Generational and family structural differences in male attitudes and orientations towards shopping

New evidence suggests Millennial men are assuming the role for household shopping at a growing pace. This study employs the generational cohort theory to examine differences among male shoppers. Specifically, exploring the variables of family structure and social class relative to male enjoyment of their shopping experience through an online questionnaire. ANOVA and logistic regression were used to analyze the data of 443 respondents. The results show significant differences in the impact of family structures across generations. Present social class and the social class during ones upbringing lead to key differences in Millennials in terms of entertainment facilities and willingness to wait on purchases.