Gender As Marketing

Boka Fruzsina (2022) Gender As Marketing. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In my research, I want to find out whether gender marketing still has a place in the twenty-first century. I think it is a very interesting topic, especially in today's world where the role of women and men has become such a sensitive issue. In today's social climate, people are increasingly challenging stereotypes, but products such as washing-up liquid and cars continue to target consumers based on gender demographics. For children, gender stereotypes are fully reflected in the trade. If you see a pink doll, for example, you know for sure it's a girl's toy, and if you see a blue truck, for example, it's clearly a boy's toy. So, although we are increasingly trying to break down gender stereotypes, they are still clearly present in marketing. For generations, the majority of the population has tried to divide the world neatly into male and female. This binary way of dividing people, things, practices and ideas into genders has always excluded some and forced others into lifestyles that did not correspond to their thoughts and feelings. Gender equality is a very sensitive issue, especially in today's world. But as sensitive as it is, it is also important to talk about it at a social, cultural, political and commercial level. I believe that our bodies are determined by our biology. But how we behave, what roles we play or what clothes we wear, and what we consider masculine or feminine, depends on what is accepted in a particular culture and society. There are no inherently masculine or feminine characteristics. It is a trait that varies from society to society and from generation to generation. I first reviewed the secondary, exploratory literature on gender marketing to gather material, and then extended my primary research with quantitative research findings. I analysed the roles of women and men and their changing roles, and described the history of gender marketing, advertising concepts, marketing tools and terminology, and companies' attitudes towards the topic. The aim of my quantitative research was to gain insights into consumers' buying habits and mindsets on the topic, their awareness of the concepts and to draw conclusions. For my quantitative research, I chose a non-probability, convenience sampling method. My conclusion is that companies should no longer classify their customers by gender.  However, this new direction is not a feminist imposition; we simply need to let go of familiar stereotypes. It is important that companies find ways to learn other details about consumers so that they no longer have to rely on gender. I believe that in future, companies should strive not to draw a sharp line, but to maintain the possibility for all consumers to buy and use their products without discrimination. This is likely to lead in a more inclusive, accepting and neutral direction in the future, replacing the standardised marketing tools of the past.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising, consumers' preferences, gender, gender roles, marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Júl. 15. 11:26
Utolsó módosítás:	2022. Júl. 15. 11:26

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