PERCEPTION OF MODERN AND RETRO PACKAGING
PERCEPTION OF MODERN AND RETRO PACKAGING
Author(s): Alena Srbová, Iveta Broučková, Eva JadernáSubject(s): Social Sciences, Psychology, Media studies, Sociology, Marketing / Advertising, Human Resources in Economy, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand perception; consumer; retro packaging;
Summary/Abstract: 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.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 263-275
- Page Count: 13
- Language: English