EXPLORING THE POTENTIAL MARKET FOR RETRO PRODUCTS: AN EMPIRICAL ANALYSIS
Keywords:Retro products, purchase motivations, consumer segmentation
This paper studies the potential market for consumers of retro products. A review of the literature on the topic was carried out, enabling the motivations taken into account in the selection of such goods to be defined. An individual survey of 258 consumers was conducted. Factor analysis enabled us to determine the three main dimensions in the purchase of retro products: “Present Feelings of Distinctiveness”, “Product Characteristics” and “Past Feelings”. Cluster analysis performed using these dimensions enabled the identification of two clearly differentiated segments. It should be noted that the largest segment, containing nearly three out of every four potential consumers, displays the strongest intention of buying retro products in the categories of food, cars and technology products.
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