Designing a Template for the Outcomes of Setting up a Pop-up Store in the Retail Industry of Fast-moving Consumer Goods: a Mixed Research
Subject Areas : Jounal of Marketing Management
nesa mohammadi
1
(
PhD Student in Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
)
hamidreza saeidnia
2
(
Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
)
Kambiz Heidarzadeh
3
(
Associate Professor, Business Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran
)
Keywords: Pop-up Store, Fast-moving Consumer Goods, Mixed Research, Retail Industry,
Abstract :
This research’s main aim is to design a template for the outcomes of setting up a pop-up store in the retail industry of fast-moving consumer goods. With regard to purpose, it is an exploratory-applied study conducted through a mixed qualitative-quantitative approach; in the qualitative section, the conceptual model of the research was designed and developed with 6 categories, 42 concepts and 702 codes by relying on Glaser Foundation’s data theory and using open, axial, and theoretical coding strategies while conducting fourteen deep semi-structured interviews with some chosen managers and experts of active businesses in the fast-moving consumer goods industry as well as using the targeted judgmental sampling method to achieve the theoretical saturation point. In the quantitative section, based on the designed concepts, a questionnaire consisting of 129 sayings, compilation and statistical population; managers and experts of marketing, branding, sales, advertising, product development and communication with the customers of commercial companies of the fast-moving consumer goods industry; is conducted. Through targeted random sampling method, 445 questionnaires will be distributed among them, 352 of which will be analyzed. To analyze the quantitative data and confirm the template, Multi-level Confirmatory Factor Analysis and One Sample T-Test through the Smart PLS software have been used to check the specified questions of the research in accordance with the conceptual model. The results of Confirmatory Factor Analysis confirm the concepts and categories detected in the format of the proposed research template. Furthermore, Goodness-of-Fit Indexes demonstrate that the data and the structure of the research’s designed template have a good fit and are approved.
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Bethan, A., Karinna, N. & Rosemary, V. (2018). “The growing permanence of pop-up outlets within the international location strategies of fashion retailers”, International Journal of Retail & Distribution Management. - Emerald, Vol. 46 (08.05.), PP. 487-506.
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Burgess, B. (2012). “Pop-up retailing: The design, implementation, and five-year evolution of an experiential learning project”, Journal of Marketing Education, Vol. 34(3), PP. 284-296.
Cresswell, T. & Hoskins, G. (2008). “Place, persistence, and practice: Evaluating historical significance at Angel Island, San Francisco, and Maxwell Street, Chicago”, Annals of the Association of American Geographers, Vol. 98(2), PP. 392-413.
De Lassus, C. & Anido Freire, N. (2014). “Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis”, Journal of Retailing and Consumer Services, Vol. 21, PP. 61-68.
Gonzalez, M. (2014). “The pop-up paradigm: How brands build human connections in a digital age”, Nukalba, New South Wales: Lioncrest Publishing.
Gwet, K.L. (2014). “Handbook of inter-rater reliability: The definitive guide to measuring the extent of agreement among raters”, Advanced Analytics LLC.
Janice, R., Chelsea, H., Hong, Y., Sean, S. & Frances, G. (2020). “Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey”, Journal of Retailing and Consumer Services, Vol. 54, PP. 25-36.
Kim, H., Fiore, A.M., Niehm, L.S. & Jeong, M. (2010). “Psychographic characteristics affecting behavioural intentions towards pop-up retail”, International Journal of Retail & Distribution Management, Vol. 38(2), PP. 133-154.
Klein, J.F., Falk, T., Esch, F. & Gloukhovtsev, A. (2016). “Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail”, Journal of Business Research, Vol. 69(12), PP. 5761-5767.
Pantano, E. & Viassone, M. (2015). “Engaging consumers on new integrated multichannel retail environments: Challenges for retailers”, Journal of Retailing and Consumer Services, Vol. 25, PP. 106-114.
Picot-Coupey, K. (2014). “The pop-up store as a foreign operation mode (FOM) for retailers”, International Journal of Retail & Distribution Management, Vol. 42(7), PP. 643-670.
Pomodoro, S. (2013). “Temporary retail in fashion system: An explorative study”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17(3), PP. 341-352.
Russo Spena, T., Carida, A., Colurcio, M. & Melida, M. (2012). “Store experience and co‐creation: The case of temporary shop”, International Journal of Retail & Distribution Management, Vol. 40(1), PP. 21-40.
Taube, J. & Warnaby, G. (2017). “How brand interaction in pop-up shops influences consumers’perceptions of luxury fashion retailers”, Journal of Fashion Marketing and Management, Vol. 21(3), PP. 385-399.
Warnaby, G. & Medway, D. (2018). “Ghost Fascias: Retail corporate identity revenants in urban space. In S. Schutt, L. White, & S. Roberts (Eds.)”, Advertising and public memory: Historical, social and cultural perspectives on ghost signs (PP. 173-186).
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محمدپور، ا. (۱۳۹۲). "روش تحقیق کیفی ضد روش، جلد اول (منطق و طرح در روش شناسی کیفی)"، تهران، انتشارات جامعه شناسان، صص. 124-212.
Adnan, Z., Stephan, O. & Dieter K, T. (2019). “Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions”, Journal of Retailing and Consumer Services, Vol. 50, PP. 111-121.
Ante´blian, B., Filser, M. & Roederer, C. (2014). “Consumption experience in retail environments: A literature review”, Recherche ET Applications en Marketing (English Edition), Vol. 28(3), PP. 82-109.
Bethan, A., Karinna, N. & Rosemary, V. (2018). “The growing permanence of pop-up outlets within the international location strategies of fashion retailers”, International Journal of Retail & Distribution Management. - Emerald, Vol. 46 (08.05.), PP. 487-506.
Bladen, C., Kennell, J., Abson, E. & Wilde, N. (2012). “Events management: An introduction”, Abingdon: Routledge.
Brun, A. & Castelli, C. (2013). “The nature of luxury: A consumer perspective”, International Journal of Retail & Distribution Management, Vol. 41(11/12), PP. 823-847.
Burgess, B. (2012). “Pop-up retailing: The design, implementation, and five-year evolution of an experiential learning project”, Journal of Marketing Education, Vol. 34(3), PP. 284-296.
Cresswell, T. & Hoskins, G. (2008). “Place, persistence, and practice: Evaluating historical significance at Angel Island, San Francisco, and Maxwell Street, Chicago”, Annals of the Association of American Geographers, Vol. 98(2), PP. 392-413.
De Lassus, C. & Anido Freire, N. (2014). “Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis”, Journal of Retailing and Consumer Services, Vol. 21, PP. 61-68.
Gonzalez, M. (2014). “The pop-up paradigm: How brands build human connections in a digital age”, Nukalba, New South Wales: Lioncrest Publishing.
Gwet, K.L. (2014). “Handbook of inter-rater reliability: The definitive guide to measuring the extent of agreement among raters”, Advanced Analytics LLC.
Janice, R., Chelsea, H., Hong, Y., Sean, S. & Frances, G. (2020). “Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey”, Journal of Retailing and Consumer Services, Vol. 54, PP. 25-36.
Kim, H., Fiore, A.M., Niehm, L.S. & Jeong, M. (2010). “Psychographic characteristics affecting behavioural intentions towards pop-up retail”, International Journal of Retail & Distribution Management, Vol. 38(2), PP. 133-154.
Klein, J.F., Falk, T., Esch, F. & Gloukhovtsev, A. (2016). “Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail”, Journal of Business Research, Vol. 69(12), PP. 5761-5767.
Pantano, E. & Viassone, M. (2015). “Engaging consumers on new integrated multichannel retail environments: Challenges for retailers”, Journal of Retailing and Consumer Services, Vol. 25, PP. 106-114.
Picot-Coupey, K. (2014). “The pop-up store as a foreign operation mode (FOM) for retailers”, International Journal of Retail & Distribution Management, Vol. 42(7), PP. 643-670.
Pomodoro, S. (2013). “Temporary retail in fashion system: An explorative study”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17(3), PP. 341-352.
Russo Spena, T., Carida, A., Colurcio, M. & Melida, M. (2012). “Store experience and co‐creation: The case of temporary shop”, International Journal of Retail & Distribution Management, Vol. 40(1), PP. 21-40.
Taube, J. & Warnaby, G. (2017). “How brand interaction in pop-up shops influences consumers’perceptions of luxury fashion retailers”, Journal of Fashion Marketing and Management, Vol. 21(3), PP. 385-399.
Warnaby, G. & Medway, D. (2018). “Ghost Fascias: Retail corporate identity revenants in urban space. In S. Schutt, L. White, & S. Roberts (Eds.)”, Advertising and public memory: Historical, social and cultural perspectives on ghost signs (PP. 173-186).
