Men and their new masculinity is a new trend. Men of today are more concerned of their looks and behaviors, and with every passing day this trend is increasing, men are consuming more and more fashion apparel, cosmetics and self-grooming services and products and are known as "metro-sexual" men. Metro-sexuality has high emphasis on the style and fashion, having the invisible characteristics of masculinity. These men are not only part of magazines, media, and fashion industry but now they have become a part of almost every culture and society. The traditional men with masculine appearance and consumption styles have changed into modern men of "Today". This book studies the behavior and consumption patterns of such men towards, the factors that affect the purchase and use of metro-sexual products and services.