"Isto não me representa": o consumo percebido dos homossexuais de João Pessoa em relação ao mercado segmentado

Abstract

Homosexuals represents a significant niche of market not only about his dimensions, understandthe plenty subjectivity present at the relation between gay subculture with his consumption, especially for the targeted market, may be the success factor for companies that wish to work with the gay public. The paucity of studies that deal with the homosexuals consumption at Paraíba, results in the lack of knowledge about this public for the local gay market, which suffers from constant establishmentsclosing. The aim of this researchis to analyze the perceived consumption of homosexuals from João Pessoa about the targeted market. To achieve this, was raised the consumers profile, discussed their consumption habits and was identified their attitudes about the gay and the general market. Was chosen to use data collection triangulation: 213 surveys were applied to homosexuals, 4 interviews with entrepreneurs of the local gay market and the simple observation of these consumer environments. The results indicated that homosexuals from João Pessoa are mostly male, white, young, above average schooling, spend a lot of money on entertainment, clothing, and usually eat outside. In the view of the Theory of Planned Behavior attitudes were favorable for both markets. Although not satisfied with the local gay market, had higher intention of buying in the gay market.