U.S. male generational cohorts: Retail format preferences, desired retail attributes, satisfaction and loyalty

• Published in: Journal of retailing and consumer services 2012-11, Vol.19 (6), p.545-552
• Main Authors: Brosdahl, Deborah J.C., Carpenter, Jason M.
• Format: Article
• Language: English
• Subjects: Consumer behavior; Generational cohort; Males; Retail; Survey; U.S. retail industry
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2012.06.005

Reports in the academic and popular press acknowledge the growing importance of male shoppers from a retail perspective (Albright, 2010) yet to date most studies have only compared men to women or when examining fashion products (Shim and Kotsiopulos, 1991). No research has been done to segment males in order to provide retailers with a better understanding of male shopping behavior (Bakewell and Mitchell, 2003; Meredith et al., 2007). This exploratory study surveyed 560 U.S. males examining retail format preferences, desired retail attributes, satisfaction and loyalty using Generational Cohort Theory (GCT). Results suggest significant differences between male generational cohorts in terms of retail format preferences with males from the Silent Generation preferring the category killer format more than males in the Millennial Generation and both 13th Generation and Millennial Generation males preferring internet-only retailers than did Silent Generation Males. Silent Generation males were also found to be more satisfied with retailers in their area, when compared to the younger Baby Boomer and 13th Generation males. No significant differences were found in desired retail attributes or store loyalty. Additional research investigating U.S. and non-U.S. males using GCT is suggested.