RETRO MARKETING – A PHENOMENON OF MODERN TIMES

Lubica Gajanova and Vidrova Zdenka

TECHNOLOGY TRANSFER: INNOVATIVE SOLUTIONS IN SOCIAL SCIENCES AND HUMANITIES

Abstract:

Currently, consumer behaviour is influenced by trends that are clearly noticeable at different levels. Some organizations monitor changes in consumption and, on this basis, point to the general tendencies that are typical of today's consumers. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. It is designed to create a positive emotion that is favourable to the brand as well as to remember its message. The main aim of the paper is to find out, through secondary data and questionnaire research, how the young generation reacts to the elements and effects of retro marketing, compared to the older population, and what differences can be observed in its impact on the sample of male and female respondents. Subsequently according the results, the possibilities of applying a new trend of communication on the food market - retro marketing, also called nostalgia marketing, were suggested. The questionnaire survey was conducted only in the presence of a geographically limited population, namely Slovak customers. This may represent a certain limit to this paper, as the recommendations are proposed in terms of this limitation. It can be removed, if the research is considered to be relevant for the solution and the results achieved are subject to subsequent verification in an international environment. If these barriers were removed, more accurate results could be achieved.

Keywords: brand; customer behaviour; food and beverage market; marketing research; retro marketing (search for similar items in EconPapers)
Date: 2020-05-18
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