Selling To Men
More men are making appliance buying decisions and manufacturers are answering the demand with high-end products.
By Mike Llewellyn
The time was when the closest men got to cooking was over an outdoor fire. And the only dealers able to sell men on appliances were outfits like Nebraska-based Cabela's, which tackles a vertical market selling grills and turkey fryers side by side with guns and ammo. But times are changing, say both manufacturers and retailers, and they point to an increase in the number of male customers making the buying decisions for indoor appliances. It's by no means a revolution in the way people buy white goods—women still wear the pants when it comes to stocking the kitchen and laundry room—but it is likely the beginning of a trend that will mean more gadgetry, more product touted as "professional grade," and more men asking dealers how to care for a stainless steel finish (a regular application of mineral oil should do the trick).