PERCEPTION OF MODERN AND RETRO PACKAGING

This article presents the results of the first phase of research, which is aimed at analysing the perception of retro packaging by consumers. It will highlight the important specifics of this marketing activity and also its effectiveness and impact on the customers’ perceptions. As well as in-depth...

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Bibliographic Details
Main Authors: Srbová, Alena, Broučková, Iveta, Jaderná, Eva
Format: Conference Proceeding
Language:English
Subjects:
Human Resources in Economy
Marketing / Advertising
Media studies
Psychology
Social Sciences
Socio-Economic Research
Sociology
Online Access:Get full text
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Summary:This article presents the results of the first phase of research, which is aimed at analysing the perception of retro packaging by consumers. It will highlight the important specifics of this marketing activity and also its effectiveness and impact on the customers’ perceptions. As well as in-depth interviews, semantic differential was also used to introduce the differences in perceptions of currentand retro packaging for both genders. The results presented in this article will be used in the next phase when applying quantitative research.
ISSN:1339-5726
1339-5726