Bases for the Formation of Product Gender Images

Abstract

A study was undertaken to identify the bases on which a product’s gender image is contingent. The study concluded that the gender of the perceived user, purchaser, and promoter of a product were critical factors in that process. Results also suggest that a three category classification scheme is optimal in identifying a product’s gender. The implication is that a bi-polar scale, rather than two independent scales, would suffice when measuring a product’s gender image.