The effects of demographic characteristics on retro product purchasing

Today, companies in the market have many competitors and are in a constant race. For companies that develop different strategies to ensure competitive advantage, retro marketing strategies are an option to attract customers. The main purpose of this study is to examine the effect of retro marketing elements performed by firms on purchasing behavior of consumers according to demographic variables. The questionnaires prepared for data collection were collected through online and face-to-face interviews. According to the results, there is a moderate significant positive relationship between nostalgic proneness and consumption of retro production. Also, there is a highly positive relationship between influence of emotions and consumption of retro production. 428 questionnaires were collected for this online form and face to face study; 12 surveys were omitted because they contain incomplete information. 416 questionnaires were used for analysis. According to the results of the analysis, comments were made; suggestions were made for future studies.