E-MARKETING STRATEGIES WITH REGARD TO GENDER — BASED DIFFERENCES

It is commonly observed that females and males are different in their shopping orientation. Particularly in married households, shopping is still consid­ered a gendered activity. Females are faced with shopping together with other household tasks as a challenge; as a result, they have some negative feelings/attitudes towards shopping. In particu­lar, time-pressured working females constitute a market segment for e-marketers to monitor and target (Dholakia & Uusitalo, 2002). As is clearly seen, gender as a variable of segmentation can be taken up together with other segmentation variables, and homogenous segments as target markets can be selected. In this particular part of the study, taking into account the gender-based differences reviewed before and the online pur­chasing behaviors based on these differences, e-marketing strategies are presented with regards to marketing mix (4P: product, place, price and promotion) elements for business and some sig­nificant points in practice for the e-marketers to consider are emphasized.