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Married males and shopping: are they sleeping partners

Ruby Roy Dholakia (Professor of Marketing, College of Business Administration, The University of Rhode Island, USA and Director of the Research Institute for Telecommunications and Information Marketing (RITIM). RITIM conducts research on the marketing, behavioural, organizational, and strategic aspects of telecommunications and related information industries.)
Birgit Pedersen (Acquired MBA recently from Odense University, Denmark. Her Master′s Thesis on Online Shopping was sponsored by RITIM.)
Neset Hikmet (Enrolled in the MBA programme at The University of Rhode Island where he is a graduate assistant at RITIM.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 March 1995


Social and demographic changes are putting pressures on traditional gender roles in the house‐hold. Reports on the role of married males based on a large‐scale survey of upscale households. The data suggest that males in married households are responsible for shopping activities in varying degrees. The level of shopping responsibility is a function of the spouse′s occupation as well as the type of goods to be purchased. Responsibility for grocery shopping is limited among married males (about 15 per cent claim primary responsibility) but the ones who are responsible express the most enlightened attitudes about shopping and report the greatest degree of enjoyment with shopping at the supermarket. Although 56 per cent of the married males claim primary responsibility for their clothing, enjoyment of the shopping mall is greater among those who share responsibility jointly with their wives. The perceptions of alternative shopping methods such as store, catalogue and computer shopping suggest that store shopping is more fun, satisfying and rewarding. Because of these hedonic components, store shopping is likely to remain popular in the near future.



Roy Dholakia, R., Pedersen, B. and Hikmet, N. (1995), "Married males and shopping: are they sleeping partners", International Journal of Retail & Distribution Management, Vol. 23 No. 3, pp. 27-33.




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