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Male Consumer Decision-Making Styles

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The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's (1986) Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.

Keywords: Gender; UK; consumer decisions; men; segmentation

Document Type: Research Article


Affiliations: 1: Manchester Metropolitan University Manchester England 2: University of Manchester Institute of Science and Technology Manchester England

Publication date: April 1, 2004

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