LGBT CONSUMER EXPECTATIONS UNDER THE NATURA, SKOL AND HAVAIANAS BRANDS/ EXPECTATIVAS DO CONSUMIDOR LGBT SOB AS MARCAS NATURA, SKOL E HAVAIANAS

LGBT CONSUMER EXPECTATIONS UNDER THE NATURA, SKOL AND HAVAIANAS BRANDS/ EXPECTATIVAS DO CONSUMIDOR LGBT SOB AS MARCAS NATURA, SKOL E HAVAIANAS

The LGBT consumer is a potential market that still has gaps in terms of understanding consumer experiences. Therefore, this work aims to analyze how the Natura, Skol and Havaianas brands meet the expectations of the LGBT consumer, from the perspective of the marketing mix. Therefore, an exploratory,...

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Bibliographic Details
Published in:Caderno Profissional de Marketing Vol. 9; no. 4; p. 108
Main Authors: Tressoldi, Cassiano, Cardoso, Janaina Gularte
Format: Journal Article
Language:Portuguese
Published: Universidade Metodista de Piracicaba 01-08-2021
Subjects:
Brasil
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Summary:The LGBT consumer is a potential market that still has gaps in terms of understanding consumer experiences. Therefore, this work aims to analyze how the Natura, Skol and Havaianas brands meet the expectations of the LGBT consumer, from the perspective of the marketing mix. Therefore, an exploratory, qualitative study was carried out through a focus group. From the research, it is observed that the LGBT public lacks marketing actions mainly oriented to the product and promotion. The price and place factors are considered unimportant in relation to the Skol and Havaianas brands. For the Natura brand, product, place and promotion are considered relevant for meeting the current needs of the LGBT public. The Skol, Natura and Havaianas brands do not meet, in general, the expectations of the LGBT consumer. And the Havaianas brand was seen as the one that least meets the expectations of this public.
ISSN:2317-6466
2317-6466