Qualitative Marketing Research for the Consumer Behaviour Specific to the Multilevel Marketing System

• Author: Bratucu G. - Ciongradi I.M.
• Position: Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 23-28

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.3

QUALITATIVE MARKETING RESEARCH FOR THE

CONSUMER BEHAVIOUR SPECIFIC TO THE

MULTILEVEL MARKETING SYSTEM

G. BRĂTUCU1 I. M. CIONGRADI2

Abstract: This study was made in order to identify consumer behaviour

specific to multilevel marketing system and to analyse the factors that make

them buy through this system. The aim of the research was to gather

information about the behaviour of Romanian consumers o n the market of

modern distribution systems, to identify their opinion and their satisfaction

with the systems, the purchasing frequency, the allocated budget, but also

how important these systems are in their lives and what benefits they bring.

Keywords: behaviour, consumers, multilevel marketing, focus group.

1. Introduction

Multilevel Marketing refers to the action of distributing, selling, or offering products or

services through multiple levels of independe nt agents. These agents receive

commissions, bonuses, discounts in exchange for sales of products or se rvices, or if the

agent recruited other people. Also, in Multilevel Marketing, agencies receive bonuses

and commissions from the sales made by those they rec ruited, plus those recruited by

these new agents (Bennet, 1988).

Multi-level marketing (MLM) is strictly speaking not marketing but a form of direct

sales with special features, of which recruitment is fundamental (Multilevel Marketing,

2019).

It has been achieved conducted a qualitative study to observe the opinion of some

respondents from Brasov about these multilevel marketing systems, if that influences

their life and if so, how.

Qualitative research was realised on the topic: "Opinions, attitudes, beliefs, and

knowledge of the population of Brasov regarding the modern distribution systems ". The

group interview was chosen, as a qualitative marketing research method.

The focus group is a qualitative research method, and it has different forms that are

ranked according to duration, number of participants and the link between the

1 Transilvania University of Brașov, gabriel.bratucu@unitbv.ro

2 Transilvania University of Brașov, ioana.ciongradi@unitbv.ro