According to a recent study commissioned by GQ magazine, “What Men Are Buying,” male consumers are scaling back the volume of their purchases, but almost unanimously they are refusing to compromise on quality. Men may be lingering longer at the sale racks, and learning to seek out the best deals through comparison-shopping, but ultimately they are still purchasing the same quality goods they always have, rejecting the idea that higher quality should be sacrificed just to save a buck.

The “What Men Are Buying” research initiative, fielded by Mediamark Research, reveals that 94% of respondents agree that “the current economic situation calls for making smarter purchases,” and more than nine in 10 claim that their shopping habits will remain the same or they will purchase fewer items “but they will be higher in quality.”

Furthermore, it seems that, even as male consumers cut back on spending in certain areas, they still put a priority on themselves: 81% agree that “the best investment is on myself.”

According to the study, men are least likely to cut back on fragrances, grooming items, apparel, and footwear—those products that relate most closely to personal appearance.

Conversely, the areas men are most likely to cut back on include dining out, live entertainment, and accessorizing with items like watches, wallets, belts, and luggage.

It would appear that there’s a “cocooning effect” at play, as men are going out less and spending more time entertaining at home. Indeed, the study shows that 70% of men agree that they will be spending more or the same amount on wine and liquor.

All in all, the results of the study seem to indicate that the current economic downturn has actually served as a curator of sorts, clearing out the hyper-materialism of recent years. Male consumers now realize that craftsmanship, a brand’s heritage, and impeccable quality—those attributes that signify luxury—are the truest indicators of money well spent.

Quality, like luxury, is indissoluble. And, where men are concerned, quality is here to stay.

Source: Mediamark Research & Intelligence 2009; Base 521 men*
*The study was fielded from February 2 through February 26, 2009.