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Differences of perception of modern and retro-designed packaging of traditional products

Author

Listed:
  • Eva Jaderná

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Iveta Broučková

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

  • Alena Srbová

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

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.

Suggested Citation

  • Eva Jaderná & Iveta Broučková & Alena Srbová, 2017. "Differences of perception of modern and retro-designed packaging of traditional products," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(4), pages 2-9.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:4:p:2-9
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    File URL: https://msijournal.com/rozdily-ve-vnimani-retroobalu-soucasnych-obalu/
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    More about this item

    Keywords

    retro trend; retro packaging; packaging; colourfulness of packaging; packaging graphics; packaging attractiveness;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F19 - International Economics - - Trade - - - Other

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