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Customer perception of retro marketing in its practical application

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F19%3A00037372" target="_blank" >RIV/29142890:_____/19:00037372 - isvavai.cz</a>

  • Result on the web

    <a href="https://www.inderscienceonline.com/doi/abs/10.1504/IJBIR.2019.103320" target="_blank" >https://www.inderscienceonline.com/doi/abs/10.1504/IJBIR.2019.103320</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.1504/IJBIR.2019.103320" target="_blank" >10.1504/IJBIR.2019.103320</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Customer perception of retro marketing in its practical application

  • Original language description

    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.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    N - Vyzkumna aktivita podporovana z neverejnych zdroju

Others

  • Publication year

    2019

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    International Journal of Business Innovation and Research

  • ISSN

    1751-0260

  • e-ISSN

  • Volume of the periodical

    20

  • Issue of the periodical within the volume

    4

  • Country of publishing house

    CH - SWITZERLAND

  • Number of pages

    24

  • Pages from-to

    465-488

  • UT code for WoS article

  • EID of the result in the Scopus database

    2-s2.0-85074602507