Template-Type: ReDIF-Article 1.0
Author-Name: Eva Jaderná
Author-Name-First: Eva
Author-Name-Last: Jaderná
Author-Email: eva.jaderna@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Iveta Broučková
Author-Name-First: Iveta
Author-Name-Last: Broučková
Author-Email:
Author-Workplace-Name: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Author-Name: Alena Srbová
Author-Name-First: Alena
Author-Name-Last: Srbová
Author-Email:
Author-Workplace-Name: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Title: Differences of perception of modern and retro-designed packaging of traditional products
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.
Classification-JEL: M31, F19
Keywords: retro trend, retro packaging, packaging, colourfulness of packaging, packaging graphics, packaging attractiveness
Journal: Marketing Science & Inspirations
Pages: 2-9
Volume: 12
Issue: 4
Year: 2017
File-URL: https://msijournal.com/rozdily-ve-vnimani-retroobalu-soucasnych-obalu/
Handle: RePEc:cub:journm:v:12:y:2017:i:4:p:2-9