Gender roles have for the past years been of interest in customer behavior, as they are assumed to impact family and individual decision making in the buying of consumer products (Bettany et al., 2010). For this reason, marketers have had an interest in this topic because of the effect it has on perceptions of products and promotions. Gender marketing, therefore, focuses on the psychological and behavioral differences between women and men. Many marketers around the globe use gender marketing methods, thus tailoring the advertising content to the different purchasing and consumption behavior of the different genders. However, gender marketing has been marred by several issues, especially in the marketing of products (Lin et al., 2018). This essay will, therefore, discuss gender issues in the marketing of products.
Gender Issues
The concept of gender marketing is more complex and requires a well-thought-out marketing strategy. Psychological factors take on a decisive role in gender marketing. Since the findings of neuroscience and psychology are used to draw a conclusion on consumer behavior of the varying needs, preferences and interests of men and women, when it comes to the purchasing behavior, they can be deceiving. For example, a quick glance in a makeup aisle or a toy store provides evidence that women and girls are into the color pink. However, according to Lin et al. (2018), gender marketing is just more than coding selected products in respect to their color. Making a product appear ‘girly’ is far more than just coloring it pink. Consequently, several cognitive studies found out that all babies prefer color blue, and the preference girls have for color pink is conditioned.
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Another issue in gender marketing is the specification of products in terms of gender, where it should not be used. This trend gravitates to fashion products as well as in dolls and toys. While people are inclined to the notion that fashion and dolls interests mostly the girls, while violent video games interest the boys, this is a social conditioning as compared to the use of innate inclinations towards the given product. Toys and clothes serve the same purpose for both men and women and thus they do not require specificity when marketing. It is therefore absurd to think that gender roles be applied to products, outside the physiological needs by sex.
Lastly, stereotyping is another gender issue in the marketing of products. Gender stereotyping has over the years become more combative and entrenched. Some brands with their women campaigns have challenged the issue of stereotypes, but the brands still rely on segregation when marketing the products (Lin et al., 2018). For example, the cosmetic products and their formulations do not identify an individual’s gender. These products will perform the job they are created to do, a moisturizer will moisturize the skin irrespective of whether they are male or female. In this regard, gender marketing is not an acknowledgement of only the physiological differences between men and women, but also the implications the products have on gender roles. Also the belief that women and men cannot use products advertised for the opposite sex. Therefore, there should be no shame if a man uses a woman shampoo to smell floral if that product has a floral scent.
Conclusion
Gender effects in the marketing of products remain poorly grasped. Findings of the research by Wolin (2003) indicate that there is a controversy that exists and that gender differences in marketing responses also exist. Marketers should, therefore, take time to understand the market as people are more satisfied knowing that they are understood and that marketers care about their needs and preferences.
References
Bettany, S., Dobscha, S., O'Malley, L., & Prothero, A. (2010). Moving beyond binary opposition: Exploring the tapestry of gender in consumer research and marketing. Marketing Theory , 10 (1), 3-28.
Lin, X., Featherman, M., Brooks, S. L., & Hajli, N. (2018). Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective. Information Systems Frontiers , 1-15.
Wolin, L. D. (2003). Gender issues in advertising—An oversight synthesis of research: 1970–2002. Journal of advertising research , 43 (1), 111-129.
