The emergent male shopper : an identification of male supermarket shopper types

Mortimer, Gary (2011) The emergent male shopper : an identification of male supermarket shopper types. In Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, University of Liverpool, Liverpool.

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Grocery shopping is a routine activity widely considered the responsibility of the female spouse, yet modern social and demographic shifts are causing men to engage in this task. This study develops a retail shopping typology of male grocery shoppers, employing a cluster analysis technique. Five distinct cohorts emerge from the data of eight constructs, measured by seventy one items. One new shopper type emerges from this research. This shopper presented as a younger man, at the commencement of their family lifecycle, attracted by a strong value offer, focusing on price and promotional discounts. Our research offers a contribution to the marketing, consumer behaviour and supermarket retailing disciplines in three ways. By examining and identifying male shopping behaviour in the context of grocery shopping, the development of a retail shopping typology of male grocery shoppers and the extension and employment of a cluster analysis in identifying distinct groups. This research has implications for gender, segmentation studies and consumer behaviour disciplines in regard to grocery shopping. The identification of specific groups of male grocery shoppers will enable grocery retailers to effectively implement important, targeted marketing strategies.

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ID Code: 46374
Item Type: Conference Paper
Refereed: Yes
Keywords: groceries , shopping, supermarkets, male shopper types, cluster analysis
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2011 [please consult the author]
Deposited On: 10 Oct 2011 22:56
Last Modified: 22 Dec 2011 00:09

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