Conference paper
The Pursuit of Pink Dollar
Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2008 (Sydney, Australia, 01-Dec-2008–03-Dec-2008)
Australian and New Zealand Marketing Academy (ANZMAC)
2008
Abstract
In attempting to secure the high context gay male market, companies must understand what makes the gay market different from other markets. Traditional marketing segmentation procedure uses key values (e.g. family, religion) and factors that include demographics, geographics, psychographics and behaviours also investigated (Kotler, Brown, Adam, Burton & Armstrong, 2007). However with the gay male market, these variables are unlikely to be effective as the key differential lies in that of the lifestyle and value held by the market (Schofield & Schmidt, 2005; Tuten, 2005; Kates, 2004; Sha, 2004; Haslop, Hill & Schmidt, 1998). Marketers need to be aware that their strategies may have a negative impact on both heterosexual and gay market segments. For example, some organisations may be concerned that the appeal to the gay market may alienate the heterosexual market (Miller, 1995; Grier & Brumbaugh, 1999). This paper therefore aims to merge the theories of consumer behaviour, sub-culture understanding and the identification of individual values and attitudes of the gay male market. From the practical point of view, this paper will enable organisations to understand how to market to a high context market, especially in a market that thrives with individualism and sub-cultures. It will also help develop strategies in targeting while simultaneously avoiding the ostracising and possible alienating by mainstream consumers.
Details
- Title
- The Pursuit of Pink Dollar
- Authors
- Kelly Choong (Author) - Queensland University of Technology
- Contributors
- D Spanjaard (Editor)S Denize (Editor)N Sharma (Editor)
- Publication details
- Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference; 7
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2008 (Sydney, Australia, 01-Dec-2008–03-Dec-2008)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2008
- ISBN
- 1863081445
- Copyright note
- Copyright © 2008 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449806702621
- Output Type
- Conference paper
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