AGE AND MALE GROCERY SHOPPING BEHAVIOUR IN SINGAPORE

Abstract

A great deal of research and literature is available on consumer behaviour and grocery retailing. However research on the area of male consumer behaviour and male grocery shopping behaviour in particular has been neglected. More attention should be paid to this area of study, as men are increasingly going shopping as an activity they enjoy rather than just out of necessity. This research aims to provide information on male grocery shopping behaviour in Singapore in relation to age. It is hoped that the findings and implications of this study will aid grocery retailers in reaching out to the relatively untapped male consumer market. The results indicate that a large number of men in Singapore grocery shop and enjoy the experience. In addition, significant differences are found among respondents of different ages in terms of how important they perceive a grocery store’s attributes to be; as well as their ratings of the attributes of grocery shopping locations.