Rolling in the aisles : a comparative study of male and female grocery shopper typologies

Mortimer, Gary (2013) Rolling in the aisles : a comparative study of male and female grocery shopper typologies. The International Review of Retail, Distribution and Consumer Research, 23(1), pp. 1-13.

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The purpose of this paper is to segment male and female grocery shoppers based on store and product attribute evaluations. A rich profile for each segment is developed. Gender comparisons are operationalised and these developed contemporary shopper typologies are further contrasted against earlier works. Data of 560 grocery shoppers was attained by a survey questionnaire. Factor analysis, cluster analysis and ANOVA were employed to develop specific segments of shoppers. Four distinct cohorts of male shoppers and three cohorts of female 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 a 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. 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. Comparisons between male and female grocery shopping typologies are accordingly facilitated. The research provides insights into the modern family food shopping behaviour of men; a channel in which men are now recognised as equal contributors. Research outcomes encourage supermarket retailers to implement targeted marketing and rationalized operational strategies that deliver on attributes of importance. Finally, this research provides the basis for further cross-cultural, cross-contextual comparative studies.

Impact and interest:

4 citations in Scopus
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ID Code: 55347
Item Type: Journal Article
Refereed: Yes
Keywords: Supermarkets, Grocery Shopping, Male Shoppers , Cluster Analysis, Segmentation
DOI: 10.1080/09593969.2012.711255
ISSN: 0959-3969
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 Routledge (Taylor & Francis Group)
Copyright Statement: This is a preprint of an article submitted for consideration in the International Review of Retail, Distribution and Consumer Research © 2012 [copyright Taylor & Francis]; [ International Review of Retail, Distribution and Consumer Research] is available online at:
Deposited On: 10 Dec 2012 04:56
Last Modified: 28 Jun 2014 21:49

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