Mister Myths - Deakin University

Conclusion
“Women appear to find satisfaction or pleasure in shopping far more than men, while
men have significantly more disdain for shopping than do women. While the
shopping gender gap may constitute a complicating factor for consumer marketers, it
would be better to recognise the gender differences and accommodate them than to
remain ignorant of them, operating under a set of false assumptions regarding the
diminishment of sex roles and gender differences”.
Source: Gender effects on Internet, catalogue and store shopping. [26]
Faced with shrinking consumer demand, and increasing competitive pressures
retailers need to review the assumptions they make about consumers, and consider
how to better attract and connect with specific market segments. In the age of
customer-centricity, multi-channel engagement and shopper marketing intelligence,
there are powerful sources of information about the priorities and preferences of
specific consumer groups. However, its important not to let pre-conceptions block
the road to opportunity when determining market potential. By understanding and
accommodating diverse shopper mindsets, retailers are able to optimise both
visitation, transaction performance and customer loyalty. This paper has revealed
that some of the ‘Mister Myths’ may be at least partially unfounded, paving the way
for retailers and shopping centre operators to include, not ignore male shopper
potential. By leveraging the key differences identified in the next white paper, there is
also potential for both niche and mass retailers to tap into the buying potential which
others may have overlooked by tailoring marketing, merchandising and service
provision in engaging retail environments, both physical and online.
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