Citation:

Nwankpa, C. M., Egwakhe, J.A. "Nostalgia Marketing Practices and Customer Repeat Purchase of Selected Fast-Moving Consumer Goods Firms in Lagos State, Nigeria" International Research Journal of Economics and Management Studies, Vol. 2, No. 2, pp. 413-422, 2023.

Abstract:

The Fast-Moving Consumer Goods (FMCG) in Nigeria has been wavering due to low repeat patronage. As such, the study evaluates the effect of nostalgia marketing practices on customer repeat purchase of selected fast-moving consumer goods firms in Lagos State, Nigeria. Cross-sectional survey research design was adopted. The population was 893 management level employees and product distributors across the selected firms. A sample size of 564 was determined using the research advisor’s table. Data collected were analyzed using inferential (multiple and linear regression) statistics. Findings revealed that nostalgia marketing practices had significant effect on customer repeat purchase (Adj. R2 = 0.545; F (5, 508) = 123.771, p < 0.000). It was concluded that nostalgia marketing practices influence customer repeat purchase. The recommendation focused on incorporating nostalgia marketing strategies into marketing efforts to enhance customer repeat purchase behavior.

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Keywords:

Customer Repeat Patronage, Fast-Moving Consumer Goods, Nostalgia Marketing Practices.