A STUDY ON THE IMPACT OF NOSTALGIA MARKETING ON CONSUMER BEHAVIOUR

Abstract

Nostalgia, which is defined as the feeling of sentimentalism, offers a sense of familiarity and comfort. In this accelerated pace of living, there exists an opportunity to make a quick financial gain. Brands have tapped into this niche, exploiting this space by strategically targeting the emotions that influence consumer perceptions, preferences, and ultimately purchasing decisions. This study investigates the impact of nostalgia marketing on consumer behaviour. It aims to explore the psychological mechanisms, including self-esteem, loneliness, emotional connection, community support, stress, and anxiety, and how these factors ultimately affect the decisions of the consumers. Additionally, this research also focuses on the effect of nostalgia marketing across different generations which helps in evaluating its presence as a double-edged sword. Finally, the study will also assess the impact of nostalgia marketing on brand reputation and consumers’ loyalty towards the brand. Responses were collected from 180 respondents through an online questionnaire. The respondents were of different age groups, thus further helping in the fair assessment and analysis of the study. The questions addressed different aspects such as experience with nostalgia marketing campaigns, as well as their purchasing behaviour and the impact of such campaigns on brand perceptions. The responses yielded from the survey are being analysed using SPSS software. The research further seeks to address the gap in understanding the effects of nostalgia marketing strategies. This study throws light on both positive and negative outcomes of nostalgia marketing to maintain a balance of perspectives.