Keywords: male shoppers, social identity, self–concept, UK, United Kingdom, shopper profiles, market segmentation, female shoppers, shopping behaviour, marketing, store location, store layout, gender
Profiling shoppers to aid market segmentation – an exploratory study of male shoppers in Leeds
There appears to be evidence from the USA that types of store, gender and shopping role are a key factor with men not enjoying trips to shopping malls but enjoying trips to the supermarket with the reverse true for women. In terms of the UK experience support for the USA study from a study of male and female shoppers in Leeds. This paper focuses on male shoppers to investigate how males' social identity and self–concept influences their shopping behaviour habits. It assesses implications for key stakeholders marketing activity including store location and layout. The study is supported by small scale qualitative primary research undertaken by a student project group in Leeds City Centre with male shoppers to gain insights into the complexities involved.