Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.
Article Sidebar
Main Article Content
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.
Article Details
The digital version of the journal is registered under the BY-NC-ND 4.0 Creative Commons license. Therefore, this work may be copy and redistribute the material in any medium or format, as long as you give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
The authors keep the copyright and give the journal the right of the first publication and the possibility of editing, reproducing, distributing, exhibiting and communicating in the country and abroad through printed and electronic means. On the other hand, the author declares to assume the commitment on any litigation or claim related to the rights of intellectual property, exonerating of responsibility to the Business School of the Costa Rica Institute of Technology.