International Journal of Advances in Management and Economics (IJAME)

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TitleBusiness strategies for a “new marketing target”.
AuthorDario schirone
AbstractIn the last few years, in Italy various companies have started to consider homosexual people as an important commercial target. IKEA group, in 2010 launched a spot in which there was a couple of gay men making shopping. What have been the effects of this special market strategy among gay people? To find an answer we made a survey of 200 homosexual from Apulia (a region of South Italy).We have adopted the “snow ball” methodology, the best practice to catch the so called “rare populations”. Our analysis shows that incomes and the possibility to choose IKEA are linked by a linear negative function: as income increases, the propensity to buy IKEA products decreases. More deeply, making a quantitative analysis, the most interesting results confirm that the purchase does not depend exclusively on the cost price of products, but also by the good quality/price ratio, and by the capability in offering trendy items. So, these business strategies does not seem to have the effect so much hoped:

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