Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.
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| Autores: | , , , |
|---|---|
| Formato: | artículo original |
| Fecha de Publicación: | 2017 |
| Descripción: | 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. |
| País: | RepositorioTEC |
| Institución: | Instituto Tecnológico de Costa Rica |
| Repositorio: | RepositorioTEC |
| Lenguaje: | Español |
| OAI Identifier: | oai:repositoriotec.tec.ac.cr:2238/12773 |
| Acceso en línea: | https://revistas.tec.ac.cr/index.php/tec_empresarial/article/view/3362 http://hdl.handle.net/2238/12773 |
| Palabra clave: | 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 |