@phdthesis{Paul,
  type      = {Bachelor Thesis},
  author    = {Helena Paul},
  title     = {Gender-Marketing in der Automobilbranche},
  abstract  = {This bachelor thesis is about gendered consumer behavior of men and women as automobile purchasers. The two groups differ fundamentally in their purchase decision process and have to be addressed differently with the use of gender marketing. It is therefore important to understand the different target groups to select appropriate forms of communication. Over the course of this thesis, an empirical study was conducted in the form of a survey. The goal of this survey was to show the effectiveness of automobile advertisements rated by men and women separately. Although automotive manufacturers have already taken successful steps in order to address men and women equally as new car buyers, it was found that women are still significantly underrepresented in the automotive sector. The manufacturers have to discover the potential of women as car buyers. Therefore it is essential that women are not considered as a homogeneous group, but are addressed in a differentiated manner without any clich{\´e}s. Women have to be perceived as an affluent and interesting target group. The transformation of the image of women, the approximation of the genders, future innovations in the areas of autonomous driving as well as in-car connectivity will offer areas for future research opportunities.},
  language  = {de}
}