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Arrival of Indian Male Shopper!!!!!!!!! by Jambu Iyer, International Property Consultant

Arrival of Indian Male Shopper!!!!!!!!!

By : Jambu Iyer, International Property Consultant
Keywords :

INDIAN

Retailing

Evolution

Male

Shopper

Arrival

Activity:  0 comments  206 views  last activity : 07 06 2010 20:18:04 +0000
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Welcome back! Not very long ago – male shoppers were a rare species at bhaaji markets or even kirana stores. However, the story seems to be changing now – more so in bigger cities at the moment. With more women in the Metro cities seeking employment, the word “CONVENIENCE” has gained utmost importance in routine activities. So how can the shopping behaviour remain the same? As I fleetingly mentioned in the beginning, till some time ago, shopping for your monthly food & grocery (F & G) was mainly a women dominated “chore” and men and young adults in the family ran errands especially for what is scientifically termed as “top-up” spending! However, modern retail formats have brought about a marked increase in the number of male shoppers! Apart from driving the family for the weekend outing to the nearest mall, they now enjoy the self service experience and participate in the purchases as well – convenience is the key. A recent Technopak – Mindscape videography study in select cities showed that men spend considerable more time looking at the Personal Care category than women. While, increase in male shoppers may also translate in increased number of footfalls, the merchandise assortment will determine whether the sales can also improve in the same proportion! Technopak – Mindscape scientifically analyses stores videographs which shows that men have now actively started noticing products, new brands and get attracted by colors and packaging. As compared to women who shop intuitively, men shop more cognitively and go through product information, literature etc. Children are also becoming a part of the overall shopping experience leading to many large format stores creating quick food, entertainment and play area outside or within their stores. Children often look for rewards for accompanying parents on shopping trip. As the proportion of family walk-ins increases, retailers have started looking at space planning, layout, visual merchandising, shelf heights, trolley designs & more seriously. In a way, modern F & G retail formats in metro cities can actually look at bringing nuclear families to spend / enjoy some time together! In a nutshell:
•  Male shoppers rub shoulders with female shoppers in bigger cities now – as organised retail gains roots in smaller cities, get ready to see more male shoppers in hypermarkets
•  You might need to change the marketing mix – as both sexes have a different consideration set
•  Rethink your point of purchase strategy – what works for eve might not work for Adam
•  Stores and malls that have entertainment space for children, would soon have an edge over the ones offering vanilla shopping And now a word on inflation. No other news has made to so many headlines in recent weeks, as inflation. The entire food value chain is feeling the pinch. But just give this a thought – do we, as Indians, change our consumption pattern if the inflation rates are high? Keep thinking….more on it next week.  
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