This dissertation was written as part of the MSc in Management at the International Hellenic
University.
The
study dealt
with the theory of nostalgia in marketing
and consumer behavior
,
and tried to draw
conclusions on how it
affects consumers
into
forming their purchasing behavior
on retro products.
In particular
, it
investigated
the relation between nostalgia and the
role of
memory and age
of
consumers
on
purchasing
retro p
roducts, and
in specific vinyl
records
.
D
iving into the innermost behavior of Greek consumers towards
purchasing this retro brand it has
been found that personal memory on the product plays an important role in the pu
rchasing behavior
but does not affect in the
same
way and for the same reasons
all age cohorts. This means that
specific cohorts act
ed
in a specif
ic way either influenced by
nostalgia and
their
personal memory
on the product
or because of
other various reasons presented in the paper.
The study
has applied
a
qualitative methodology
; that
of interviews, since interviews allowed for
a closer relati
onship with
consumers and
made it
possible to produce more in
-
depth and comprehensive information on the
aforementioned issue
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