Influence of marketing communication tools on customer’s purchase processes of erotic products in the Czech Republic

Abstract

Research background: Even today, part of society considers shops with erotic goods as something completely controversial, which should not be talked about, or used in any case. Erotic tools have been used by people for thousands of years (30,000 years ago, people in caves painted the first erotic aids). In the case of material finds, various tools from the period of 2,500 BC were discovered. Due to the understanding of erotic tools and the presentation of conservative to negative opinions of people, it is important to create effective communication and effectively influence the information of potential customers. Purpose of the article: The main goal of the work is a description of customer behavior, analysis of the point of sale, and marketing communication in the market of erotic tools. The primary research was realized in questionnaire form in focus on the definition of a typical customer and his characteristics within their purchase habits with the support of interviews. Methods: The description of customer behavior is based on the analysis of their behavior based on a quantitative questionnaire survey. We asked 870 people and received 463 fulfilled sheets. The results of the questionnaires will be extended by a qualitative survey in the form of personal interviews with 10 respondents. Findings & Value added: We find out four different customer types which have different purchase behavior, and on which is necessary to use a different type of communication. According to our types, sellers of erotic tools could improve their communication channels to become more effective.Research background: Even today, part of society considers shops with erotic goods as something completely controversial, which should not be talked about, or used in any case. Erotic tools have been used by people for thousands of years (30,000 years ago, people in caves painted the first erotic aids). In the case of material finds, various tools from the period of 2,500 BC were discovered. Due to the understanding of erotic tools and the presentation of conservative to negative opinions of people, it is important to create effective communication and effectively influence the information of potential customers. Purpose of the article: The main goal of the work is a description of customer behavior, analysis of the point of sale, and marketing communication in the market of erotic tools. The primary research was realized in questionnaire form in focus on the definition of a typical customer and his characteristics within their purchase habits with the support of interviews. Methods: The description of customer behavior is based on the analysis of their behavior based on a quantitative questionnaire survey. We asked 870 people and received 463 fulfilled sheets. The results of the questionnaires will be extended by a qualitative survey in the form of personal interviews with 10 respondents. Findings & Value added: We find out four different customer types which have different purchase behavior, and on which is necessary to use a different type of communication. According to our types, sellers of erotic tools could improve their communication channels to become more effective.