How nostalgia can help Medalla beer create a niche in the Puerto Rican growing population in Florida (Miami)
I am most thankful to my family colleagues and instructor for providing me assistance and guidance throughout the tenure of this research project. this research would not have been completed without their undue support.
I declare that this study has not been published previously and represents my own work based on the secondary and the primary research analysis.
The aim of this research process is to understand the effectiveness of nostalgia marketing of Medella beer among the Puerto Rico community of living in Florida Miami. The research employed the exploratory study by conducting the survey with the consumers as well as studying the case of medulla beer entry into the Florida marketing. It was found that the Puerto Rican consumers living in Miami try to keep in touch with their Island and prefer their own country brands. The beer is one of the drinks that make them recall the joyous time with the family and friends and evoke the pleasant time. Medulla beer can make the most of this sentimental longing by focusing on the emotional ties of this population to invade the U.S minority market successfully.
CHAPTER 1: INTRODUCTION7
Purpose of the Research7
Objectives of the Study8
Context of the Study9
Puerto Rico and Beer11
Advertising and Nostalgia13
Scope of the Research14
CHAPTER 2: LITERATURE REVIEW16
Nostalgia and Generations21
Media and nostalgic logic25
Restoring Old Models for Consumers28
Nostalgia and Puerto Rican Population30
CHAPTER 3: METHODOLOGY32
Case Study of Medalla beer32
Secondary Data Collection33
Quantitative Experimental Study33
Execution of the Research34
Sampling and Population35
Size of the Sample35
Selection of the Scale36
Selection of Advertisement36
Final Selection of the Ad37
CHAPTER 4: FINDINGS AND ANALYSIS41
Investment in Florida41
Beer Consumption and Nostalgia41
CHAPTER 5: DISCUSSION59
Preference for the Puerto Rican Beer59
Targeting the Sentimental longing61
More Focus on Consumer Behavior62
Comprehensive marketing strategy to target the Sentimental Longing64
CHAPTER 1: INTRODUCTION
When people embark in search of new horizons, they take all that makes them unique. What makes them different and like. It is wished to take all that is familiar and that would relieve the nostalgia. Nostalgic aspects are those that bind us to our place of origin that define who we are. I speak of culture, language, idiosyncrasy, politics, music, drinks, friends, habits, smells, colors and all that fills the space of the picture of our lives and makes us sigh. When a Puerto Rican decides to leave the island, most just want to take everything in their luggage in order to feel comfortable in their final destination anywhere in the world. So we talk about what is happening on the island and drink what we like. All this is within a framework of joy, brotherhood and nostalgia.
From my point of view, Puerto Rican roots are firmly rooted in fertile soil beyond genres, time and history. But the island is small and our world is increasingly open to us. We live in a social cycle, cultural and economic context provides the hope of a better future and ...