Beyond Gender Labels: The Impact of Peer Influence on Consumer Perception towards Unisex Products
Author : Latha N and Dr. Shubha A
Abstract :
The growing acceptance of unisex products has transformed consumer markets by challenging traditional gender-based marketing and promoting inclusive consumption practices. In the FMCG personal care sector, consumers are increasingly evaluating products based on quality, functionality, and brand values rather than gender-specific positioning. Among the various factors influencing consumer behaviour, peer influence plays a significant role in shaping consumer perception through interactions with friends, family, reference groups, and social media. This study aims to examine the impact of peer influence on consumer perception towards unisex products and its influence on consumer acceptance. The study adopts a qualitative research approach using a descriptive and exploratory research design. Secondary data were collected from books, peer-reviewed journal articles, conference proceedings, industry reports, and credible online sources. Thematic analysis was employed to identify and interpret recurring themes related to peer influence, consumer perception, and acceptance of unisex products. The findings indicate that peer influence significantly affects consumer perception, while inclusive branding, social media engagement, and changing societal values positively contribute to the acceptance of unisex products. The study concludes that marketers should adopt gender-neutral branding and inclusive marketing strategies to meet evolving consumer expectations and enhance brand acceptance in the FMCG personal care sector.
Keywords :
Peer Influence, Consumer Perception, Unisex Products, Gender-Neutral Branding, FMCG Personal Care, Consumer Behaviour, Inclusive Marketing.
