A Qualitative Analysis of the Impact of Marketing Tools on (Over)Consumption in the B2C Market Depending on the Gender of Customers

The expressions of consumer behavior are the result of a complex set of factors, including public policies, cultural influences and identity, media coverage of sustainable issues, and a wide variety of marketing variables and factors. Understanding and evaluating the impact of the efforts of marketing managers of organizations to influence the manifestations of consumer behavior in the desired direction can be complicated, as their decision-making is related to a large number of marketing variables—for example, product attributes, pricing policies, retail policies, and thus, it is quite difficult to identify the extent to which consumer behavior is influenced by the organization’s strategies and the extent to which it is dependent on the specific customer. In 2021, we conducted a representative marketing research study with a sample of 4888 respondents to identify the characteristics of current marketing management and marketing activities of organizations. The aim of this chapter is to present the results of a qualitative analysis of the impact of selected marketing tools and activities on (over)consumption in the B2C market depending on the gender of the customers.