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The U.S. Men’s Market, a new report from Packaged Facts, focuses on an increasingly elusive marketing target—the adult male consumer. The report starts with a demographic overview of the men’s population, including employment and income patterns. It then provides an in-depth look at important social and economic trends affecting the men’s market, such as the postponement of marriage and the continuing evolution in the roles of men in their relationships with women and in the raising of children. The next section of the report begins a comprehensive analysis of the consumer behavior of men, including gender differences in shopping and buying and the impact of age on the consumer behavior of men. The report then provides detailed coverage of the complex segmentation within the U.S. men’s market. One chapter assesses the impact of cultural and geographic factors on the consumer behavior of men. Another chapter reviews the consumer behavior of single men, with a particular emphasis on the sought-after younger male consumer. A separate chapter is devoted to the consumer behavior of married men and focuses on the role of fathers in the family. An analysis of marketing and advertising trends and media usage in the men’s market is provided. The final section of the report includes a projection of the buying power of male consumers and an assessment of strategic trends and opportunities in the men’s market.
Radical changes in the role of women in society over the past four decades inevitably have caused corresponding changes in the position of men in the workplace, their relationships with women, and their involvement in family life. The blurring of strict gender differences in roles and relationships has a significant impact on consumer behavior in 21st century America. For example, as more and more married men take on child-rearing and household chores traditionally reserved for women, assumptions about the participation of men in family purchasing decisions need to be revisited. As younger single men become less concerned about modeling themselves after traditional male stereotypes, marketing strategies need to be adjusted.
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