CHICAGO — Retailers shouldn’t stereotype males as being impulse shoppers without a plan or list, according to a new survey from the Private Label Manufacturers Association.
More than two-thirds of male supermarket shoppers compare prices, while 64% make a shopping list ahead of time and 47% browse the store to look for unadvertised specials.
“Guys are smarter than you think,” Jon Berry, vice president of GfK Custom Research, said in a presentation Monday at the PLMA's annual trade show here.
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Commissioned by the PLMA, the GfK survey analyzed how men and women differ and compare when supermarket shopping. It was conducted last month by phone with 1,000 male and 1,000 female primary household shoppers.
Among other results, men are more likely than women to use technology like cell phones to do research while in the store (36% vs. 29%). “Men might be a better target for mobile technology than women at this point,” Berry said.
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