The Relevance of She-Marketing: a Conceptual Framework

The term ‘Marketing ’has always been studied in the general sense, without giving due weight to gender differences. This was mainly because of the specific roles played by men and women in the society, where men were domestically, socially and professionally dominant, giving rise to a conservative approach towards women.

However, with changes in society these roles are changing and subsequently the differences between social statuses of men and women are blurring. This conceptual paper seeks to analyze the traditional and modern roles of women in the society, with special reference to purchase decisions taken, in the context of this paper.

Subsequently, it gives an overview of what scope this section of society holds in store for marketers of present day businesses.