How nostalgia can help Medalla beer create a niche in the Puerto Rican growing population in Florida (Miami)

By

ACKNOWLEDGEMENT

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.

DECLARATION

I declare that this study has not been published previously and represents my own work based on the secondary and the primary research analysis.

ABSTRACT

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.

ACKNOWLEDGEMENT2

DECLARATION3

ABSTRACT4

CHAPTER 1: INTRODUCTION7

Background7

Purpose of the Research7

Objectives of the Study8

Research Questions8

Context of the Study9

Emigration10

Puerto Rico and Beer11

Expansion Medal12

Advertising and Nostalgia13

Scope of the Research14

Key Definition14

Nostalgia14

Nostalgia Advertising15

CHAPTER 2: LITERATURE REVIEW16

Introduction16

Understanding Nostalgia16

Nostalgia and Generations21

Nostalgia Marketing24

Media and nostalgic logic25

Restoring Old Models for Consumers28

Nostalgia and Puerto Rican Population30

CHAPTER 3: METHODOLOGY32

Research Design32

Data Collection32

Case Study of Medalla beer32

Secondary Data Collection33

Quantitative Experimental Study33

Execution of the Research34

Research Design34

Sampling and Population35

Size of the Sample35

Selection of the Scale36

Selection of Advertisement36

Pre Testing37

Final Selection of the Ad37

Survey37

Data Analysis38

Cronbach's Alpha38

Validity Techniques38

CHAPTER 4: FINDINGS AND ANALYSIS41

Case Findings41

Investment in Florida41

Beer Consumption and Nostalgia41

Descriptive Statistics43

CHAPTER 5: DISCUSSION59

Preference for the Puerto Rican Beer59

Recommendations61

Targeting the Sentimental longing61

More Focus on Consumer Behavior62

Comprehensive marketing strategy to target the Sentimental Longing64

Conclusion65

REFERENCES67

APPENDIX72

Questionnaire72

Advertisements74

CHAPTER 1: INTRODUCTION

Background

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 ...