Marketing, Management 

Gendered marketing refers to a strategy used to target a certain customer
target group that is defined by their gender. It is a method of reducing a wide range of
people to a single group of people based on whether they are males or females. It is a
way of segregating a variety of individuals into a single category of people based on
being male or female.
This study used a quantitative research design to examine the questions about
the sample population using data that has been measured. The researchers used Rao
soft formula to get the appropriate number of respondents for this study. With a 10%
margin of error and a 40,653 population in Bacoor, Cavite as the basis, the researchers
arrived at 204 participants from Molino II, III, and IV. The researchers gathered data
through self-made questionnaire surveys both online and in the traditional way. To
measure the gathered data, the following were used: frequency table to describe the
demographic profile of the respondents, weighted means to assess the extent of
gendered marketing strategy and evaluate the extent of purchase decisions of the
respondents, and chi- square test of independence to determine relationships among
variables. The Likert scale was used to test how much a participant agreed or
disagreed with a particular statement.
Results showed that the majority of the respondents were aged 26-30 years:
99 males and 105 females. The majority of millennials earn a monthly income of
₱6,000 and are employed full-time. In terms of products, millennials put a high value
on the durability and stability of footwear when purchasing. In terms of place,
millennials prefer having pleasant surroundings in buying footwear products. In terms
of promotion, millennials place a high value on recommendations and advice. In terms
of personnel, millennial customers prefer to make independent decisions about their
purchases, rather than being heavily assisted by store personnel. Concerning the
extent of purchase decisions, millennials strongly agreed with the indicators of brand
image, product design, and price perception.
The researchers recommend concentrating more on the factors of how a
millennial’s purchasing decision is influenced by gendered marketing strategies in the
footwear industry. The researchers also suggest that the footwear industry investigate
the fundamentals of gendered marketing strategy tactics such as product, place,
promotion, and personnel, and further study and explore this field to influence
millennials' purchase decisions. 

xvii,132p.; cm. 

Includes references and appendices.

BRIONES, JADE S., CASIANO, MA. FATIMA A., CRUTO, JANNA MAY C.,
ESPERIDA, LAUREBELLE L. Gendered Marketing Strategies in the Footwear
Industry and Purchase Decision of Millennials in Bacoor City. Undergraduate Thesis.
Bachelor of Science in Business Management major in Marketing Management. Cavite
State University – Bacoor City Campus, City of Bacoor, Cavite. January 2023. Adviser:
Mr. Karl Roland C. Blasco.