Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.
محفوظ في:
| المؤلفون: | , , , |
|---|---|
| التنسيق: | artículo original |
| الحالة: | Versión publicada |
| تاريخ النشر: | 2017 |
| الوصف: | The homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them. |
| البلد: | Portal de Revistas TEC |
| المؤسسة: | Instituto Tecnológico de Costa Rica |
| Repositorio: | Portal de Revistas TEC |
| اللغة: | Español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/3362 |
| الوصول للمادة أونلاين: | https://revistas.tec.ac.cr/index.php/tec_empresarial/article/view/3362 |
| كلمة مفتاحية: | Consumidor homosexual segmentación de mercado actitudes hacia el consumo comportamiento de consumo mercado de entretenimiento homosexual consumer market segmentation attitudes toward consumption consumer behavior entertainment market |