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Shopping orientations of US males: A generational cohort comparison

Author

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  • Brosdahl, Deborah J.C.
  • Carpenter, Jason M.

Abstract

Male shoppers are recognized as an important and distinctive market segment. While initial steps to categorize and classify male shoppers have been taken, the majority of existing empirical research considers male shoppers as a single, homogeneous market segment. Recognizing that our understanding of male shoppers can be improved by identifying smaller, more homogeneous sub-segments, this exploratory study uses Generational Cohort Theory (GCT) as a framework to examine the shopping orientations of US men across four different generational cohorts: the Silent generation, the Baby Boomers, the 13th Generation, and the Millennials. The findings of this study support the use of GCT as a market segmentation tool for male shoppers and provide insight to help retailers understand how men in the four cohort groups approach shopping. Specifically, the findings suggest that male shoppers in the Millennial generation exhibit significantly higher levels of shopping enjoyment, recreational shopping tendency and market mavenism than males in the other generational cohorts.

Suggested Citation

  • Brosdahl, Deborah J.C. & Carpenter, Jason M., 2011. "Shopping orientations of US males: A generational cohort comparison," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 548-554.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:6:p:548-554
    DOI: 10.1016/j.jretconser.2011.07.005
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    References listed on IDEAS

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    1. Cathy Hart & Andrew M. Farrell & Grazyna Stachow & Gary Reed & John W. Cadogan, 2007. "Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence," The Service Industries Journal, Taylor & Francis Journals, vol. 27(5), pages 583-604, July.
    2. Bove, Liliana L. & Nagpal, Anish & Dorsett, Adlai David S., 2009. "Exploring the determinants of the frugal shopper," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 291-297.
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