title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÑ ÑÐ°Ð·Ð»Ð¸ÑÐ¸Ð¹ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Research on gender differences in marketing communications
Creators: name: ÐÐ½Ð¸ÑÐµÐ½ÐºÐ¾, ÐÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¼ÑÐ¶ÑÐ¸Ð½
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¶ÐµÐ½ÑÐ¸Ð½
Ð³ÐµÐ½Ð´ÐµÑ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ
Ð³ÐµÐ½Ð´ÐµÑÐ½Ð°Ñ Ð¾ÐºÑÐ°ÑÐºÐ° Ð±ÑÐµÐ½Ð´Ð¾Ð²
gender marketing
consumer behavior
consumer behavior of men
consumer behavior of women
gender in marketing communications
gender coloring of brands

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description: The title of the master graduate qualification work: "Research of gender differences in marketing communications". The aim of the study is to analyze the impact of gender marketing in promoting brands and products on consumer loyalty. Research subject: gender differences and their impact on marketing communications. Research methods: the method of theoretical analysis and synthesis, the method of analogies, as well as questionnaires, statistical analysis of the results, and expert assessments were used in the work. The main results of the study:principles of gender marketing are formulated; identified the problems that are created by the erroneous introduction of a gender approach in the market; identified product categories in which brands should be gendered to increase value;potential results of using gender marketing and its prospects are described. Application field: the results can be used by marketers to form the positioning of brands and products in the consumer market. The scientific novelty of the study: the definition of categories of goods and services, for the promotion of which it is worth using the gender coloring of the brand.Conclusions: The goal of the WRC has been achieved, the scope of the results has been determined. The results obtained have signs of scientific novelty.