Published Paper Details:

Nostalgic marketing has emerged as a powerful strategy for attracting and retaining consumers, particularly in the food and beverage industry. In Kerala, cafeterias are increasingly using nostalgia-themed marketing to evoke positive memories and create emotional connections with consumers. This study investigates the effectiveness of nostalgic marketing in attracting consumers and enhancing their satisfaction in the context of cafeteria businesses. By employing both qualitative and quantitative research methods, the study examines how nostalgia-based branding, ambience, and menu designs influence consumer behaviour. The results suggest that nostalgia has a significant positive impact on consumer attraction and satisfaction, particularly when combined with high-quality service and product offerings. A conceptual model is developed to show the relationships between independent variables (nostalgic marketing factors), mediating variables (emotional connection), and dependent variables (consumer attraction and satisfaction).