The impact of gendered marketing on consumer purchase behavior / Lucille SIEDEL / 2021

Titre : The impact of gendered marketing on consumer purchase behavior Type de document : Mémoire Auteurs : Lucille SIEDEL, Auteur Année de publication : 2021 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; HOMME ; FEMME Résumé : This paper aims at understanding what influences consumers’ decision to purchase gendered products rather than gender-neutral one, or conversely what makes other consumers prefer gender-neutral products. A Qualtrics survey has been made and 187 valid responses were recorded. The questionnaire proposed to the respondents to choose between three different bottles of Calvin Klein perfume. The fragrance was the same for each version; the only difference between the three versions was the packaging. Actually, the choice had to be made between an existing non- gendered perfume called CK All, and two other bottles that have been declined from the original androgynous version: a more feminine one with pink color, and a more masculine one with black color. Two correlation analyses have been made to measure the link between respondents’ opinion on gender-neutral marketing and, on the one hand, the Bem sex roles including femininity and masculinity, and on the other hand, the level of importance given to physical appearance. Then an ANOVA analysis and a crosstabulation have been used to see the correlation between the opinion on gender-neutral marketing and the choice between the three perfume bottles. The main analyses show that there is a negative correlation between masculinity and the opinion on gender-neutral marketing, and that there seem to be an influence of this opinion on the choice between the three designs of CK All packaging. To sum up, respondents with a high level of masculinity according to Bem sex roles will less agree to gender-neutral marketing and will thus more likely choose a gendered packaging (the masculine one) rather than a unisex one. This is not the case for femininity which does not impact the position on gender- neutral marketing. Highly feminine people are open to purchase the gender-neutral bottle of perfume, and also the gendered ones, including the one designed for males. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538272