Confirmation of Candidature - Menopause Marketing - A Multiple Perspective

This study examines the relationship between personal, social, and marketing factors and women's shopping behaviour across different menopausal stages, and how these behaviour influence their psychological well-being. Utilising the compensatory consumer behaviour model, the research integrates a systematic literature review with empirical data through online experiments (in-depth interviews and web-based surveys). The independent variables are analysed using the five-factor model of personality, interpersonal relationships, and the effectiveness of sales promotions and advertising, respectively. Psychological well-being is assessed as the dependent variable, with product choice (hedonic and utilitarian products) serving as the mediator. The menopause stage acts as a moderator. This framework seeks to provide insights into how menopausal stages impact shopping behaviour and well-being, offering guidance for targeted marketing strategies.

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