Male Consumer Decision-Making Styles

The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's ( 1986...

Full description

Saved in:
Bibliographic Details
Published inThe International review of retail, distribution and consumer research Vol. 14; no. 2; pp. 223 - 240
Main Authors Bakewell, Cathy, Mitchell, Vincent-Wayne
Format Journal Article
LanguageEnglish
Published London Taylor & Francis Ltd 01.04.2004
Subjects
Consumer behaviour
consumer decisions
Decision making
Economics
Gender
Males
Market segmentation
Men
Retail stores
Retail trade
segmentation
Shopping
Sociology
Studies
United Kingdom
United Kingdom > UK
Online AccessGet full text

Cover

More Information
Summary:The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's ( 1986 ) Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ObjectType-Article-2
content type line 23
ISSN:0959-3969
1466-4402
DOI:10.1080/0959396042000178205