Customer perception of retro marketing in its practical application

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer perception of retro marketing in its practical application

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer perception of retro marketing in its practical application

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

International Journal of Business Innovation and Research

ISSN

1751-0260

e-ISSN

—

Svazek periodika

20

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

24

Strana od-do

465-488

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85074602507