| Counter-gender consumption shows the diminishing gap between male and female consumers in their preference when purchasing when the traditional male goods are popular with females and vice verse. When cultures mixes and pressures amounts, people living in the cities consume certain products and services to help release the pressure or to better stand it. It is not unusual to find women joining in competitive sports and men take care of their appearance. The difference of product gender narrows as consumers change their focuses from buying the right gender products to buying the products that cater their psychological needs. This transfer of needs enhance the possibility of broaden the product market.Take the example of men’s perfume, the majority of the Chinese whether men or women cannot agree with men using it as it is in the western countries while there are some trends leader can match perfume to various occasions. Why the most of the Chinese men don’t use perfume? Why do some men use perfume against the others? As top brands enter Chinese market, how to develop our potential? Finally, how can we use the lesson we get especially from the men’s perfume to other counter-gender products and services? To solve these questions, the paper distinguishes gender congruence and self-image congruence among all the others as the two top factors to influence on the purchase intention of counter-gender products in the3rd chapter and set up tentatively the influence model.Due to the limitation of home research of this subject, the paper combined2online survey,2pre-research and foreign papers before formally developed a questionnaire cover the gender and self-image congruence’s influence on the purchase intention. The paper did quantitative analysis based on the251valid questionnaires and qualitative analysis on perfume advertising and image in China. Finally, the paper tries to provide advice for counter-gender marketing. |
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