The Impact of Nostalgia - Based Marketing on Consumer Perception

Madhurika Saraniyan

Abstract: This research delves into the dynamic relationship between nostalgia - based marketing and consumer perception, specifically examining its influence on consumer attitudes, preferences, and purchase intentions. A comprehensive analysis was conducted using a sample of 540 respondents who were exposed to three distinct nostalgic advertisements ? Dairy Milk, Paperboat Aamras, and Milk Bikis. The study employed chi - square tests, revealing statistically significant associations between participants' perceptions of the ads and their intentions toward the respective products, explaining the power of nostalgia - based marketing. Percentage analysis further demonstrated nostalgia's effectiveness, with a substantial proportion of respondents reporting high emotional connections and the rekindling of cherished childhood memories. This study underlines the strategic significance of nostalgia - based marketing in consumer engagement, offering valuable insights for marketers aiming to create deep emotional bonds with their audience. Recognizing the emotive impact of nostalgia stands as a crucial element in enhancing brand loyalty and strengthening a brand's market position in the evolving landscape of consumer preferences.

Keywords: brand loyalty, emotional connection, nostalgia marketing, consumer perception

How to Cite?: Madhurika Saraniyan, "The Impact of Nostalgia - Based Marketing on Consumer Perception", Volume 12 Issue 10, October 2023, International Journal of Science and Research (IJSR), Pages: 678-681, https://www.ijsr.net/getabstract.php?paperid=SR231008182109, DOI: https://dx.doi.org/10.21275/SR231008182109