Genderstudies im Marketing

Abstract

This bachelor's thesis analyzes gender-specific marketing with a particular focus on its historical development and current applications. The central concern of the thesis is to examine the causes and mechanisms of gender-specific differences in consumer behavior and their strategic use by companies. The deeply rooted social and cultural constructions of gender in relation to economic considerations that characterize gender marketing are also elaborated. The theoretical framework of the thesis includes a thorough introduction to the concepts of gender, gender roles and their influence on marketing strategies. Key terms such as gender marketing, gender roles and consumer behavior are defined and their relevance in the marketing context is discussed. In the main part, the application of the 4Ps of marketing with regard to gender-based strategies is examined in detail. Through a comprehensive literature review and the analysis of case studies, it is shown in which sectors gender marketing is particularly widespread, such as in the cosmetics, fashion and technology industries, where products are often specifically positioned as male or female. The work also highlights the negative effects that gender-specific marketing can have on consumers, as well as the opportunities that arise from gender-neutral marketing strategies. It is established that gender marketing is not only used to increase sales, but also contributes to the consolidation and reproduction of social norms and gender roles. The analysis of the market segments and the recommendations derived from it are intended to support companies in developing marketing strategies that are both economically successful and socially responsible.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Kindermann (Supervisor)