The greydollarfella : an endangered species or a market opportunity?

Ogden-Barnes, Stephen and Minahan, Stella 2006, The greydollarfella : an endangered species or a market opportunity?, Business horizons, vol. 49, no. 4, pp. 287-292, doi: 10.1016/j.bushor.2005.10.005.

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Title The greydollarfella : an endangered species or a market opportunity?
Author(s) Ogden-Barnes, StephenORCID iD for Ogden-Barnes, Stephen
Minahan, Stella
Journal name Business horizons
Volume number 49
Issue number 4
Start page 287
End page 292
Publisher Elsevier Inc.
Place of publication New York, N.Y.
Publication date 2006-07
ISSN 0007-6813
Keyword(s) consumer behaviour
male customers
Summary This paper identifies an ignored and endangered species: the mature male shopper, who we have named the Greydollarfella. Based on current research and interviews, we describe this fellow and attempt to differentiate him from other consumer segments. The Greydollarfella, unlike younger men, appears not to like shopping and so is often ignored by retailers or excluded from the retail environment. We argue that the Greydollarfella should be included in, not sidelined from, retail and marketing considerations. He is much wealthier and less time-poor than younger men, and deserves a retail environment that suits his preferences and consumer requirements. We present some examples of how retailers are attending (and not attending) to the Greydollarfella. We conclude that Greydollarfella is not very well understood, is undervalued, and is often marginalised by retail marketing strategies. We believe he offers great value for marketers and retailers (both niche and mass) willing to take the time to understand his psyche, product and service needs, and views on the retail experience. Finally, we call for more attention to be paid to this segment.
Language eng
DOI 10.1016/j.bushor.2005.10.005
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C3 Non-refereed articles in a professional journal
Copyright notice ©2006, Elsevier
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Document type: Journal Article
Collection: School of Management and Marketing
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