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34 FEB 2017 FOOD FOCUS THAILAND
SPECIAL FOCUS
1Location
Business should be close to its customers, hence finding the
location that target customerscanaccesseasily,aswell asproviding
convenience for the use of services are essential. Business should
consider factors like easy access, transportation, car parking,
infrastructure, safety, and government subsidies, for example, and
apply the strengths and weaknesses to suit the business type and
the demand of LGBT consumers.
2MerchandiseAssortments
Businessmust be bold to present its creativity and expertise in
products/goods/serviceswhichprovidessolutions forcustomersand
specific taste on the LGBT group. It also needs to analyze the
demandsof thisparticulargroupofcustomers to improve itsproducts/
goods/services tomeet the customers needs such as the demands
for good looking, unique, delicate, luxurious, or convenient, fast,
modern services, as well as exclusive goods and services that are
unique and different.
LGBT(Lesbian,Gay,Bisexual,andTransgender)market,
despite that it is still small, the consumers in this group
havehighpurchasingpower. In thisarticle,6crucial retail
strategy to help businesses penetrate the LGBTmarket
has been presented.
3PricingPolicy
LGBT consumers are categorized as a potential niche market,
and themarket value of goods and services for thismarket is quite
high.This market is also growing continuously, and to meet the
demand for thisparticulargroupofcustomers,youneed themarketing
expertise tostudy their behaviorsandpreferences inorder tocreate
new and higher quality products. Youwould also need to add value
to your products and services, and adjust the price accordingly for
the target customers instead of cutting the price.
4CommunicationMix
Businessneeds todevelop itsbrand tobeLGBT friendly,asLGBT
customers are connected online and share the information widely
within minutes. The word of mouth could turn out to be both good
and bad for the business, which is why it needs to maintain good
relationswith the customers. The importance is to keep a database
of old customers, and at the same time, collect and improve the
database continuously toattract new customers.
5StoreDesign andDisplay
Businessmust actively redesign its storeanddisplay constantly
to create a good impression for the consumers. Attracting LGTB
customers with impulsive business and products offer should help
positively with the sales. Designing and displaying products with
interesting and attractive atmosphere; beauty, clean, and just right
decoration, isalso important to lure in the customers. Businessmay
need toseekconsultation from interiordesigners todesign its layout,
display, and decoration theme to be contemporary and fits the
business character.
6Customer Services
LGBT customers require true empathy from brands, and
entrepreneursshould tender the feelingsofLGBTcustomers inevery
aspect that benefits the business. Thus, business should study its
consumerbehaviors,andeveryemployee in thebusinessmusthonor
their customers and try not to make them feel they are being
discriminated by their sexuality. LGBT consumers are very loyal to
brands,whencomparing toother groups. If abusinesscanwin their
heart, it wins long term loyalty from them.
Therefore, when entrepreneurs apply the retail strategies from
this article, they should also focus on innovation. LGBT customers
are keen to follow and like innovative and technological products
more thananyother groupsof consumers. Businesses should keep
on developing its intellectual innovation in its business to answer to
customer preference and behavior, as well as tomake its products
unique.
เอกสารอ้างอิ ง/Reference
อดิศราพร ลออพั นธุ์สกุลและอภิ ญญาศักดาศิโรรัตน์. กลุ่มบุคคลที่มีความหลากหลาย
ทางเพศ: ตลาดเฉพาะกลุ่ม (ศักยภาพสูง) ที่ผู้ประกอบการไทยไม่ควรมองข้าม.
วารสารวิชาการมหาวิทยาลัยฟาร์อีสเทิร์นปีที่ 10ฉบับที่ 1มกราคม2559–มีนาคม2559
LGBT: NicheMarket (HighPotential) that Thai EntrepreneursShouldn’t Overlook.
Far EasternUniversityAcademicReviewVol. 10 Issue1. January-March2016