MEN want a lot more service from shopkeepers than they did in 1998, a new survey has found.
The survey, by Service Audits and Market Research, has found that the male-to-female shopper ratio is 40-60, with male shoppers increasing their regular shopping behaviour by 10 per cent in the past five years.
SAMR’s Carole Walker said that most retailers were grossly underestimating what men wanted when it came to shopping.
She said the latest research showed that the average male shopper’s service expectation was just 1 per cent lower than that of the average female. Five years ago it was 11 per cent lower.
“Any retailer who continues to not only ignore this obvious shift in service expectation but also the increase in men who now regularly wander shopping centre malls and supermarket aisles will pay a very high price in the longer term,” Ms Walker said.