This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

"Men On A Mission" Study From Daymon Worldwide Gets Inside The Heads Of Male Shoppers

STAMFORD, Conn., Dec. 4, 2013 /PRNewswire/ -- Global retail branding and sourcing partner Daymon Worldwide today released the results of its national "Men on a Mission" study, revealing six types of male mission-oriented shopping trips and never before discovered male shopper archetypes based on evolving gender roles and shopping behavior. 

(Logo: http://photos.prnewswire.com/prnh/20130124/NE47822LOGO)

According to the study, 52 percent of primary male shoppers in the US are personally responsible for about 78 percent of all groceries purchased for their household in the last month, so they represent a huge financial opportunity for retailers ready to respond with customized products and services.

"While females and mothers have long been the focus for grocery retailers, males and fathers now represent a major business opportunity," said Daymon Worldwide CEO Carla Cooper. "We've seen a few recent 'snapshot' male shopper studies that have quantified this demographic segment, but we felt strongly that we needed to provide the industry with a more comprehensive analysis of exactly who these male shoppers are, what they believe about themselves and how they differ from each other. These are the building blocks for retailers and manufacturers to create the right mix of products and services to maximize purchases and increase loyalty."

To provide more detailed insights into male shopping behavior, Daymon's Galileo Global Branding Group fielded a nationally representative study completed online by 1,000 American males ages 18 and older who met the requirements of being  personally responsible for at least half of the food and beverage shopping for the household, at least one of the last 10 food and beverage purchased for the household and had purchased at least a single food and beverage item in the past week prior to participation. 

According to Daymon Worldwide's Chief Marketing Officer Andres Siefken, the results were intriguing.  "Nearly 50 percent of all US men make mission-oriented trips to shop for a specific item or group of items, including take out to eat at home," said Siefken.  "Additionally, 60 percent of male shoppers are personally responsible for all or nearly all of their household's grocery shopping."

Men Are Not Created Equal – Attitudes Segmentation According to the study, male shoppers can be segmented into six archetypes based on their attitudes and feelings about gender roles, cooking and shopping for their household.  All of these archetypes view shopping as mission-based trips but each with a slightly different perspective.  These include:

  • Traditional Male (15 percent) – A slightly older group of men who are more set in their ways and would like to turn back the clock to more traditional gender roles.  They are big fans of home cooking, but likely believe it should be done by the woman of the house.
  • Modern-Day Male (12 percent) – These are more forward-thinking male shoppers that believe in equality, and enjoy being active participants in sharing household chores and cooking.  They also enjoy home-cooked meals, but might prefer being the actual chef. 
  • Primal Male (14 percent) – This group tends to be older and often believes they are the dominant sex and can better handle cooking and shopping roles compared to their female counterparts.
  • Confused Male (19 percent) –This younger group of men tends to be in a state of confusion when it comes to gender roles.  Possibly unconsciously, they think women should do the cooking and cleaning but another part of them doesn't want to offend women, and looks to appease them.  They also often struggle with their identity and hesitate to show off their feminine side.
  • Discerning Male (20 percent) – These highly educated men usually command a higher income and share many similar traits to the Modern Day archetype as they also believe in equality, supporting their spouse in any way needed, and owning many of the household chores.  They are more involved in food shopping, and focus on the highest quality options.  They are also somewhat more likely to tap into their feminine side.
  • Heckled Male (20 percent) – Similar to their Confused Male shopper brethren, this group of men do their best to avoid conflict and will bend to the will of the women in their life.  They strongly believe in equality, the splitting of household chores and are not afraid to show their feminine side.  But they don't want to challenge the women in their life and may even have felt "beaten" down in their past relationships.

"All of these male shoppers approach the task of grocery shopping much differently than women," said Siefken. "They are much less likely to make lists, cut coupons or look at store circulars but will spend more time doing the actual shopping.  They are also more likely to shop alone – a luxury many women with children don't have – and prefer afternoon, weekday store visits.  All of these behaviors offer invaluable perspectives for retailers interested in customizing their offerings to attract and retain male shoppers."

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 18,030.21 +6.04 0.03%
S&P 500 2,081.88 -0.29 -0.01%
NASDAQ 4,773.4720 +8.0480 0.17%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs