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Consumer Behavior - Research Paper Example

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This research paper describes the consumer behavior in marketing. It analyses three interrelated stages which are input, process, and output, retro products, the theories and models of consumer behavior and reflection…
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Consumer Behavior
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Download file to see previous pages ‘Retro’ can also depict a viewpoint of life. Technological obsolescence can also be described by ‘retro’. For instance, cash registers and manual typewriters have become retro. It is observed that ‘retro’ has often been dismissed as fodder for the relentless appetite of popular culture and as the fashionable novelty. However, the fact which is more often overlooked is that a basic shift in the popular relationship with the past is suggested by retro (Guffey, 2006).
Retro products are modern products that are inspired by the past. Some of the retro products are new designs with detailed touches and styles that remind an earlier period. Some of them are re-issues or replicas of old favorites. Most of the retro products look old fashioned but they perform just like their modern counterparts (Retrowow, n.d.).
The rise of retro products makes marketing an interesting concept. Marketers, on the one hand, are continuously reminded of the requirement of the product differentiation which is crucial for gaining competitive advantage in the present business environment. On the other hand, the concept of updated imitations of the old products (retro products) is becoming more and more popular.
In order to analyze the rise of retro products one aspect that has to be considered is the nostalgia and its relationship with marketing. ‘Nostalgia boom’ is one of the most important characteristics of the late 20th century. Several marketing experts have investigated the phenomenon (Brown, Kozinets, & Sherry Jr. 2003).
For today’s marketers, previous season’s ‘blue’ is the ‘black’ of this season. For them, the comedy of the previous year is the New Year’s rock ‘n’ roll. A mere glance at the present marketing landscape is likely to reveal that retro has become de rigueur (fashion) and up-to-date has become out-of-date. Let’s come to the real world of marketing where new Jaguar S-Type significantly looks like the eternal Mark II which was the beloved of the police officers of 1960s. ...Download file to see next pagesRead More
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