Působení retro marketingu na mladé spotřebitele

The topic of this bachelor's thesis is the effect of retro marketing on young consumers, who are currently representatives of Generation Z. The thesis aims to find out how retro marketing affects young consumers, how they perceive it and what elements of retro marketing play an important role in reaching young consumers. Furthermore, the work aims to discover what motivates young consumers to buy retro brands and products with a retro style. The theoretical part focuses on concepts such as marketing, retro marketing, and consumer behaviour and the links between them. Moreover, the theoretical part focuses on young consumers and defines Generation Z. The practical part first focuses on analysing selected brands that use retro marketing, and then the relationship and perception of retro marketing by young consumers are investigated using qualitative research in the form of personal interviews. Secondary research examines the framing background of Gen Z inclination through MML-TGI data. Based on primary and secondary research, marketing recommendations were made.