Consumer Behaviours of Homosexual Men towards Make-up Products: An Implication of Thai Gays
Yaemcharoenwong, Pradipha (2009) Consumer Behaviours of Homosexual Men towards Make-up Products: An Implication of Thai Gays. [Dissertation (University of Nottingham only)] (Unpublished)
Since the postmodern era, there has been a dramatic change in the academic world. The topic about biological sex and sociological gender has been debated to explain the homosexuality which has long been detected in the society. An acceptance of the homosexual is one of the outcomes from the postmodernism. In marketing segmentation, sex is a core variable applied to segment the consumers. However, sex is sometimes claimed as an unhelpful factor which cannot explain some cross-sex behaviours. At one end marketing researchers choose to neglect the sex variable; another is to combine the homosexual gender types into segmentation. For the latter group, the homosexual are believed to be the potential buyers which have distinct consumption patterns. This dissertation is an attempt to clarify whether the homosexual men should be categorise as the third segment in the gender variable in the context of Thai gay in make-up industry. Their behaviour as consumers focusing on the internal and external motivations for make-up products are studied in this research. Multiple research methods, an in-depth interview and an internet-based questionnaire, are applied to gain the primary data. The findings illustrated that there is a willingness to support a product labelled gay while the consumption for make-up for gay is still undecided. External factors especially social groups were finding to be the strongest influencer for the make-up consumption. Most importantly, the women and the transvestite are found to be the negative reference group for Thai gay.
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