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.

1. AN ANATOMY OF THE MALE SHOPPER APRIL 7, 2010

4. BUT MEN ARE MORE COMPLICATED THAN THESE STEREOTYPES SUGGEST

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

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

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

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

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

47. TWO PARADOXES OF MALE SHOPPING: 1.) THE GROCERY STORE 2.) ONLINE

48. MALE GROCERY BEHAVIORS

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

55. THE SHOPPING PARADOX: MEN ENJOY ONLINE SHOPPING

56. ONLINE, MEN’S INNER SHOPPER IS AWAKENED

59. CONCLUSIONS