Bibliographic Cluster Analysis and Qualitative Research of Male Consumer Trend Groups in Hungary

Földi, Kata and Szűcs, Róbert Sándor and Vargáné Csobán, Katalin (2025) Bibliographic Cluster Analysis and Qualitative Research of Male Consumer Trend Groups in Hungary. CROSS-CULTURAL MANAGEMENT JOURNAL, XXVII (1). pp. 41-53. ISSN 2286-0452

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Abstract

This study investigates the evolving perceptions of masculinity and the resulting male consumer trend groups in Eastern Hungary. It explores the changing roles of men, who increasingly embrace non-traditional attributes and redefine masculinity in response to social and economic shifts. The originality of the research lies in its combination of bibliographic cluster analysis and in-depth qualitative interviews, offering a novel understanding of male trend groups through a multi-method approach. The study identifies key consumer segments, such as metrosexuals, ubersexuals, and LOHAS men, while also uncovering the complexities of modern masculinity. Analyzing these groups highlights how work, health, and risk management influence men's consumer behaviours. The results emphasize the need for businesses to adapt their marketing strategies to reflect the nuanced identities of male consumers. Practical applications include targeted marketing efforts that align with specific trend groups, enabling businesses to engage this evolving demographic effectively. The study's innovative approach contributes valuable insights for marketing professionals and researchers in gender studies.

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