In luence o ma ke ing communica ion ools on
cus ome ’s pu chase p ocesses o e o ic p oduc s in
he Czech Republic
F an išek Milicho ský1,
*
, Pa el M áček1, and Lucie P okopo á1
1 B no Uni e si y o Technology, Facul y o Business and Managemen , Kolejní 2906/4, 612 00, B no,
Czech Republic
Abs ac
Resea ch backg ound: E en oday, pa o socie y conside s shops wi h
e o ic goods as some hing comple ely con o e sial, which should no be
alked abou , o used in any case. E o ic ools ha e been used by people o
housands o yea s (30,000 yea s ago, people in ca es pain ed he i s e o ic
aids). In he case o ma e ial inds, a ious ools om he pe iod o 2,500
BC we e disco e ed. Due o he unde s anding o e o ic ools and he
p esen a ion o conse a i e o nega i e opinions o people, i is impo an
o c ea e e ec i e communica ion and e ec i ely in luence he in o ma ion
o po en ial cus ome s.
Pu pose o he a icle: The main goal o he wo k is a desc ip ion o
cus ome beha io , analysis o he poin o sale, and ma ke ing
communica ion in he ma ke o e o ic ools. The p ima y esea ch was
ealized in ques ionnai e o m in ocus on he de ini ion o a ypical
cus ome and his cha ac e is ics wi hin hei pu chase habi s wi h he suppo
o in e iews.
Me hods: The desc ip ion o cus ome beha io is based on he analysis o
hei beha io based on a quan i a i e ques ionnai e su ey. We asked 870
people and ecei ed 463 ul illed shee s. The esul s o he ques ionnai es
will be ex ended by a quali a i e su ey in he o m o pe sonal in e iews
wi h 10 esponden s.
Findings & Value added: We ind ou ou di e en cus ome ypes which
ha e di e en pu chase beha io , and on which is necessa y o use a
di e en ype o communica ion. Acco ding o ou ypes, selle s o e o ic
ools could imp o e hei communica ion channels o become mo e
e ec i e.
Keywo ds: ma ke ing communica ion ools; cus ome 's beha io ; e o ic
goods; pu chase p ocesses
JEL Classi ica ion: L81; M2; M31
*
Co esponding au ho : a[email p o ec ed]
SHS Web o Con e ences 129, 02012 (2021)
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h ps://doi.o g/10.1051/shscon /202112902012
© The Au ho s, published by EDP Sciences. This is an open access a icle dis ibu ed unde he e ms o he C ea i e
Commons A ibu ion License 4.0 (h p://c ea i ecommons.o g/licenses/by/4.0/).
1 INTRODUCTION
P esen socie ies s ill conside se e al opics and p oduc kinds as non-e hical, unaccep able,
o pe e se. These cha ac e is ics a e sui able o all kinds o p oduc s in he e o ic indus y.
In wes e n coun ies, e o ic indus y and connec ed a eas a e no he opics o common alking
and people usually become ashamed. Al hough, e o ic p oduc s and simila “gadge s” ha e
no only sexual bene i s bu e y signi ican medical aspec s o bo h physical and psychical
a eas. The medical easons should be signi ican o p oduce s how o communica e hei
p oduc s, especially due o he message con en , and by which communica ion ool hey use
(Wal he , Schou en, 2016; G oppel-Klein, 2005).
The p oduce s can communica e hei p oduc s unde ough condi ions a a speci ic ime
and place, and hey mus p esen p oduc newness. Howe e , he e o ic p oduc s and a ious
gadge s ha e been used o o e 30000 yea s (acco ding o he ca e pain ings), and also he e
ha e been ound se e al e o ic i ems om he e a 2500 BC (Janiš, 2020).
The main p oblem o ma ke ing communica ion in his ield is he nega i e beha e o
a ge cus ome s and hei ese ed opinions abou he usage o hese gadge s. Beyond hese
cus ome s' ac o s, he communica ion message a ise awa eness o all obse ing people,
because o he ypical p o oca ions and b eaking aboo "walls" (Mye s, e al., 2020; Gu ie i
e al., 2016; Za zosa, Huhmann, 2018).
I is necessa y o mee h ee pa ame e s du ing c ea ing ma ke ing campaigns o be
e ec i e (Tuzla, 2020):
• cus ome ’s in e es in comme cial channel;
• in luence o p oduc ;
• pu chase meanings.
Tuzla (2012) also men ions he signi ican impac o e o ic comme cials on males, bu in
addi ion o ha speci ica ion, Wal he and Schou en (2016) discussed a simila impac on
emales. The e o e, i is di icul o p e e only one gende g oup wi hin dependence o kind
o e o ic p oduc (e.g. womanize is s ic ly used by emales). All kinds o e o ic p oduc s a e
conside ed such s ongly con o e sial goods by a huge wo ldwide popula ion, especially in
he con ex o eligions. E e y hing connec ed o he e o ic hey ejec as immo al o non-
e hical. The o he s hink ha e o ic and sexual a ea is a no mal pa o human beings and i
is no mal o communica e hese elemen s o he whole audience, no only o he men
(Ma íško á, Slabá, Š ec, 2017; Klapilo á e al., 2015).
P esen ma ke ing campaigns change cus ome s’ beha io du ing he pu chasing
decision-making p ocess and hei minds. The e o e, hey s a o ocus on di e en kinds o
p oduc s and i is possible o use speci ic ma ke ing communica ion ools, which can a ge
psychological mindse in connec ion o speci ic kinds o p oduc s such as e o ic (G acia,
Hue as-Ga cia, 2016; Buss, 2014; G iske icius, Ken ick, 2013). This mindse is based on
speci ics o egional cul u al condi ions and helps o c ea e pe sonal sexual pleasu e o each
pe son (K aus, 2017; Wal he , Schou en, 2016).
Excep o he sexual a ea, i is possible o de ine se e al o he s "ou ageous" a eas, which
a ise a ious passions (see Table 1).
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Table 1. Speci ic and ou ageous a eas o ma ke ing communica ion.
Ad e isemen on
ciga e es
Sexual and e o ics
hemes in ads
Ad e isemen on
spi i s
Ad e isemen on
o -p esc ip ions
Religious mo i es
in ads
Ad e isemen on
non-heal hy ood
Ad e isemen on
bee
Ad e isemen on
wine incl. sec s
Ad e isemen wi h
ocus on child en in
child p og am
P omo ion o
poli ical pa y
Sou ce: Ma íško á, Slabá, Š ec (2017)
The ealized ma ke ing communica ion campaigns mus each an adequa e numbe o
po en ial cus ome s o become e ec i e. Also, i is impo an o o e ele an pa ame e s o
a cus ome such as quali y o goods, consul ancy se ices, and o he s (Kollá o á, Unge o á,
2016. In ha way, all cus ome s ha e o pass i e s eps, leading o pu chase: con ac ,
awa eness, a i ude, in en ion, pu chase (see Figu e 1). These s eps should combine each
o he and impac cus ome s by h ee app oaches. Always i is necessa y o ca ch he
awa eness o he cus ome , leading o mainly impulsi e o a ouse s a es. Howe e , e e y
ime mus company plan an adequa e ma ke ing communica ion s a egy and also mus ha e
ele an knowledge abou hei pu chase beha io (Sco , Ma in, Schou en, 2014; Tomek,
Vá o á, 2011).
Figu e 1. Possible ways o ge ing po en ial cus ome s
Sou ce: own wo k acco ding o Tomek, Vá o á, 2011, s. 246
2 METHODOLOGY
The main goal o he wo k is a desc ip ion o cus ome beha io , analysis o he poin o sale,
and ma ke ing communica ion in he ma ke o e o ic ools. The p ima y esea ch was
ealized in ques ionnai e o m in ocus on he de ini ion o a ypical cus ome and his
cha ac e is ics wi hin hei pu chase habi s wi h he suppo o in e iews.
The desc ip ion o cus ome beha io will be based on he analysis o hei beha io
acco ding o a quan i a i e ques ionnai e su ey. We asked 870 people and ecei ed 463
ul illed shee s. The esul s o he ques ionnai es will be ex ended by a quali a i e su ey in
he o m o pe sonal in e iews wi h 10 esponden s. The quan i a i e ques ionnai e su ey
was iewed by 870 indi iduals, howe e , only 463 people answe ed. The success a e o
comple ing he ques ionnai e was 53.2%. Did people lea e he ques ionnai e because hey
did no wan o alk abou his opic? 270 indi iduals ou o he o al numbe o 463
esponden s ha e expe ience wi h e o ic aids.
3 Resul s
In case communica ion wi h he cus ome is o be e ec i e, i is necessa y o choose a sui able
communica ion channel. Selec he communica ion channel you use on he speci ic consume
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o be add essed. Fo his eason, cus ome segmen a ion is ex emely necessa y. Howe e ,
c ea ing a segmen o indi iduals who buy e o ic aids is no en i ely easy.
The ques ionnai e su ey showed ha women expe ience mo e o en han men. People in
he age ange o 18-30 yea s and a ne cash income o CZK 15,000-25,000 mos o en ha e
expe ience wi h e o ic aid. Mos esponden s wan ed o y new hings wi h he e o ic aid,
mos o en buying he aid on he e-shop (109 indi iduals). On he con a y, only 44
indi iduals bough i in a s one shop (app oxima ely 16% o esponden s). Indi iduals who
ha e ne e been o a s one shop I asked why. The mos common answe was ha buying
online was mo e con enien and also ha i would be emba assing o hem o go o he
s o e.
Sexual issues conce n he absolu e expec a ions o he popula ion, whe he hey alk abou
i o no . Thanks o his, absolu ely anyone can be a consume . Based on his ac , consume s
in he ma ke o e o ic aids canno be speci ied. This ac is also based on he esul s o
ques ionnai es, om which no speci ic cus ome illed in.
Ne e heless, i is possible o speci y ce ain g oups o cus ome s o whom he majo i y
o consume s can be egis e ed based on hei a i ude owa ds shops selling e o ic goods.
When e alua ing he ques ionnai es and in e iews, we ealized ha mos esponden s can
be boxed in o he ollowing ou g oup cus ome s.
• Conse a i es - hese a e no cu en cus ome s. This g oup can include indi iduals
who pe cei e shops wi h e o ic goods as some hing aboo. They ha e no expe ience
wi h his ype o business and pe cei e i a he neu ally, some imes e en
nega i ely. Using p ope ly o mula ed and app op ia ely placed communica ions
can change hei iews and ul ima ely become sa is ied cus ome s o hese s o es.
Figu e 2. Desc ip ion o conse a i e ype o cus ome
Sou ce: own wo k
• Neu alis s - is a e m o consume s who ha e a neu al iew o shops wi h e o ic
goods. I necessa y, hey ha e no p oblem isi ing he s o e and buying some hing,
howe e , mos indi iduals in his g oup will ha e a sligh ly s ange eeling om
isi ing he s o e, supplemen ed by a ce ain amoun o shame. This can include
a ious joke s who wan o buy a gi o hei lo ed ones, whe he a bi hday o a
wedding. Also included a e cu ious people who go o he s o e and check ou wha
hey can ind in i and wha i looks like inside.
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Figu e 3. Desc ip ion o neu alis ype o cus ome
Sou ce: own wo k
• Playmake s - depic indi iduals who ha e a posi i e a i ude owa ds e o ic aids.
They pe cei e hem as a pleasan di e sion. Mos o hese cus ome s will hink
ca e ully abou wha o buy, and in mos cases, hey will p obably welcome ad ice
om sales s a . E en in his g oup, some cus ome s may be a li le ashamed when
en e ing he s o e. I is possible o include a pa ne who wan s o e i e hei
ela ionship o an indi idual who wan s o eplace he missing pa ne wi h a oy.
Consume s in his g oup usually shop occasionally and p e e "o dina y" de ices.
Figu e 4. Desc ip ion o playmake ype o cus ome
Sou ce: own wo k
• Raubí - ep esen s a g oup o consume s who eel a home in e o ic shops, so his
g oup should no eel ashamed. They o en buy e o ic aids and ha e a a ie y o
hese ools a home. I could be assumed ha hey a e mo e in e es ed in new
p oduc s on he ma ke because hey al eady ha e all he "expe ienced" ools a
home. This includes indi iduals who ha e a ange o BDSM ools a home.
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Figu e 5. Desc ip ion o aubí ype o cus ome
Sou ce: own wo k
The momen ma ke ing communica ion is adap ed o each ype o his g oup o
cus ome s and a sui able communica ion channel is chosen o ansmission o he gi en
g oups, he e could be highe ma ke ing e iciency and hus an inc ease in sales.
4 CONCLUSIONS
Mos people pe cei e shops wi h e o ic de ices ei he neu ally o comple ely posi i ely.
They don' mind s o es as such, bu i hey had o isi his ype o s o e hemsel es, hey
would mos likely be ashamed.
People a e mos wo ied ha someone will con ic hem o isi ing an e o ic s o e. I hey
ha e o, hey would p e e o buy on he websi e ins ead o isi ing a s one shop. O all
esponden s, only 16.3% o esponden s bough sexual aid in a s one shop.
I is said ha e en in oday's socie y, many indi iduals deal wi h wha o he s hink o
hem. When I hink abou i , i 's qui e a pa adox. Mos indi iduals pe cei e hese deals a he
posi i ely, bu a he same ime, people a e a aid ha o he s will condemn hem. Based on
he answe s o he in e iewed esponden s, I belie e ha his ea o condemna ion by o he s
is comple ely unnecessa y.
Based on a ques ionnai e su ey, I conclude ha pa o he popula ion s ill pe cei es
e o ic shops as aboo. This assump ion is based on he ac ha he ques ionnai e was iewed
by 870 indi iduals, while 407 people le i when illing i ou , which is abou 46%. Consume
beha io can be a ec ed by basically any hing. Whe he i is some ex e nal in luences o any
in e nal mo i es. Thei shopping beha io can be in luenced by, o example, opinions on
e o ic p oduc s, he appea ance o he s o e, o any ma ke ing ac i i ies. I he company wan s
o posi i ely in luence consume shopping beha io , i is enough o ha e a posi i e e ec on
people's pe cep ions (Beyene, Shi, Wu (2016). Howe e , i he company wan s o in luence
a i udes owa ds e o ic shops in any way, jus ollow my sugges ions o imp o emen . To
suppo nex sales, each company mus p omo e he possibili y o look a he ace jus be o e
o gasm, albei p e ended, leads o a signi ican inc ease in sales (Wol , 2000; Rao,
Hyma a hi, Rao, 2018).
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