Abstract
In the process of information society, the fact that enterprises face global competition in a global market makes it necessary to develop alternative methods in the field of marketing as in other areas. Retro marketing is one of these methods that aim to increase customer satisfaction and can be used as a marketing strategy for businesses. This study focuses on determining the thoughts of consumers on retro marketing and examining the concept of retro marketing in terms of the socio-demographic characteristics of consumers. In line with this purpose, an online questionnaire with easy sampling method was applied to 645 participants living in Antalya. As a result of the study, statistically significant differences were found in the nostalgia sub-dimension according to age and occupation variables in the retro marketing scale.
Highlights
Consumers’ longing for the past is observed intensely with the change experienced due to globalization
This study aimed to reveal the perception of the consumers about the concept of retro marketing, which is considered a marketing approach that encourages consumers to purchase the product by touching their pasts, and has strategical importance for businesses
According to the Bonferroni test, which is used in cases the homogeneity of variances is ensured, among the posthoc tests made to determine the age groups and profession groups that the difference occurred, the difference in the nostalgia scale subdimension was in the age groups of 18-25 and 26-35 while it was retired people and students in the profession group
Summary
Consumers’ longing for the past is observed intensely with the change experienced due to globalization. It is observed that today’s consumers are looking for things they are familiar with regarding the past and they feel peaceful in these things. Many marketing executives are facing high media costs and the risk of creating a new brand; they use their brands and products of the past by redesigning or re-packaging them. Styles that are accepted by large masses are considered as fashion. The consumers’ tendency to chime in with the environment as well as some people’s wish to be different from others should be considered while determining the marketing policies and strategies (Mucuk, 2014). Retro marketing practices can be regarded as one of these strategies
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