Echoes of Nostalgia: The enduring appeal on Retro products? (Greek Consumer’s Insights on Vinyl)

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2016 (EN)
Echoes of Nostalgia: The enduring appeal on Retro products? (Greek Consumer’s Insights on Vinyl) (EN)

Bitzilekis, Alexandros Emmanouil (EN)

School of Economics, Business Administration and Legal Studies, MSc in Management (EL)
Kyrgidou, Lida (EN)
Lee, Nick (EN)
Andriopoulos, Costas (EN)

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 (EN)

masterThesis

Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)

2016-05-05


IHU (EN)



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