GENDER MARKETING: GOOD, BAD AND UGLY

ABSTRACT

The promotion of goods and services centered on sex implies marketing specifically for men and women as necessary. Men and women are now commonly recognised as having distinct criteria, and expect different goods depending on attributes, characteristics, quality and quantity, so a commodity that is uniformly sold is an old term. Marketing goods and services was the current practice in developing nations, rendering them unique to each gender, depending on their wishes. In developed nations the term has been well embraced, but for India it has yet to be established. Back in the late 1990s, India had become male-dominated. However, India’s behavioural trend has changed dramatically in Indian consumers since the start of the 21st century. Since then, more and more women have joined the corporate sector, holding several important responsibilities in culture and industry. The present study seeks to determine if Indian customers know the meaning of gender-based advertisement, are able to embrace it and are prepared to accept it in the goods and service category. There are enormous consequences for promotions. Marketers also discovered a modern approach to make a good or a service that was originally designed for a certain sex attractive to their customers. Sex-based marketing provides new opportunities for targeting segmentation and many innovative product creation and model extension options for various gender segments. This will in particular entail more efficient promotions for both women and men in goods or product lines. The study findings indicate that young generations of students and citizens with a comparatively large discretionary income are typically more responsive and drawn to a gender-based advertisement concept, either as students or at the start of their careers. The findings of the survey have revealed that there are some product categories for which customer gender-based marketing is approved quite easily, although even other product categories are not so appropriate for gender-based marketing.

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