| Titre : |
Exploring Gender-Based Marketing and Its Effect on Brand Perception |
| Type de document : |
Mémoire |
| Auteurs : |
Bhavana NAIDU, Auteur |
| Année de publication : |
2023 |
| Importance : |
41p. |
| 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
MARKETING ACHAT ; FEMME ; HOMME ; COMPORTEMENT DU CONSOMMATEUR
|
| Résumé : |
“Marketing battles are fought inside the mind” (Ries and Trout 1986) if this is true from the marketing point of view, it is the same with consumers when it comes to the perception of brand and purchase intentions. Brand Perception links to how the consumer sees and understands the brand. It includes their attitude, opinion, and behavior towards the brand and is influenced by numerous factors which include advertising, the message conveyed, packaging, products offered, and merely the image portrayed by the brand. Brand perception can influence a person's purchase intentions or decisions as well as brand loyalty. According to Karampournioti, E., and Wiedmann (K.-P. (2022)), “Typically, companies use storytelling to communicate not only their brand values but also what the companies represent. Stories provide meaning to brands help customers understand the benefits of the brand and positively affect brand perceptions” well, not only positively which equates to perceptions of high quality, reliability, and desirability but also negatively. Sometimes, even neutrally where the consumer is either unaware of or indifferent towards it.Brands need to understand the importance of consumers’ brand perception and the impact that it has on the brands' performance. While a positive perception can bring marvels to the brand a negative perception can equally tarnish the reputation. To keep up the perception of the brand, companies tend to make considerable investments in branding and marketing initiatives and these initiatives are driven by targeted marketing. While targeting your market has its pros and cons like allowing flexibility- prospects can be targeted in several ways, including by age, gender, marital status, interests, etc., and at the same time, have consequences of leading to narrow-mindedness. One such highly discussed matter is gender-based marketing which is simply dividing the prospects into gender types, typically men and women, and crafting messages based on assumptions about male and female customers. “Women use other people’s opinions to help make their own decision. Men use other people’s decisions to help them form their own opinion” (Baker, 2012) and brands tend to salvage it for their benefit. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
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