Consumer Purchase Style of LGBT Individuals

Year 2021, , 230 - 247, 30.06.2021

Duygu Koçoğlu , Tuğçe Aksoy Erkatrancı

https://doi.org/10.47097/piar.915084

Abstract

LGBT individuals, which have existed for a long time but are more pronounced today, are now accepted as a growing market segment. However, in many consumer studies, the gender variable is only considered between male and female groups. The aim of this study is to determine the Purchase Style of LGBT individuals, to evaluate the cosmetics, clothing, entertainment expenditure behavior, and to reveal the differences between heterosexual individuals as consumers. As a result of the study, a significant difference was found between heterosexual and LGBT individuals in quality-orientation and diversity complexity in female participants, and only in brand focus among male participants. The only significant difference in this research was found between male groups in entertainment expenditure.

Keywords

LGBT Consumer, Sexual Orientation, purchase style

LGBT Bireylerin Tüketici Satın Alma Tarzı

Abstract

Eskiden beri varolan, günümüzde daha rahat telaffuz edilen LGBT bireyler artık büyüyen bir pazar bölümü olarak kabul edilmektedir. Ancak birçok tüketici araştırmasında cinsiyet değişkeni sadece kadın ve erkek gruplar arasında ele alınmaktadır. Bu çalışmanın amacı, LGBT bireylerin satın alma tarzlarını tespit etmek ve kozmetik, giyim, eğlence harcama davranışını değerlendirmek, tüketici olarak hetoroseksüel bireyler ile farklılıklarını ortaya koymaktır. Araştırma sonucunda heteroseksüeller ile LGBT bireyler arasında kadın katılımcılarda kalite odaklılık ve çeşit karmaşasında, erkek katılımcılarda ise sadece marka odaklılıkta anlamlı farklılık bulunmuştur. Eğlence harcamasında sadece erkek gruplar arasında anlamlı farklılık ortaya çıkmıştır.

Keywords

LGBT Tüketici, Cinsel yönelim, Satın Alma Tarzı

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