An Anatomy of the Male Shopper
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An Anatomy of the Male Shopper

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A deep dive into the male shopper. This research was compiled from a variety of secondary sources and is meant to provide a rational behind why and how men shop and help retailers and marketers ...

A deep dive into the male shopper. This research was compiled from a variety of secondary sources and is meant to provide a rational behind why and how men shop and help retailers and marketers understand male behavior and motivations when shopping.

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  • Men were the hunters in our ancestral cultures. So when they find a satisfactory specimen, whether it's an elk or a pair of shoes, they want to act fast and make a kill before their prey gets away.
  • Women are more likely to have a gathering mindset. So searching through a rack of clothes is the result of foraging for the best available foods.
  • Through secondary research, I have provided three hypothesis behind the motivations and meanings of the real male shopper
  • Men engage in purpose driven behavior when they are in need of something and treat it as instrumental to getting a job done.
  • Follows a linear purchase path
  • This linear purchase path creates a functional shopping mindset, allowing them to decide up front what kind of product they are looking for.
  • This functional mindset, focuses Men to shop by the key facts and features that are most important to them.
  • After focusing their key decision criteria, Men tend to shop by process of elimination
  • Men shop to fulfill the entrenched tenet of the masculine code = achievement Men who shop purposely do so to fulfill a masculine code of achievement
  • This achievement drives men to shop for Achievement Oriented Outcomes that relate to specific types of success, and which typically relate to their self-esteem and sense of power.
  • The 4
  • When we look at male shoppers as a whole, one way of looking at them is by older shoppers and younger shoppers, in which each group has their own set of shopping behaviors.
  • However, males shopping behavior doesn’t necessarily translate into the online and grocery retail space.

An Anatomy of the Male Shopper Presentation Transcript

  • 1. AN ANATOMY OF THE MALE SHOPPER APRIL 7, 2010
  • 2.  
  • 3. MEN TYPICALLY ARE STEREOTYPED SHOPPERS
    • THESE STEREOTYPES ASSERT THAT MALE SHOPPERS ARE ONE OF THREE TYPES:
      • Grab and Go – shop quickly and spend as little time in retail settings
      • Wait and/or Whine – only accompany women into stores, but have no active role in the purchase process
      • Fear of the Feminine – view shopping as a threat to masculine sexuality (to either enjoy shopping, or to exhibit interest in items associated with the female body)
  • 4. BUT MEN ARE MORE COMPLICATED THAN THESE STEREOTYPES SUGGEST
  • 5. AN ANATOMY OF THE MALE SHOPPER
    • How and why men and women shop
    • Three main motivations of the male shopper (compared to women)
    • Male shopper types and personas
    • Male shopping paradoxes
    • * Implications for retailers provided along the way
  • 6. HOW & WHY MEN AND WOMEN SHOP:
  • 7. Modern SHOPPING BEHAVIORS are an adaptation of male and female ancestral hunting and gathering skills
  • 8. MALE SHOPPING BEHAVIOR reflects that of their instinctual hunting habits
  • 9. SKILLS taught them how to hunt swiftly, quietly and was typically performed in solitude
  • 10. FEMALE SHOPPING BEHAVIOR reflects that of their instinctual gathering habits
  • 11. SKILLS taught them how to forage for the best options and return to the same locations while providing an environment for socializing
  • 12. MODERN DAY HUNTING AND GATHERING BEHAVIOR
    • MEN…
      • Tend to shop solo
      • Aim for a specific aisle
      • Are surgical shoppers – focus on searching, purchasing and returning home
      • Are achievement oriented – look to return home with an item
    • WOMEN…
      • Tend to shop socially
      • Evaluate total store
      • Are skillful shoppers – browsing, examining, and paying more attention to detail
      • Get pleasure out of looking and are happy buying nothing
  • 13.
    • THIS HUNTING VS. GATHERING MINDSET AFFECTS ALL AREAS OF MEN’S SHOPPING BEHAVIOR
  • 14. MOTIVATIONS AND MEANINGS BEHIND THE MALE SHOPPER 3 Men are Buyers Men Shop for a Good Solution Men Shop to Win
  • 15. MEN ARE BUYERS 1
  • 16. MEN ENGAGE IN “PURPOSE DRIVEN” BEHAVIOR – ENTERING FOR ONE SINGLE ITEM AND LEAVING SOON AFTER A PURCHASE
  • 17. MEN VIEW GOING TO THE STORE AS INSTRUMENTAL IN GETTING A JOB DONE
  • 18. MEN RESPOND TO PRODUCT UTILITY: FEATURES, ATTRIBUTES, AND BENEFITS
  • 19. FRUSTRATIONS ARISE FOR MEN WHEN BARRIERS TO BUYING OCCUR
  • 20. 29% of men rank difficulty in finding parking close to the store’s entrance their number one problem 43% of all men report out of stock items as a reason to never return to a store
  • 21. WHILE MEN ARE BUYERS, WOMEN ARE SHOPPERS
    • Compared to men, women:
      • Engage in “possibility driven” behaviors –
      • browsing with no particular item in mind
      • Think of shopping as an interpersonal relationship – seeking both attention and direction from the sales staff
      • Respond favorably to interaction with the retailer’s employees, their knowledge of store’s inventory/products, and their efforts in helping her find a particular product
  • 22. MEN SEARCH FOR GOOD SOLUTIONS 2
  • 23. MEN’S SHOPPING DECISION PROCESS RESEMBLES A LINEAR PURCHASE PATH
  • 24. MEN’S LINEAR PURCHASE PATH REFLECTS A FUNCTIONAL MINDSET, ALLOWING THEM TO DECIDE UP FRONT WHAT KIND OF PRODUCT THEY ARE LOOKING FOR
  • 25. MEN’S FUNCTIONAL MINDSET ALLOWS THEM TO FOCUS ON THE FACTS AND FEATURES THAT ARE MOST IMPORTANT TO THEM
  • 26. FOCUSING THEIR KEY DECISION CRITERIA, MEN SHOP BY PROCESS OF ELIMINATION
  • 27. IN THE END, MEN DEFINE SUCCESS AS FINDING A GOOD SOLUTION
  • 28. IN CONTRAST, WOMEN SEARCH FOR THE PERFECT ANSWER
    • Compared to men, women:
    • Use a shopping decision process resembling a spiral purchase path – discovering a new product feature mid-search will bring her back to square one of the shopping process
    • View details as added richness and texture that helps put the product or service she wants into a particular context
    • Desire the Perfect Answer – an optimal solution that meets her desired criteria
  • 29. MEN SHOP TO WIN 3
  • 30. IN SHOPPING AS IN LIFE, SUCCESS DRIVES MEN’S INTENTIONS
  • 31. TO ACHIEVE SUCCESS, MEN ARE REQUIRED TO ENGAGE IN A FEMININE ACTIVITY CALLED “SHOPPING”
  • 32. MAKING MEN SHOP PRAGMATICALLY AND DELIBERATELY TO FIT A MASCULINE (VS. FEMININE) IDEAL OF ACHIEVEMENT
  • 33. WHICH TRANSLATES INTO DIFFERENT TYPES OF SUCCESSFUL SHOPPING OUTCOMES
  • 34. FOUR TYPES OF SUCCESSFUL OUTCOMES Shopping Success: Men’s desire to “beat the system” or view shopping as a competition-to-win is a motivation to want to negotiate with the retailer Sexual Success: Men’s purchase of feminine products can enhance a male’s position in his romantic relationship Status Success: Men’s purchase of high end goods result in a heightening of his status among others Identity Success: Men’s purchase of clothes is often a symbol of his identity
  • 35. IN CONTRAST, WOMEN SHOP WITH EMOTION
    • Compared to men, women:
    • Are more likely to shop for their families and loved ones, than themselves
      • 73% of women say that buying gifts for other people is a stronger motivation to go shopping than the desire to treat oneself
    • Are affected by their emotional state – the better women feel about themselves, the more likely they are to go shopping and enjoy the trip
    • View shopping as a way to compensate for their efforts at work and home – treating it as therapy for their day
  • 36. IMPLICATIONS : HOW RETAILERS CAN TAP INTO MEN’S MOTIVATIONS
    • Create Easier Ways to Buy:
    • Retailers can help men in their shopping process by providing a less congested path to purchase.
        • Designing rational store layouts where similar type items (sports, casual, classic) are grouped together creates an easier, more logical path to purchase for men, and allows for easier navigation.
    • Help Men Find a Good Solution:
    • Providing an easier way for men to find, select and purchase an item they are looking for can create store loyalty for a male shopper
        • Retailers can create kiosks or a check list where men can input the item they are looking for along with their desired criteria to help focus the store’s inventory, providing a list of good solutions for the male shopper.
    • Allow Men to Feel like Winners:
    • Retailers need to find strategic ways to allow men to fulfill desired achievement outcomes that give them control in the marketplace.
        • Incorporate achievement oriented tactics into the stores, i.e. games of competition or chance, P-O-P displays of men’s interests placed in gender neutral areas, or setting up display stands where men can test out merchandise first hand.
  • 37. MALE SHOPPER PERSONAS & TYPES
  • 38. Shopping Process Involvement (Pos. effort) The Tag Along The Task Master The Passion Pursuer The Style Master 4 MALE SHOPPING PERSONAS Shopping Process Involvement (Neg. effort)
  • 39. THE TAG ALONG Seeks advice from shopping partners who are his primary decision makers Typical older demo. Values: comfort, relationship, belonging, sharing, family, friendship Shopping is perceived as a chore; showing minimal interest Typically will not shop alone Frequently spotted in the fitting room lounge or on mall benches
  • 40. Does not have a unique, personal shopping style Fits stereotypical male shopper perception Values: convenience, access, simplicity, practicality, time, empowerment Single minded focus is on convenience Has a grab n’ go mindset Shopping with a significant other, he may morph into a Tag Along THE TASK MASTER
  • 41. Has No Fear Of Shopping, but is more comfortable navigating his own interests Transcends specific demos Values: identity, adventure, experience, aspiration, fulfillment, self-expression Indifferent about shopping, viewed as a means to an end Seeks specialty products that fulfill a personal passion (sports, cooking, tech gadgets, Do It Yourself) Has the ability to morph into a tag along or task master pending his retail setting THE PASSION PURSUER
  • 42. Has No Fear Of Shopping Typically in their 20’s, 30’s, or 40’s Values: cool, style, design, fun, confident, experience Exhibits female shopping traits Equally at ease shopping in any category (tech to home/gardens, fashion and beauty) Develop their own personal style & confident in their shopping skills. THE STYLE MASTER
  • 43. MALE SHOPPERS DIFFER BY AGE
  • 44. OLDER SHOPPERS FIT THE CONVENTIONAL MALE SHOPPER STEREOTYPE:
    • Less comfortable shopping for themselves, (i.e., rely on spouse/partners or seek other’s opinions before a purchase)
    • Came of shopping age when shopping was not “man’s work”
    • Learning to adapt to the retail world based off necessities (e.g., longer life span, divorce, or spouse employed)
  • 45. YOUNGER SHOPPERS HAVE DEFINED THEIR OWN SET OF SHOPPING RULES:
    • More comfortable shopping and have developed skills to be savvy shoppers
    • More acceptable to devote resources to their looks (e.g., exercise, health, grooming) and their environments (e.g., home furnishings)
    • Targeted with shopping advice (e.g., GQ, Details) and more “role models” i.e., the confident, stylish man’s man (e.g., Urban Daddy, David Beckham)
  • 46. IMPLICATIONS : HOW TO IDENTIFY MALE SHOPPER PERSONAS
    • Retailers need to be aware of the changing male persona, as personas will change based on the store, aisle, item and even time allotted for shopping
      • The fashion-savvy passion pursuer may spend extra time browsing for designer jeans or for the perfect pair of sandals, but morph into a task master when looking for a gift for a loved one.
      • Retailers can train sales staff to look for various male shopper personas depending on the category, and create unique ways to engage male shoppers to make the journey more fun and interesting.
  • 47. TWO PARADOXES OF MALE SHOPPING: 1.) THE GROCERY STORE 2.) ONLINE
  • 48. MALE GROCERY BEHAVIORS
  • 49. WHEN MEN ARE STEERING THE GROCERY CART THEY TEND TO:
    • Focus on convenience and location
    • Buy on impulse
    • Are less price sensitive than women
  • 50. THIS HAPPENS BECAUSE MEN TEND TO BE CONFUSED, LOST AND ANXIETY-RIDDEN WHEN GROCERY SHOPPING
  • 51. AS A RESULT, MEN SHOP INEFFICIENTLY
  • 52. Overwhelmed by the number of items Tend to circle back in their searches Afraid to improvise Prefer not to ask for help from staff MAKING THEM MUCH LESS SELF-ASSURRED AND UNPREPARED VS. THEIR TYPICAL SHOPPING TRIP
  • 53. MALE ONLINE BEHAVIORS
  • 54. SIMILAR TO THEIR OFFLINE SHOPPING PATTERNS, MEN ONLINE ARE:
    • Goal oriented (digging for information keeps them focused)
    • Focused on sticking to their mission
    • Enticed by product content first (features), and lifestyle content second (context)
  • 55. THE SHOPPING PARADOX: MEN ENJOY ONLINE SHOPPING
  • 56. ONLINE, MEN’S INNER SHOPPER IS AWAKENED
  • 57.
    • ONLINE EMPOWERS MALE SHOPPERS TO BE:
      • More efficient
      • Better informed on products and options
      • Smarter consumers, as they can compare prices
  • 58. IMPLICATIONS : CREATING A BETTER GROCERY AND ONLINE RETAIL EXPERIENCE
    • Solve men’s anxieties in the grocery store
    • Grocery retailers can provide solutions to the most common problems affecting male shoppers
        • Make typical fill-in trip items easily accessible, allowing female list makers a way to organize their lists according to store layout
        • Make coupons available at the shelves
        • Install an item locator for men who won’t ask questions
        • Build cell-phone friendly stores for men who have to phone their significant other for help finding items on the grocery list
    • Look for additional ways to empower men online
    • By tapping into male’s inner shoppers, retailers can give men more control over the retail shopping experience
  • 59. CONCLUSIONS
  • 60. CONCLUSIONS
    • All Men don’t shop equally, but there are similarities:
    • As every male shopper is different, men’s behavior can generally reflect back to their natural hunting instincts.
    • Retailers must be aware of this shopping habit and understand it is not a reflection of men’s lack of desire to shop.
    • Male’s Motivations to Shop fall into one of three key behaviors:
    • Men as buyers reflect their urgency to want to purchase and leave.
    • Men searching for good solutions reflects their desire to want to find products that meet their needs.
    • Men’s desire to shop to win is a manifestation of wanting to achieve, and connects to their self-esteem and sense of power.
  • 61.
    • Create an ideal experience for your male shopper persona:
    • Identifying and anticipating the different male personas and their shopping needs can keep each type engaged in the shopping process and tempt new male shoppers to the store.
    CONCLUSIONS
  • 62.
    • Barletta, Martha. Marketing to Women, How to Understand, Reach, and Increase Your Share of the
    • World’s Largest Market Segment. Chicago: Dearborn Trade Publishing, 2003.
    • Iconoculture. (2010) “Shopping Trends and Insights: The Male Shopper.”
    • Kruger, Daniel and Dreyson, Byker. Evolved Foraging Psychology Underlies Sex Differences In
    • Shopping Experiences and Behaviors : Journal of Social, Evolutionary and Cultural Psychology, 2009.
    • Maguire, James. “Men, Women, and E-Commerce.” Ecommerce-guide.com. 17 Jan. 2006.
    • ( http://www.ecommerce-guide.com/article.php/3577891 )
    • McNutt, Brent. “Why Women Love Shopping.” Articlesbase. 18 Sept. 2008.
    • ( http://www.articlesbase.com/womens-issues-articles/why-women-love-shopping-567339.html )
    • “ Men Buy, Women Shop: The Sexes Have Different Priorities When Waling Down the Aisles.” The
    • Wharton School of the University of Pennsylvania, November 28, 2007.
    • ( http:// knowledge.wharton.upenn.edu/article.cfm?articleid =1848 )
    • Otnes, Cele and McGrath, Mary Ann. Perceptions and realities of male shopping behavior. Journal of
    • Retailing 77 (2001) pg. 111-137.
    • Ryan, Tom. “Targeting Male Grocery Shoppers.” Retail Wire. 4 June 2007.
    • http://www.retailwire.com/Discussions/Sngl_Discussion.cfm/12220 )
    REFERENCES
  • 63.
    • Underhill, Paco. Why We Buy. New York: Obat, Inc., 1999, 2000, 2009.
    • Wheeler, Christian S. “Men vs. Women Shoppers.” Journal of Consumer Research, October 2007.
    • “ Women’s shopping habits and priorities vary according to what they’re shopping for.” Marketing to
    • Women: Addressing Women and Women's Sensibilities . EPM Communications, Inc. 2005.
    REFERENCES
  • 64.
    • THANK YOU
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