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Marketing to Men - UK - January 2011

Consumer behaviour can be complicated and bewildering. What makes men think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)? Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. Even though a person may behave differently depending on situations, personality is regarded as relatively stable. Personality traits and characteristics have a strong influence on behaviour.

  • Marriage rates are in decline and the number of single person households are growing. Men are increasingly the main shopper but their shopping habits differ to women and marketeers need to understand who the current UK male is and who he aspires to be.
  • Personality traits and characteristics have a strong influence on behaviour; based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, this report delves deeper into the core personality traits of men and reveals five key personality types.
  • What makes men think, feel and reason in a certain way?
  • How do men choose between different brands, products and retailers?
  • To what extent does culture, family and media influence their purchase decisions?
  • How do men evolve through the age groups and lifestages, and how does this affect their relationships with brands and the choices they make?

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Table of contents

  1. Methodology

    • Mr Britain typology
      • Aspiration
        • Figure 1: Silhouettes of the perfect self
        • Figure 2: The businessman
        • Figure 3: The family man
        • Figure 4: The active one
        • Figure 5: The socialiser
        • Figure 6: The wise man
        • Figure 7: The working man
      • Research results
          • Figure 8: Research methodology flowchart
      • Personality Profile

          • Figure 9: Mr Britain male groups, December 2010
        • Extraversion
          • Figure 10: Personality factor – Extraversion, December 2010
        • Dominance
          • Figure 11: Personality factor – Dominance, December 2010
        • Agreeableness
          • Figure 12: Personality factor – Agreeableness, December 2010
        • Conscientiousness
          • Figure 13: Personality factor – Conscientiousness, December 2010
        • Neuroticism
          • Figure 14: Personality factor – Neuroticism, December 2010
        • Openness
          • Figure 15: Personality factor – Openness, December 2010
      • Mr Passive

          • Figure 16: Personality profile – Mr Passive
        • What this means
          • Mr Passive overview
            • Overview
              • Personal finance
                • Figure 17: Mr Passive – financial product ownership, by age, December 2010
                • Figure 18: Mr Passive – current financial situation, by age, December 2010
                • Figure 19: Mr Passive – financial outlook, by age, December 2010
              • Media
                • Magazine readership
                  • Figure 20: Mr Passive – regular magazine readership, by age, December 2010
                • Radio
                  • Figure 21: Mr Passive – radio listenership, every day/most days, by age, December 2010
                • TV shows
                  • Figure 22: Mr Passive – TV programmes watched regularly, by age, December 2010
                • Movies seen and preference
                  • Figure 23: Mr Passive – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
                • Favourite movies
                  • Leisure
                    • Leisure time activities
                      • Figure 24: Mr Passive – leisure activities done regularly or occasionally, by age, December 2010
                    • Sport/exercise regime
                      • Figure 25: Mr Passive – sport and exercise activities done in the last 12 months, by age, December 2010
                    • Holidays taken and future preferences
                      • Figure 26: Mr Passive – holidays taken in the last three years, by age, December 2010
                      • Figure 27: Mr Passive – likely next holiday, by age, December 2010
                    • Fashion and grooming
                      • Preferred clothing stores/brands
                        • Figure 28: Mr Passive – clothing labels owned, by age, December 2010
                      • Personal grooming habits
                        • Figure 29: Mr Passive – personal grooming opinions, by age, December 2010
                      • Deodorant brand selection
                        • Figure 30: Mr Passive – select deodorant brand choice, by age, December 2010
                      • Technology
                        • Figure 31: Mr Passive – technology product ownership, by age, December 2010
                        • Figure 32: Mr Passive – mobile phone network and TV reception, by age, December 2010
                      • Automotive
                        • Figure 33: Mr Passive – car brands currently driven, by age, December 2010
                        • Figure 34: Mr Passive – preferred next car, taking likely budget into account, by age, December 2010
                      • Food and drink
                        • Eating out/takeaway
                          • Figure 35: Mr Passive – restaurant types eaten at in the last three months, by age, December 2010
                          • Figure 36: Mr Passive – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
                        • Premium vs. value food and drink
                          • Figure 37: Mr Passive – select egg type choice, by age, December 2010
                          • Figure 38: Mr Passive – select orange juice brand choice, by age, December 2010
                        • Mr Passive’s attitudes towards advertising
                          • Figure 39: Mr Passive – attitudes towards advertising, December 2010
                          • Figure 40: Information sources influencing Mr Passive’s decision processes, December 2010
                          • Figure 41: Information sources influencing Mr Passive’s decision processes continued, December 2010
                        • Aspiration – Who does Mr Passive want to be?
                          • Figure 42: Mr Passive’s perfect self, December 2010
                      • Mr Accomplished

                          • Figure 43: Personality profile – Mr Accomplished
                        • What this means
                          • Mr Accomplished overview
                            • Overview
                              • Personal finance
                                • Figure 44: Mr Accomplished – financial products owned, by age, December 2010
                              • Media
                                • Magazines
                                  • Figure 45: Mr Accomplished – magazines read regularly, by age, December 2010
                                • Radio
                                  • Figure 46: Mr Accomplished – radio stations listened to – every day/most days, by age, December 2010
                                • TV programmes
                                  • Figure 47: Mr Accomplished – TV programmes watched regularly, by age, December 2010
                                • Movies seen and preference
                                  • Figure 48: Mr Accomplished – preferences for movies seen and planned to see, by age, December 2010
                                • Leisure
                                  • Leisure time activities
                                    • Figure 49: Mr Accomplished – leisure habits, by age, December 2010
                                  • Sport and exercise
                                    • Figure 50: Mr Accomplished – sport and exercise habits, by age, December 2010
                                  • Holidays taken and future preferences
                                    • Figure 51: Mr Accomplished – holidays taken, by age, December 2010
                                  • Fashion and beauty
                                    • Preferred clothing stores
                                      • Figure 52: Mr Accomplished – clothing labels owned, by age, December 2010
                                    • Personal grooming habits
                                      • Figure 53: Mr Accomplished – personal grooming opinions, by age, December 2010
                                    • Deodorant brand used
                                      • Figure 54: Mr Accomplished – preference in deodorant, by age, December 2010
                                    • Technology
                                      • Figure 55: Mr Accomplished – technology product ownership, by age, December 2010
                                      • Figure 56: Mr Accomplished – mobile phone network, by age, December 2010
                                    • TV services in household
                                      • Figure 57: Mr Accomplished – TV reception, by age, December 2010
                                    • Automotive
                                      • Figure 58: Mr Accomplished – type of car driven, by age, December 2010
                                      • Figure 59: Mr Accomplished – age of car driven, by age, December 2010
                                      • Figure 60: Mr Accomplished – brand of car driven, by age, December 2010
                                    • Food and drink
                                      • Eating out/takeaway
                                        • Figure 61: Mr Accomplished – restaurants eaten at in the last three months, by age, December 2010
                                        • Figure 62: Mr Accomplished – restaurants ordered from/eaten off premises in the last three months, by age, December 2010
                                      • Premium vs value food and drink
                                        • Figure 63: Mr Accomplished – select egg type choice, by age, December 2010
                                        • Figure 64: Mr Accomplished – select orange juice brand choice, by age, December 2010
                                      • Mr Accomplished’s attitudes towards advertising
                                        • Figure 65: Mr Accomplished – attitudes towards advertising, by age, December 2010
                                        • Figure 66: Information sources influencing Mr Accomplished’s decision processes, December 2010
                                        • Figure 67: Information sources influencing Mr Accomplished’s decision processes continued, December 2010
                                      • Aspiration – Who does Mr Accomplished want to be?
                                        • Figure 68: Mr Accomplished’s perfect self, December 2010
                                    • Mr Uncomplicated

                                        • Figure 69: Personality profile – Mr Uncomplicated
                                      • What this means
                                        • Mr Uncomplicated overview
                                          • Overview
                                            • Personal finance
                                              • Figure 70: Mr Uncomplicated – financial product ownership, by age, December 2010
                                            • Financial situation
                                              • Figure 71: Mr Uncomplicated – current financial situation, by age, December 2010
                                            • Financial outlook
                                              • Figure 72: Mr Uncomplicated – financial outlook, by age, December 2010
                                            • Media
                                              • Magazine readership
                                                • Figure 73: Mr Uncomplicated – regular magazine readership, by age, December 2010
                                              • Radio
                                                • Figure 74: Mr Uncomplicated – radio listenership, every day/most days, by age, December 2010
                                              • TV shows
                                                • Figure 75: Mr Uncomplicated – TV shows watched regularly, by age, December 2010
                                              • Movies seen and preference
                                                • Figure 76: Mr Uncomplicated – preferences for movies, by age, December 2010
                                              • Favourite movies
                                                • Figure 77: Mr Uncomplicated – favourite films, December 2010
                                              • Leisure
                                                • Leisure time activities
                                                  • Figure 78: Mr Uncomplicated – leisure habits, by age, December 2010
                                                • Sport and exercise
                                                  • Figure 79: Mr Uncomplicated – sport and exercise activities done in the last 12 months, by age, December 2010
                                                • Holidays taken and future preferences
                                                  • Figure 80: Mr Uncomplicated – holidays taken in the last three years, by age, December 2010
                                                  • Figure 81: Mr Uncomplicated – likely next holidays, by age, December 2010
                                                • Fashion and beauty
                                                  • Preferred clothing labels
                                                    • Figure 82: Mr Uncomplicated – preferred clothing labels, by age, December 2010
                                                  • Personal grooming habits
                                                    • Figure 83: Mr Uncomplicated – personal grooming opinions, by age, December
                                                  • Deodorant brand selected
                                                    • Figure 84: Mr Uncomplicated – select deodorant brand choice, by age, December 2010
                                                  • Technology
                                                    • Figure 85: Mr Uncomplicated – technology product ownership, by age, December 2010
                                                  • Mobile phone network provider
                                                    • Figure 86: Mr Uncomplicated – mobile phone network, by age, December 2010
                                                  • Television reception
                                                    • Figure 87: Mr Uncomplicated – TV reception, by age, December 2010
                                                  • Automotive
                                                    • Figure 88: Mr Uncomplicated – type of car driven, by age, December 2010
                                                    • Figure 89: Mr Uncomplicated – car brands driven compared to future preference, by age, December 2010
                                                  • Food and drink
                                                    • Eating out/takeaway
                                                      • Figure 90: Mr Uncomplicated – restaurant types eaten at in the last three months, by age, December 2010
                                                      • Figure 91: Mr Uncomplicated – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
                                                    • Premium vs. value food and drink
                                                      • Figure 92: Mr Uncomplicated – select egg type choice, by age, December 2010
                                                    • Food preferences – orange juice
                                                      • Figure 93: Preference of type of orange juice, by age, December 2010
                                                    • Mr Uncomplicated’s attitudes towards advertising
                                                      • Figure 94: Mr Uncomplicated – attitudes towards advertising, by age, December 2010
                                                      • Figure 95: Information sources influencing Mr Uncomplicated’s decision processes, December 2010
                                                      • Figure 96: Information sources influencing Mr Uncomplicated’s decision processes continued, December 2010
                                                    • Aspiration – who does Mr Uncomplicated want to be?
                                                      • Figure 97: Mr Uncomplicated’s perfect self, by age, December 2010
                                                  • Mr Exuberant

                                                      • Figure 98: Personality profile – Mr Exuberant
                                                    • What this means
                                                      • Mr Exuberant overview
                                                        • Overview
                                                          • Personal finance
                                                            • Figure 99: Mr Exuberant – financial product ownership, by age, December 2010
                                                            • Figure 100: Mr Exuberant – current financial situation, by age, December 2010
                                                            • Figure 101: Mr Exuberant – financial outlook, by age, December 2010
                                                          • Media
                                                            • Magazine readership
                                                              • Figure 102: Mr Exuberant – regular magazine readership, by age, December 2010
                                                            • Radio
                                                              • Figure 103: Mr Exuberant – radio listenership, every day/most days, by age, December 2010
                                                            • TV shows
                                                              • Figure 104: Mr Exuberant – TV programmes watched regularly, by age, December 2010
                                                            • Movies seen and preference
                                                              • Figure 105: Mr Exuberant – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
                                                            • Favourite films
                                                              • Leisure
                                                                • Leisure time activities
                                                                  • Figure 106: Mr Exuberant – leisure activities done regularly or occasionally, by age, December 2010
                                                                • Sport and exercise
                                                                  • Figure 107: Mr Exuberant – sport and exercise activities done in the last 12 months, by age, December 2010
                                                                • Holidays taken and future preferences
                                                                  • Figure 108: Mr Exuberant – holidays taken in the last three years, by age, December 2010
                                                                  • Figure 109: Mr Exuberant – likely next holiday, by age, December 2010
                                                                • Fashion and grooming
                                                                  • Preferred clothing labels
                                                                    • Figure 110: Mr Exuberant – clothing labels owned, by age, December 2010
                                                                  • Personal grooming habits
                                                                    • Figure 111: Mr Exuberant – personal grooming opinions, by age, December 2010
                                                                  • Deodorant brand selection
                                                                    • Figure 112: Mr Exuberant – select deodorant brand choice, by age, December 2010
                                                                  • Technology
                                                                    • Figure 113: Mr Exuberant – technology product ownership, by age, December 2010
                                                                    • Figure 114: Mr Exuberant – mobile phone network and TV reception, by age, December 2010
                                                                  • Automotive
                                                                    • Figure 115: Mr Exuberant – car brands currently driven, by age, December 2010
                                                                    • Figure 116: Mr Exuberant – preferred next car, taking likely budget into account, by age, December 2010
                                                                  • Food and drink
                                                                    • Eating out/takeaway
                                                                      • Figure 117: Mr Exuberant – restaurant types eaten at in the last three months, by age, December 2010
                                                                      • Figure 118: Mr Exuberant – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
                                                                    • Premium vs. value food and drink
                                                                      • Figure 119: Mr Exuberant – select egg type choice, by age, December 2010
                                                                      • Figure 120: Mr Exuberant – select orange juice brand choice, by age, December 2010
                                                                    • Mr Exuberant’s attitude towards advertising
                                                                      • Figure 121: Mr Exuberant – attitudes towards advertising, by age, December 2010
                                                                      • Figure 122: Information sources influencing Mr Exuberant’s decision processes, December 2010
                                                                      • Figure 123: Information sources influencing Mr Exuberant’s decision processes continued, December 2010
                                                                    • Aspiration – Who does Mr Exuberant want to be?
                                                                      • Figure 124: Mr Exuberant’s perfect self, by age, December 2010
                                                                  • Mr Cultured

                                                                      • Figure 125: Personality profile – Mr Cultured
                                                                    • What this means
                                                                      • Mr Cultured overview
                                                                        • Overview
                                                                          • Personal finance
                                                                            • Figure 126: Mr Cultured – financial product ownership, December 2010
                                                                            • Figure 127: Mr Cultured – current financial situation, December 2010
                                                                            • Figure 128: Mr Cutured – financial outlook, by age, December 2010
                                                                          • Media
                                                                            • Magazine readership
                                                                              • Figure 129: Mr Cultured – regular magazine readership, by age, December 2010
                                                                            • Radio
                                                                              • Figure 130: Mr Cultured – radio listenership, every day/most days, by age, December 2010
                                                                            • TV shows
                                                                              • Figure 131: Mr Cultured – TV programmes watched regularly, by age, December 2010
                                                                            • Movies seen and preference
                                                                              • Figure 132: Mr Cultured – movies seen and enjoyed or planned to see in the last few years, December 2010
                                                                            • Favourite films
                                                                              • Leisure
                                                                                • Leisure time activities
                                                                                  • Figure 133: Mr Cultured – leisure activities done regularly or occasionally, December 2010
                                                                                • Sport and exercise
                                                                                  • Figure 134: Mr Cultured – sport and exercise activities done in the last 12 months, December 2010
                                                                                • Holidays taken and future preferences
                                                                                  • Figure 135: Mr Cultured – holidays taken in the last three years, December 2010
                                                                                  • Figure 136: Mr Cultured – likely next holiday, December 2010
                                                                                • Fashion and grooming
                                                                                  • Preferred clothing labels
                                                                                    • Figure 137: Mr Cultured – clothing labels owned, December 2010
                                                                                  • Personal grooming habits
                                                                                    • Figure 138: Mr Cultured – personal grooming opinions, December 2010
                                                                                  • Deodorant brand selection
                                                                                    • Figure 139: Mr Cultured – select deodorant brand choice, December 2010
                                                                                  • Technology
                                                                                    • Figure 140: Mr Cultured – technology product ownership, December 2010
                                                                                    • Figure 141: Mr Cultured – mobile phone network and TV reception, December 2010
                                                                                  • Automotive
                                                                                    • Figure 142: Mr Cultured – car brands currently driven, December 2010
                                                                                    • Figure 143: Mr Cultured, preferred next car, taking likely budget into account, December 2010
                                                                                  • Food and drink
                                                                                    • Eating out/takeaway
                                                                                      • Figure 144: Mr Cultured – restaurant types eaten at in the last three months, December 2010
                                                                                      • Figure 145: Mr Cultured – restaurant types ordered from and eaten off premises in the last three months, December 2010
                                                                                    • Premium vs. value food and drink
                                                                                      • Figure 146: Mr Cultured – select egg type choice, December 2010
                                                                                      • Figure 147: Mr Cultured – select orange juice brand choice, December 2010
                                                                                    • Mr Cultured’s attitude towards advertising
                                                                                      • Figure 148: Mr Cultured – attitudes towards advertising, December 2010
                                                                                      • Figure 149: Information sources influencing Mr Cultured’s decision processes, December 2010
                                                                                      • Figure 150: Information sources influencing Mr Cultured’s decision processes continued, December 2010
                                                                                    • Aspiration – who does Mr Cultured want to be?
                                                                                      • Figure 151: Mr Cultured’s perfect self, December 2010
                                                                                  • Category Analysis

                                                                                    • Personal finance
                                                                                      • Income
                                                                                        • Figure 152: Gross annual household income, by male groups, December 2010
                                                                                      • Product ownership
                                                                                        • Figure 153: Financial products owned, by male groups, December 2010
                                                                                      • Current financial situation
                                                                                        • Figure 154: Current financial situation, by male groups, December 2010
                                                                                      • Financial outlook
                                                                                        • Figure 155: Financial outlook, by male groups, December 2010
                                                                                      • Media
                                                                                        • Newspaper/magazine readership
                                                                                          • Figure 156: Daily and Sunday newspaper readership, by male groups, December 2010
                                                                                          • Figure 157: Magazines read regularly, by male groups, December 2010
                                                                                        • Radio station
                                                                                          • Figure 158: Radio stations listened to, every day/most days, by male groups, December 2010
                                                                                        • TV shows
                                                                                          • Figure 159: TV programmes watched regularly, by male groups, December 2010
                                                                                        • Movies seen and preference
                                                                                          • Figure 160: All men – movies seen and liked or planned to see, December 2010
                                                                                          • Figure 161: Preferences for movies seen and planned to see, by male groups – positive attitude, December 2010
                                                                                        • Favourite movie
                                                                                          • Figure 162: All men – favourite movies of all time, December 2011
                                                                                        • Leisure
                                                                                          • Sport/exercise regime
                                                                                            • Figure 163: Sport and exercise habits, by male groups, December 2010
                                                                                          • Leisure time activities
                                                                                            • Figure 164: Leisure habits, by male groups, December 2010
                                                                                          • Holidays taken and future preferences
                                                                                            • Figure 165: Holidays taken by typologies, November 2010
                                                                                          • Fashion and beauty
                                                                                            • Preferred clothing stores
                                                                                              • Figure 166: Clothing labels owned, by male groups, December 2010
                                                                                            • Personal grooming habits
                                                                                              • Figure 167: Personal grooming opinions, by male groups, December 2010
                                                                                            • Deodorant brand used
                                                                                              • Technology
                                                                                                • Product ownership
                                                                                                  • Figure 168: Technology owned, by male groups, December 2010
                                                                                                • Mobile phone network provider
                                                                                                  • Figure 169: Personal mobile phone network provider, by male groups, December 2010
                                                                                                • TV services in household
                                                                                                  • Figure 170: TV reception, by male groups, December 2010
                                                                                                • Automotive
                                                                                                  • Car ownership
                                                                                                    • Figure 171: Current car ownership, by male groups, December 2010
                                                                                                  • Future car preference
                                                                                                    • Figure 172: Future car preferences, by male groups, December 2010
                                                                                                  • Food and drink
                                                                                                    • Supermarkets shopped at
                                                                                                      • Figure 173: Supermarket usage, by male groups, December 2010
                                                                                                    • Eating out/takeaway
                                                                                                      • Figure 174: Restaurants eaten in, by male groups, December 2010
                                                                                                    • Premium vs. value food and drink
                                                                                                      • Figure 175: Preference – eggs, by male groups, December 2010
                                                                                                  • Appendix

                                                                                                    • Demographics
                                                                                                      • Figure 176: Male groups, by demographics, December 2010
                                                                                                    • Mr Exuberant
                                                                                                      • Figure 177: Mr Exuberant, by age and region, by demographics, December 2010
                                                                                                      • Figure 178: Mr Exuberant, by marital status and socio-economic group, by demographics, December 2010
                                                                                                    • Mr Uncomplicated
                                                                                                      • Figure 179: Mr Uncomplicated, by age and region, by demographics, December 2010
                                                                                                      • Figure 180: Mr Uncomplicated, by marital status and socio-economic group, by demographics, December 2010
                                                                                                    • Mr Passive
                                                                                                      • Figure 181: Mr Passive, by age and region, by demographics, December 2010
                                                                                                      • Figure 182: Mr Passive, by marital status and socio-economic group, by demographics, December 2010
                                                                                                    • Mr Accomplished
                                                                                                      • Figure 183: Mr Accomplished, by age and region, by demographics, December 2010
                                                                                                      • Figure 184: Mr Accomplished, by marital status and socio-economic group, by demographics, December 2010
                                                                                                    • Mr Cultured
                                                                                                      • Figure 185: Mr Cultured, by age and region, by demographics, December 2010
                                                                                                      • Figure 186: Mr Cultured, by marital status and socio-economic group, by demographics, December 2010
                                                                                                    • Automotive
                                                                                                      • Figure 187: Current car ownership, by male groups, December 2010
                                                                                                      • Figure 188: Future car preferences, by male groups, December 2010
                                                                                                    • Mr Exuberant
                                                                                                      • Figure 189: Mr Exuberant – current car ownership, by age, December 2010
                                                                                                      • Figure 190: Mr Exuberant – future car ownership, by age, December 2010
                                                                                                    • Mr Uncomplicated
                                                                                                      • Figure 191: Mr Uncomplicated – current car ownership, by age, December 2010
                                                                                                      • Figure 192: Mr Uncomplicated – future car ownership, by age, December 2010
                                                                                                    • Mr Passive
                                                                                                      • Figure 193: Mr Passive – current car ownership, by age, December 2010
                                                                                                      • Figure 194: Mr Passive – future car ownership, by age, December 2010
                                                                                                    • Mr Accomplished
                                                                                                      • Figure 195: Mr Accomplished – current car ownership, by age, December 2010
                                                                                                      • Figure 196: Mr Accomplished – future car ownership, by age, December 2010
                                                                                                    • TV shows
                                                                                                      • Figure 197: TV shows watched regularly, by male groups, December 2010
                                                                                                      • Figure 198: Mr Exuberant – TV shows watched regularly, by age, December 2010
                                                                                                      • Figure 199: Mr Accomplished – TV shows watched regularly, by age, December 2010
                                                                                                      • Figure 200: Mr Uncomplicated – TV shows watched regularly, by age, December 2010
                                                                                                      • Figure 201: Mr Passive – TV shows watched regularly, by age, December 2010

                                                                                                  Companies Covered

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                                                                                                  Marketing to Men - UK - January 2011

                                                                                                  £2,195.00 (Excl.Tax)