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

Author

Listed:
  • Regalado Pezúa, Otto

    (Universidad ESAN, Perú)

  • Guerrero Medina, Carlos Alberto

    (Universidad ESAN, Perú)

  • Téllez Watson, Úrsula

    (Universidad ESAN, Perú)

  • Barrantes Suyoc, Cristina

    (Universidad ESAN, Perú)

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.

Suggested Citation

  • Regalado Pezúa, Otto & Guerrero Medina, Carlos Alberto & Téllez Watson, Úrsula & Barrantes Suyoc, Cristina, 2017. "Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 11(3), pages 7-16.
    • Handle: RePEc:ris:tecemp:1709
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