Płeć, gender i marketing a zachowania konsumentów w ujęciu kulturowym
Sex, Gender and Marketing and Consumer Behaviour in the Cultural Approach
Author(s): Agata Małysa-KaletaSubject(s): Gender Studies, Business Economy / Management, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: biological sex; cultural sex; consumer behaviours; marketing communication;
Summary/Abstract: An aim of considerations is to bring closer the importance of sex in shaping consumer behaviours, with a particular consideration of the course of the process of decision making. The specificity of making decisions and market choices by women and men should be reflected in marketing activities carried out by enterprises and, in particular, in activities in the area of marketing communication (inter alia, at the stage of formulating objectives, selecting tools and strategies of activity, surveying their efficacy and effectiveness). The new look assumes the need to take into account in those activities not only biological sex but also cultural sex (gender). The article is of the conceptual and research nature.
Journal: Handel Wewnętrzny
- Issue Year: 357/2015
- Issue No: 4
- Page Range: 276-285
- Page Count: 10
- Language: Polish