Espending, Reasons and Influences in the Purchasing of the Gay Male Consumer in Juchitán Oaxaca

Abstract

Introduction: The growing market for homosexuals is of interest from a marketing perspective as they represent a profitable market segment, so it is important to understand their consumer behavior. Homosexuals in Juchitán, Oaxaca have been characterized by their taste in personal grooming and their attendance at all night parties (known as “velas”). Objective: to know the income, expenses, motives and purchasing influence of homosexual males in Juchitán, Oaxaca. Methodology: cross-sectional and exploratory, surveys were applied by the snowball sampling method to 126 people. Results: The main occupations that stood out were merchant, student, and tailor. 33.3% have a monthly income of less than 2,500 pesos and 41.3% of 2,500 to 5,000 pesos. They mainly spend their money on personal items, entertainment, and food, with an average spending of 27%, 26% and 21%, respectively. Price and fashion are the main purchase considerations: 59.5% in clothing, 56.3% in accessories and 39.6% in perfume. As consumers, their purchases are influenced 40.5% by friends and 34.8% by relatives. Discussion: The homosexual males of Juchitán, Oaxaca, are immersed in their culture and society; this provides a guideline for them to be studied from the sociological and anthropological point of view. Perhaps they will be distinguished because they like and wear the regional dress characteristic of the Isthmus of Tehuantepec; but despite the consumption pattern, from the marketing perspective it is the same in relation to Mexico City or Aguascalientes. Conclusions: Most of the surveyed homosexual males earn up to 5000 pesos. They spend their wages on the purchase of personal items,entertainment, and food; when they attend all-night drinks, clothes, and accessories. They have fun in barsand canteens. The main motivations for buying are price and fashion; they tend to buy mostly in department stores and are influenced by friends and family.