Stereotypes portray females as the thrifty, savvy shoppers and men as impulse buyers. A recent Symphony IRI study dispels this myth, reporting 54% of men engage in money-saving behavior such as eating out less and more than one-third go to multiple stores to get the best price. Marketers should give more weight to the male shopper/influencer in future.
Supermarket News, 5/23/2011
