期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2014
期号：31
页码：1-9
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：The changes occurring in society,especially the ones related to the different perception of traditional female and male roles,as well as the new patterns of femininity and masculinity result in the development of gender-oriented marketing that makes it possible to work out efficient methods of influencing consumer behavior and purchase decisions on the basis of real differences between the two sexes and not on the commonly known stereotypes. Manoriented marketing may become a response to the new expectations and behavior patterns of men-consumers and be an opportunity for many companies to win a segment of loyal customers. The article characterizes men-consumers by their features and purchase-decision process. It also presents the assumptions of male targeted marketing. Selected results of a questionnaire survey are presented that aimed at the determination of consumer purchase behavior with a particular consideration of men and the opinions on gender-oriented marketing.
