MAN-SUMER-ISM IN RETAIL: AN EMPIRICAL STUDY FROM EMERGING RETAIL FORMATS OF URBAN ODISHA

Priyanka Tripathy; Bidhu Bhusan Mishra; Kishore K Das

Priyanka Tripathy Research Scholar, School of Commerce and Management Studies, Ravenshaw University, Cuttack – 753003, India
Bidhu Bhusan Mishra Professor, Utkal University, Bhubaneswar, Odisha, India
Kishore K Das Dean, School of Commerce, Ravenshaw University, Cuttack, Odisha, India

Keywords: Mansumer, Gender, Retailing

Abstract

When it comes to shopping in-store, both genders vehemently agree that long lines to check out hinder their enjoyment when it comes time for some retail therapy. Since the term “mansumer” was coined in December 2012, retailers have worked to identify how purchasing patterns differ between women and men. The rise of e-tail has leveled the playing field between male and female shoppers. The Mansumer Myth states that retailers falsely belief that men should be treated differently than women because they are more efficient and concerned about time, they are not influenced by browsing and they make logical rather than emotional decisions. Everything from advertising style, message, and media, to product design, store layout, sales training, and customer service policies are designed to appeal specifically to both sexes. Failure to address the idiosyncrasies of gender can have real financial consequence for retailers. The purpose of this study is to compare men and women for differences in shopping from emerging retail formats.

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