Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y
(2011)Department of Business Administration
- Abstract
- This study contributes to existing theory by underlining that
product brands do have a gender. In addition, the results of this
study show that the need for product gender congruence is
minimized in Generation Y. Therefore, rethinking the traditional
gender stereotyping of products may have more consumer appeal by being marketed to both sexes, or at least to emphasize more of the products attributes and how they can fulfill the needs of the Generation Y consumers. This study further demonstrates a practical method for evaluating the gender of a product brand.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1982595
- author
- Hem Lee, Janine and Hellwig, Annett
- supervisor
- organization
- year
- 2011
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Gender Marketing, Gendered Products, Product Gender Congruence, Generation Y, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1982595
- date added to LUP
- 2011-06-01 00:00:00
- date last changed
- 2012-04-02 19:03:36
@misc{1982595, abstract = {{This study contributes to existing theory by underlining that product brands do have a gender. In addition, the results of this study show that the need for product gender congruence is minimized in Generation Y. Therefore, rethinking the traditional gender stereotyping of products may have more consumer appeal by being marketed to both sexes, or at least to emphasize more of the products attributes and how they can fulfill the needs of the Generation Y consumers. This study further demonstrates a practical method for evaluating the gender of a product brand.}}, author = {{Hem Lee, Janine and Hellwig, Annett}}, language = {{swe}}, note = {{Student Paper}}, title = {{Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y}}, year = {{2011}}, }