Abstract:

In Turkey, males desire a world which totally belongs to them with all symbols of masculinity and in which they are appreciated by women – and a world with not much more than football, entertainment, speed and games! Unilever’s business need was to increase the basket size in its male personal care online platform that is embedded in the website of a leading e-commerce retailer. In order to understand the factors that can lead to an increase in sales, we needed to understand male online shopping behavior and improvement areas in the personal care online platform. The specific objectives of the research were to understand: - Males’ online shopping behavior -Motivations & barriers of shopping online in the platform -What attracts and distracts the shopper online -Improvement areas for the personal care online platform