To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? / Emma RIO / 2023

Titre : To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? Type de document : Mémoire Auteurs : Emma RIO, Auteur Année de publication : 2023 Importance : 30p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; GAMME DE PRODUITS Résumé : This paper contributes to the few existing research about the relevance of gendered marketing, when the binary male-female segmentation appears increasingly obsolete in favour of a beter representation of different gender identities. The research question addressed in this study is the extent to which gendered marketing of brands through their products remains significant in influencing consumer behavior in this new context of gender definition. A quantitative study was conducted to explore the role of gender in consumption, the impact of gendered marketing on purchasing decisions, and the evolving atitudes towards traditional gender norms. The aim was to verify: if gender no longer plays a role in consumption, if consumers are more likely to buy products that are marketed in a way that meets their gender expectations, and if gender criteria remain relevant under certain conditions during consumption. Statistical analysis has shown that gender continues to be an important factor influencing consumer behavior in consumption, particularly as consumption allows consumers to express their gender identity thanks to products meeting their gender expectatioons. Paradoxically,though, the preponderance of this factor is becoming less dominant, which reflects a change in consumer atitudes. In this sense, brands should also, as part of their strategy, offer products that address the trend towards neutrality, to accommodate the spectrum of gender identities. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581981