Abstract

REGALADO PEZUA, Otto; GUERRERO MEDINA, Carlos Alberto; TELLEZ WATSON, Úrsula  and  BARRANTES SUYOC, Cristina. Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector. Tec Empre. [online]. 2017, vol.11, n.3, pp.7-16. ISSN 1659-3359.  http://dx.doi.org/10.18845/te.v11i3.3362.

The homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researcher 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 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.

Keywords : Homosexual consumer; market segmentation; attitudes toward consumption; consumer behavior; entertainment market.

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