Promotion of products in retro-designed packaging

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

Marketing Science & Inspirations, 2019, vol. 14, issue 1, 12-22

Abstract: Retailers follow the trend of retro marketing and offer traditional products in retro-designed packaging to attract customers. The trend for retro marketing and packaging is something that re-occurs at regular intervals over successive time periods. This paper analyses consumer reactions (e.g. noticing, locating) to the promotion of products in retro-designed packaging. The example of Lidl retail chain promotion of products in retro-designed packaging is further described. It is to be introduced as a best practice in the Czech market.

Keywords: advertising; merchandising; promotion in retail (search for similar items in EconPapers)
JEL-codes: F19 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:14:y:2019:i:1:p:12-22

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