Influence of Gender on the Advertising Responses of Young People for Products of Mobile Operators in Bulgaria

Department of SSBLT, Faculty of Economics, Trakia University, Bulgaria

^* Corresponding author: liubomira1975@abv.bg

Abstract

The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functional mobile products. The aim of the study is to determine the extent to which gender determines positive and negative advertising responses, identifying subjective judgments. The results of the research are empirical confirmation of some basic hypotheses of the Selective model of information processing in advertising messages: objectivity in the processing of information by men and subjectivity in the processing of information by women; selectivity in the perception of the attributes of the product by men and integrity - by women and a stronger willingness to use new products by women than by men. The present study offers an empirical hypothesis that women form positive responses to a larger number of signals in advertising, while men form negative responses to a larger number of signals in advertising messages. Satisfaction is proving to be a very important factor in advertising responses for both sexes, as it is a stronger factor for women, and men’s frustration with a mobile product is stronger than for women.