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

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.