GENDER MARKETING W ŚWIADOMOŚCI WYBRANEJ GRUPY MŁODYCH KONSUMENTÓW NA PODSTAWIE BADAŃ
GENDER MARKETING IN THE AWARENESS OF A SELECTED GROUP OF YOUNG CUSTOMERS ON THE BASIS OF RESEARCH
Author(s): Anna NiedzielskaSubject(s): Economy, Gender Studies, Psychology, Sociology, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: gender marketing; consumer behavior; sex; young consumer; communication;
Summary/Abstract: The problem of gender has become the topic of heated argument recently. It determines paying attention to gender marketing issue interpreted as a message created according to communication codes preferred by each sex. The fundamental objective of the paper is to refer to the above-mentioned matter and present the results of the research carried among young customers concerning their awareness of gender marketing concept and activities undertaken within its scope.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 38
- Page Range: 139-148
- Page Count: 10
- Language: Polish