Artículo de revista
Sex shops: una segmentación de mercado
Fecha
2017-12-30Registro en:
Mejía, N. M. B., & Cardona, M. M. (2017). Sex shops: una segmentación de mercado. Revista Universitaria Ruta, 19(2), 58-71
0719-5990 (en línea)
0717-1048 (impresa)
file:///C:/Users/dvasquez/Downloads/988-Texto%20del%20art%C3%ADculo-2566-1-10-20180910.pdf
Autor
Melchor Cardona, Madeline
Bravo Mejía, Natalia María
Institución
Resumen
Sex Shops sector has had an increasing dynamic in the last years and provides a response to a consumer seeking alternatives in the management of sexuality. This research presents a quantitative analysis about the young adult segment of the city of Santiago de Cali - Colombia carried out on their perceptions regarding the sex shop and preferences in the buying process and advertising. By means of
the Cluster Analysis statistical technique, three segments were identified according to their characteristics: open, transition and conservative. Segments have differences in the way they prefer to access these products (online, direct, domicile), their perception related with the sector and sex and the way they prefer the advice in the sex shop. It also describes the segment of women as an important consumer articulated to this new trend identifying particularities about their needs for innovative products and advertising with high level of information