Gendered Marketing Strategy in Personal Care
Michelsson, Sharon (2021)
Michelsson, Sharon
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120724288
https://urn.fi/URN:NBN:fi:amk-2021120724288
Tiivistelmä
Gendered marketing is a strategy directed towards a specific target group of consumers defined by their gender. It’s a way of segregating a variety of individuals to a single category of people based on being male or female. Throughout the years, personal care products like shampoos and razors have been distinctly marketed for a certain sex. In personal care industry, female directed products tend to be more expensive and have more diversity in selection compared to men which indicates that businesses find women to be a more profitable source of income.
The purpose of this study is to understand how gendered marketing strategy works in the personal care industry and to what extent its approaches are relevant to this day by inspecting existing marketing methods, theories and previously made studies related to the subject on differences between personal care consumer attitudes and purchase behaviour in men and women.
The theoretical framework is followed by a personal care survey that was conducted online between October 12 and November 2 of 2021. The survey provides an appropriate method to support a generalized outcome through numerical data of the current state of which men and women as consumers stand on in the personal care industry. It is a quantitative research comprised of 12 questions answered by 51 male and female participants over the age of 18. For generalization purposes, the survey was not limited to a geographical location nor a sociocultural sorting.
The research concludes that there are similarities between the male and female gender on certain preferences related to personal care products, but not enough to form a union. As supported by the theoretical framework, men and women have primarily different purchasing behaviours and details which they pay attention to when contemplating on buying a product.
The findings of the research emphasizes the importance of extensive market research on a target group for a personalized customer experience to ultimately gain customer loyalty and increase sales. The study is beneficial for businesses which use gendered marketing in the personal care industry to reflect on the latest developments such as the growing market of male consumers and a shifted mentality of the female generation which might find marketing with stereotypical assumptions of gender unappealing.
The purpose of this study is to understand how gendered marketing strategy works in the personal care industry and to what extent its approaches are relevant to this day by inspecting existing marketing methods, theories and previously made studies related to the subject on differences between personal care consumer attitudes and purchase behaviour in men and women.
The theoretical framework is followed by a personal care survey that was conducted online between October 12 and November 2 of 2021. The survey provides an appropriate method to support a generalized outcome through numerical data of the current state of which men and women as consumers stand on in the personal care industry. It is a quantitative research comprised of 12 questions answered by 51 male and female participants over the age of 18. For generalization purposes, the survey was not limited to a geographical location nor a sociocultural sorting.
The research concludes that there are similarities between the male and female gender on certain preferences related to personal care products, but not enough to form a union. As supported by the theoretical framework, men and women have primarily different purchasing behaviours and details which they pay attention to when contemplating on buying a product.
The findings of the research emphasizes the importance of extensive market research on a target group for a personalized customer experience to ultimately gain customer loyalty and increase sales. The study is beneficial for businesses which use gendered marketing in the personal care industry to reflect on the latest developments such as the growing market of male consumers and a shifted mentality of the female generation which might find marketing with stereotypical assumptions of gender unappealing.