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- Title
UM OLHAR FUZZY SOBRE O COMPORTAMENTO DO CONSUMIDOR HOMOSSEXUAL MASCULINO.
- Authors
Altaf, Joyce Gonçalves; Troccoli, Irene Raguenet; Moré, Jesús Domech
- Abstract
In spite of the growing interest about the behaviour of certain subgroups, little is known about the habits of the Brazilian male homosexual consumer. To fill this gap a qualitative exploratory research was conducted, and the analysis of the data was done both qualitatively and through the Fuzzy Logic, in five stages: a) bibliographical review about the characteristics of this consumer, about the luxury goods market, about the self concept theory applied to marketing, and about the Fuzzy Logic; b) in depth interviews with 12 men who represent this subculture, in order to capture and to analyze their perceptions about the studied matter; c) complementation of this qualitative information with the use of a semantic scale that measures de interviewee's ideal and real self concepts, the second being measured through the association with his preferred luxury clothing; d) use of the Fuzzy Logic to understand the results thus obtained, observing the likelihood degree between both self concepts; and e) study of the relationship between the spectrum of these 12 likelihood degrees and the interviewees' respective ages. It is concluded that there is no evident relationship between the likelihood degree of both self concepts and the respective ages of the interviewees.
- Subjects
LGBTQ+ consumers; CONSUMER behavior; SELF-perception; LUXURY goods industry; FUZZY logic
- Publication
Brazilian Journal of Scientific Administration / Revista Brasileira de Administração Científica, 2012, Vol 3, Issue 3, p40
- ISSN
2179-684X
- Publication type
Article
- DOI
10.6008/ESS2179-684X.2012.003.0003