Differences of perception of modern and retro-designed packaging of traditional products

Eva Jaderná (), Iveta Broučková and Alena Srbová
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Eva Jaderná: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Iveta Broučková: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Alena Srbová: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic

Marketing Science & Inspirations, 2017, vol. 12, issue 4, 2-9

Abstract: Retro marketing and, especially, retro packaging, is one of the phenomena, which have an increasing trend. Retail chains in the Czech Republic have launched traditional products in retro packaging and expect higher incomes, mainly due to aspect of nostalgia. The paper presents results of research, which assesses and compares the perception of retro and modern packages from the point of view of colourfulness, graphics and attractiveness. Consumers consider new packaging more colourful than retro packaging. The graphics of packaging is perceived similarly and the modern packaging is for 43.97% of respondents more attractive than the retro-designed one.

Keywords: retro trend; retro packaging; packaging; colourfulness of packaging; packaging graphics; packaging attractiveness (search for similar items in EconPapers)
JEL-codes: F19 M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:4:p:2-9

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