Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.


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Bibliographic Details
Authors: Regalado Pezúa, Otto, Guerrero Medina, Carlos Alberto, Téllez Watson, Úrsula, Barrantes Suyoc, Cristina
Format: artículo
Status:Versión publicada
Publication Date:2017
Description: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.
Institution:Instituto Tecnológico de Costa Rica
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Access Level:acceso abierto
Keyword: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