Chasing the pink dollar

• Main Authors: Tan, Yan Ting, Yam, Yvonne Yim Yi
• Other Authors: Chen, Geraldine Yee Fong
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9936
• Institution: Nanyang Technological University

The focus is specifically on the homosexual market in Singapore. We find out their demographics and purchasing preferences - from there we link their group identity with probability of purchase, for companies that want to target them.