THE GROCERY SHOPPER – IS HE DIFFERENT?

Gary Davies · Jonathan Bell

40 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

As more men adopt the role of grocery shopper, the potential grows for positioning a supermarket chain against the male shopper. Anecdotal evidence and previous research suggested differences between male and female shoppers over the time taken to shop. A study is presented where male and female shoppers were timed while shopping in a branch of Safeway. When just the time taken to shop is considered, the male sample spent significantly less time than the female sample. But, when the rate of shopping, expressed in expenditure per minute or items per minute was compared, women seemed to shop faster than men. However, when the samples were matched for the total volume of shopping purchased, no significant difference could be found between the sexes. It could be argued from the survey and previous work that men are less involved in the shopping process. Some ideas are presented to enable retailers to target the male shopper.

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References

1982Using Background Music to Affect the Behavior of Supermarket Shoppers 1992THE TWO WAYS IN WHICH RETAILERS CAN BE BRANDS 1988The contribution of structural semiotics to the design of a hypermarket

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2020Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions 2019The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment 2002Postmodernism, social relations and remote shopping 1996The location and merchandising of non‐food in supermarkets 1994Comparative Product Testing for Own‐label Marketing 2011Grocery product pricing and Australian supermarket consumers: gender differences in perceived importance levels 2016Socio-Demographic Differences in Supermarket Shopper Efficiency 1999Shopping Orientation-Based Segmentation of U.S. Grocery Shoppers

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