Gender has a very specific meaning, which differs to ‘sex’; when we refer to a person’s ‘sex’ we are speaking of their biological sex (i.e. male or female). This is strictly physiological, whereas the term ‘gender’ refers to a sociocultural construct. While a person’s biological sex is defined at birth, their gender is determined by the different gender roles and behavioral differences between men and women, which are strongly influenced by society and culture. Gender marketing is based on the various properties assigned to men and women, both physical characteristics and interests.
Behavioral and psychological differences between men and women are the central focus of gender studies. In addition to being a fascinating area of sociology or psychology, gender studies can produce interesting insights for marketing purposes. Many marketing strategies now use gender marketing techniques, tailoring advertising content and techniques to the different consumption and purchasing behavior of the genders.
