Evaluating the US male homosexual and lesbian population as viable target market segment: review with implications

Abstract

Applies four market segmentation criteria to the homosexual population. Determines that the homosexual community does not yet sufficiently satisfy these expectations in many product markets and that it is unlikely that any marketing changes will occur in the near future. Yet suggests that marketers should consider homosexuals as part of their contingent marketing strategy.

Citation

Fugate, D.L. (1993), "Evaluating the US male homosexual and lesbian population as viable target market segment: review with implications", Journal of Consumer Marketing, Vol. 10 No. 4, pp. 46-57. https://doi.org/10.1108/07363769310047392