Toward a shopping typology of primary male grocery shoppers

Mortimer, Gary (2012) Toward a shopping typology of primary male grocery shoppers. International Journal of Retail and Distribution Management, 40(10), pp. 790-810.

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Purpose – The purpose of this paper is to segment primary male grocery shoppers based on store and product attribute evaluations. A rich profile for each segment is developed. These developed contemporary shopper typologies are contrasted against earlier works.

Design/methodology/approach – Data of 280 male grocery shoppers was attained by a survey questionnaire. Factor analysis, cluster analysis and ANOVA were employed to develop specific segments of male shoppers.

Findings – Four distinct cohorts of male shoppers emerge from the data of eight constructs, measured by 46 items. One new shopper type, not found in earlier typology literature, emerged from this research. This shopper presented as young, well educated, at the commencement of their career and family lifecycle, attracted by a strong value offer and willingness to share the family food shopping responsibilities.

Practical implications – Research outcomes encourage supermarket retailers to implement targeted marketing and rationalized operational strategies that deliver on attributes of importance.

Originality/value – This research makes a contribution to segmentation literature and grocery retail practice in several ways. It presents the first retail typology of male supermarket shoppers, employing a cluster analysis technique. The research provides insights into the modern family food shopping behaviour of men, a channel in which men are now recognised as equal contributors. The research provides the basis for further gender comparative and cross-contextual studies.

Impact and interest:

12 citations in Scopus
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486 since deposited on 24 Sep 2012
45 in the past twelve months

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ID Code: 53780
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Supermarkets, Grocery shopping, Male shoppers, Cluster analysis, Segmentation, Consumer behaviour, Customer profiling
DOI: 10.1108/09590551211263191
ISSN: 1758-6690 (online) 0959-0552 (print)
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 2012 Emerald Group Publishing Limited
Deposited On: 24 Sep 2012 22:13
Last Modified: 09 Apr 2015 11:20

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