Komparace marketingové strategie distributorů erotického zboží v České a Korejské republice

Abstract

This thesis focuses on the analysis and comparison of marketing strategies of distributors in the erotic products market in the Czech Republic and South Korea. The aim of the thesis is to identify key differences and similarities in marketing approaches and to evaluate the influence of socio-cultural factors on consumer behavior. The theoretical part defines the basic concepts related to marketing strategies and the erotic products market and summarizes existing knowledge on consumer behavior in this segment. The practical part is based on primary research conducted through a questionnaire survey among respondents in both countries, complemented by an analysis of secondary data from selected companies, specifically Sexshop.cz and Piooda. Using statistical methods, including factor and cluster analysis, key dimensions of consumer decision-making were identified and individual customer segments were defined. The results of the research can serve as a basis for improving existing marketing strategies of distributors in the erotic products market.