publication . Article . 2017

GENDER ASPECTS OF MARKETING COMMUNICATIONS IN RETAIL

E. Y. Deputatova;
Open Access Russian
  • Published: 17 Jan 2017
  • Publisher: «East West» Association for Advanced Studies and Higher Education GmbH
Abstract
Situation in Russian retail demonstrates a highly competitive structure. Irrespective of segmentation ways, many retailers have still been using common ways of marketing communications and the search of loyal customers remains an elusive target for many companies. The problem is that a great variety of retailers have similar offers both to men and women, ignoring the fact it should be different. The article deals with differences of men and women consumer behavior aspects in choosing shops, trade marks and goods, details in goods’ presentation. While looking for new ways of marketing communications Russian retail could accept successful experience of gender aspe...
Subjects
ACM Computing Classification System: ComputingMilieux_GENERAL
free text keywords: TRADE,RETAIL TRADE,GENDER ASPECTS,INTERNET PURCHASES,ELECTRONIC TRADING, Commerce, Retail trade, Electronic trading, Business, Marketing communication
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