A survey of shoppers interviewed in store by Fizzback showed men were 22 per cent more likely to give positive feedback about products, services and all-round retail experiences than women.
The results also showed that, contrary to popular wisdom, women generally enjoy shopping less than men.
Fizzback chief executive officer Rob Keve said: “Men are much more likely to go into a shop, get what they need and come away feeling as though they’ve done a good job.
“Women expect more from the retail experience, and will notice things like poor customer service, unhelpful staff or below-standard products.
“Because no one expects less – as they tend to see shopping as a necessity rather than a pleasure – they are perhaps more likely to give a positive rating for the limited amount of good service they did receive, rather than penalising the shop for not giving them the excellent service they felt they should have received.”