The hidden sex life of the male (& female) shot

Martin Evans
Agnes Nairn
Alice Maltby


Gender has been a long established segmentation variable in traditional marketing. This operates at four levels. First, there are obviously male products and female products. Second, in terms of the household decision-making unit, most consumer goods are bought by women even though they may not always be the deciders or the final users of everything they buy. Couples do not seem eager to change fundamentally traditional buying roles, but there has been a shift in that husbands and wives are more willing to shop together for products traditionally seen as male-dominant and female-dominant (Lavin, 1993). Third, there are products that are relevant to both men and women but that are increasingly being decided upon, bought and consumed by each sex independently. Reasons for this include: