PERCEPTION OF MODERN AND RETRO PACKAGING
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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 current and retro packaging for both genders. The results presented in this article will be used in the next phase when applying quantitative research.
Authors and Affiliations
Alena Srbová, Iveta Broučková, Eva Jaderná
Keywords
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