The influence of nostalgia branding on Gen Z consumers: A case study of Shoprite in Yobe State
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- NGN 5000
Background of the Study
Nostalgia branding involves using elements of the past—whether cultural references, retro designs, or past advertising— to evoke nostalgic feelings in consumers. This approach aims to connect with consumers on an emotional level, triggering memories of earlier times and creating a sense of comfort and familiarity. For brands, nostalgia can be a powerful tool to create loyalty, differentiate from competitors, and establish a strong emotional bond with consumers.
Gen Z, the demographic cohort born between the mid-1990s and early 2010s, is known for its unique relationship with brands. Unlike previous generations, Gen Z is highly digital-savvy and values authenticity, individuality, and emotional connections with brands. However, they also hold a fascination with nostalgia, often seeking out products, media, and experiences from earlier decades as a way to create a sense of identity and community.
Shoprite, one of the largest retail chains in Nigeria, has tapped into the power of nostalgia branding in its marketing campaigns, particularly targeting Gen Z consumers. In Yobe State, where Shoprite has a significant presence, the brand uses nostalgic elements in its advertisements, product packaging, and in-store experiences to appeal to this younger demographic. The use of nostalgic branding may help Shoprite differentiate itself from other retailers and build a stronger connection with Gen Z consumers.
This study seeks to explore the influence of nostalgia branding on Gen Z consumers, focusing on Shoprite in Yobe State. It will assess how nostalgia-based marketing affects consumer behavior, brand loyalty, and purchasing decisions among Gen Z shoppers.
Statement of the Problem
While nostalgia branding is widely used by many brands, its influence on Gen Z consumers, particularly in emerging markets like Nigeria, remains understudied. Shoprite’s use of nostalgia branding offers an opportunity to understand how this strategy impacts Gen Z’s consumer behavior and purchasing decisions. This study aims to fill the gap in research by exploring the effectiveness of nostalgia branding in shaping Gen Z’s relationship with Shoprite in Yobe State.
Objectives of the Study
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To assess the influence of nostalgia branding on Gen Z consumers’ behavior in Yobe State.
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To evaluate how nostalgia branding affects Gen Z’s brand loyalty toward Shoprite.
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To identify the factors that make nostalgia branding effective in engaging Gen Z consumers.
Research Questions
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How does nostalgia branding influence Gen Z consumers’ purchasing behavior in Yobe State?
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How does nostalgia branding affect Gen Z consumers’ brand loyalty toward Shoprite in Yobe State?
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What factors contribute to the effectiveness of nostalgia branding in engaging Gen Z consumers?
Research Hypotheses
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Nostalgia branding significantly influences Gen Z consumers’ purchasing behavior toward Shoprite in Yobe State.
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Nostalgia branding positively impacts Gen Z consumers’ brand loyalty toward Shoprite in Yobe State.
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The effectiveness of nostalgia branding in engaging Gen Z consumers is influenced by factors such as cultural relevance, emotional appeal, and brand consistency.
Scope and Limitations of the Study
This study will focus on evaluating the influence of nostalgia branding on Gen Z consumers’ behavior and brand loyalty toward Shoprite in Yobe State. Data will be collected through surveys, interviews, and in-store observations. Limitations may include the difficulty in isolating nostalgia branding’s effects from other marketing strategies and the potential for generational differences in consumer preferences.
Definitions of Terms
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Nostalgia Branding: A marketing strategy that uses elements of the past to evoke emotional connections with consumers, often creating a sense of comfort and familiarity.
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Gen Z: The generation born between the mid-1990s and early 2010s, characterized by digital fluency and a desire for authenticity and emotional connections with brands.
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Brand Loyalty: The tendency of consumers to consistently choose a particular brand over competitors due to positive past experiences and emotional connection.
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Purchasing Behavior: The decisions and actions that consumers take when buying products, including factors such as brand preference and emotional appeal.
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