MEN AND GROCERY SHOPPING
By Dan Miller
June 4, 2007
I'm afraid grocery stores might be missing the boat when it comes to men shoppers.
Hey, we're in there a lot!
In fact 71% of men say they've been to a grocery store during the last three months or so. That's according to a survey in 2006 from a consulting firm known as TNS Retail Forwarding.
When I was growing up, I don't ever recall my father doing the grocery shopping. I suppose he went inside a grocery store from time to time, but I wasn't aware of it.
I do recall my mother coming home -- at least once a week -- with 12 or 15 huge grocery bags packed to capacity, which I'd have to carry in from the car.
These days, with so many single men around, guys are shopping for groceries out of simple necessity.
Now, personally, I love going to the grocery store.
I always have.
I especially like the 24 hour grocery stores, because I enjoy shopping late at night.
But here are some truths (as pointed out in that survey)....
Men will not purchase a substitute item. If they can't find the specific item they need, they simply won't purchase anything. (Women are more likely to take a chance on another brand or alternative).
Men are more likely than women to pay full price for an item.
Even so, I believe stores would much rather see a woman shopping, since the women are more likely to graze and browse the aisles looking for something tempting or interesting.
Men, on the other hand, will zero in on a particular product, and are often overwhelmed by the vast array of stuff available.
And, of course, that most obvious of truths....
Men are much less likely to ask for help. If we can't find the item we need, we'll just leave, figuring they don't have it.
On more occasions than I care to admit, I've informed my wife that the store doesn't carry a particular item.
At that point, she will -- without hesitation -- ask someone for help.
Within minutes they'll "go in the back" and emerge with the item she needs.
Which begs the question..... what's the deal with all the vital food apparently stashed "in the back"?
The one exception to men refusing to ask for help is with the butcher.
Men will, according to that survey, ask the butcher for advice.
Why not.... hey, he's THE BUTCHER!
The name says it all.
He's a man's man!
He's good with a knife.... probably knows how to catch and clean fish.... probably good with a bow and arrow.... and a rifle....
He could keep us alive if we were stranded in a jungle, and had to eat whatever prey we could catch!
He'd know the best cuts!
(OK, relax, I know there are women butchers too, but this way was easier to write).
In conclusion, one bit of advice for grocery stores. If you really want men to be better shoppers in your stores, do things to keep our attention.
In the middle of the cereal aisle, put some half-priced motor oil....
Stash some special low priced golf balls in the produce section....
And how about a few bargain priced electronic gadgets mixed in with the canned goods....
Maybe some free bait right there with the milk and cheese....
Since the dawn of time, we've been the hunters..... take advantage of that!
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