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1) The document examines how gender roles influence consumer behavior when couples purchase cars together. 2) It analyzes what values each gender is attracted to, how gender roles influence each other, and who has more influence in the decision making process. 3) The author concludes that women tend to prioritize their family or couple's needs when deciding, while men focus more on how a car supports their individuality, and that women value a car's appearance and symbolism more than men, who prioritize functional attributes.
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- 1. MÆND, KVINDER OG BILKØB Kønsrollers influens på forbrugeradfærd ved bilkøb i parforhold Men, women and the purchase of cars – Influence of gender roles in relationships on consumer behaviour by purchase of cars. Specialeafhandlingen er udarbejdet af: Mads Slot Andersen (-) Cand.Merc.- Brand Management and Marketing Communication Vejleder: Lars Pynt Andersen, Institut for Marketing & Management
- 3. Abstract Introduction This master thesis examines how gender roles in relationships influence the consumer behaviour in the buying process of common cars. Hereby it is analysed whichinfluence gender roles have on the decision making process by the purchase of a car. It is analysed whichvalues the genders are attracted to, how the gender roles influence each other and who has the last word. Methods The methods, whichhave been applied in the master thesis is memory analysis, participant observations and an expert interview to gather the empirical data, whichhas been analysed by several selected theories. Especially theories from Pierre Bourdieu’s practice theory have been applied to reach understandings about the couples’ social games by their consumer behaviour in the process of buying a common car. Several theorists’ theories have been collected to create a theoretical approach to individual and common decision making processes. The theories have been applied to understand the thesis’ perceived cultural phenomena’s decision-making processes. At last especially Craig Thomsen, Douglas B. Holt and Margareth Walsh has been used to understand the gender roles’ prioritisation and valued product properties. Conclusions The thesis’ epistemology is not focusing on the ultimate truth, but the following understandings have been perceived: Women seem to seek her couple’s or family’s collectivismin her decision making process, but also in her product choice,while the men apparently seek the more individualistic decision process, and values products, whichsupport the particular man’s individuality. Furthermore it has been perceived, that women focusmore on the cars appearance and symbolic value, than men. The men value the more rational oriented functional product. By the thesis’ discussion section is it perceived, that the automobile industry apparently acknowledge the women’s increased influence in the buying process and thereby the more postmodern tendencies about the gender roles dissociation of underlying structures. In spite of the postmodern tendencies it is argued, that the senders of the car-commercials apparently are using the genders’ clichés to position the genders, the cars and their relation in the discussed commercials.