Customer perception of retro marketing in its practical application
by Iveta Broučková; Eva Jaderná; Alena Srbová
International Journal of Business Innovation and Research (IJBIR), Vol. 20, No. 4, 2019

Abstract: This paper presents the outcomes of study that focused on the perception of retro packaging of products, which are also available in modern packages. The main research has three phases, and this paper introduces results of the second phase which aims at customers' perception of retro packaging. Data based on a wide questionnaire survey were analysed and relations were tested by Spearman's rank correlations and by non-parametric t-test. Results show that customer perception differs according to age groups. For retro marketing, the group of 35 years and older is an interesting segment as far as nostalgia is concerned. Also, quality and taste expectations differ by age categories. On the other side, the connections with tradition are widely inbuilt in customers' minds within all age categories.

Online publication date: Mon, 04-Nov-2019

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