As more men adopt the role of grocery shopper, the potential growsfor positioning a supermarket chain against the male shopper. Anecdotalevidence and previous research suggested differences between male andfemale shoppers over the time taken to shop. A study is presented wheremale and female shoppers were timed while shopping in a branch ofSafeway. When just the time taken to shop is considered, the male samplespent significantly less time than the female sample. But, when the rateof shopping, expressed in expenditure per minute or items per minute wascompared, women seemed to shop faster than men. However, when thesamples were matched for the total volume of shopping purchased, nosignificant difference could be found between the sexes. It could beargued from the survey and previous work that men are less involved inthe shopping process. Some ideas are presented to enable retailers totarget the male shopper.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Jan 1, 1991