The size of the segments is measurable

The travel industry, pharma, fmcg, interior, telecom: you will find it everywhere. British marketing consultant Gray Matter released the report ‘In The Pink?’ from. The report warns: “Gay consumers have different characteristics. Being gay can influence their purchasing decisions. But it doesn’t mean that every gay consumer is the same. They added a very important condition: They may not all buy the same products, but they can and will boycott a company they perceive as exploitative, hypocritical, or insensitive.

market segmentation

So – while their expenses may not be the same, their NOT expenses may be. 2. Heterogeneity between segments To put it philosophically, in order to justify a different approach, the other approach must be justifiable . heterogeneity One wise blogger noted, “marketing {wine} to the gay Bhutan B2B List community is not rocket science . You do it the same way you would market {wine} specifically to the Hispanic community, or the baseball-loving community, or the middle-aged snake charmer community:

Conclusion successful

You just address them directly in one voice, with a attitude and with language they will recognize it. It is largely about paying attention to them and their specific worldview .” Why treat the gay consumer separately? But is this true? Do the same rules apply? Kotler wrote: “Salt buyers can be divided into blond and dark hair. But the color of the hair does not influence the decision to buy.” In other words: WHY would you approach the gay consumer differently – or at least separately? Because:

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