Barbies and Bears: Nightclub Gay Segmentation


The consumer market for the male gay people has more and more space in the media, due to curiosity or to its importance in terms of consumption possibility. In spite of the existent prejudice, some companies notice the attractiveness of this market segment. However, their characteristics and features are partially unknown.

The purpose of this article is to analyze, through an exploratory study, its characteristics and features and to verify the selection process of a common leisure way for the segment, the night clubs. The first findings point out the existence of three different groups of male gay people, whose differences can and should be taken as advantages by the marketing professionals and the strategies elaboration to reach this specific segment.

Key Words: Gay, Market Segmentation, Positioning, Strategy


Luciano Crocco, Erik Gutmann, Vivian Iara Strehlau, and Maria de Lourdes Bacha (2006) ,"Barbies and Bears: Nightclub Gay Segmentation", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 12.


Luciano Crocco, Universidade Presbiteriana Mackenzie, Brazil
Erik Gutmann, Universidade de Santo Amaro, Brazil
Vivian Iara Strehlau, Universidade Presbiteriana Mackenzie, Brazil
Maria de Lourdes Bacha, Universidade Presbiteriana Mackenzie, Brazil


GCB - Gender and Consumer Behavior Volume 8 | 2006

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