Gender positioning of discount stores: key considerations in appealing to the baby busters generation

Abstract

Examines differences in discount store selection factors among both male and female members of the “baby busters” generation. Results indicate that significant differences in discount store selection factors do exist between male and female members of the baby busters generation. These findings suggest that the current practice of dual‐gender positioning by discount stores may be less effective than the more traditional female‐oriented approach.

Citation

Williams, R.J., Absher, K. and Hoffman, J.J. (1997), "Gender positioning of discount stores: key considerations in appealing to the baby busters generation", Journal of Product & Brand Management, Vol. 6 No. 5, pp. 325-335. https://doi.org/10.1108/10610429710179499