DETERMINING THE DEMOGRAPHIC FACTORS THAT AFFECT CONSUMER ATTITUDES TOWARDS RETRO PRODUCTS

Yıl 2017, Cilt: 5 Sayı: 1, 92 - 108, 01.06.2017

Baran Arslan , Banu Özgür Yetkin

Öz

As a result of changing market conditions and increasing competition, it has become important for brands to appeal to the emotions and establish bonds with them from the perspective of producers. Emerged in this context, the concept of retro means re-presentation by producers to consumers of products or services that revive past emotions and longings of individuals when they remember from their past. The study aimed to determine the individual factors that affect attitudes of consumers towards retro products after the concept of retro marketing is examined. The questionnaire, which was developed for the study, was applied to 1036 people. Factor Analysis, Reliability Analysis, T-test Analysis and Anova Test were performed. According to the results of analyses, which were made in order to determine the difference in attitudes of consumers towards retro products in terms of demographic factors, it was found that there is a significant difference in consumer attitudes based on gender, age, educational background and income status. When it comes to the marital status variable, it was concluded that there is no difference in attitudes of consumers towards retro products.

Anahtar Kelimeler

Retro, retro marketing, nostalgia, attitude

Kaynakça

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