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Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y

Hem Lee, Janine and Hellwig, Annett (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.
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author
Hem Lee, Janine and Hellwig, Annett
supervisor
organization
year
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
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},
  keyword      = {Gender Marketing,Gendered Products,Product Gender Congruence,Generation Y,Management of enterprises,Företagsledning, management},
  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},
}