Gender-Based Drink Stereotypes and Consumption Intentions: A Study With the U.S. Millennials

Authors

  • Musa Pinar Valparaiso University
  • Ceren Ekebas-Turedi Purdue University Northwest
  • Cigdem Basfirinci Trabzon University

DOI:

https://doi.org/10.33423/jmdc.v15i4.4776

Keywords:

marketing development, gender-based drink stereotypes, masculine and feminine drinks, millennial consumers, consumption intentions

Abstract

This study examines (1) the gender-based drink stereotypes to determine if drinks are perceived as feminine, masculine, or gender-neutral by millennials in the U.S. and (2) investigates the consumption intentions of male and female millennials per gender-drink stereotypes. A survey instrument was designed to address the study objectives. Results showed that some drinks were perceived as masculine and others as feminine, revealing that gender-based drink stereotypes exist among millennials. The results also confirmed the expected relationship between gender-based drink stereotypes and consumption intentions of the stereotyped drinks. These findings of the study have managerial implications for segmentation, positioning, and developing marketing and promotional strategies.

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Published

2021-12-08

How to Cite

Pinar, M., Ekebas-Turedi, C., & Basfirinci, C. (2021). Gender-Based Drink Stereotypes and Consumption Intentions: A Study With the U.S. Millennials . Journal of Marketing Development and Competitiveness, 15(4). https://doi.org/10.33423/jmdc.v15i4.4776

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Articles