Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.
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| Nhiều tác giả: | , , , |
|---|---|
| Định dạng: | artículo original |
| Trạng thái: | Versión publicada |
| Ngày xuất bản: | 2017 |
| Miêu tả: | 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. |
| Quốc gia: | Portal de Revistas TEC |
| Tổ chức giáo dục: | Instituto Tecnológico de Costa Rica |
| Repositorio: | Portal de Revistas TEC |
| Ngôn ngữ: | Español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/3362 |
| Truy cập trực tuyến: | https://revistas.tec.ac.cr/index.php/tec_empresarial/article/view/3362 |
| Từ khóa: | 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 |