Keywords
reasons to purchase
factor analysis
market segmentation
How to Cite
Abstract
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© 2018, Facultad de Contaduría y Administración, Universidad Nacional Autónoma de México. All rights reserved. Publication of the article implies full assignment of property rights (copyright) in Journal of Contaduría y Administración. The publication mreserves the right to total or partial reproduction of the work in other print, electronic or any other alternative means, but always recognizing its responsibility.
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