THE EFFECTS OF RETRO MARKETING ON CONSUMER PERCEPTION AND BEHAVIOR: THE SAMPLE OF FOOTBALL FAN GROUP
RETRO PAZARLAMASININ TÜKETİCİ ALGISI VE TÜKETİCİ DAVRANIŞINA ETKİSİ: FUTBOL TARAFTAR GRUBU ÖRNEĞİ

Author : Ataman TÜKENMEZ -- Mehmet HOCAOĞLU - Emre GELBAL - Selçuk Bora ÇAVUŞOĞLU
Number of pages : 509-520

Abstract

This research was conducted to investigate the purchasing behaviors of the supporters of Beşiktaş football team for Retro (nostalgic) products and to determine the aspect of the perception of these products on consumers. First, a literature review was done and a theoretical infrastructure was established. After that, a questionnaire survey was conducted to obtain data. 300 supporters of Beşiktaş football team participated in our research. The participants consist of 200 men and 100 women. The validation and reliability tests of the scale that was used for data collection was done by Yüksel (2014) and used in his master's thesis titled ‘Modern marketing anew approach: the effect of Retro marketing to consumer perception’. Mann-Whitney U and Kruskal Wallis tests were performed over the data that was obtained at the end of the study. With this analysis, significant correlations were found between the subscales. As a result of our research, it has been detected that demographics are influential in the purchase of retro products by consumers.

Keywords

Customer Perception, Retro, Retro Marketing, Retro Product

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