At the end of this article, one point remains clear. Being gender indifferent in marketing communications can be a major pitfall as customers today seek brand identities that mirror theirs. Depending on the industry, brands should execute targeted marketing segmentation campaigns to appeal to a specific gender. From the choice of colors to font types and visuals used, messaging that fails to acknowledge the gender will become a blind spot.

The key takeaway is that marketers must personalize content to achieve higher open rates, greater click-through rates and optimize sales conversion. By using a gender-reversed append tool, like NameGenderPro.com, gender-based marketing becomes easier and more efficient.

As the world’s largest list of unique names by gender, NameGenderPro.com provides brands access to over 174K unique first names. In a matter of minutes, marketers can execute targeted behavioral marketing campaigns that can improve conversion rates by 35%. This database — a result of meticulous consolidation from reputable sources includes names by gender, country of origin and people count by country. Such data provides businesses the visibility to size up market potential, assess competition in an existing market and take proactive measures to expand geo-location market share. To start utilizing this powerful consumer segmentation technique, simply download the list of unique first names by gender from NameGenderPro.com and use the appended gender to supplement your marketing communication.

What is Gender Specialization?

Gender specialization in marketing refers to creating differentiated product propositions and unique selling points to appeal to a specific gender. We often hear this term discussed in the field of psychology, whereby gender specialization refers to the division of tasks among married couples in the labor market and household work.

For marketers, gender specialization provides ample opportunities to price-up, distinguish products and services, and create horizontal and vertical line extensions suited for each sex.

Does Gender Specialization Drive Prices Up?

The answer to that is a startling yes.

Did you know that goods for women and girls are 37% more expensive than men’s? This astounding fact applies to cosmetics, clothing, and toys. To exemplify, walk into Topshop’s female department, and you will realize that the same T-shirt cost more compared to the shirts in the men’s department ($15 for female; $10 for men). On the contrary, men are guilty of overpaying for selected purchases too. Comparing personal care products, Men’s Nivea shower gel costs $5.75 (“Classic”) while the ladies cost $2.19 (“Gentle hydration”).

When a product or service is narrowed, this allows brands to raise their price. The razor market clearly perpetuates this point. A razor for women costs more than the similar razor marketed for men from the same manufacturer. This leads to the following conclusion whereby when products are distinguished based on gender, the product price points soar higher.

Marketers try to make us believe that a woman who uses a man’s razor will not get optimum shaving results and vice-versa. But is this a fact or a marketing gimmick? To prove a point, an informal survey was conducted to ascertain how effective men’s razors are when used by women. It was noted that nearly all respondents who had never used a men’s razor before, unanimously agreed that the guy’s razor gave them a better shave. The denser shaving blades on the male’s shaver provided a closer and more thorough shave, as compared to a female’s razor. So, ladies, this gives you a reason to ditch your pink razors for the utilitarian male blades and enjoy great savings!

Besides, gender specialization allows marketers to sell a variety of products catered to a specific gender. To put things into perspective, gender specialization gives couples the reason to buy two bottles of shampoo, in which one for the gents and one for the lady, instead of one universal shampoo. Marketers put forth the imagery that men’s shampoo is custom made for the stronger sex to address their sweatier scalp. And therefore can be harsher on women’s hair. But in reality, what sets both products apart is the scent used (women prefer natural and herbal smelling products) and its’ packaging. And these variants do not impact product performance in any way. Furthermore, dermatologists agree that using a facial cleanser for men suited for their oilier skin, will not cause any harm to a women’s complexion.

To conclude, marketers today are fast to exploit this opportunity by creating a slew of skincare, haircare, and personal care products distinguished using gender visual codes and communication, based on gender stereotypes. In the same vein, dividing products into gender categories have allowed auto manufacturers to produce large, sporty cars to appeal to men. And smaller, compact cars that focus on its zippiness and easy-maintenance for women.

Gender Stereotypes and their Influence on Brands

From early childhood, gender norms and stereotypes are ingrained by society. Gender stereotypes dictate how society expects men and women to behave, dress and conduct themselves in public. We have been told that the fairer sex has to be gentle, altruistic, caring and well-groomed. Men, on the hand, are expected to masculine, aggressive and bold.

Although the expression of “gender stereotype” has acquired negative connotations, it’s not possible to label gender roles in society as “not bad” or “not good”. It is in fact, a given.

To drive home this point, German entrepreneur Theo Lieven wrote in his book “The Effect of Brand Gender on Brand Equity” that consumers prefer brands with pronounced gender identity. According to the traditionalist school of thought, this helps the consumer connect the brand’s identity with his or her personality.

In addition, a man is more likely to choose a brand that has typically “male” characteristics. Similarly, women tend to behave following stereotypical “female” behavior. As such, when brands try to expand their audience and generalize the product, loyal consumers who lean towards masculinity or feminist feel disengaged and dissatisfied with this non-personalized approach. When brands attempt to be gender transcendent, this cohort of clients feels alienated, as this approach violates their personal space.

Dividing the products into “male” and “female”, we, without realizing it, assign characteristics to the product based on gender stereotypes. For example, the more a product or service is associated with external attractiveness, weakness, emotional sensitivity, the more “feminine” we perceive it to be. “Masculine” products are often associated with strength, intelligence, courage, activity, and freedom.

In addition to the emotional component, brands label “gender-oriented” products with certain visual codes. So, “feminine” products are often distinguished by pastel colors (shades of pink are especially popular), elegant fonts, tactilely pleasant textures, and soft forms. “Masculine” products are on the opposite continuum. Cold and dark colors (primarily blue, black and metallic), stable fonts, focus on functionality and utilitarian needs are used to denote male products.

How Color Is Used In Gender Marketing

Have you ever wondered why diaper packaging is always in yellow, orange or other light hues? Ever noticed why ladies skincare products are never in deep shades of black or navy blue, but the men’s packaging is bolder?

While its effect is subconscious, colors have a very strong influence in inducing a purchase decision. Gender visual codes are important to consumers because they allow us to quickly find what we need. A recent study on men’s shampoo conducted by the branding agency Mildberry revealed the following paradox. Even though most men like bright colors, almost all of the men’s shampoos on the shelves are muted dark, with splashes of navy blue on its packaging. This is because shampoo for a man is often chosen by a woman who naturally searches for the most traditional “male” visual codes.

In this context, the visual and emotional components of a brand denote its affiliation to a certain gender. To exemplify, usage of dark, bold colors by brands like Mercedes, Audi or TAG Heuer are perceived as “masculine”, while lighter, softer shades of white, silver and red often used by Dove, Chanel and Olay are deemed as “feminine”. The latter is an interesting observation simply because hair care is a product that cuts across both sexes, yet we tend to pigeon-hole the product as a female product purely based on visual codes used on packaging and communication.

Gender Neutrality: Merger or Acquisition?

Associating a gender to a particular brand is important in industries whereby consumers form perceptions and derive insights based on gender stereotypes. At the other end of the continuum, there are industries whereby gender plays a secondary role. This is particularly true for gadgets, financial services, pharmaceuticals or furniture.

Some of the popular brands that are gender-neutral include Apple, Muji, and IKEA. From these brands, it is palpable that gender neutrality is not always a fusion of masculine and feminine. In most cases, “gender-neutral” products have more dominant “male” characteristics (which plays up its functionality, durability and male-aesthetic design), and their communications appeal to rational thinking.

Against this background, “gender-neutral” communications in the fashion industry, which traditionally exploits sexual attractiveness, appears more like a response to a trend or the development of a new niche direction. Gender neutrality in the fashion industry cannot be viewed as a large-scale change adopted by marketers. Instead, it is often staged to mark a new season or collection.

Creative marketers expand the functionality of “male” products to attract “female” customers, and this has proven to be fruitful. Studies have demonstrated that marketing of children’s toys for boys are more skewed towards highlighting the functional characteristics of the toy in elevating the child’s intellectual development. Compared to toys for girls, the intellectual component is downplayed, with aesthetic appeal elevated. The same applies to “male” cars and gadgets.

Brands that Embrace Gender Neutrality

Several marketers have carved their niche by building gender-neutral brands. All this is driven by the global change that champions accepting diversity and freedom of self-determination. Some brands redefine established gender roles and expand the audience at the expense of the other sex.

To put things into perspective, some “male” brands today do not appeal exclusively to men. This is because more and more women are consuming traditional “male-dominant” products. For example, 30% of Johnnie Walker’s whiskey consumers in India and Asia are high net worth women and businesswomen. Realizing the fact that women are closing the gap on bourbon sales, Jim Beam revamped its marketing campaigns to feature women more prominently. Similarly, 12% of Harley-Davidson’s US sales in 2014 contributed by women. With women becoming a significant segment within the automotive industry, auto manufacturers make a point to appeal to the fairer sex, without alienating the men. Driven by equal access to education and more women in the workforce today than before, it is not surprising that “male” brands do attract a significant female audience.

Another brand that has successfully used gender neutrality in creating its identity is Aesop. This Australian skincare brand does not put a “face” on any of its ads or communications. Instead, its brochures, posters and marketing materials showcase its glass bottles and cream-colored labels as the focus. The interior of the Aesop store is set up to resemble an old-time apothecary and sales assistance dress to look like chemists. Paired with good product performance and a gender natural identity, Aesop has succeeded to amass a cult following in selected markets.

On the other hand, society is more tolerant with the masculinity of women compared to men’s femininity. Theo Liven’s research confirms this fact. Liven note that a man is less likely to choose a “female” brand while a female is more likely to choose a “male” brand. This is probably due to the patriarchal way of life that existed in different societies for centuries.

Brands that demonstrate determination, perseverance in the face of adversity and tenacity to realize ambitions resonate well with the new-age woman.

Despite this conservative view, society today looks highly upon metrosexual men. Beyond looking groomed, men are respected for their ability to embrace maternal roles within the family. Today, being a caring father and nurturing is just as important as making money.

Another brand that successfully jumped on the bandwagon of shifting gender roles is the Cheerio’s “How to Dad” campaign. Here, the father took on the maternal role of waking the kids up, getting the children ready for school and prepping breakfast, while the mother adopted a nonchalant approach to the morning routine, fixated on her work.

Conclusion

While gender neutrality works well as an over-arching brand campaign, messaging to the customers are best personalized to ensure higher conversion rates. Besides, some industries will warrant subtle and tactical gender-based marketing campaigns to relate to the specific sex. This is especially true for the fashion industry, whereby brands often flip-flop between putting a specific gender as the main star as they shift between seasons and collections.

Indeed, gender marketing is a complex field. As such, those who fail to grasp the different needs of men and women risk missing the mark with their campaigns. When the requirements of male and female consumers are very different from each other, gender-based marketing becomes highly effective.

This is where gender checking services by a reputable organization like NameGenderPro.com can meet your needs. NameGenderPro helps you make better marketing decisions by performing a quick gender check on your existing base. Using your client’s first name, you can now execute marketing campaigns that deliver high conversion rates of up to 30%. Backed by NameGenderPro’s propriety AI technology, you can also execute retargeting campaigns, email marketing initiatives, and fine-tune your ad design to appeal to the targeted gender. What sets NameGenderPro’s apart is its unique data set of names by gender, built from trustworthy sources including the local census data in US, UK, CA, and AU.

With all the hard is done by NameGenderPro, you can channel your resources on developing new and innovative campaigns that strike a chord among your customers, and win them over. With a consistent track record of increasing conversion rates by 35%, e-mail open rates by 50%, and click-through rates by 25%, you can be sure that NameGenderPro.com delivers utmost user satisfaction.

Topic about gender is one of the most controversial issues of our generation. Whether you adhere to the traditionalist view of gender roles, advocate gender neutrality or promote the ideas of radical feminism, there will always be those who disagree with you and are ready to argue about this. Sociology, politics, and religion have a conflicting point of view regarding this and this is perhaps the problem. But in terms of marketing, this is just one of many factors that shape consumer behavior. And this factor, as if the marketer did not relate to the problem of gender equality, cannot be ignored.

Divide by two

Narrowing the positioning of a product or service always raises the cost, therefore, for example, a razor for women will cost more than a similar razor for men of the same manufacturer. On average, goods for women and girls are 37% more expensive than men’s – this concerns cosmetics, clothes, toys and other goods. Let’s take, for example, a shirt in Topshop (female department) costs $17, and the same exact top in Topman (male department) costs $12. Contrastingly, men overpay when they buy, for example, many personal care products: the male shower gel costs $7, the female shower gel only costs $3.

Gender specialization allows not only to raise prices for certain products but also increase sales – instead of one universal shampoo, couples buy two: for men and for women.

Differences between “male” and “female” products are expressed by gender visual codes and communication, built on gender stereotypes.

Does the brand need a gender?

From early childhood, we know ourselves through the prism of sex and the social roles that it defines. Hence – gender stereotypes. Although the expression “gender stereotype” has acquired negative connotations, the gender roles themselves formed in society are not bad and not good, it’s just a given.

German entrepreneur, Theo Lieven, in the book The Effect of Brand Gender on Brand Equity writes that consumers prefer brands with pronounced gender, as it helps the consumer to connect the personality of the brand with his own personality.

A man is more likely to choose a brand that has typically “masculine” characteristics, and a woman will generally behave in accordance with stereotypes about “female” behavior. Moreover, loyal consumers of a brand with a pronounced masculinity or, conversely, femininity, are dissatisfied when the company expands the audience at the expense of consumers of the opposite sex – they feel that it violates their personal space.

By dividing products into “masculine” and “feminine”, we, without being aware of this, are conceived within the framework of gender stereotypes. For example, the more a product or service is associated with external attractiveness, weakness, emotional sensitivity, the more “feminine” we perceive it. By “masculine” we traditionally mean something that is related to strength, intelligence, courage, activity, and freedom.

In addition to the emotional component, brands label “gender-oriented” products with certain visual codes. Thus, “female” products often distinguish pastel tones (especially popular shades of pink), elegant fonts, tactile soft textures and soft forms, and “male” – cold and dark colors (primarily blue and metallic), stable fonts and a sense of dynamics.

Gender visual codes are important to consumers because it allows them to quickly find what they need. For example, a group of marketers recently studied consumer preferences in the market of men’s shampoos and found a paradox: despite the fact that many men like bright colors, almost all male shampoos remain muffled darkly -single spot on supermarket shelves. This is because shampoo for men is often chosen by a woman who is looking for those that have the most traditionally “male” visual codes.

In the complex, the visual and emotional components of the brand give out its belonging to a certain gender. For example, brands like Mercedes, Audi or TAG Heuer are perceived as “male”, and Dove, Chanel, and Olay – as “female”, although they produce products for both sexes.

Gender neutrality: merger or absorption?

The gender identity of the brand is important in those industries that form insights based on gender stereotypes. But there are markets where the gender identity of the consumer plays a secondary role. This, for example, gadgets, financial services, pharmaceuticals or furniture. It is there that gender-neutral brands naturally appear – that is, brands without a pronounced gender identity. These include, for example, Apple, Muji or IKEA.

Against this backdrop, “gender-neutral” communications in the fashion industry, which traditionally exploits sexual attraction, look more like an answer to the trend or the development of a new niche direction than a demonstration of large-scale changes in this industry.

It is interesting that in practice, gender neutrality is not always a balance between masculine and feminine as one might think. In most cases, “gender-neutral” products have more “masculine” characteristics (functionality, longevity, and aesthetics), and their communications appeal to rational thinking.

The expanded functionality of “male” products in comparison with “female” products is a proven fact. There are studies demonstrating that children’s toys for boys due to their functional characteristics are more focused on the intellectual development of the child than toys for girls. The same goes for “male” cars and gadgets. Not surprisingly, “male” brands also attract the female audience.

Critique of pure gender

In recent years, the world has experienced a flourishing of the acceptance of the diversity of individuals and the freedom of self-determination. Therefore, along with brands without a pronounced gender, brands are redefining gender roles and extend the audience at the expense of the other sex.

Some of the “male” brands today do not refer exclusively to men because they notice the gender bias within the target audience. For example, 30% of consumers of Johnnie Walker whiskey in India and Asia are women. 12% of Harley-Davidson sales in the USA in 2014 were also provided by women.

Such brands today help women to train their will and fulfill their ambitions. A striking example of women empowerment is the Nike campaign “I’m only better”.

To the masculinity of women, society is more tolerant than to the femininity of men. The study by Theo Lieven, mentioned above, also confirms this fact: a man is less likely to choose a “female” brand than a female “male”. Probably, this is due to the patriarchal way of life that existed in different societies all over the world for centuries.

Representations of the “masculine” are more conservative, but despite this, men in our time are given new gender roles – primarily within the family. Being a man today means being a caring father and caring for a child is just as important as making money.

3 strategies to use in gender marketing:

• Gender stereotypes: The main plus of the division into “male” and “female” is that it is so customary, especially for older consumers, consumers with traditional sexual orientation, and consumers from countries with a patriarchal way of life. Thanks to familiar visual codes and communication ideas, this segmentation facilitates the choice. Finally, it has established itself as financially effective over 30 years of gender marketing. When choosing this strategy, it is necessary to understand whether the needs (both rational and emotional) of different sexes differ. If not, then gender marketing will look at least humorous, and at a maximum – offensive. You can not turn gender stereotypes into cliches – caricature communication repels consumers and does not cause them to associate themselves with the brand.
• Displacement of gender roles: First, it’s fashionable. The structure of consumers of many products and services has indeed undergone great changes in recent years. Perhaps you will be surprised to notice that dietary curds are in demand among men, and many women play aggressive computer games. Sometimes one such discovery and courage to talk about them is enough to win the loyalty of consumers of both sexes. By encouraging a non-traditional behavior for a particular gender, you create resonant communication with a high viral potential. The most important thing in this strategy is to feel the right balance: the majority of consumers should be ready for provocation. Although some brands who revolutionized gender marketing became the trendsetters, in fact, they are the literate and sharp “trend watchers”.
• Gender neutrality: First, because this strategy is built on the rational advantages of the product or service, causing greater consumer confidence. Secondly, “gender-neutral” brands are less connected with external incentives, such as sexual attractiveness, the manifestation of status, compliance with social norms, etc., and therefore are able to build a deeper personal connection with the consumer. From the point of view of visual codes, “gender-neutral” brands are less vivid in comparison with their “gender-stereotyped” competitors. This must be compensated for by creativity in communication, which will reflect the uniqueness of the brand. And, of course, although gender neutrality has already become a trend in a large number of markets, there are cases when consumers are not ready for a lack of gender color. This applies to products and services traditionally associated with sexuality, or goods that are traditionally bought as a gift.

This is known as color psychology, and is frequently used in gender marketing. In fact, it has become a major component in many marketing strategies utilized by brands within various industries.

Why is Color So Important?

Studies have been done by universities which showcase the effects colors have on the consumer’s mind. Once marketers got a hold of this data, they immediately began implementing it into their own campaigns – especially those that rely on gender marketing tactics. Research shows colors affect the human mind psychologically.

We associate colors with different meanings – for instance, baby blue and light pink are thought of as innocent and commonly associated with baby boys and girls. Growing up in the Western hemisphere, you learn that red means stop and yellow means caution.

Of course, how and where the colors are used will determine how the colors are interpreted by consumers. Selecting the right colors can make the difference between rubbing prospects the right way or turning them off.

While there are no actual guidelines for specific color use, there are some general rules that have been established to help marketers fine-tune their ads and other marketing collateral.

It’s also important to note that the color of your products can greatly impact how well they will sell. Numbers show that 2/3 of consumers won’t buy a product if it doesn’t come in the color they want.

How Colors Affect the Buying Experience

The research that’s gone into color psychology has connected colors to different groups of buyers. For instance, those who are on a budget tend to be drawn to colors like navy blue and teal, while traditional buyers are drawn to pink, rose and sky blue.

This is also why you will likely find banks and department stores using navy blue and teal colors, and clothing stores using rose, pink and sky blue in their décor and signage.

You’ll even find emotions tied to specific colors, which is why it’s important for brands to pay close attention to the hues they use. Studies show that the following colors and emotions are connected:

• Yellow = optimism, clarity and warmth
• Hot pink = excitement, bold and youthful
• Purple = creative, wise and imaginative
• Blue = trust, strength and dependable
• Orange = friendly, confidence and cheerful
• Green = peaceful, health and growth
• Gray = balance, calm and neutral

 

This data is typically used when deciding which colors to use for logos and signs. For instance, you can find yellow being implemented by restaurants like Subway and Denny’s, as well as phone companies, such as Sprint.

 

The Role of Color in Attracting Men and Women

 

Some brands have a predominantly male or female audience, which means they have to be more thoughtful about the colors they choose for their advertisements and products. You’ll find black and blue frequently used for attracting men because it represents strength. Brands that are using a gender marketing database, such as Name Gender Pro, will be able to determine what percentage of their audience is male or female. This will enable them to make a more informed decision about choosing the right colors for the marketing and products geared towards them.

 

One thing many brands falsely believe is that they must use pink for girls and blue for boys. Thanks to studies surrounding the psychology of color, brands are able to better understand the various ways colors can draw in their target audience. Understanding how colors attract, evoke emotion and impact the interpretations of their brand or product is essential.

 

You can see how color psychology has been properly implemented by the anti-aging industry. While many of its beauty products target women, you won’t find their products boasting colors like pink or rose. Instead, you find their items using bolder and more masculine tones, such as reds, grays and dark blues. Why? Because it asserts authority and power. These products are backed by scientific proof, which is used to attract customers (not frilly colors).

 

Here’s a quick overview of how major brands are using colors to evoke emotion:

 

• Restaurants, like McDonalds and Pizza Hut use red because it increases appetite.
• Health firms and cafes (like Starbucks) use green because it is associated with nature, tranquility and health.
• Snacks and beverage companies, like Cheetos and Fanta use bright orange to draw in impulsive buyers.

 

Choosing the Appropriate Colors for Your Marketing Campaigns

 

There are various things to consider when determining which colors to choose for your products and marketing. For instance, the culture of the audience you’re attracting will vary your color options greatly. It’s important to study the color norms within the culture of the individuals you’re trying to attract. For instance, red in the west can mean danger, love and energy, while in the east is represents prosperity, good fortune and weddings. In South Africa, the color red indicates mourning.

 

You can see how your color choices can greatly impact the success of the products you sell, depending on where and to whom you’re selling.

 

When it comes to gender, studies show that men tend to like colors that are bold, while women like softer hues. Normally, men are biased to colors that they like, while women will lean towards tints of colors, which are colors with white added. To the contrary, men tend to like shades of colors, which has black added.

 

If you’re selling to average men and women from the west, then this is important to know:

 

• Men’s favorite colors: blue, black, red and green
• Men’s least favorite colors: brown, orange, purple and yellow
• Women’s favorite colors: blue, purple, green, red
• Women’s least favorite colors: yellow, white, brown, orange

 

One thing you’ll notice is that both genders like blue, which is why it’s commonly used in products that are unisex.

 

If you’re aiming your products or services primarily to one sex, then it’s very important to know which colors to use to appeal to your market. It’s also helpful to know who you’re attracting the most. If you’re collecting names and emails from prospects, this can be very telling. However, some names may be neutral or foreign, making it difficult to determine whether a subscriber or customer is a male or female.

 

In this case, it’s essential to use a gender name checker. The #1 name gender database is Name Gender Pro, which features names collected from America, Canada, the UK and Australia. It has a large database, which can be used to cross reference the names collected within your own database.

 

This will enable you to determine your market or allow you to categorize both sexes into separate groups, so your marketing campaigns are personalized accordingly.

 

Color psychology is definitely something you want to consider when marketing to either gender. Hopefully, this quick overview has opened your eyes to the world of enhanced gender marketing!

]]> http://www.namegenderpro.com/gender-marketing-how-brands-use-the-power-of-colors-to-persuade-you/feed/ 0 http://www.namegenderpro.com/gender-marketing-and-name-gender-database-how-to-understand-and-profile-your-customers/ http://www.namegenderpro.com/gender-marketing-and-name-gender-database-how-to-understand-and-profile-your-customers/#respond Tue, 20 Dec 2016 04:50:43 +0000 http://www.namegenderpro.com/?p=926 Continue reading "Gender Marketing and Name Gender Database: How to Understand and Profile Your Customers"]]> Gender Marketing is about understanding your customers and their profiles thoroughly. Marketers generally adopt the approach of neutral marketing to play safe; by and large, both men and women feel that they have not been targeted by the marketers properly. The marketers should continuously strive for competitiveness and take benefits from the ever changing environment which can be facilitated by the realization of the concept of gender marketing. In this article, I will discuss how gender marketing impacted marketing of products like online selling, car purchase, garment purchase, and food & drinks.

 

Gender marketing is a concept where the marketers study the needs and demands of both genders and design a product to cater to them. Gender Marketing is about understanding your customer better in all aspects like:

 

• How they want to use your product
• What is the level of service they expect from you
• What is the price they are comfortable with

 

Men and women have different purchasing approaches. Whereas men tend to make a purchase based on prices and availability of products, women are more holistic in their approach. Women today influence purchase decisions of products not only made for them exclusively like cosmetics and jewelry but also products like automobiles and mobiles. Let us now see some categories where gender preferences are very different and learn how should a marketer than react accordingly.

 

Gender and Internet

 

Did you know that women go online to save time and simplify their lives whereas men are more into news, stocks and other entertainment sites. 60% of the online shoppers are women and this number is growing every year. But as an online retailer have you ever thought to properly target this segment? Below please find a few approaches to consider:

 

• Relationship oriented marketing approach – women are more influenced by relationships than men. The online retailers can develop a relationship oriented marketing approach by establishing an online chat option, forums, and communities. This way the customers can put queries and exchange ideas. It will make them feel that personal touch which will result in repeat visits and ultimately customer loyalty.
• Security concerns – women are more concerned about security and this becomes an obstacle in purchasing online. Security concerns include stolen credit card numbers and privacy issues. To address these issues you should clearly mention your site’s privacy policy and also constantly reassure your customers as to the securities of their transactions.
• It should be simple and informative – You should aim to reduce the time of purchase for women. The lesser the time they take the more loyal they become to you. You can do this by making your site very simple and informative. Information should be enough to make quick and smart decisions.

 

 

Gender and Garment purchase

 

Sears conducted a research and concluded that for men, the sole purpose while buying clothing is to see that it fits properly. Whereas in a case of females there is a big list of factors considered while purchasing clothing which includes many different factors: it should fit properly, the color should match the color of the skin and the neckline should be flattering. Further, men take a more self-oriented approach to clothes, whereas women have many other concerns like they relate clothes as symbols of their personal interrelatedness with others. For women, clothes are more related to their social and psychological aspects of life. For men, the need of clothing is often determined by financial constraints while in case of females the financial constraints are not that strong, instead, it is the social and peer relations which define the need of clothing for them.

 

Women, in general, are more conscious about health, not only their own but of the whole family. So, if you want to position your product as a healthy product, best is to target the women folk for it. Men are health conscious but they do not like to be associated with any kind of health food or drink. Pepsi solved this problem by launching diet Pepsi which did not have the name diet associated with it like Pepsi max and Pepsi one.

 

An organization’s success is generated by the new, innovative ideas and risk taking capabilities to always try something new. Companies should continuously strive for competitiveness and take benefits from the ever changing environment. This can be facilitated by the realization of the concept of gender marketing. The men and women have to be considered as separate identities and marketing strategy have to be developed keeping this in mind. More than 85% of the decisions in different product categories are influenced by women, so it is about time you start marketing and targeting accordingly.

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