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Marketing to the Homosexual (gay) market: a profile and strategy implications
1College of Business Administration, Nicholls State University, Thibodaux, LA 70310, USA. delozierw@cenac.nich.edu
Journal of Homosexuality
|January 1, 1996
Abstract:
This article describes a significant market to which marketers must devote greater attention. The gay market is well-educated, has high discretionary income, is informed socially and politically, is dedicated to career and home ownership, and places greater importance on friendship networks than do most Americans. Although a potentially lucrative market segment, gays represent a difficult segment to reach since alienation by other segments could be an explosive factor for many businesses.