Product Gender Perception and Gender Similarities in Generation Y- A Study

Abstract

The purpose of this study is to explore Generation Y's consumer perception of product brand's gender and the degree to which different regions seek product gender similarity in the marketing mix, a cross-sectional research design using a survey to examine multiple constructs such as product gender perception, the need for product gender similarities and receptivity to product gender cues at a single point in time. A quantitative study of 200 self-completion questionnaires administered to 100 Andhra Pradesh and 100 Kerala respondents, the results of this study show that the need for product gender similarity is minimized in Generation Y. Therefore, rethinking the traditional gender stereotyping of products may have more consumer appeal by being marketed to both sexes, or at least to emphasize more of the products attributes and how they can fulfill the needs of the Generation Y consumers. This study further demonstrates a practical method for evaluating the gender of a product brand.