Family grocery shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles with in the family structure. Men now engage in grocery shopping more freely and frequently, yet the essence of male shopping behaviour and beliefs present...

It is argued, there is a paucity of research with regard to male and female consumer behaviour in the context of supermarket shopping in Australia. The purpose of this paper is to identify the differences between male and female shoppers rating the importance of store characteristics within an...