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.
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
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
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
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
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.