Brand Management

Research Note
Gender-Specific Differences in Consumer Behavior and Best-Practice Examples of Gender Marketing in Brand Management

Article Details

Pub. Date	:	Dec, 2023
Product Name	:	The IUP Journal of Brand Management
Product Type	:	Article
Product Code	:	IJBRM041223
Author Name	:	Gerd Nufer
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	08

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Abstract

Understand your market and understand your customer are two basic rules of marketing. However, as markets become more complex and customers more demanding, working with these basic rules becomes a greater challenge to face in a networked and global world. Today, the majority of international markets can be characterized as buyers' markets.

This means that the consumer is in a stronger position than the supplier. For the supplier, who faces stronger competition in a buyer's market, the bottleneck factor is not in the area of production, but rather in the area of marketing. As a result, suppliers face the challenge of market orientation in order to differentiate themselves from the competition and serve the market correctly according to its needs. Benefit and performance are no longer the only deciding factors in purchasing. The emotionality and credibility of a provider or brand are becoming increasingly important. As a result, customers have new expectations of providers and, in particular, their communication with customers (Flocke, 2006; and Knorzer et al., 2010).

Introduction

Markets are being segmented into ever smaller target groups; for example, marketing for people with a certain ethnic background, marketing for Gen Z or marketing for senior citizens. The examples are numerous. A particularly obvious segmentation of the market is the differentiated consideration of men and women in marketing (Nufer, 2023). The study and implementation of marketing tailored to gender is described by the term 'gender marketing'.