Effectiveness of Nostalgia Marketing with Reference to Heritage Milk Products in Hyderabad City, India
Year: 2025
Type: article
Abstract: This research investigates how Heritage Foods Limited's dairy marketing in Hyderabad uses nostalgia to shape consumer attitudes and loyalty.Nostalgia marketing -linking a brand to past memories -is found to establish strong emotional connections by drawing on shared cultural experience.To test this in practice, we look at Heritage Foods' marketing materials (e.g.retro imagery, nostalgic Flavors) and carry out a consumer survey in Hyderabad.The mixed-method design involves content analysis of the ad campaigns of Heritage and questionnaires assessing consumer engagement, emotional response, and purchase intention.This is an important research topic since emotion-based branding is a major trend: nostalgia cues are able to stimulate feelings of comfort and trust and are expected to improve engagement.For instance, Heritage's own "nostalgic journey" product launches -ice-lollies in traditional Indian Flavors (Kala Khatta, Gol Gappa) -are specifically formulated to "evince fond childhood memories".This insight into how those cultural reminders register in Hyderabad's market (with its strong food and family heritage) informs today's marketing efforts.
Source: IARJSET
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413130822