Pink Consumption

Sudan Alifu (2021) Pink Consumption. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Individuals, from the LGBTQAI+ community, are denied of utter participation in the economy and the society due to their gender identity and sexual orientation; furthermore, the consumption level of the LGBTQIA+ community in Hungary, consumer behavior of the LGBTQIA+ community in Hungary and the fashion purchasing behavior of the LGBTQIA+ community in Hungary, have yet to be researched. Thus, the aim of this dissertation is diverged into four aspects: analyzing the correlation between LGBTQIA+ inclusion and economic development in Hungary; grasping the level consumption of the LGBTQIA+ community in Hungary, comprehending the consumer behavior of the LGBTQIA+ community and identifying the fashion purchasing behavior of the LGBTQIA+ community in Hungary. A statistical hypothesis testing method, t-test, is incorporated to test the significance of the relationship between LGBTQIA+ inclusion and economic development in Hungary. A survey questionnaire, a primary research, has been disseminated in Hungary and it has been completed by 160 respondents. The data extrapolation, analysis and interpretation of the survey questionnaire depict the almost analogous allocation in consumption expenditure between the LGBTQIA+ consumers and the households in Hungary; furthermore, they bolsters the comprehension regarding the characteristic of the LGBTQIA+ consumers and provide the rationale for the decision-making process of marketers in the fashion industry. Various types of LGBTQAI+ buyers are established in consonance with the fashion purchasing behavior of the LGBTQAI+ customers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, consumption, consumption correlation, economic development, economic indicators
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2021. Szep. 22. 09:07
Utolsó módosítás:	2021. Szep. 22. 09:07
URI:	http://dolgozattar.uni-bge.hu/id/eprint/36658

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