Uloga stavova o retro proizvodima u lojalnosti potrošača generacija X, Y i Z

master's thesis

• Title (english): The role of attitudes towards retro products in consumer loyalty of generations X, Y and Z
• Author: Daniela Rudić
• Mentor: Sandra Horvat (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-10-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme, gdje tržište postaje sve dinamičnije i zasićenije, poduzeća koriste različite strategije kako bi zadržala lojalnost potrošača. Jedna od tih strategija je retro marketing, koji se temelji na evociranju nostalgije kod potrošača. Predmet diplomskog rada je stoga uloga stavova prema retro proizvodima u lojalnosti potrošača pripadnika generacija X, Y i Z, s naglaskom na razumijevanju razlika među navedenim generacijama i kako one utječu na stavove te konačno i na lojalnost. Analiziraju se tri komponente lojalnosti: kognitivna, afektivna i konativna, kako bi se utvrdilo koja je dimenzija lojalnosti izraženija kod pojedine generacije. Ovaj uvid može pomoći marketinškim stručnjacima da prilagode strategije usmjerene na jačanje onih dimenzija lojalnosti koje su slabije prisutne kod određene generacije. Cilj istraživanja bio je spoznati razlike u stavovima i preferencijama potrošača iz tri različite generacije prema retro proizvodima te utvrditi imaju li ti stavovi ikakav utjecaj na njihovu lojalnost. Podaci su prikupljeni iz primarnih i sekundarnih izvora, a samo kvantitativno istraživanje provedeno je pomoću anketnog upitnika kojeg je ispunilo 155 ispitanika. Rezultati pokazuju da sve tri generacije (X, Y i Z) imaju slične, umjerene stavove prema retro proizvodima, dok generacija Z osjeća najmanju povezanost s njima. Afektivna lojalnost je najniža među svim generacijama, što ukazuje na slabiju emocionalnu vezu s retro proizvodima. Značajna povezanost između stavova i lojalnosti zabilježena je kod generacije X, što sugerira veći potencijal za njihovu lojalnost. S obzirom na to, marketinške strategije trebale bi se primarno fokusirati na generaciju X, dok bi za mlađe generacije trebalo razviti nove pristupe za jačanje emocionalne veze i dugoročne lojalnosti.

Abstract (english)

Nowadays, where the market is becoming more dynamic and saturated, companies use different strategies to maintain consumer loyalty. One of these strategies is retro marketing, which is based on evoking nostalgia in consumers. The thesis investigates the role of attitudes towards retro products in the loyalty of consumers belonging to generations X, Y and Z, with an emphasis on understanding the differences between the mentioned generations and how they affect attitudes and ultimately loyalty. Three components of loyalty are analyzed: cognitive, affective and conative, in order to determine which dimension of loyalty is more pronounced in a particular generation. This insight can help marketers adapt strategies aimed at strengthening those dimensions of loyalty that are less developed in a certain generation. The aim of the research was to investigate the differences in the attitudes and preferences of consumers from three different generations towards retro products and to determine whether these attitudes have any influence on their loyalty. The data were collected from primary and secondary sources, and the quantitative research itself was conducted using a questionnaire filled out by 155 respondents. The results show that all three generations (X, Y and Z) have similar, moderate attitudes towards retro products, while generation Z feels the least connected to them. Affective loyalty is the lowest among all generations, indicating a weaker emotional connection with retro products. A significant relationship between attitudes and loyalty was noted in Generation X, suggesting a greater potential for their loyalty. With this in mind, marketing strategies should primarily focus on Generation X, while new approaches should be developed for younger generations to strengthen emotional connection and long-term loyalty.

• Keywords: retro marketing; retro proizvod; lojalnost; stavovi potrošača; generacije X; Y i Z
• Keywords (english): retro marketing; retro product; loyalty; consumer attitudes; generations X; Y and Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:822075
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-25 23:59:22