Manchester Metropolitan University's Research Repository

Male versus female consumer decision making styles

Bakewell, Cathy and Mitchell, Vincent-Wayne (2006) Male versus female consumer decision making styles. Journal of business research, 59 (12). pp. 1297-1300. ISSN 014-82963

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Men are an important target group for retailers and are likely to have different decision-making styles to women. Using a sample of 480 young males and females, this study identifies nine decision-making traits were common to both genders and three new male traits; namely; store-loyalty and low-price seeking, confused time-restricted and store-promiscuity. The findings suggest retailers should focus on loyalty creation programs, price-related appeals and methods for improving shopping efficiencies when targeting young male shoppers.

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