Segmentação de mercado: o perfil do consumidor gay masculino

Abstract

This article aims to identify consumer behavior within the gay market segment, analyze the underlying consumption habits, and understand consumer sentiment about the corporate messages directed to this market segment. Supporting this research was an online questionnaire of 43 questions relating to consumer focusing on three axes: 1) demographics, 2) consumption habits, and 3) motivations and influences before and after the purchase of products. The majority of respondents were highly educated, and almost a fifth (19.52%) of them were in a stable relationship. All respondents reacted negatively to perceived brand attempts to target "pink money”. With respect to marketing campaigns, no respondents felt that companies were obliged to include or treat the gay community differently. In fact, they indicate that marketers should develop natural, inclusive messaging campaigns that avoid differentiating the gay consumer segment from their heterosexual peers.

Segmentação de mercado: o perfil do consumidor gay masculino

“…Por ser um grupo de consumidores que infelizmente ainda sofre preconceito em diversas áreas da sociedade, procurou-se entender de qual forma a sexualidade interfere ou estimula o consumo de produtos/serviços. Para isso usamos cinco perguntas sendo a primeira para identificar se eles costumam consumir produtos de uma empresa que se declare "gay friendly", termo que segundo Péret (2011) se refere tanto a instituições ou indivíduos que demonstram respeito à diversidade sexual, tendo posturas inclusivas. 34,29% responderam que consomem produtos de empresas declaradas "gay friendly" e a maioria da amostra totalizando 65,71% disse que não.…”