• Vishrut Shivkumar
• Shrinivas

Gender marketing is a concept wherein the marketer uses targeted marketing policies depending on the gender being marketed to. Simply put, it involves gender segmentation, bias and even at times pulling down or stereotyping of one gender over the other. Gender marketing as a concept is extremely prevalent in the marketing and selling of automobiles in India. While attitudes aren’t out rightly patriarchal anymore, the notion of women driving is still a bit fragile. Driving any vehicle (2 wheeler or a 4-wheeler) has been associated with freedom, status, technical skill & prestige; all of which, have been largely dominated by men. Marketers have been guilty of using this ego filled divide to make “masculine” vehicles and tagline, promoting the male “macho” look. In this paper, the whole aim is to study the gender segmented marketing efforts of selected & reputable 2-wheeler manufacturers in South Bangalore & Mysore. The paper investigates what constitutes as gender-based marketing, how successful has it been over the years, what is the perception it creates in the mind of consumers and how is it correlated with movement of vehicles.

Gender Marketing, Gender stereotypes, Consumer perception

"Use of Gender Marketing In the Movement of select Gearless 2 – Wheeler Vehicles In Bengaluru", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.557-565, March-2019, Available :http://www.jetir.org/papers/JETIR1903E85.pdf

"Use of Gender Marketing In the Movement of select Gearless 2 – Wheeler Vehicles In Bengaluru", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp557-565, March-2019, Available at : http://www.jetir.org/papers/JETIR1903E85.pdf