Analysing Gender Specificities Of The Event Marketing Consumers

Abstract

Nowadays event marketing, following through interaction between consumers and a product, shows a significant increase of promotion campaigns effectiveness of different levels. While planning an event, in addition to technical issues it is required to pay attention to individual and communicative peculiarities of consumers` involvement. As a result of the conducted research, specificities of males` and females` marketing events perception are received. Gender disparities include a complex of cultural (social) and individual (behavioural, speech) peculiarities of humans, they form a specific way of thinking and behaviour, facilitate a desirable presentation of themselves and play a role in a group interaction. The survey data demonstrated that females, who visit events, search for an exciting involving life, interesting people and useful contacts with others mainly in the closed spaces. Cross-tabulation analysis, used in the paper, reveals features of events perception. The process itself should include moments of interaction with a promoted product, signature interior design. The male audience makes a preference on verbal communication, marking a substantive message and personal benefits. Men don’t perceive corporate colours as marketing incentives however “pre-event support” is highly efficient, therefore reminders of the coming event and mentioning the event’s benefits are desired. Making a product presentation for males, it is essential to suggest rational solutions for their lives and avoid excessive emotions. Male representatives prefer open “live” spaces and areas to stay with a group of people and save their individual independence at the same time.

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This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

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Publisher

European Publisher

First Online

25.09.2021

Doi

10.15405/epsbs.2021.09.02.245

Online ISSN

2357-1330