Bibliographic citations
Quispe, C., (2020). Análisis de la Influencia de la comunidad LGBT+ en la motivación de compra de la cerveza Pilsen Callao. Estudio de caso: Spot “Amistad sin diferencias” [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659707
Quispe, C., Análisis de la Influencia de la comunidad LGBT+ en la motivación de compra de la cerveza Pilsen Callao. Estudio de caso: Spot “Amistad sin diferencias” [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/659707
@misc{renati/399165,
title = "Análisis de la Influencia de la comunidad LGBT+ en la motivación de compra de la cerveza Pilsen Callao. Estudio de caso: Spot “Amistad sin diferencias”",
author = "Quispe Juscamaita, Carol Vanessa",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The LGTB + community is a social group that in recent years has acquired greater presence and relevance, based on the struggle of many of its members to achieve equality and non-discrimination in countries like Peru. Advertising has not been exempt from this tension, thus the influence that the LGTB + community is generating in the national market has also motivated many brands and companies to see this group as a relevant market niche. In this sense, the study is important as it investigates the characteristics, tastes, consumption habits, and most importantly, the way in which this community has influenced the narrative of certain brands in the market. In this paper we want to analyze how the influence of the LGTB + community has been relevant in motivating purchase. For this, the advertising spot "Friendship without differences" for Pilsen Callao beer will be taken into consideration, where the message of non-discrimination against people based on their sexual orientation is disseminated. For the research, a qualitative methodology will be used, based on conducting interviews with students from the city of Lima who are between the ages of 20 and 30 who actively identify with the LGTB + community in Peru.
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