This paper focuses on the manifestation of masculinity in the domestic space in India, one that demonstrates signs of reduction of gender differences and of emergence of alternative domestic masculinity that actively engages itself with everyday domestic chores. The purpose of this paper is to dissect the emerging notion of domestic masculinity and identify what is driving Indian men to tie the apron at home and its impact on how men buy and consume household products and brands. The paper makes a strong argument to marketers to acknowledge the growing trend of equal sharing of domestic chores between millennial couples and target household brands to them and not treat the husbands as bumbling idiots who are best ignored and kept away from the domestic space.
A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across disciplines -including but not limited to history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. In addition, there will be a sharp focus on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies to target the large and rapidly growing male grooming market in India today.
Why on earth would you invest time or money interviewing adults when your primary research objective is to understand boy culture? Perhaps it's because you recognize that such adults: namely, parents and teachers are part of the system of relationships that comprise boys' environment. As applied research practitioners, we can benefit a lot from applying an ecological systems approach to our efforts to generate consumer insights, and the Boy Culture research project is a great example. This paper will focus on the project's methodology, and the additive advantage of interviewing multiple structures within boys' microsystems, including target boys themselves, their close friends, their parents, and classroom teachers.
This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demonstrate methodologies which would help in decoding archetypes in the collective unconscious mind. In the process the paper attempts to decode 'masculinity' in the Arab cultural context.
This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to forecast the development of the European male market and its dynamics. It helps understanding better how men perceive themselves and their environment at the end of the millennium and eliciting some trends for the future. By understanding menâs lifestyles expectations concerns motivations values and aspirations we are more able to identify the levers for relevant communication to them both for now and for the future. The paper also briefly presents United Distillers & Vintners case for their global brand Johnnie Walker Black Label their philosophy for the brand and its positioning to the male target group. It includes the company's views regarding masculinity which is one of the core elements of the brand's equity and how these views compare with the findings from the latest research project