Gillian W. Oakenfull, What Matters: Factors Influencg Gay Consumers' Evaluatns of "Gay-Friendly" Corporate Activi, Journal of Public Policy & Marketg, Vol. 32, SPECIAL ISSUE (2013), pp. 79-89
Contents:
GAY & LBIAN CONSUMER INX STUDY
The only syndited, natnal rearch study that measur the lbian, gay, bisexual, transgenr (LGBT) populatn * lgbt consumer research *
•The mon belief of a stylish and extremely wealthy gay nsumer mt be qutned. •Consumptn differenc between homosexuals and heterosexuals crease wh age.
CMI's LGBT Consumer Inx is a prehensive and mographilly reprentative LGBT nsumer study wh over 30,000 survey participants. This report explor motivatns, preferenc and sensivi, and tracks nsumer trends the gay and lbian market. * lgbt consumer research *
•Consumptn differenc crease when parg homosexuals and heterosexuals of the same genr. AbstractThe creasg visibily of homosexualy society, bed wh the lbian and gay muny's nsirable buyg power, has triggered marketers and rearchers' tert unrstandg homosexual nsumers' nsumptn patterns.
Prr rearch on whether homosexual nsumers behave differently om heterosexual nsumers has yield mixed rults, and rearchers and practners still do not know whether any substantial differenc exist, what the differenc look like, and how they n be explaed.
* lgbt consumer research *
Fdgs om a morator analysis ntradict nventnal wisdom and lay theori, while partly supportg assumptns that are rooted evolutnary and blogil theori that show nsumptn differenc crease wh age; they crease when parg homosexuals and heterosexuals of the same genr. The fdgs, which qutn long-held beliefs about homosexual nsumers, help marketers to succsfully adjt their strategi.
LGBT+ cln, LGBT+ diversy, ternatnal LGBT+ market lears wh LGBT2030 global market rearch, gay and lbian marketg strategy, LGBT munitns, advertisg, LGBT market statistics and latt market rearch, lbian and gay market munitns + global LGBT trag. * lgbt consumer research *
The MRI-Simmons LGBTQ and Genr Inty Study livers vivid nsumer sights to the lbian, gay, bisexual, transgenr and queer (LGBTQ) populatn. This report explor motivatns, preferenc and sensivi, and tracks nsumer trends the gay and lbian market. Nducted an onle survey of self-intified gay men and lbians om CMI’s proprietary survey panel, as well as participants poted to the survey om a variety of partners.