Itinerário da produção científica acerca do comportamento do consumidor LGBTQ

Abstract

Individualized and personalized work opportunities, in this way, as marketing research focused on the behavior of its consumers contribute significantly to the development of goods and services. To do this, it is necessary to recognize how the particularities of individuals, in relation to everything that concerns consumer behavior, including ways to identify and identify themselves. The LGBT consumer is still somewhat exploited and like little ideas about the behavior of this group. Therefore, the objective of this work is to know the reality of LGBTQ consumer behavior of long ten years (from 1998 to 2018), in order to identify gaps and research opportunities. This is a methodology adopted for disseminating the work in a systematic journal and a bibliometric research, through the scientific production in the bases: Web of Science, EBSCO, Spell, Scopus, Revista Brasileira de Marketing (Remark), Revista Interdisciplinar de Marketing (Rimar ). Away from this research, it was observed that most of the objectives are focused on the LGBTQ. The evaluation of studies revealed a greater number of quantitative methodologies, and the results of the articles confirmed the LGBTQ market potential. It was noticed that the studies on the construct were highlighted in the year 2015 and there were only three periodicals with more than one article published on the subject. The news of publications by countries of prominence or prominence of the United States of America with publications, Brazil in second place. In relation to the representativeness of universities by federal unit of country, the greatest highlight was in the United States, with 12 universities of origin, with 4 universities.