Consumer behavior of hetero and homosecuals consumer behavior: a comparate study in shopping centers

The present article investigates the profile of costumers of male gender witch sexual option was homo or heterosexual in shopping behavior in Mall. The theoretical approach used was given by authors Hirschfeldt, Marchetti and Prado (1999) and Cooling (2008) in these studies the explain homosexuality in symbolic construction of shopping behavior concepts, in the choice decision was used the Giglio (2003) and Sheth, Mittal e Newman (2001). The methodology was a descriptive study using a sequence of questions divide into two moments: first were questions about the socio-economic profile of each person asking about the variability of shopping behavior. We used choice questions made by the 9 dimensions model (Access and parking facilities; architecture and welfare of mall; stores diversity; fast food location; leisure and entertainment) of Hastreiter, Marchetti e Prado (1999). The results demonstrate the different between the two groups, in special when was about the purpose and the aim of visit to the Mall, the heterosexual group show more objectivity of shopping behavior, in other hand the homosexual group give more attention hedonics items.