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.