Title: Customer perception of retro marketing in its practical application

Authors: Iveta Broučková; Eva Jaderná; Alena Srbová

Addresses: Department of Trade and Tourism, Faculty of Economics, University of South Bohemia, Studentská 13, 370-01 České Budějovice, Czech Republic ' Department of Trade and Tourism, Faculty of Economics, University of South Bohemia, Studentská 13, 370-01 České Budějovice, Czech Republic ' Department of Trade and Tourism, Faculty of Economics, University of South Bohemia, Studentská 13, 370-01 České Budějovice, Czech Republic

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.

Keywords: retro marketing; retro branding; retro packaging; customer perception; Spearman's rank correlations; Chi-square test; nostalgia; Wilcoxonnon-parametric t-test; expectations; feelings and emotional behaviour; connection with long-term tradition; high quality perception; retro-designed packaging in retail chains.

DOI: 10.1504/IJBIR.2019.103320

International Journal of Business Innovation and Research, 2019 Vol.20 No.4, pp.465 - 488

Received: 20 Oct 2017
Accepted: 02 Jun 2018
Published online: 04 Nov 2019 *

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