Marketing e consumo: a experiência da subcultura de consumo do público LGBT no mercado de João Pessoa

Abstract

Marketing in its aspect oriented to consumption seeks to study the profile of market ninchos through their identities. Thinking about this, the need arose to turn to the LGBT market in order to analyze how the process of rite of passage of "closet" influences the habits of consumption during the formation of the homosexual identity. As for nature, the research had a descriptive qualitative approach and content analysis. As an instrument of data collection, an interview with open questions to identify the profile of the participants in order to analyze their experiences related to consumption and the relationship with the "out of the closet" stages. The content analysis showed that during the process of homosexual identity formation consumption on changes according to the stages of identity formation. The research also pointed out that the environment directly influences the process of the formation of homosexual identity. Research has shown that for LGBT audiences factors such as targeted brands, security, and public-facing environments are key determinants of consumer choice.