Influence of marketing communication tools on customer’s purchase processes of erotic products in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F21%3APU142575" target="_blank" >RIV/00216305:26510/21:PU142575 - isvavai.cz</a>
Result on the web
<a href="https://www.shs-conferences.org/articles/shsconf/abs/2021/40/shsconf_glob2021_02012/shsconf_glob2021_02012.html" target="_blank" >https://www.shs-conferences.org/articles/shsconf/abs/2021/40/shsconf_glob2021_02012/shsconf_glob2021_02012.html</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1051/shsconf/202112902012" target="_blank" >10.1051/shsconf/202112902012</a>
Alternative languages
Result language
angličtina
Original language name
Influence of marketing communication tools on customer’s purchase processes of erotic products in the Czech Republic
Original language description
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.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
The 21st International Scientific Conference Globalization and its Socio-Economic Consequences 2021
ISBN
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ISSN
2261-2424
e-ISSN
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Number of pages
7
Pages from-to
1-7
Publisher name
EDP Sciences
Place of publication
Žilina (SK)
Event location
Rájecké Teplice
Event date
Oct 13, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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