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An investigation of the role of nostalgia marketing in consumer attraction: A study of Shoprite in Kwara State

  • Project Research
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  • NGN 5000

Background of the Study
Nostalgia marketing has become a powerful tool for engaging consumers by tapping into their emotional connection with the past. This strategy leverages cultural, historical, or personal memories to create meaningful brand experiences and attract customers (Okafor & Bello, 2024).

Shoprite, a major retail brand in Nigeria, incorporates nostalgia marketing into its promotional campaigns, using themes that resonate with various age groups. In Kwara State, where cultural heritage plays a significant role in consumer preferences, nostalgia marketing offers a unique opportunity to attract and engage customers.

This study examines how nostalgia marketing influences consumer attraction, focusing on Shoprite’s campaigns in Kwara State.

Statement of the Problem
Despite the increasing use of nostalgia marketing, its effectiveness in attracting consumers in Kwara State remains underexplored. Factors such as cultural relevance and the diversity of consumer demographics may influence the success of these campaigns (Abdullahi & Musa, 2023).

This study investigates the role of nostalgia marketing in consumer attraction, identifying strengths and areas for improvement in Shoprite’s marketing strategies.

Objectives of the Study

  1. To assess the role of nostalgia marketing in attracting consumers to Shoprite in Kwara State.
  2. To identify consumer preferences and responses to nostalgia-themed campaigns.
  3. To recommend strategies for enhancing the effectiveness of nostalgia marketing.

Research Questions

  1. How does nostalgia marketing influence consumer attraction at Shoprite in Kwara State?
  2. What are consumer preferences regarding nostalgia-themed marketing campaigns?
  3. What strategies can improve the effectiveness of nostalgia marketing for Shoprite?

Research Hypotheses

  1. Nostalgia marketing significantly enhances consumer attraction at Shoprite in Kwara State.
  2. Consumer preferences for nostalgia campaigns vary based on age and cultural background.
  3. Optimized nostalgia marketing strategies improve consumer attraction and engagement.

Scope and Limitations of the Study
This study focuses on the role of nostalgia marketing in attracting consumers to Shoprite in Kwara State. It excludes other marketing strategies or regions and does not address long-term loyalty impacts.

Definitions of Terms

  • Nostalgia Marketing: A strategy that evokes sentimental connections to the past to engage consumers.
  • Consumer Attraction: The process of drawing customers’ interest and attention to a brand or product.
  • Cultural Relevance: The extent to which marketing themes align with the cultural context of the target audience.




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