Gay subculture - a study of consumer behaviour and its implications for marketing communications

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.

Gay subculture – a study of consumer behaviour and its implications for marketing communications

Cliff Van WykBrandSmart, South Africa and Associate, ITD Consulting, UK

INTRODUCTION

“Segmentation is a manifestation of marketing's recognition of diversity.” Janeen Arnold Costa, PhD

The Gay subculture has become increasingly more 'visible' and vocal in the past few decades. In South Africa, this has been significant since the dramatic political transformation that occurred in 1994, the year in which Nelson Mandela assumed the Presidency. It also saw the embodiment of human rights in the constitution, and the complete abolition of all forms of discrimination,...

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