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Male consumer behavior

Numerous researchers have researched on the concept of male shopping behavior and they have different viewpoints on the subject matter. According to Gustafson (2015), the shopping behavior of the males is very much different from the manner in which the females shop. This is quite evident from the consumer behavior studies. According to a research conducted by Gustafson (2015), the shopping behavior of the males and the females was studied in reference to a new product launch. This research had a sample size of 7000 out of which half were males and half were females. In this research work, it was found that in case of a new soap launch, the females were first inclined towards testing the samples of the product or were found focusing on purchasing small quantities in order to make sure that they purchase the right product for them. On the other hand, the males are not much bothered about such purchase decisions and hence were inclined towards purchasing high number of units at once. This research mentioned that the products or services are divided into high involvement and low involvement categories. The high involvement is the ones that are expensive and in which the consumers may take a lot of time and effort to make a purchase decision such as a car. The low involvement products are the ones that are inexpensive and do not require much time and effort from the consumers. This research work focused on the male shopping behavior………………………..

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