Gender and marketing: an exploration into perceptions of marketing and marketers from the perspective of male and female undergraduates

Purpose of the Paper - Beetles and Harris (2005) suggest that our understanding of marketing might benefit from the application of a gendered perspective (Benko and Pelster, 2013; Stevens, 2012). In response, this paper... [ view full abstract ]

Purpose of the Paper - Beetles and Harris (2005) suggest that our understanding of marketing might benefit from the application of a gendered perspective (Benko and Pelster, 2013; Stevens, 2012). In response, this paper explores the different perceptions and associations linked to marketing and the marketer from the perspective of both males and females.

Design/Methodology/Approach – Qualitative projective techniques were used to explore the perceptions and associations of marketing and marketers from a respondent perspective. The authors transcribed and analysed findings using the thematic analytical framework set out by Butler-Kisber (2010).

Findings – Findings showed some gender differences in terms of identified skills/characteristics, with women providing a practical insight into the intrinsic and practical characteristics required for the business world, whilst men took a more ‘outward’ facing view.
Research/Limitations/Implications – This study provisionally highlights how researchers can use projective techniques to explore the deep-seated insights of aspiring marketers. More data is available for analysis, and there is both potential, and a need, for further research.

Originality/Value/Contribution of Paper – The tentative findings presented in this paper give some insight into gender perspectives on both the image and appearance of marketing and on skills/characteristics associated with the marketer.