Sanya Miglani, O.P. Jindal Global University, Sonepat
ABSTRACT
The essential understanding of the term ‘gendered’ relates to people of a particular gender or something that is exclusive for them. Gendered marketing refers to a form of marketing strategy that analyses and evaluates a specific gender's behaviours and applies tactics to communicate to that intended gender audience. Since childhood, gender stereotyping is tossed around which continues throughout teenage years and extends into adulthood. Henceforth, it becomes crucial to ascertain the role of gendered marketing in a society and whether it is used as a mechanism for enforcing particular conceptions of societal norms. Societal constructions categorize and limits gender into orthodoxic and stereotypical constraints. However, the changing gender roles and evolving gender construct refuse to accept any restrictions placed on an individual’s identity based on their gender. The method by which gender is represented and utilized for marketing and in advertisements delimit the definition of one gender from the other.
The paper follows an analytical approach of methodology. Objective and scope of the research paper are as follows:
1. Role of gendered marketing in a society and whether it is used as a mechanism of enforcing particular conceptions of societal norms.
2. Brief History and background of gender marketing and gender construction.
3. How Gender Marketing Works?
4. Whether changing gender roles affect gender marketing? 5. Gender Marketing and Society.
6. Implications
