The Transwomen’s Shopping Behaviour of Fashion Brand in THAILAND; Self-Esteem, Body-Image
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Abstract
The study aims to investigate the consumer behaviour of “The ‘Pink Pound’ or the ‘Pink Money’”. These are the marketing term used to define the huge amount of money spent by gay, lesbian, bisexual and transgenders (LGBT). LGBT consumers have higher incomes than other consumers. Moreover, they are generally well educated and favour high-quality products and have a hedonistic lifestyle. In other words, they socialise more often than straight men and women. This might be because they tend to live in urban areas, have high disposable income and have no children. Furthermore, they are more brand loyalty, especially for the business that targets and support their communities. Also, they are more keen to network than counterparts. There were 80% of gay men, and 76% of lesbians are internet-user compared with 70% of straight men and 69% of women. Moreover, they spend 35% more on online shopping than non-LGBT. LGBT consumers are an early adopter and trendsetter; they pick up on the international trend quickly. Thus, they are considered as a useful indicator of market trend. Perhaps, their lifestyle influences the men’s fashion and grooming market; for example, nowadays, men tend to do ear piercing and spend more time and money on their appearance and lifestyle. The research points out that 48% of LGBT consumers like to keep up the latest style and trends compared to only 38% of heterosexual. All of the information can emphasize a potential of this dream market, which seems to be not interested widely as much as it should be.
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