of self image, societal expectations and media (celebrity endorsement and advertisements) on the consumption pattern of urban male towards male cosmetics in Delhi. Also, this study endeavours to find out the reasonable impact of perception on the association of various variables and consumption pattern. The primary data was collected through administration of questionnaire which was circulated to the men who fall in the category of age between 15-45 years living in Delhi. The sample consists of 162 respondents. The study reveals the sizeable variables that affect urban male consumption pattern and attitude towards male cosmetics. The result of the study reinforced an existence of the relationship between self image, media (celebrity endorsement and advertisements) and societal expectation and consumption pattern. Apart from this, the study also provides valuable insight towards the understanding on how perception balanced the relationships between the variables studied and its influence on the consumption pattern of urban male toward male cosmetics products. Keywords: Consumption pattern, Male cosmetics, Media self image, Societal expectation Urban male. In the released survey by The NPD Group (2) , a leading market research company of New York, men is continuously finding new benefits of keeping up appearances. Men's grooming and cosmetic products are among the largest monetary growth drivers in totality of personal care industry and product categories like men's cosmetics specifically face creams steadily growing at a rapid speed.‖ Grooming of men's in India has risen by 22% in current value terms in 2012, to reach Rs 37.9 billion. Most of the big players within beauty and personal care launched products specific to males in 2012. The male cosmetics market in India is still not developed and in its infancy stage. The initial stage of Indian market is an opportunity to various cosmetics companies which are designing and planning their strategies to attract and target male consumers in upcoming years. This case will definitely be beneficial to the companies which will enter first in terms of product acceptability among male consumers. The market is forecasted to witness a double digit growth in coming years because of change in lifestyle and increasing spending among male consumers. As we all can see grooming products and male cosmetics can now be found under brands such as Garnier, Nivea, Fiama Di Wills and Olay. Men are increasingly accepting to use products that were earlier considered the domain of women. According to Mr Sanjay Singal, marketing head, beauty care at Dabur India Ltd, men are increasingly becoming the drivers of growth for the Indian cosmetic market. Also emphasized that the belief of a men that how a person presents himself to the outer world is important for the social acceptance has moved a step forward understanding the importance of presenting nicely will certainly be an advantage to his career. Even nowadays the other sectors like Fast Moving Consumer Goods (FMCG) (3) are increasingly trying to lure male consumers which was earlier just focussing on traditional products like deodorant etc. The companies have extended their presence to specialized skin creams and bleaches also. The market segment of deodorants—a category that has players such as HUL, Godrej, Nivea among many other smaller brands— clocked a 46% growth, the fastest as per Euromonitor (4) .

Factors influencing the Consumption Pattern of Male Cosmetics in Delhi by an Urban Male