Research Note: Boomer Men Becoming Primary Shoppers

US Baby Boom men are increasingly becoming the primary shoppers for their families, and are more likely than women to buy brand name products, particularly at the grocery store, according to a new research by the Natural Marketing Institute (NMI). The study of over 3,100 US general population adults showed that men are “less affected by the recession than women” and are “more likely to spend … and make impulse purchases.”

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