Product gender perceptions and antecedents of product gender congruence

摘要

Purpose - The purpose of this paper is to replicate and extend earlier work on product gender perceptions.rnDesign/methodology/approach - The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using arnsurvey approach with validated scales. Likert-type data were analyzed using appropriate statistical measures.rnFindings - Analysis of the data demonstrated that product gendering is still prevalent. In addition, males were more likely than females to purchaserngender-congruent products; that individuals with a greater desire for product-self-congruence used products as a form of self-concept; that individualsrnreared in non-traditional households were less focused on gender congruence; that less traditional individuals were less focused on gender congruence;rnand that those who sought gender congruence were more likely to seek gender cues in the marketing mix.rnResearch limitations/implications - The product selection was based on a previous study and the sample was non-random. Both of these decisionsrncould be questioned.rnPractical implications - These research results will allow one to understand whether social change during the past decade has altered productrngender perceptions and to explore the degree to which consumers seek congruence between their own gender orientations and perceived productrngender. This knowledge could be very important to consumer goods marketers making product design and promotional decisions.rnOriginality/value - The paper examines gender congruence in a maturing Generation Y, a generation second in size only to the Baby Boomers andrnone of significant market importance. It also provides the first substantive new data on this subject in over a decade.