Male Consumers and their Decision Making Styles- A Critical Literature Review

Abstract

This paper intends to explore how male consumers make their buying decision-making. It encapsulates a review of past researches that have been undertaken over so many years in this field. It connotes an answer that male shoppers are more utilitarian, instrumental shoppers looking for functional benefits of products. Though past researches somehow project male consumers to be less involved in shopping, less recreational, less information-seeking and less impulsive, yet they are reported to be highly time-energy conserving, brand conscious and also quality seekers. There are mixed findings regarding the decision-making styles of novelty fashion consciousness, confusion due to over choice, brand loyalty and value for money consciousness. This study is an important piece of information for retailers who face dilemma about the choice of strategy to be adopted while targeting male shoppers in the complex retailing scenario.