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Masterarbeit Gender Marketing Masterarbeit Gender Marketing Die Bedeutung und Möglichkeiten in der Zielgruppenkommunikation im digitalen Marketing von: Markus Pendl dmm184312 Begutachterin: Dr. Kathrin Lager St. Pölten, am 23.11.2020 Ehrenwörtliche Erklärung Ich versichere, dass • ich diese Masterarbeit selbstständig verfasst, andere als die angegeben Quellen und Hilfsmittel nicht benutzt und mich auch sonst keiner unerlaubter Hilfe bedient habe. • ich dieses Masterarbeitsthema bisher weder im Inland noch im Ausland einem Begutachter / einer Begutachterin zur Beurteilung oder in irgendeiner Form als Prüfungsarbeit vorgelegt habe. Diese Arbeit stimmt mit der vom Begutachter / der Begutachterin beurteilten Arbeit überein. ……………………………………… ………………………………………………. Ort, Datum Unterschrift I Zusammenfassung Die Werbewelt hat sich durch das digitale Zeitalter verändert. Aber auch die Gesellschaft ist vielfältiger und bunter geworden. Für Unternehmen ist es daher umso schwieriger, potentielle KäuferInnen für ihre Produkte oder Dienstleistungen zu erreichen. Ein Mittel zur Zielgruppendifferenzierung ist Gender Marketing, welches auch im digitalen Bereich angewendet werden kann. Gender Marketing basiert auf der Geschlechterforschung und hat sich zum Teil aus dem Feminismus entwickelt. In weiterer Folge kamen Bereiche wie „Diversity Marketing“ oder „Queer Marketing“ hinzu. Gender Marketing lässt sich auf alle Medien, Plattformen oder Dinge des alltäglichen Bedarfs umlegen, da die Aufteilung der Zielgruppen in Mann und Frau einfach für Unternehmen umzusetzen ist. Das Kaufverhalten von Mann und Frau ist unterschiedlich, daher muss auch die Ansprache in der Werbung unterschiedlich sein, oder? Es hat sich herausgestellt, dass die Trennung nach Geschlecht nicht das einzige Kriterium ist, um Zielgruppen einzuteilen. In der Literatur hat sich gezeigt, dass es aktuell noch wenig Erfahrung im Einsatz von Gender Marketing im digitalen Bereich gibt. Daher ist die Kombination von Zielgruppen, Botschaften und dem Medium eine Herausforderung für Werbetreibende. Der theoretische Teil dieser Arbeit wurde durch eine empirische Untersuchung, einer quantitativen Online-Umfrage erweitert. Diese Umfrage hatte zum Ziel, das Wissen rund um Gender Marketing und das User-Verhalten im Online-Bereich zu erfassen, um daraus die Hypothesen und die Forschungsfrage beantworten zu können. Insgesamt konnte eine Stichprobengröße von 306 Teilnehmenden aus Österreich zwischen 20 und 69 Jahren erzielt werden. Die Ergebnisse der Studie zeigen, dass Gender Marketing ein bekannter Begriff ist, jedoch kritisch gesehen wird und dies nicht der wichtigste Punkt in der Zielgruppenansprache für die Zielgruppe selbst ist. II Abstract The world of advertising has changed due to the digital age. But society has also become more diverse and colourful. Therefore, it became more difficult for companies to reach potential customers for their products or services. A tool for the separation of target groups is gender marketing, which can also be used in digital marketing. Gender marketing is based on gender research and has partly developed from feminism. Subsequently, areas such as “diversity marketing” or “queer marketing” were added. Gender marketing can be applied to all media, platforms or everyday products, because the split of target groups into men and women is easy for companies to implement. The consumer behaviour of men and women is different, so the way they are addressed in advertising must also be different, right? It turned out that gender segregation is not the only criteria for classifying target groups. Literature has shown that there is currently little experience in the use of gender marketing in the digital area. Therefore, the combination of target groups, messages and the medium is a challenge for advertisers. The theoretical part of this work is extended by an empirical investigation, a quantitative online survey. The aim of this survey was to collect data and to gain knowledge about gender marketing and user behaviour in the online area, in order to be able to answer the hypotheses and the research question. Overall, a sample size of 306 participants from Austria between 20 and 69 was gathered. The results of the study show, that while gender marketing is a well-known term, it is viewed critically at the same time and for the target group itself it does not qualify as the most significant criteria when it comes to addressing target groups. III Inhaltsverzeichnis Ehrenwörtliche Erklärung .......................................................................................... I Zusammenfassung .................................................................................................. II Abstract ................................................................................................................... III Inhaltsverzeichnis .................................................................................................. IV Abbildungsverzeichnis ......................................................................................... VIII Tabellenverzeichnis ................................................................................................ X Abkürzungsverzeichnis .......................................................................................... XI 1. Einleitung ...................................................................................................... 1 1.1. Zielsetzung .................................................................................................... 1 1.2. Problemstellung und Ausgangslage ............................................................. 2 1.3. Forschungsfrage ........................................................................................... 5 1.4. Methodenauswahl ......................................................................................... 6 1.5. Aufbau der Masterarbeit ............................................................................... 7 2. Forschungsstand .......................................................................................... 9 2.1. Gender Marketing ....................................................................................... 10 2.2. Zielgruppenkommunikation und digitales Marketing ................................... 12 3. Gender Marketing ....................................................................................... 14 3.1. Begriffsdefinition „Gender“ .......................................................................... 14 3.2. Geschlechterforschung ............................................................................... 17 3.3. Queer Studies ............................................................................................. 19 3.4. Geschlechterspezifische Unterschiede ....................................................... 20 3.4.1. Demographische und soziale Unterschiede der Geschlechter ............ 20 3.4.2. Das „Gender“ im Haushalt ................................................................... 23 3.4.3. Unterschiede im Internetnutzungsverhalten von Mann und Frau ........ 28 IV 3.5. Marketing für das „Gender“ ......................................................................... 31 3.5.1 Einwände gegen das Gender Marketing ............................................. 33 3.5.2. Abgrenzung zu Diversity Marketing ..................................................... 35 3.6. Das Geschlecht der Dinge .......................................................................... 37 3.6.1. Logos, Text und Claims für Mann und Frau ........................................ 39 3.6.2. Die Farbpalette der Geschlechter ........................................................ 40 4. Zielgruppenkommunikation für Mann und Frau .......................................... 42 4.1. Zielgruppen im Online Marketing ................................................................ 42 4.1.1. Das Modell der integrierten Kommunikation ........................................ 43 4.1.2. Markenidentität als Basis der Kommunikation ..................................... 44 4.1.3. Das Persona-Modell und die Customer Journey ................................. 44 4.2. Zielgruppen in der Gender Marketing-Kommunikation ............................... 46 4.2.1. Kaufprozesse und -entscheidungen .................................................... 49 4.2.2. Einflüsse auf das Kaufverhalten der Geschlechter .............................. 53 4.2.3. Internet-Berufe und das Verhalten der Geschlechter .......................... 54 4.3. Kommunikationsinstrumente für Gender Marketing .................................... 55 4.3.1. Kommunikationsziele ........................................................................... 55 4.3.2. Werbewirkung in den Zielgruppen ....................................................... 56 4.3.3. Instrumente des Gender Marketings ................................................... 57 4.3.4. Gender Marketing Communication Kit ................................................. 58 4.3.5. Kombination der Kommunikationsinstrumente .................................... 60 5. Digitale Umsetzung von Gender Marketing ................................................ 61 5.1. Konsumverhalten in der Online-Welt .......................................................... 61 5.2. Felder des digitalen Marketings .................................................................. 63 5.3. E-Commerce ............................................................................................... 66 5.3.1. Unternehmen und E-Commerce .........................................................
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