Categorization of Finnish B2C marketers' views and approaches to sexual minorities as a target consumer segment in marketing

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Kauste, Amanda
dc.date.accessioned 2016-01-19T09:33:21Z
dc.date.available 2016-01-19T09:33:21Z
dc.date.issued 2015
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/19399
dc.description.abstract The market potential of sexual minorities has been traditionally overlooked by marketers. When the economic times are tough and the competition is only getting fiercer, can marketers afford to narrow down their target customer groups anymore? The aim of this thesis is to understand how B2C products marketers in Finland view and approach the sexual minorities as a target consumer group in their marketing. The findings will contribute to the existing theories of sexual minorities as a target consumer segment in marketing, and produce future research topics for researchers as well as business information for Finnish B2C marketers. The research methodology used in the empirical research of this study is interviews. Nine open-ended interviews were conducted by phone or e-mail with B2C products marketers. These companies were either Finnish or had a functioning division in Finland, and belonged in the top 3 of their business area by turnover and marketing budget per overall budget. The aim of the study was to gain a deep understanding of their views of and approaches to sexual minorities as a target consumer group in marketing. The respondent companies chose from two interview templates the one describing their approach to sexual minorities as a target segment the best. Their responses were analyzed using qualitative research methods, in more detail content analysis. The findings of the study suggest that there are three different categorizations to be identified in how B2C products marketers in Finland view and approach the sexual minorities as a target consumer group. These three categorizations identified are: 1. The Non-Targeters, 2. The Includers (indirect targeters) and, 3. The Targeters The key theoretical contribution of this thesis is a revised version of Branchik's (2002) Phased Historical Framework, which has been modified by the context and findings of this study. The findings of this thesis suggest that there is a need for further research on these topics in order to better understand the complexity of sexual minorities as a target consumer group in marketing, as well as extend the scope and scale of the study to a wider range of market contexts both in Finland and abroad. en
dc.format.extent 79
dc.language.iso en en
dc.title Categorization of Finnish B2C marketers' views and approaches to sexual minorities as a target consumer segment in marketing en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword Sexual minorities
dc.subject.keyword targeting
dc.subject.keyword marketer
dc.subject.keyword marketing
dc.subject.keyword B2C
dc.subject.keyword categorizations
dc.subject.keyword LGBT
dc.subject.keyword gay
dc.subject.keyword Finnish
dc.subject.keyword consumer group
dc.subject.keyword segmentation
dc.subject.keyword direct targeting
dc.subject.keyword indirect targeting
dc.identifier.urn URN:NBN:fi:aalto-201601191047
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kohderyhmät
dc.subject.helecon target groups
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon yritykset
dc.subject.helecon companies
dc.subject.helecon asenteet
dc.subject.helecon attitudes
dc.ethesisid 14252
dc.date.dateaccepted 2015-12-10
dc.location P1 I


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