Consumer Behavior and Gender-Based Marketing.


Consumer Behavior and Gender-Based Marketing.



Dr. Maria Church

May 22, 2017


Consumer Behavior and Gender-Based Marketing.

The consumer behavior focuses on the study of buying behavior of the users of goods and services. It allows one to understand the reason for purchasing goods from the market, by consumers. The biggest problem is cultural factors in which it’s a set of ideologies and values of a group of people. The cultural values influence how a consumer behaves, and the changes in cultural values have resulted in changes in consumer behavior. In this context, the focus is on the interrelationship between gender-based marketing as an aesthetic value and consumer behavior.

Examples of Organizations marketing to gender-based marketing.

The elimination of sexist labeling is important since it helps in creating a good consumer biasedness towards an organization’s products. The products that are marketed by a gender will result in risking half of the potential sales. Gender-based marketing specifically focuses on different needs of women and men with the aim of the sales increase. This type of marketing is important because men and females have different needs. The marketing strategies of organizations must aim in focusing the needs of both genders (Arnold & Bianchi, 2001).

An example of Constellation Brand, a wine company that utilizes gender-based marketing by having wine varieties such as red blend, Pinot Grigio, the chardonnay that are familiar to women. The wine bottle is also designed to be appealing to female shoppers in the wine industry. The celebration of moments women spend with their friends requires an emotional connection hence the labeling and design. Paige Guzman, the director of wine innovation in Constellation Brand, wants the brand to be distinguished from the traditional wine advertising. By allowing balance, the brand also came up with a Ravage, red-wine brand that aims in attracting male consumers with knight riding horse as the label. The strategy of this organization is focusing on ensuring that the customer doesn’t see the Constellation Brand has sexist products, thus the need for balancing (Smollan & Sayers, 2009).

Another organization is GoDaddy whose sexist marketing showed women featured in bikinis. GoDaddy is haunted by this marketing strategy since they were biased on one gender they are trying very hard to be able to change the consumer’s behavior and perspectives on their products. The company tried promoting gender diversity by focusing on technology and helping owners of businesses, and they are pushing hard on the message of diversity starting with sex. The problem of gender contamination occurs when the brand is regularly associated with one gender this makes it for the opposite sex to try and focus on that product. Some marketing strategies can involve gender contamination to their gain by expanding the product having for both men and women. Currently, GoDaddy is making efforts to ensure that their products are not gendered biased thus the aim of changing viewers’ perception by diverting to different areas (Smollan & Sayers, 2009).

The last organization is Unilever that creates the popular Unilever beauty products for both males and females. A good example is when one talks of a shower gel the idea that comes out is about women. But in the new strategies that Unilever has put across, it is evident that products are being marketed for both genders. An array of the goods branded for men has been seen to allow a gender-based marketing balanced by Unilever. Their products like Axe and Dove which are products packaged with the aim of sticking out for both genders. Axe has created a male brand that appeals to men’s taste regarding shape, designs, and colors. The packaging doesn’t require the branding of for male; this is because the branding suggests the gender. Dove is also a female-oriented product, and the product line entire focuses on women. This type of strategies has seen Unilever gaining popularity outside there due to diversity in gender while manufacturing their products. In simpler terms, Unilever is one of the organizations that has been able to avoid gender contamination in their products (Smollan & Sayers, 2009).

Mission/value statement, printing advertising, website content press release among others

All these organizations have an aim of exploiting the entire consumer base. The behaviors of the users are significantly affected by the culture of the organization. Marketing strategies that are put in a mission statement of an organization which contains the words creating products that satisfy our user needs. The group’s perception by the consumers is to produce products based on a gender orientation in the market and allow consumers to get the goods without seeing biasness of a gender. The best option most companies use is creating goods that are not oriented to a specific sex ego coca cola products, who marketing and advertisements be it on the website or newspapers they have both genders involved in advertising their products. An organization that market products with aim of targeting specific genders can alienate other potential consumers in the market thus the need to have a gender balanced based marketing strategy (Arnold & Bianchi, 2001).

Gender -based marketing and implement its marketing strategy

In the current trends and times, it is evident that women make more buying decisions compared to men. The women are the clear majority of the consumer buying decision of household items. Also, women are involved more in online shopping compared to men. The graphs below fig 1.1 and fig 1.2 shows the variation of consumers’ behavior based on gender. Most companies can use the information below to be able to tap the dormant male market. The redefinition of the target by the organizations is essential since male-focused brands such as Adidas and Under Armor have started campaigns that recognize women as athletes (Matthes, Prieler, & Adam, 2016). Moreover, brands like Michelob and Coors have acknowledged drinking of beer by women. Recently a female campaign brand called SheKnows Media has made the expansion of #Femvertising Awards to recognize both genders and a category was added to consider how fathers are portrayed. The primary aim of organizations is to market the strategies that represent the feminine and masculine angle or aspects of marketing. Generally, in selling the changing values of consumer can result in changes in purchasing trends thus leading to a shift in consumption of products companies must always keep up to date with how the customers need in the market (Matthes, Prieler, & Adam, 2016).

Fig: 1.1 Female Buying Decisions

Fig 1.2: Comparison between a Female and Male difference in online shopping.



Arnold, K. A., & Bianchi, C. (2001). Relationship Marketing, Gender, and Culture: Implications For Consumer Behavior. Advances in Consumer Research, 28, 100-105.

Matthes, J., Prieler, M., & Adam, K. (2016). Gender-Role Portrayals in Television Advertising Across the Globe. Sex Roles, 75(7), 314-327. Retrieved from

Smollan, R. K., & Sayers, J. G. (2009). Organizational Culture,Organisational Change and Emotions:A Qualitative Study. Journal of Change Management , 9(4), 435-457. Retrieved from

Suwaryo, J., Daryanto, H. K., & Maulana, A. (2015). Organisational culture change and its effect on change readiness through organisational commitment. International Journal of Administrative Science & Organisation, 22(1). Retrieved from


Content Met Partially Met Not Met Comments:
The student chooses one of the following changes in Cultural Values to review and discuss: (1) green marketing, (2) cause-related marketing, (3) gender-based marketing, or (4) marketing to gay and lesbian consumers.
The student reviews the interrelationship between consumer behavior and changes in cultural values.
The student finds three specific examples of organizations marketing to these changes in cultural values.
The student analyzes their opinion of how the company uses the understanding of changing cultural values to create and implement its marketing strategy.
The student discusses each example using specific information.
The student includes screen shots or copies of the marketing pieces they examined.
The paper is 700 to 1,050 words in length.
Total Available Total Earned
7 6/7
Writing Guidelines Met Partially Met Not Met Comments:
The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a reference page.
Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and punctuation.
Total Available Total Earned
  3 2.75/3
Assignment Total # 10 8.75/10


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