Impact of Gender-Specific Marketing on Consumer Purchasing Behavior in Philippines

Abstract

Purpose: The aim of the study was to analyze impact of gender-specific marketing on consumer purchasing behavior in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on the impact of gender-specific marketing on consumer purchasing behavior in the Philippines reveal that tailoring marketing strategies to gender preferences significantly influences buying decisions. Research indicates that campaigns designed with gender-specific appeals are more effective in resonating with target audiences, thereby enhancing engagement and driving sales. For instance, marketing messages emphasizing traditional gender roles or specific lifestyle aspirations often result in higher purchase intentions among female consumers, while campaigns highlighting strength and technology tend to appeal more to male consumers. Unique Contribution to Theory, Practice and Policy: Social role theory, consumer culture theory (CCT) & theory of planned behavior (TPB) may be used to anchor future studies on the impact of gender-specific marketing on consumer purchasing behavior in Philippines. Organizations should implement mentorship programs tailored to the specific needs of women in different sectors and career stages. Policymakers and organizations should develop and enforce structured mentorship policies that include regular evaluations, clear objectives, and accountability measures.