Abstract

CLEMENTE RICOLFE, José S.; BUITRAGO VERA, Juan M.  and  SENDRA EMPER, Eva. Factors of retro product purchase and segmentation of potential retro market. Contad. Adm [online]. 2013, vol.58, n.1, pp.225-250. ISSN 0186-1042.

This paper aims to analyze the behavior of potential retro products buyers. A bibliographical review has allowed defining the motives to buy this type of products. However, it should be emphasized that there is scarcely any quantitative information on the reasons to purchase and the segmentation of the potential retro product market. Using the data collected by means of a survey, a factor analysis and a cluster analysis have been performed. As a result, there are three factors of retro product purchase: characteristics of product, present differentiation feelings and past feelings. Furthermore, the existence of two differentiated segments has been detected: emotive consumer and commercial consumer.

Keywords : retro product; reasons to purchase; factor analysis; market segmentation.

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