Análisis de las estrategias de marketing de nostalgia en el comportamiento de compra de productos de consumo masivo en Guayaquil.

Abstract

The mass consumer goods market in Guayaquil is highly competitive, which has pushed brands to look for ways to stand out beyond price and functionality. Nostalgia marketing answers that need by appealing to consumers's past memories and experiences in order to build emotional connections with brands. This study aimed to determine how nostalgia marketing strategies may influence the purchasing behavior of mass consumer goods in the city of Guayaquil. A mixed-method approach was applied, combining a survey of 384 consumers over 18 years old alongside three interviews with marketing and communication experts. The results show that nostalgia works mainly as a mechanism of attraction and emotional connection: 48.4% of respondents acknowledge that it sparks their interest in a product, but only 28.4% identify it as a determining factor when it comes to deciding the final purchase. However, 63.5% admit to having bought a product at some point because of associated memories, suggesting that its influence operates more implicitly than deliberately. Audio proved to be the most effective channel for evoking nostalgia; happiness was the most predominant emotion. The study concludes that nostalgia marketing favorably influences purchasing behavior when applied authentically, segmented correctly, and balanced with real value propositions.