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
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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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
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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
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EID of the result in the Scopus database
2-s2.0-85074602507