MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET

Abstract

This research focuses on the male consumer’s behavior concerning the acquisition of daily products for their families in the supermarkets. The purpose of this paper is to identify the role played by men in domestic shopping, traditionally associated to the female universe. In this context, we point out the transformation of the male and female’s roles that took place in the last decades, consolidated women in the work market reducing the distance between men and chores and bring transformations in the family structure. In order to having a deeper understanding of this matter and raising reflexion about what it represent in the marketing environment, we carried on a bibliographical survey, followed by an exploratory research in three phases: nom participative direct observation; qualitative survey, involving in-depth interviews; and quantitative survey involving personal interviews. The research was carried out with married men or men who have moved in with their partners, from social classes A, B and C (Brazilian Criterion), living in metropolitan region of Rio de Janeiro. The analysis of the results shows us that going to the supermarket is an usual job for men. Despite the identification of different profiles of male consumers in this kind of commerce, we can see today supermarket it’s not an exclusive female territory.