The impact of gender policy on consumer behavior

Modern marketing requires a deep understanding of not only consumer demographics, but also their psychographic aspects, such as lifestyle, values, motivations and personal preferences. These behavioral aspects have a huge impact on how different groups of people make purchasing decisions. Gender and age differences play an important role in this, leading to the formation of different consumer patterns. Understanding these differences allows companies and brands to better tailor their offerings and marketing strategies to different audience segments.

Psychographic aspects include the motivations and psychological factors that influence consumer choice. They help to better understand why a person chooses a particular product, what guides his purchases, and what factors influence his decision.

The 4th year students of the OP Marketing of the Department of Business Technologies of Kazakh National University managed to get acquainted with the above aspects in practice. al-Farabi while conducting marketing research of dairy products of the Amiran company within the framework of thediscipline “Merchandising”.

To understand purchasing behavior, a Google Forms survey was conducted, since consumers within the same demographic group may differ in their preferences and motivations.

The study was conducted based on the use of various analytical tools and methods under the guidance of the head of the department Z.B Akhmetova., R.B. Sartova., K.M. Kamali.

The study noted that the majority of respondents were women (63.9%), which confirms the trend towards more active participation of women in purchasing dairy products, which is important to consider when developing marketing strategies.

Because women's purchasing behavior is more complex and emotional. Women tend to pay more attention to product details: aesthetics, quality, brand, reviews and recommendations. They often spend more time in the research stage and may communicate with others to gain additional information before purchasing. Women tend to have a more emotional approach.

The need for a gender approach in merchandising is obvious, but, unfortunately, it is not yet a leading factor in planning marketing projects.

Do not forget about the customer-oriented approach to organizing the store from the standpoint of convenience for the buyer, and it is also necessary that the buyer not only makes a purchase, but also leaves the store satisfied.

In most cases, gender merchandising is used as an experiment; more often, certain marketing techniques have a gender focus. 

In most cases, gender-based merchandising is more economically effective (SDG 5).