Gay consumers as a growing marketing target

Bc. Adam Kurucz

Master's thesis

Abstract:

The principal aim of this diploma thesis is to present a concise study on gay consumers as one of the segments which is often discussed to be unexplored but very promising. The objective of this diploma thesis is to put gay consumers in the market perspective and evaluate their potential for advertising to them. The first part of this diploma thesis introduces the topic in general concept and chapter after chapter precise the topic. Doing so, very extensive research using various source will be needed in order to gather, among others, secondary data. The second part of this diploma thesis is own practical part. At least 100 responders will answer questionnaire which will be designated to gain good understanding of Czech gay consumers. Assembled questionnaire then will be assessed individually and all together providing a specific and in the Czech Republic rare look at Czech gay consumers. Results will be used to make suggestions and recommendations on how to communicate more effectively with these consumers and attract their buying attention.

Keywords

target, differences in the world, marketing approach, Gay consumers, advertising, czech population

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2016

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / European Agrarian Diplomacy