CİNSİYET BAZLI FARKLILIKLAR VE ERKEK TÜKETİCİLERE YÖNELİK PAZARLAMA STRATEJİLERİ.

Gender is frequently used as a basis for segmentation for a significant proportion of products and services. Men and women are different is commonly accepted in most societies, and a host of social and biological factors seem to drive these differences. Sex differences might also exist in hemispheric lateralization, such that male brains are more functionally lateralized and female brains are more integrated. However, an important marketing question is whether such differences translate into consistent differences in the processing and evaluation of marketing. For this reason, it is important for marketers to understand differences between consumer groups such as men and women. This paper reviews male consumers' purchasing behaviors and presents marketing strategies to male consumers for the enterprises. [ABSTRACT FROM AUTHOR]