University of Twente Student Theses


Bier voor vrouwen : wat is het effect van een vrouwelijke reclame op een mannelijk product als bier?

Stevens, J.A.G. (2012) Bier voor vrouwen : wat is het effect van een vrouwelijke reclame op een mannelijk product als bier?

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Abstract:Gendermarketing is a form of marketing where the need of the consumer is central. Due to the fact that most products aren’t gender neutral, products are often aimed at men or women through marketing. That’s why advertisements for household products, cosmetics, food or clothing are often aimed at women, while the somewhat more expensive products are more often aimed at men, like cars, technology, travelling and alcohol. These advertisements often use gender stereotypes. However, due to the fact that society has changed al lot over the last few decades, and the fact that it seems that in particular stereotypes in advertisements for women haven’t changed at all, it is hard for women to recognize themselves in the advertisements. Would it help if more up-to-date female stereotypes are being used in advertisements? In this study it is tested what the influence of both traditional and non traditional gendermarketing is on the consumer. Particularly this research is aimed at what happens when a male product, in this case beer, is aimed at women through advertisements. By means of a focus group and two studies it is being tested what the preferences of women are in regards of stereotyping and what the influence of that is on the attitude against the product and the intention to purchase the product. By means of the focus group it became clear that women don’t consume much beer, because they think it is a typical manly drink. However they could be convinced to drink it more when advertisements for beer are more aimed at women. With the information of the focus group, 9 advertisements were developed for study 1. The stimulus material contained both female stereotypes (modern, androgynous and traditional) as beer glass stereotypes (modern, androgynous and traditional). The study showed that women found it hard to relate themselves with the traditional stereotype, this stereotype didn’t contribute to the attitude and intention to purchase of the beer, especially in combination with a beer glass that wasn’t congruent, the modern beer glass. During study 2 a blind tasting test was conducted to test the taste perception, as well as the attitude and the intention to purchase of the product. The participants were primed with an advertisement based on the results of study 1. An advertisement with both male words and font was used as well as an advertisement with female words and font. Both men and women participated in this study. The taste perception didn’t significantly differ between the two advertisements for both men and women, also the product evaluation and the intention to purchase didn’t show significant results. The study did show that is was easier for men than for women to relate themselves to the advertisements, even though the study showed that in fact the advertisements were aimed at women. The conclusion that can be drawn from this research is that it takes more than just female advertisements to get female consumers to consume more beer. Beer has the image to be a manly drink, because of this image it is hard for women to relate themselves to the product en also to advertising campaigns for this product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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