i

ARELLANO UNIVERSITY
Senior High School Department

A Case Study on the Members of the LGBTQ Community as Targeted

Consumers for Retail Merchandising in Brgy. Pineda S.Y. 2021-2022

A Research Paper
presented to
The Faculty of Senior High School Department

In Partial Fulfillment of the

Requirements for
Practical Research II

Submitted by:
Abesamis, Carmela
Arsenio, Sheryn Mae
Balora, Angelica
Belches, Sheena Glaiza
Bertiz, Frencine Marie
Buscagan Elvie
Cantuba, Siouxsee Kate
Castro, Alice
Mendoza, Princess Marian
Sebastian, Chlonar Krieg

December 2021
 ii

APPROVAL SHEET

This Research entitled “A Case Study on the Members of the

LGBTQ Community as Targeted Consumers for Retail Merchandising in
Brgy. Pineda A.Y 2021-2022” prepared and submitted by Carmela Abesamis,
Arsenio Sheryn Mae, Angelica Balora, Sheena Glaiza Belches, Frencine Marie
Bertiz, Elvie Buscagan, Siouxsee Kate Cantuba, Alice Castro, Princess Marian
Mendoza, and Chlonar Krieg Sebastian in partial fulfillment of the requirements
In Accountancy, Business and Management has been examined and is hereby
for approval and acceptance.

MR. MIKE VILLEGAS

Research Adviser
 iii

RESEARCH ABSTRACT

Title: A Case Study on The Members Of The LGBTQ Community As Targeted

Consumers For Retail Merchandising In Brgy. Pineda S.Y 2021-2022

Researchers: Carmela Abesamis, Arsenio Sheryn Mae, Angelica Balora,

Sheena Glaiza Belches, Frencine Marie Bertiz, Elvie Buscagan, Siouxsee Kate
Cantuba, Alice Castro, Princess Marian Mendoza, and Chlonar Krieg Sebastian

School: Arellano University- Andres Bonifacio Campus

Lesbian, Gay, Bisexual, Transgender, Queer, and other sexual and

gender (LGBTQ) experienced being discriminated by non LGBTQ members. The least
that the members should experience is being taken advantage of. Companies, big or
small, takes Pride month as a month-long marketing strategy especially as they grow
bolder with their use of queer language and imagery. Ellis (2021) said that companies
should do meaningful structural work before they come to the table waving a rainbow
flag. Whether it’s rainbow capitalism or bad design, the members are calling out
disingenuous Pride merchandise. This study examines the targeted consumers for
retail merchandising adopted by disingenuous companies to take over with their
strategies.
 iv

ACKNOWLEDGEMENT

This research becomes reality with the kind support and help of many
individuals. The researchers would like to express their sincere appreciation to all
of them.

First and foremost, praise and thanks to God for wisdom and knowledge
and strength that He has given to the researchers to finish this study successfully
despite of the crisis (COVID-19 pandemic) that their facing today.

The Researchers would like to express their gratitude to their family and
friends for the words of encouragement that give them strength and support that
help them to finish the study successfully.

The Researchers would like to express their indebtedness to Mr. Mike

Villegas (Practical Research II Adviser) for sharing his knowledge in doing the
study and guidance that they manage to complete the study in the given time.

The Researchers would like to express their special appreciation to the

respondents for their participation and allowing the researchers to conduct their
study with them and for being the most important element to their study.

The Researchers would like to express appreciation to their group mates,

for the cooperation and completing the study together.
 v

DEDICATION

This study is wholeheartedly dedicated to ourselves and beloved parents,

who have been our source of inspiration and gave us strength when we thought
of giving up, who continually provide their moral, emotional, and financial
support.

To our brothers, sisters, relatives mentor, friends and classmates who

shared their words of advice and encouragement to finish this study.

And lastly, we dedicated this to the Almighty God, thank you for the
guidance, strength, power of mind, protection and skills and for giving us a
healthy life. All of these, we offer to you.

Carmela Abesamis

Arsenio Sheryn Mae

Angelica Balora

Sheena Glaiza Belches

Frencine Marie Bertiz

Elvie Buscagan

Siouxsee Kate Cantuba

Alice Castro

Princess Marian Mendoza

Chlonar Krieg Sebastian

 vi

TABLE OF CONTENTS

PRELIMINARY PAGE Pages

Title Page …………………………………………………………………………… i

Approval Sheet …………………………………………………………………….. ii

Research Abstract …………………………………………………………………. iii

Acknowledgement …………………………………………………………………. iv

Dedication ……………………………………………………………………………v

Table of Content …………………………………………………………………... vi

Chapter 1: Introduction and Background of the Study

Background of the Study ……………………………………………………………1

Theoretical Framework ……………………………………………………………...2

Conceptual Framework ………………………………………………………….… 4

Statement of the Problem …………………………………………………………. 5

Significance of the Study …………………………………………………………....6

Scope and Delimitations ………………………………………………………….….7

Definition of Terms …………………………………………………………………....7

Chapter 2: Review of Related Literature and Studies

Foreign Literature …………………………………………………………………… 9

Foreign Studies …………………………………………………………………….…11

 vii

Local Literature ……………………………………………………………………..13

Local Studies ……………………………………………………………………….14

Synthesis ……………………………………………………………………………16

Chapter 3: Methodology

Research Design …………………………………………………………………..19

Population and Sample ……………………………………………………………19

Sampling Technique ………………………………………………………...……..19

Instrumentation ……………………………………………………………………...20

Data Gathering …………………………………………………………………....…20

Statistical Treatment of Data …………………………………………………….…21

Chapter 4: Presentation, Analysis and Interpretation of Data

Matrix 1: What is the profile of the respondents in terms of? 21

Matrix 2: Why are marketing tactics such as “Pride Marketing” seen 23

negatively by the members of the LGBTQ community?

Matrix 3: How can business properly show support without 24

seeming ingenuine?

Matrix 4: How can we further accommodate the wants, and needs 25

of our target market that are part of the LGBTQ community as marketers?

Matrix 5: What is a better alternative to “Pride Marketing”? 26

 viii

Chapter 5: Summary, Conclusion and Recommendation

Summary ……………………………………………………………………….……. 27
Conclusion ………………………………………………………………………….... 29
Recommendation ……………………………………………………………….…… 30
References ……………………………………………………………………….…...31
Appendix ……………………………………………………………………………...32
Curriculum Vitae ………………………………………………………………...…..33
 1

CHAPTER 1
INTRODUCTION AND BACKGROUND OF THE STUDY

Background of the Study

As society continuously evolves, the views of people within it begins to

change for the better as well. More and more people become accepting of the
LGBTQ community. businesses across the globe may want to express their
support through their marketing. Unfortunately, because of this, some businesses
may appear ingenuine with their support and seem like they’re only interested in
expanding their target market.

Thus, why we wanted to handle this topic, to dive further in to the question
whether these businesses truly are genuine with their support. Although gay and
lesbian consumers are a significant and lucrative demographic, little is known
about their purchasing habits. This article gives a brief history of targeted
marketing attempts aimed at gay and lesbian people. Marketing to these people
is a new and unexplored phenomenon. Marketing experts who want to reach out
to this diverse collection of customers are given some recommendations.

In terms of marketing and advertising, gay consumers are considered one

of the last frontiers, yet there has been little research on them. As a result,
publicly available information concerning targeted marketing initiatives,
particularly as they pertain to the community, is limited. Companies have been
targeting homosexuals for at least a century, whether they intended to or not.
Advertisers weren't aware of the LGBT community's economic potential until the
1970s, and exclusive gay marketing campaigns didn't begin until the 1980s.

By 2004, it was projected that 35 percent of the top 100 corporations

were specifically targeting gay and lesbian customers with advertisements. When
it comes to targeted marketing to gay and lesbian customers, though, it's still
early days.
 2

Theoretical Framework

Lesbian, gay, bisexual, and transgender (LGBT) marketing and

advertising is on the rise. According to a 2013 American Marketing Association
analysis, LGBT purchasing power is predicted to be in excess of $835 billion,
making it a very desired niche target for marketing businesses. To build affinity
and loyalty among this important sector, marketing firms must connect with LGBT
consumers in a way that honors their unique traits while also reflecting good
marketing strategy and communications. Our organization, a market research
firm based in Chicago, recently did a qualitative research study with the goal of
producing recommendations for efficient marketing communications with LGBT
customers.

In a series of in-depth interviews conducted in Chicago in July 2014,

twenty LGBT customers were exposed to a variety of LGBT advertisements.
Several components were recognized as being particularly helpful when
attempting to engage, motivate, and interact with LGBT customers through
dialogue. Some firms had been known to advertise for a long time, while others
were “new to the party.” LGBT customers picked a few advertisers who were
more invested in the LGBT community than others since they expressed interest
and support earlier. Being a relatively new entrant was considered as neither
beneficial nor harmful by the newer advertising. The majority of participants are
pleased to see businesses recognize the LGBT community's value.

Participants, however, believe that advertisements must demonstrate real

interest rather than appear opportunistic in any way. Advertisers should do
something to "give back to the community by sponsoring or supporting LGBT
events" (especially charity events), youth groups, or community centers to avoid
any hints of this. A Wells Fargo ad for the Gay, Lesbian and Straight Education
Network's (GLSEN) anti-bullying effort is an excellent example of this. It makes
use of the GLSEN endorsement to bolster the brand's recent exposure in the
LGBT community while also supporting a worthwhile cause.
 3

This theory was connected to the research we are conducting "A case
study on the members of the LGBTQ as targeted consumers for retail
merchandising in Pineda" it explain on how to create effective marketing
communication with LGBT consumers. Several elements were identified as being
particularly effective when trying to engage, motivate and communicate with
LGBT consumers. Marketing companies can connect with LGBT consumers in a
way that honors their unique characteristics while also demonstrating good
marketing and communication strategies. LGBTQ can be the number of targeted
consumers. Many people are pleased to see businesses recognize the LGBTQIA
communities value.
 rvey
onductigaS
INPUT
C
Conceptual Framework

PROCESS

Figure 1:
OUTPUT

The Conceptual Framework of the Study

4
 5

The input has the summarization of the statement of the problem, those
are the things that the researchers want to know. The answer the input, they
have the process which the researchers are conducting a survey to the
respondents. For the output, they formulate the conclusion and interpret the
tabulated report and found out the behavioural habit of LGBTQ Community in
purchasing products in businesses.

Statement of Problem

This study aims to research about the ongoing issue on why “pride
marketing” is seen negatively by the members of the LGBTQ community and
how business can properly show their support without seeming ingenuine that
could result in further issues. Specifically, this research seeks to answer these
following questions:

1. What is the demographic profile of the selected members of the LGBTQ

community in Pineda, Pasig City, School Year 2021 – 2022 in terms of:

1.1 . Age

1.2 Sexual Orientation

1.3 Gender Identity

2. Why are marketing tactics such as “Pride Marketing” seen negatively by the
members of the LGBTQ community?

3. How can business properly show support without seeming ingenuine?

4. How can we further accommodate the wants, and needs of our target market
that are part of the LGBTQ community as marketers?

5. What is a better alternative to “Pride Marketing”?

 6

Significance of The Study

This study will help brands better understand the community that they’re
trying to market to as well as be given a better view of understanding how people
view Pride-themed marketing tactics

This study aims to be beneficial to the following:

LGBTQ Members – As the main focus and main beneficiary of this study,
the LGBTQ members will be the main focus and thus, feel most of the benefits
that this study can bring, which can include; less discrimination towards them,
products that suit their preferences being more prevalent, and more opportunities
for the LGBTQ members to strive in the retail and marketing industry.

Retail Merchandisers – As the opposite to the LGBTQ members, this

sector can also receive as much, if not more benefits from this study. Retail
merchandisers, can expand their audience, which can turn it into profit. Another
possible benefit can be that these merchandisers can raise their popularity, as
touching base with a wider audience can increase their profits, make them look
better in the eyes of the general public, which can in turn, raise popularity and
profit.

People within Pineda – Raising popularity of certain retail merchandisers

within Pineda can bring in profit, popularity, and a good opinion from the general
public, which are all factors that are welcomed anywhere and by anyone.

Pineda – As with the previous sector, Pineda, as a place, receiving profit,

popularity and a good opinion from the general public is a welcome addition to
their collection of good things within the city

Future Researchers – This study can be an essential framework and pillar

for future researchers as they plan to breach the same field as this research
paper has breached. In addition, with the growing times leaning more towards
 7

equality and recognition for the LGBTQ community, this study is not only relevant
in this day and age, but can also be relevant for decades to come.

Scope and Delimitations

The study will focus on "A case study on the members of the LGBTQ as
targeted consumers for retail merchandising in Pineda". The primary subject of
this research study will consist of the part of LGBTQ in Pineda in academic year
2021-2022. The respondents will be limited to one hundred (100).

Moreover, the participants will be randomly selected by referring to their

behavioral buying habit in retail merchandise. The researcher chose the LGBTQ,
the reason is that LGBTQ is a growing consumer market. The researcher would
use the descriptive design and survey form to collect the quantitative data from
the participants.

Definition of Terms

The following terms are defined operationally

Business - is defined as an organization or enterprising entity engaged in

commercial, industrial, or professional activities.

Homosexual - a person who is sexually attracted to people of their own sex.

LGBT Pride - Gay pride or LGBT pride is the promotion of the self-affirmation,
dignity, equality, and increased visibility of lesbian, gay, bisexual, and
transgender (LGBT) people as a social group.

Marketing - the action or business of promoting and selling products or services,

including market research and advertising.
 8

Pineda – One of the villages in Pasig where study conducted.

Pink-Washing - is a term used to describe the action of using gay-related issues

in positive ways in order to distract attention from negative actions by an
organization, country or government.

Pride Month Marketing - LGBT marketing is the act of marketing to LGBT

(lesbian, gay, bisexual, transgender) customers, either with dedicated ads or
general ads, or through sponsorships of LGBT organizations and events, or the
targeted use of any other element of the marketing mix.
 9

CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter presents the review of related literature and studies.

Foreign Literature

LGBTQ stands for Lesbian, Gay, Bisexual, Transgender and Queer are
members of a growing community. Every year in June, to commemorate the
1969 Stonewall Uprising in Manhattan, the United States, Pride Month is
observed. Other businesses, such as Adidas, Apple, Converse, Gap, and others,
participate in this celebration.

According to Dr. McNamara and Descubes (2017) Gay and lesbian

individuals are an important and valuable consumer segment, relatively little is
known about this group from a consumer behavior standpoint. In terms of
marketing and advertising, gay customers are viewed as one of the last frontiers,
although they have received very little study. By 2004, it was projected that 35
percent of the top 100 US corporations were directly advertising to gay and
lesbian customers.

According to Hooten et al., (2009) Advertisements and the media in

general are increasingly including homosexual images (Tuten, 2006). For good
reason, marketing experts have taken note of this set of potential customers.
According to several marketing and academic experts, homosexuals and
lesbians make up between 4% and 8% of the overall population of the United
States, or 11 to 23 million individuals. To put this in context, it is potentially larger
than the Asian American population, which is now estimated to be 12 million
people, or 4.2 percent of the total population (Gardyn, 2001).

According to Rudd (2010) Through appearance, meaning is socially

formed and rebuilt. Self-presentation via appearance may help homosexual
males to assert both personal and social identity, allowing them to establish a
 10

strong sense of self within a wider culture that may stigmatize or marginalize
them. Size, purchasing power, lifestyle features, and the culturally mandated
social relevance of clothes and grooming aids are all elements that promote the
feasibility of marketing to homosexual consumers. The number of LGBT men and
women in the United States ranges from 14 million (Johnson, 1993) to 25 million
(Miller, 1992), with the majority in the United States.

Phil Tiemeyer (2016) said that The impact of LGBTQ (lesbian, gay,
bisexual, transgender, and queer) issues on US foreign relations is an
understudied area, and only a handful of historians have addressed these issues
in articles and books. Encounters with unexpected and condemnable (to
European eyes) sexual behaviors and gender comportment arose from the first
European forays into North America. As such, subduing heterodox sexual and
gender expression has always been part of the colonizing endeavor in the so-
called New World, tied in with the mission of civilizing and Christianizing the
indigenous peoples that was so central to the forging of the United States and
pressing its territorial expansion across the continent. These same impulses
accompanied the further US accumulation of territory across the Pacific and the
Caribbean in the late 19th century, and they persisted even longer and further
afield in its citizens’ missionary endeavors across the globe. During the 20th
century, as the state’s foreign policy apparatus grew in size and scope, so too did
the notions of homosexuality and transgender identity solidify as widely
recognizable identity categories in the United States. Thus, it is during the 20th
and 21st centuries, with ever greater intensity as the decades progressed, that
one finds important influences of homosexuality and gender diversity on US
foreign policy: in immigration policies dating back to the late 19th century, in the
Lavender Scare that plagued the State Department during the Truman and
Eisenhower presidencies, in more contemporary battles between religious
conservatives and queer rights activists that have at times been exported to other
countries, and in the increasing intersections of LGBTQ rights issues and the
War on Terror that has been waged primarily in the Middle East since September
11, 2001.
 11

Andrew S. Walters and Lisa J. Moore (2002) said that this paper, drawing
on epistemologies in social and behavioral sciences, we discuss the tenuous
social-cultural climate of sexual minorities within markets. Discourses across
disciplines address the socio-political and cultural evolution of sexual minorities,
most notably self-identified and out lesbians and gay men. Yet, consumptive and
marketing spheres offer mixed metaphors about the value and desirability of
lesbians and gays, and often work to enact the homophobic at an institutional
level. We review research on homo negative bias and hetero normatively within
psychological and sociological domains, and then illustrate how homo negativity
toward perceived lesbians and gays is structurally enacted within the
marketplace. We posit four methodological strategies that may be used to further
research queries in these domains, and comment on the ethical parameters of
using deception to investigate discriminatory behavior against (perceived)
lesbians and gay men.

Foreign Studies

According to Joseph Chen (2004), The purchase behavior of gay

professional men in Pineda was studied in regard to one aspect of this topic in
particular. The current study's goal is to look into the characteristics of clothes
buying behavior, specifically how marketing mix elements affect clothing
consumption. Given the paucity of research on homosexual consumers' apparel
consumption, it is hoped that this study will serve as a springboard for marketing
academics and a useful resource for marketing practitioners. Furthermore, this
research explores the consequences for marketing techniques and gives
recommendations for future homosexual co-marketing research consumers.
Finally, the researchers want to emphasize the importance of marketers not
viewing the homosexual consumer market as a homogenous cultural entity.
Instead, marketers must recognize that this dream market is divided into various
subcultures.
 12

According to Barry Levine (2019), Fifty percent of Americans say

that they’re more likely to see Pride-themed products or contents as a marketing
ploy tactic than an accurate reflection of a brand’s value, according to a new
survey a survey from public opinion firm YouGov.Additional findings include that
24% are more likely to become customers if a company is LGBTQ-friendly, 18%
are less likely and 44% says it doesn’t matter.

Nearly 46% say that it doesn’t matter if a company is LGBTQ-friendly say

that seeing an ad with same-sex couple wouldn’t make them more or less likely
to purchase the product. 27% say such a commercial would make them less
likely to buy, while 13% say they are more likely to buy.

In conclusion, half of the survey respondents see pride-themed products

as a marketing ploy and reflect the consumers' sensitivity to how most renowned
brands turn all kindsof celebrations into marketing opportunities. Consumers
increasingly demand authenticity from brands they do business with and aren't
afraid to show their dislike of marketing that seems inauthentic.

The need for authenticity in marketing is commonly associated with people

who are widely known as "Generation Z" which covers 32% of the population and
are twice as likely as other generations to care about issues that involve equality
and are also more likely to trust that large companies are operating in society's
best interests, only when the companies show it by their actions along with their
employee's actions

One key takeaway from YouGov’s survey is about which consumers will
pull the trigger and buy from companies that are Pride-themed. While 46% say
it’s least likely that they’ll purchase from a company after seeing an ad which
features same-sex couples, 58% of gay and lesbian consumers and 38% of
bisexual consumers say that they’re more likely to consider making a purchase
along.
 13

Due to the millions of tourists and local attendees pride month draws
during June, brands have used this as an opportunity to increase in sales. The
survey comes as a number of major brands have created Pride-themed products
and services.

Local Literature

Mak (2021) said that people are good at smelling inauthenticity and
disingenuous. When a person’s words does not match with their action, that is
when people starts to have second thoughts on trusting that person. It also
applies at companies that are taking advantage of a specific event just to market
their product. The great example of it is Pride Month. It is rather superficial to just
slap the rainbow on a product and call it supporting the community. Design a
good product but also donate part of proceeds to support an LGBTQIA cause.
Alpad (2021) said that even with the companies that are taking advantage of the
Pride Month, there are still good people who cares and treats LGBTQIA people
as a normal person not like a thing or product that can be used for a profit. Even
at this day, LGBTQIA people receives different treatment because of their
sexuality. Alpad also stated that a specific brand started supporting LGBTQIA
community by hiring its people for them to easily market with their people.
LGBTQIA people are not safe especially now that SOGIE Bill was not approved
by the president. Capitalism and the ads that business create can give visibility.
They should perpetuate and maintain the stereotypes and go beyond the
stereotypes and help LGBTQIA activismmaybe show balanced information and
balanced messaging. Sison (2016) stated that in the Philippines, little
consideration is paid to LGBT buyers on the grounds that organizations don't
realize exactly how much potential they have as spenders. While the rest of the
world is changing, maybe it's about time to open the Philippines' marketing eyes,
and for their own monetary advantage. Philippines is religious and with their
hawk eye, and wide mind, they can take advantage on members of LGBTQIA to
market their product without respecting their culture with just one snap. Despite
on being respectful, they also have their ways to charm LGBTQIA on buying their
 14

product with just a little bit of glitters and shines in their product. According to the
local study of DLSU Research Congress 2019 "The Role of the Gay Men as
Reflected in the Philippine Advertisements". (Garcia,2008) Asserted that
"Filipinos have yet to see transvertism as legitimate in 'serious' professions- male
senators filibustering from the podium wrapped in elegant two-tone pashminas,
or CEOs strutting around open-air malls wearing power skirts and designer
leather pumps in public". Thus, Parallel with such aversion towards gay men in
the real world, advertiser in the reel realm may also project such a prudent
approach to having gay-themed commercials (Cabosky, 2017). And in fact that a
number of male and female heterosexual consumers or viewers are still
uncomfortable toward gay content, especially when the content tends to be
intimate (Oakenfull & Greenlee, 2004; Tsai,2017)

Local Studies

Musico (2019) said that there is always something off about companies that are
taking advantages of Pride Month. Big companies are dressing up in rainbow
colors every time June comes. Pride Month is a month-long observance
dedicated to the uplifting of LGBTQIA voices, celebration of its culture and the
support of LGBTQIA rights. Big companies that sees Pride Month as a month full
of taking advantage of its culture, not being aware that it is way beyond some
fixed dates on a calendar. With these taking advantage of the culture, some
closeted people are afraid to come out because of this brutality. Instead of feeling
safe, they are more eager to stay in the closet. LGBTQIA people are not exempt
from the exercise of capitalism. Musico stated that the community and its
symbols aren’t supposed to be treated as mere patterns on limited edition pieces.
Just because a product is enclosed with rainbows, does not mean it is truly for
them. Goodwill (2021) stated that with awareness of LGBTQIA rights, not only in
the Philippines, but in whole Asia, we continue to see more of its members in
different platforms of Social Medias in a way of advertising a product that
 15

‘supports’ the culture. Mak (2021) said that people are good at smelling
inauthenticity and disingenuous. When a person’s words does not match with
their action, that is when people starts to have second thoughts on trusting that
person. It also applies at companies that are taking advantage of a specific event
just to market their product. The great example of it is Pride Month. It is rather
superficial to just slap the rainbow on a product and call it supporting the
community. Design a good product but also donate part of proceeds to support
an LGBTQIA cause. Alpad (2021) said that even with the companies that are
taking advantage of the Pride Month, there are still good people who cares and
treats LGBTQIA people as a normal person not like a thing or product that can be
used for a profit. Even at this day, LGBTQIA people receives different treatment
because of their sexuality. Alpad also stated that a specific brand started
supporting LGBTQIA community by hiring its people for them to easily market
with their people. LGBTQIA people are not safe especially now that SOGIE Bill
was not approved by the president. Capitalism and the ads that business create
can give visibility. They should perpetuate and maintain the stereotypes and go
beyond the stereotypes and help LGBTQIA activismmaybe show balanced
information and balanced messaging. Sison (2016) stated that in the Philippines,
little consideration is paid to LGBT buyers on the grounds that organizations don't
realize exactly how much potential they have as spenders. While the rest of the
world is changing, maybe it's about time to open the Philippines' marketing eyes,
and for their own monetary advantage. Philippines is religious and with their
hawk eye, and wide mind, they can take advantage on members of LGBTQIA to
market their product without respecting their culture with just one snap. Despite
on being respectful, they also have their ways to charm LGBTQIA on buying their
product with just a little bit of glitters and shines in their product. According to the
local study of DLSU Research Congress 2019 "The Role of the Gay Men as
Reflected in the Philippine Advertisements". (Garcia,2008) Asserted that
"Filipinos have yet to see transvertism as legitimate in 'serious' professions- male
senators filibustering from the podium wrapped in elegant two-tone pashminas,
or CEOs strutting around open-air malls wearing power skirts and designer
 16

leather pumps in public". Thus, Parallel with such aversion towards gay men in
the real world, advertiser in the reel realm may also project such a prudent
approach to having gay-themed commercials (Cabosky, 2017). And in fact that a
number of male and female heterosexual consumers or viewers are still
uncomfortable toward gay content, especially when the content tends to be
intimate (Oakenfull & Greenlee, 2004; Tsai,2017)

Synthesis

Due to the million of tourists and attendees Pride month are able to reel in
each year, Many brands have taken this opportunity to increase their sales and
are commonly known as “Pink-washing” or “Pride Month Marketing” which are
often times seen negatively due to it seeming as inauthentic and are merely
marketing ploy. based on recent studies, people are least likely to buy from
brands that use “Pride Month Marketing” to those who don’t. Though most of the
respondents that said that they’re least likely to buy from these brands are
Generation Z and only covers 32% of the population, it is still important to keep
their feelings in mind as the numbers of Generation Z in the population
increases. Many gay men have high tastes when it comes to the products being
marketed to them and are least likely to buy products that seem ingenuine, or
forced. Thus, in conclusion, a simple tactic such as “Pride Month Marketing” is
not enough to grab their attention or could even affect the business negatively.

As these studies shows, brands that don’t use “Pride Month Marketing”
are more likely to increase in sales alone with their product innovations. Which
would mean that sales increase depends on what the people want to see, rather
than what a business thinks the people want to see, and with that, we believe it is
safe to say that it would be a lot better if we found a better alternative to “Pride
Month Marketing” than trying to force this marketing strategy to our market which
could only affect brands negatively.
 17

CHAPTER 3

METHODOLOGY

This chapter presents the research design, population, and sample,

instrument, procedure, and statistical treatment of data.

Research Design

This study aims to understand the negative responses towards Pride-

related marketing tactics such as “Pinkwashing” and “Pride Month Marketing”
during Pride month, where brands use it as an opportunity to gain sales due to
the millions of tourists and regular attendees pride month manages to reel in
each year. The researchers have decided to use the research design called
“descriptive research design” as it is a suitable fit and an ideal type for our
research. The gathering data method that the researchers had selected to be
used on the other hand was a gathering method called “the Likert scale” as it
keeps in mind the psychological aspects of our respondents answer towards
Pride-related marketing tactics, which is vital to our research as well as to keep
our surveys accessible to all through online surveys and questionnaire since and
can be done in the comfort of their homes.

Population and Sample

The population of this study is one hundred (100) selected respondents of

the part of LGBTQ community in Pineda during the school year 2021-2022. A
random sampling procedure was used for selecting the participants in this study.
 18

Sampling Techniques

The research desires to learn the survey respondents’ thoughts and

feelings towards pride-related marketing such as “Pride Month Marketing” thus
we decided to use “Random Sampling” Technique to avoid any biases on our
research. Within each sexuality, each volunteer will be determined as a sample
in the population. Among the one hundred (100) selected respondents that are
part of the LGBTQ community in Pineda.

Instrumentation

The researchers have decided to use questionnaires in conducting the

study. The questionnaire consists of two parts, the respondent’s profile, such as
their age, sexual orientation, gender identity, and expression. The researchers
have decided that it was best if we did not include the respondent’s name as their
identity is to be kept private, especially that details such as their sexual
orientation, and gender identity, is strictly confidential. The second part of the
mentioned agenda is the survey questionnaire itself prepared by the researchers
and will be handed to the aforementioned respondents. The test also includes
multiple-choice questions, a few open questions and is mostly composed of 4-
point Likert scale responses, The statements within the test are guided with clear
instructions located at the upper part of the questionnaires while keeping the
instructions relatively simple. The questions we’re designed for the purpose of
knowing about the different opinions and feelings of the members of the LGBTQ
community situated in Pineda towards marketing tactics that directly target them,
as well as to find a better alternative to the marketing tactics that are currently
being used today as it only affects brands negatively.
 19

Data Gathering

The researchers had allotted vigorous time, cooperation, and efforts in

developing the questionnaire so as to serve its intended respondents. The first
step before going to the survey is to make a request letter. Upon approval, the
researcher will conduct a survey using suitable questions modified from related
research and individual questions formed by the researchers. After a set amount
of time, the questionnaire will be collected and organized by the researchers. The
data gathered will be organized using Slovin’s Formula to determine to calculate
the sample size necessary to achieve a certain confidence interval when
sampling a population. Respondents’ names shall not be disclosed within the
research papers’ results and discussion to respect the respondents’ privacy.

Statistical Treatment of Data

The data was assessed, tallied, and tabulated to facilitate the presentation
and interpretation of the results using the following:

1. To answer Problem 1 the tabulated frequency and percentage were

used:
The formula is:

f
P= × 100
N

Where:
P = Percentage
f = Frequency of responses
N= total number of respondents
 20

2. This statistical tool was used to compute for the weight of the
responses in the questionnaire assigned by the respondents during
the actual data gathering procedure. This formula for the weighted
mean is as follows:

WM=
∑ FW
N

Where:
WM = Weighted mean
Σ = Summation symbol
F= Frequency for each option
W= Assigned weight
N= Total number of frequencies

3. To answer Problem 3, the Slovin’s Formula was used to determine the

significant differences in the assessment of the learning preferences
when the students are clustered according to their variables.
The formula is:

N
n= 2
(1+ Ne )

Where:
n= Sample Size
N= Population Size
e= Margin of Error
 21

CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This study deals with the learning preferences of Arellano University

students across disciplinal areas.
The findings was presented in tables, they were analyzed and interpret in
the light of the questions raised in Chapter 1. The presentation and
interpretation of data followed the sequence of the specific problems stated in
this study.

Matrix 1

1. What is the profile of the respondents in terms of?

Table 1.1 Age

Age
16-18 59%
19-20 41%

Table 1.1 shows the Age of 16-18 yrs. old have 59% respondents
and 19-20 yrs. old have 41% respondents with a total of 100% respondents.
 22

Table 1.2 Sexual Orientation

Sexual Orientation
Lesbian 17%
Gay 21%
Bisexual 30%
Transgender 8%
Queer 24%

Table 1.2 shows the Sexual Orientation of Lesbian have 17%, Gay
have 21%, Bisexual have 30%, Transgender have 8% and Queer have 24%
with a total of 100% respondents.

Table 1.3 Gender Identity

Gender Identity
Male 46%
Female 54%
 23

Table 1.3 shows the male gender identity with a percentage of 46 and the
male gender identity with a percentage of 54 with a total of 100 respondents.

Matrix 2

2. Why are marketing tactics such as “Pride Marketing” seen negatively by

the members of the LGBTQ community?

Statements Percentage Verbal Population

Interpretation
I am against 35% Strongly Agree 100
business that use
LGBTQ Community
as their marketing
tactics.
I boycott 60% Agree 100
businesses that
show support for
the LGBTQ
Community.

Table 2 shows that 35% out of 100 LGBTQ Community

respondents are strongly agree that they are against to business who are
 24

using them as marketing tactics while 60% out of 100 are agree that they
boycott business that show support towards them.

Matrix 3

3. How can business properly show support without seeming ingenuine?

Statements Percentage Verbal Population

Interpretation
I think businesses 29% Agree 100
are not genuine in
supporting the
LGBTQ
Community;
instead, they only
use them as their
marketing tactics.

Table 3 shows that 29% out of 100 LGBTQ Community

respondents are agree that businesses are not genuine in supporting the
LGBTQ Community; instead, they only use them as their marketing tactics.

Matrix 4
 25

4. How can we further accommodate the wants, and needs of our target
market that are part of the LGBTQ community as marketers?

Statements Percentage Verbal Population

Interpretation
I show support 43% Agree 100
towards businesses
that commit to the
LGBTQ Community
and not just for the
marketing tactics.
I experienced 48% Strongly Agree 100
buying products
from businesses
that showed
respect towards the
LGBTQ
Community.

Table 4 shows that 43% out of 100 LGBTQ Community

respondents are agree that they support towards businesses that commit to
the LGBTQ Community and not just for the marketing tactics while 48% are
strongly agree that they experienced buying products from businesses that
showed respect towards the LGBTQ Community.

Matrix 5

5. What is a better alternative to “Pride Marketing”?

 26

Statements Percentage Verbal Interpretation Population

I appreciate 49% Strongly Agree 100
businesses that
show support
towards the LGBTQ
Community, even
outside Pride Month.

Table 5 shows that 49% out of 100 LGBTQ Community

respondents are strongly agree that they appreciate businesses that show
support towards them.

CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
 27

This chapter is intended to provide information and findings

deemed from the interviews, conclusion and recommendations.

Summary

The study determined the members of the LGBTQ Community as Targeted

Consumers for Retail Merchandising of Brgy. Pineda.

The participants of the study were one hundred (100) members of

LGBTQ Community Members in Brgy. Pineda. They were classified according to
category of variables age, sexual orientation, and gender identity. Frequency and
Percentage were used in calculating the data. Slovin’s Formula was used to
determine the targeted consumers for retail merchandising when the students
are clustered according to their variables.

To do this systematically, the questions in Chapter 1 which the study

attempted to answer served as the guidelines.

Based on the data gathered from these sources, a summary of findings

are presented.

Problem 1. What is the demographic profile of the LGBTQ members in terms of

age, sexual orientation, and gender identity?

Age. Majority of the members belong to 16-18 years of age which is fifty
nine percent (59%). Next is 19-20 years of age which is forty one percent (41%).
With a total of 100% respondents.

Sexual Orientation. There were thirty percent (30%) Bisexual. Next is

Queer that has twenty four percent (24%). Gay has twenty one percent (21%).
And lastly, Lesbian with a seventeen percent (17%). With a total of 100%
respondents. 54 46
 28

Gender Identity. There were fifty four percent (54%) female and forty
six percent (46%) male. The data posit that majority of the respondents are
female.

Problem 2.Why are marketing tactics such as “Pride Marketing” seen negatively
by the members of the LGBTQ community?

Thirty-five percent (35%) of 100 LGBTQ community respondents

strongly believe that businesses who use them as marketing tools should be
boycotted, while 60 percent agree that businesses that demonstrate support for
them should be boycotted.

Problem 3.How can business properly show support without seeming

ingenuine?

Twenty-nine percent (29%) of 100 LGBTQ community respondents are

agree that businesses are not genuine in their support of the LGBTQ community
instead they utilize them as a marketing strategy.

Problem 4.How can we further accommodate the wants and needs of our target
market that are part of the LGBTQ community as marketers?

Out of 100 LGBTQ Community respondents, 43 percent (43%) agree

that they support businesses and commits to the LGBTQ Community rather than
just for marketing purposes, and 48% strongly believe that they have purchased
products from businesses that have demonstrated respect for the LGBTQ
Community.
 29

Problem 5.What is a better alternative to "Pride Marketing"?

Forty-nine percent (49%) out of 100 LGBTQ community members

surveyed strongly think that businesses who support them are appreciated.

Conclusion

Based on the indicated findings, the following conclusion were drawn. 

1. The result of our survey, the majority of the age of  16 to 18 years old, in
sexual orientation is 30% according to the bisexuals. In terms of gender
identity, the majority votes are females with 54%, compared to males with
only 46%. And one of our findings is many businesses still support LGBTQ.

2. In findings, there are some who appreciates LGBTQ when it comes to

entrepreneurship and products related to LGBTQ even though it is not pride
month.

3. Therefore, there are plenty of people still showing, providing, supporting

and respecting the LGBTQ people especially in handling business or
products related to LGBTQ.

The researcher concluded that even we had different genders, we have

the right to do business because there are many people who trust, respect and
support us. The test is already there but we still need to pursue each of our
dreams in life. So just make every test s motivation for our uplift and
development in business handling.

Recommendation
Based on the conclusions from the findings of the study, the researcher
has the following recommendation:
 30

1. To the students: The result of the study will provide necessary pieces
of information to LGBTQ community which could be a great help to
their business. It can also help them to be more aware about how
Retail merchandising work in Brgy Pineda.
2. To the parents: The result of the study will be beneficial to the
parents who having a daughter/Son who part of the LGBTQ
community. The recommendations will help them to support their
child to pursue the business.
3. To the future researchers: The findings of this study will aid them in
learning more about how LGBTQ people run businesses and how
they work or expand.
4. To the business: Researchers recommended that the part of LGBTQ
Community running a business deserves to be recognized in the
industry, apart from bringing fun to people, they are also good at
impressing those around them.

References
 31

Descubes, I., McNamara, T., (2017). Why marketing targeted at gay and lesbian
consumers often misses its mark.

https://www.marketingmag.com.au/hubs-c/gay-lesbian-marketing-lgbtiqa/

Hooten, Mary Ann; Noeva, Kristina; Hammonds, Frank (2009). The Effects of
Homosexual Imagery in Advertisements on Brand Perception and Purchase
Intention. Social Behavior and Personality: an international journal

https://www.researchgate.net/publication/
233720204_The_Effects_of_Homosexual_Imagery_in_Advertisements_on_Bran
d_Perception_and_Purchase_Intention

Jansen Musico (2019) If brands want to celebrate Pride, they need to go beyond
rainbow flag logos

https://www.cnnphilippines.com/life/culture/2019/6/4/pride-month-big-
brands.html

Phil Tiemeyer (2016) LGBTQ Issues and US Foreign Relations

https://oxfordre.com/americanhistory/americanhistory/abstract/10.1093/
acrefore/9780199329175.001.0001/acrefore-9780199329175-e-380

Rudd, Nancy A. (1996). Appearance and Self-Presentation Research in Gay

Consumer Cultures:. Journal of Homosexuality, 31(1-2), 109–134.
doi:10.1300/j082v31n01_07
 32

APPENDIX
 33

Curriculum Vitae

Name : Carmela Abesamis

Age : 17

Address : 15 C Villa Rosa Sto Tomas

Pasig City

Birthday : July 08, 2004

Contact Number :

Email Address : carmelaabezamis@gmail.com

Father’s Name : Melchor B. Abesamis

Mother’s Name : Emy A. Abesamis

Educational Background

2010 – 2016 Palatiw Elementary School

2016 – 2020 Pinagbuhatan High School
2020 – Present Arellano University- Andres Bonifacio

Awards Received
 34

Curriculum Vitae

Name : Sheryn Mae B. Arsenio

Age : 17

Address : Blk 6 lot 26 Ilo- Ilo St. Mangga 2

Nagpayon Pinagbuhatan, Pasig

City

Birthday : January 5, 2004

Contact Number : 09208191735

Email Address : arseniosherynmae785@gmail.com

Father’s Name : Leo C. Arsenio

Mother’s Name : Loida B. Arsenio

Educational Background

2012 – 2016 Nagpayong Elementary School

2016 – 2020 Nagpayong High School
2020 – Present Arellano University – Andres Bonifacio

Awards Received
 35

Curriculum Vitae

Name : Angelica Balora

Age : 18

Address : Blk 18 lot 6 Ubas St. Mangga 3

Nagpayong Pinagbuhatan Pasig
City

Birthday : August 25, 2003

Contact Number : 09634684094

Email Address : angelicabalora52@gmail.com

Father’s Name : Rodrigo I. Balora

Mother’s Name : Nelia D. Balora

Educational Background

2010 – 2016 Ilugin Elementary School

2016 – 2020 Nagpayong High School
2020 – Present Arellano University- Andres Bonifacio

Awards Received

 Elementary Top 2,3,4

 High School Top 4,6,8

 2nd place Awit sa Kalikasan (Silver Medal)

 36

 Curriculum Vitae

Name : Sheena Glaiza T. Belches

Age : 17

Address : Phase 1 Block 29 Lot 23 Brgy.

San Juan San Lorenzo Ruiz

Taytay Rizal

Birthday : December 28, 2003

Contact Number : 0961665093

Email Address : sheenaglaizatugadobelches@gmail.com

Father’s Name : Bernard T. Belches

Mother’s Name : Gina T. Belches

Educational Background

2010 – 2011 Angel Spirit School

2011 – 2016 La Immaculada Conception School
2016 – 2017 Shim International School
2017 – 2020 La Immaculada Conception School
2020 – Present Arellano University – Andres Bonifacio

Awards Received
 37

Curriculum Vitae

Name : Frencine Marie M. Bertiz

Age : 17

Address : 0087 B.M.L Quezon

St. Purok 2 New Lower Bicutan

Birthday : April 29, 2004

Contact Number : 09613598070

Email Address : bertizshine04@gmail.com

Father’s Name : Rolando P. Bertiz

Mother’s Name : Marichris M. Bertiz

Educational Background

2010 – 2012 Central School Sta Cruz Laguna

2012 – 2016 Ususan Elementary School
2016 – 2017 Gen. Ricardo G. Papa Memorial
High School
2017 – 2020 Taguig International School
2020 – Present Arellano University- Andres Bonifacio

Awards Received
 38

 Grade 3 Top 2
 Grade 10 Top 1

Curriculum Vitae

Name : Elvie A. Buscagan

Age : 17

Address : 4134 Villa San Pedro Nagpayong

Pinagbuhatan, Pasig City

Birthday : July 09, 2004

Contact Number : 09294224739

Email Address : bengbuscagan@gmail.com

Father’s Name : Evelino C. Buscagan

Mother’s Name : Rowena A. Buscagan

Educational Background

2009 – 2016 Nagpayong Elementary School

2016 – 2020 Nagpayong High School
2020 – Present Arellano University- Andres Bonifacio

Awards Received

 Grade 10 Top 3 Citizen Advancement Training

 Grade 11 With Honors
 39

Curriculum Vitae

Name : Siouxsee Kate B. Cantuba

Age : 18

Address : Sapphire Bloc, Ortigas Center,

Pasig City

Birthday : September 12, 2003

Contact Number : 09983779202

Email Address : siouxseecantuba@gmail.com

Father’s Name : Rolo C. Cantuba

Mother’s Name : Marisa B. Cantuba

Educational Background

2010 – 2012 Immaculate Conception Academy

2012 – 2016 Daraga North Central School

2016 – 2020 Divine Word College of Legazpi

2020 – Present Arellano University- Andres Bonifacio Campus

Awards Received
 40

Curriculum Vitae

Name : Alice C. Castro

Age : 18

Address : Road 21 Nagkakaisang tinig Sitio

Siwang San Juan Taytay Rizal

Birthday : November 07, 2003

Contact Number : 09127980414

Email Address : Alicecaseres95@gmail.com

Father’s Name : Nestor C. Castro

Mother’s Name : Re C. Castro

Educational Background

2009 – 2016 Bagong Pag-Asa Elementary School

2016 – 2020 Maniel I Santos Memorial National High
School
2020 – Present Arellano University – Andres Bonifacio
 41

Awards Received
 42

Curriculum Vitae

Name : Princess Marian Mendoza

Age : 17

Address : 388 ML Quezon Street

Barangay Lower Bicutan Taguig

City

Birthday : Decembr 9, 2003

Contact Number : 09568865091

Email Address : lynd.mendoza19@gmail.com

Father’s Name : Robert Lauron

Mother’s Name : Lynde Mendoza

Educational Background

2009 – 2016 Padre Zamora Elementary School

2016 – 2020 Taguig Integrated School
2020 – Present Arellao University- Andres Bonifacio

Awards Received
 43

Curriculum Vitae

Name : Chlonar Krieg G. Sebastian

Age : 17

Address : 23 F. Banaag Street, Brgy.

Pineda, Pasig City

Birthday : August 26, 2004

Contact Number : 09354400708

Email Address : chlonarkrieg@gmail.com

Father’s Name : Christian Niro A. Sebastian

Mother’s Name : Maryknoll M. Sebastian

Educational Background

2010 – 2015 La Immaculada Conception School

2015 – 2016 Holy Family Parochial School
2016 – 2017 Gospel of Christ School
2017 – 2018 Butterfly Kingdom
2018 – 2020 Sta Rosa Catholic School
2020 – Present Arellano University- Andre Bonifacio

Awards Received