Miejsce gender marketingu w postępowaniu nabywców na rynku dóbr szybkozbywalnych
PLACE OF GENDER MARKETING IN BEHAVIORS OF CUSTOMERS ON THE FAST MOVING CUSTOMER MARKET OF GOODS

Summary/Abstract: This article discusses the problem of the use of gender marketing in activities of companies, taking into account differences in making purchase decisions by women and men. Social and economic transformations of the world most affected the social position of women. They allowed them a dynamic development of innate qualities, as well as the adoption of new social soles in political, business activity, and above all in decision-making processes. Currently, according to researches, women make over 80% of purchasing decisions. Traditional division of social roles became flexible, but it has not been completely forgotten. The study presents opportunities for producers, as well as the importance of the role of women in making purchase decisions, especially in relation to promotions. It shows that the role currently met by the woman should be taken into account.

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