Segmenting the Malaysian female young adolescent market based on gender roles and identities

Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.