Gender Based Marketing Strategies: Itsrelevence to Todays Marketers

M A Raja Sekhar; P Raghunadha Reddy

M A Raja Sekhar Research Scholar, Department of Management Studies, S.V.University, Tirupati, Andhra Pradesh, India
P Raghunadha Reddy Professor, Department of Management Studies, S.V.University, Tirupati, Andhra Pradesh, India

Abstract

The consumption and purchasing behaviour of the customers for few products is based on their gender which is of importance for the marketer to gain the market share by designing and promoting their products accordingly in a competitive marketing environment. The marketer designing their product and promotion strategies is to be considered as Gender Based Marketing. This paper is intended to through light on gender based marketing strategies used by the marketers and its impact. A sizeable number of scholarly articles, and the current strategies used by the marketers covered in the news articles are referred to give an insight into the importance of gender of the customer/decision making team to the marketer. It has been observed that the understanding of the gender and its influence on consumer’s purchasing and consumption patterns of products by the marketer has given an edge over competitors or be on par with the competitors.