Exposure to Nostalgic Stories and Consumer Decision Journey
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Thisresearch aims to describe the association between consumer decision journey on retro camera and exposure to nostalgic stories. The qualitative research methods used were in-depth interviews and focus group. The focal subjects of this research are Generation Z consumers whom were born during 1995-2001, and classed as high school students and undergraduate students in Bangkok who have decided to purchase and use retro camera. Findings have revealed that Generation Z are exposed to nostalgic stories through their parents or family members, recounted their experiences by showing old photos in accordance to storytelling, speaking of how they have watched old movies or taken photos with retro cameras. Therefore, Generation Z are familiar with retro cameras and are feeling nostalgic from being exposed to nostalgic stories leading them to demand retro cameras. The decision journey of Generation Z consumers on retro cameras starts with the awareness of vintage photos captured by retro cameras or a trial of retro cameras. Which leading them to feel the need, to consider and search for more information from inside and outside the shops to support their decisions. Until they have accumulated enough data to decide or intend to buy. After purchasing, consumers will gain experience through using and finding more information about the products. They will also pass information onto and recommend other consumers. These advices would be as supporting data for decision making or as a trigger igniting other consumers to feel the need to obtain retro cameras. Results from this study indicate that exposure to nostalgic stories relates to Generation Z decision journey on retro camera. An exposure to nostalgic stories is a stimulus leading to nostalgia of Generation Z. Nostalgia and familiarity with vintage photos, retro cameras or old movies cause a demand in decision journey of retro cameras purchasing.
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