ORIGINAL RESEARCH PAPER
The Current Role of Retro Marketing
by
Dijana Vuković 1 
Tanja Untersweg 2
1 University of the North, Varaždin, Croatia
2 University of Applies Sciences Burgenland, Eisenstadt, Austria
ABSTRACT
In uncertain times, people like to think back to the good old days. Different industries are taking advantage of this nostalgia and using old-style packaging or old logos for marketing purposes. Consumers are addressed on an emotional level and this marketing model is successful with target groups with certain character traits. This article is intended to take a deep insight into character traits that are appealing to retro marketing. The work on retro marketing aims to investigate and analyse how and why retro marketing strategies affect consumers, and what are the main motivations behind buying retro products. The work also seeks to understand which age groups are most responsive to retro marketing campaigns, what role nostalgia plays in attracting consumers, and how retro brands and products are used to create an authentic image and emotional connection with customers. Therefore, research was conducted to determine the lifestyle of consumers of retro products and to understand the key factors that influence their purchasing decisions. The research aimed to identify specific patterns of behaviour, values and preferences of consumers who prefer retro products, as well as to investigate to what extent their lifestyle contributes to their preference for these products. The research also analysed how consumers perceive retro products - whether they perceive them as symbols of quality, authenticity or perhaps innovation in a contemporary context. The results of the research will provide insight into the demographic characteristics of consumers, their motives for shopping, and the role that retro products play in their everyday life and identity. Based on these insights, developing more precise marketing strategies adapted to target groups is possible.
Keywords: Retro marketing, nostalgia, emotional connection, age
HOW TO CITE THIS ARTICLE
Vuković D., Untersweg T. (2024). The Current Role of Retro Marketing, MAP Social Sciences, 5, 78-87. doi: https://doi.org/10.53880/2744-2454.2024.5.78