Retail Marketing ProjectMangesh GulkotwarAkshat MalhotraKeyur MunotAnurag WaghSahil AroraAniket Gage

Factors affecting behavioral intentions towards Pop up retail

POP-UP RETAIL Pop-up retail, also known as pop-up

store (pop-up shop in the UK) or flash retailing, is a trend of opening short-term sales spaces

A pop-up retail space is a venue that is temporary

The trend involves “popping-up” one day, then disappearing anywhere from one day to several weeks later

 Pop-up retail allows a company to create a unique environment that engages their customers, as well as generates a feeling of relevance and interactivity

Often used for seasonal items such as Christmas gifts, fireworks or even apparel etc.

Some recent Indian Examples

Nokia India opening up its new ‘pop-up store’ at the Forum

Mall in Koramangala, Bangalore to showcase its navigation

software Ovi maps on Symbian phones

Mumbai-based design art studio Obataimu opened a pop up

store at Bombay Electric, where it displayed products like yoga

chairs, trunks, table-sized backgammon sets, lounge wear,

dresses and tops for two months

Fenesta, the Gurgaon-based UPVC window maker adopted this

concept where its mobile store would pop up for half-a-day at the

offices of architect or builders and later move to a high-end

retail place by the evening

Problem statement

• Lack of innovativeness in modern retail so as to enhance the

consumer shopping experience

• Repetitive implementation of tried-and-tested marketing

gimmicks with no exposure to fresh ideas

Aim & Objectives Emergence of pop-up retail concept as an

experiential marketing strategy Identify the factors responsible for encouragement of

pop-up retail stores such as Consumer’ -- level of awareness

-- level of experience -- perceived benefits and concerns -- attitude & intentions towards pop-up retail

Literature Review

Some more factors affecting

acceptance of Pop up retail can be

underlined as:

Consumer innovativeness

Shopping enjoyment

Market Maven's

Facilitators of Purchase decisions

Involvement in product

All of these individual factors are an outcome of several characteristics which need to be dug up through research and their linkage must be established through questionnaire responses.

Scale Identification

• The research will be pan industry for all products but would

typically research on pop up stores lasting from 1 day to a month

• These responses will be taken from customers from Pune. A

separate online survey can be taken for outstation respondents

• Factor analysis or cluster analysis to identify and group most

prominent factors

Model Identification

• Individual factors have been identified. These have to be tested against a hypotheses and then fitted onto a model that would define the relationships between these and new factors , if any, and the acceptance of pop up retail.

Bibliography

• Kim, Hyejeong, Fiore, Ann.M and Niehm, Linda S, Jeong,

Miyoung, “Psychographic characteristics affecting behavioral

intentions towards pop-up retail”

• “Popping for Shoppers”,

http://www.ddb.com/ddblogs/Read%20the%20full%20story.pdf

• “3 Reasons to use Pop up retail”,

http://www.firepolemarketing.com/blog/2011/06/20/pop-up-retail /

• Pop-up retail’s acceptability as an innovative business strategy

http://www.jrdelisle.com/JSCR/2006_07_Articles/JSCRV13_2A1_

PopUpRetail.pdf/

Bibliography

• Pick, Doreen Ph.D - Freie University, Berlin “Temporary

Stores - A new Format”

• Niehm, S. Linda & Fiore, Ann Marie & Jeong, Miyoung,

Journal of Shopping Center Research Volume 2, 2007

“Pop-up Retail's Acceptability as an Innovative Business

Strategy and Enhancer of the Consumer Shopping

Experience”

Bibliography

• Ibrahim, Muhammad Faishal & Chung Peow Chua -

Permanent and temporary retail space: Shoppers'

perceptions of in-line stores and retail carts in Singapore,

Journal of Property Investment & Finance Vol. 28 No. 2,

2010

• Surchi, Micaela, Department of Firm's Studies, University

of Rome "Tor Vergata" Rome, Italy "The temporary store: a

new marketing tool for fashion brands", Journal of Fashion

Marketing and Management, Vol. 15 No. 2, 2011, pp 257-

270

Bibliography

• Jani, Dev & Han, Heesup - Investigating the Key Factors

Affecting Behavioural Intentions: Evidence from a Full -

Service Restaurant Setting, Emrald Group Publishing Ltd.

• http://

trendwatching.com/trends/pdf/2005_02_pop_up_retail.pdf

Accessed on 1-9-2011