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

Otto Regalado Pezúa (), Carlos Alberto Guerrero Medina (), Úrsula Téllez Watson and Cristina Barrantes Suyoc
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Otto Regalado Pezúa: Universidad ESAN, Perú
Carlos Alberto Guerrero Medina: Universidad ESAN, Perú
Úrsula Téllez Watson: Universidad ESAN, Perú
Cristina Barrantes Suyoc: Universidad ESAN, Perú

TEC Empresarial, 2017, vol. 11, issue 3, 7-16

Abstract: 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.

Keywords: Homosexual consumer; market segmentation; attitudes toward consumption; consumer behavior; entertainment market (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ris:tecemp:1709

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