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U.S. male generational cohorts: Retail format preferences, desired retail attributes, satisfaction and loyalty

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

Abstract

Reports in the academic and popular press acknowledge the growing importance of male shoppers from a retail perspective (Albright, 2010) yet to date most studies have only compared men to women or when examining fashion products (Shim and Kotsiopulos, 1991). No research has been done to segment males in order to provide retailers with a better understanding of male shopping behavior (Bakewell and Mitchell, 2003; Meredith et al., 2007). This exploratory study surveyed 560 U.S. males examining retail format preferences, desired retail attributes, satisfaction and loyalty using Generational Cohort Theory (GCT). Results suggest significant differences between male generational cohorts in terms of retail format preferences with males from the Silent Generation preferring the category killer format more than males in the Millennial Generation and both 13th Generation and Millennial Generation males preferring internet-only retailers than did Silent Generation Males. Silent Generation males were also found to be more satisfied with retailers in their area, when compared to the younger Baby Boomer and 13th Generation males. No significant differences were found in desired retail attributes or store loyalty. Additional research investigating U.S. and non-U.S. males using GCT is suggested.

Suggested Citation

  • Brosdahl, Deborah J.C. & Carpenter, Jason M., 2012. "U.S. male generational cohorts: Retail format preferences, desired retail attributes, satisfaction and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 545-552.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:6:p:545-552
    DOI: 10.1016/j.jretconser.2012.06.005
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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.
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    2. Salois, Matthew J. & Reilly, Amber, 2014. "Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162592, Southern Agricultural Economics Association.
    3. O’Donnell, Kathleen A. & Strebel, Judi & Mortimer, Gary, 2016. "The thrill of victory: Women and sport shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 240-251.

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