Page 163 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 12.2.4 Gender as Sub-culture

In all societies, males and females are generally assigned certain characteristics and roles. Males
are typically thought to be independent, aggressive, dominating and self-confident in almost all
societies. They are viewed as the bread earners. Females, on the other hand, are viewed as
gentle, submissive, tender, compassionate, tactful and talkative. Their role is as homemakers
with responsibility of taking care of children. The traits of femininity and masculinity represent
the ends of a continuum and individuals have varying levels of each trait. Biological males tend
to be toward the masculine end of the continuum and biological females towards the feminine
end. Gender roles are the behaviours considered appropriate for males and females in a given
society.
The market of women or men is not as homogenous as one is likely to believe. According to
C M Schaninger, M C Nelso and W D Danko, at least four significant female market segments
exist.
1. Traditional housewife: She prefers to stay at home and is very home and family-centered.
She desires to please husband and children. She seeks satisfaction and meaning from
household and family maintenance. Experiences strong pressures to work outside home
and is well aware of foregone income opportunity. Feels supported by family and is
generally content with role.
2. Trapped housewife: She would prefer to work but stays at home due to young children,
lack of outside opportunities, or family pressure. She seeks satisfaction and meaning
outside the home. She does not enjoy most household chores. Has mixed feelings about
current status and is concerned about lost opportunities.
3. Trapped working woman: She may be married or single, would prefer to stay at home, but
works for economic necessity or social/family pressure. She does not derive satisfaction
or meaning from employment. Enjoys most household activities, but is frustrated by lack
of time. Feels conflict about her role, particularly if she has younger children at home.
Resents missed opportunities for family and social activities. She is proud of financial
contribution to family.

4. Career working woman: She may be married or single, but prefers to work and derives
satisfaction and meaning from employment rather than home and family. She experiences
some conflict over her role if she has younger children at home, but is generally content.
Views home maintenance as a necessary evil. Feels pressed for time.
Many products are typically associated with either males or females. For example, in India,
shaving products, cigarettes, pants, ties and motorcycles etc. are products for males; bangles,
bracelets, lipstick, sari, bindi and menhdi etc. are female products. However, many products
now are losing their traditional gender typing. For example, financial services, cars, computer
games and equipment etc. are now designed with women in mind.

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