Retail marketing-pop up retail

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  • Retail marketing-pop up retail

    1. 1. Retail Marketing Project<br />MangeshGulkotwar<br />AkshatMalhotra<br />KeyurMunot<br />AnuragWagh<br />SahilArora<br />Aniket Gage<br />Factors affecting behavioral intentions towards Pop up retail<br />
    2. 2. POP-UP RETAIL<br /><ul><li>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
    3. 3. A pop-up retail space is a venue that is temporary
    4. 4. The trend involves “popping-up” one day, then disappearing anywhere from one day to several weeks later
    5. 5.  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
    6. 6. Often used for seasonal items such as Christmas gifts, fireworks or even apparel etc.</li></li></ul><li>Some recent Indian Examples<br /><ul><li>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
    7. 7. 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
    8. 8. 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</li></li></ul><li>Problem statement<br />Lack of innovativeness in modern retail so as to enhance the consumer shopping experience<br />Repetitive implementation of tried-and-tested marketing gimmicks with no exposure to fresh ideas<br />Aim & Objectives<br /><ul><li>Emergence of pop-up retail concept as an experiential marketing strategy
    9. 9. Identify the factors responsible for encouragement of pop-up retail stores such as Consumer’ -- level of awareness</li></ul> -- level of experience<br /> -- perceived benefits and concerns<br />-- attitude & intentions towards pop-up retail<br />
    10. 10. Literature Review<br />Some more factors affecting acceptance of Pop up retail can be underlined as:<br /><ul><li>Consumer innovativeness
    11. 11. Shopping enjoyment
    12. 12. Market Maven's
    13. 13. Facilitators of Purchase decisions
    14. 14. Involvement in product</li></ul>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.<br />
    15. 15. Scale Identification<br />The research will be pan industry for all products but would typically research on pop up stores lasting from 1 day to a month<br />These responses will be taken from customers from Pune. A separate online survey can be taken for outstation respondents <br />Factor analysis or cluster analysis to identify and group most prominent factors<br />Model Identification<br /><ul><li>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. </li></li></ul><li>Bibliography<br />Kim, Hyejeong, Fiore, Ann.M and Niehm, Linda S, Jeong, Miyoung, “Psychographic characteristics affecting behavioralintentions towards pop-up retail”<br />“Popping for Shoppers”, http://www.ddb.com/ddblogs/Read%20the%20full%20story.pdf<br />“3 Reasons to use Pop up retail”,<br /> http://www.firepolemarketing.com/blog/2011/06/20/pop-up-retail/<br />Pop-up retail’s acceptability as an innovative business strategy<br />http://www.jrdelisle.com/JSCR/2006_07_Articles/JSCRV13_2A1_PopUpRetail.pdf/<br />
    16. 16. Bibliography <br />Pick, DoreenPh.D - Freie University, Berlin “Temporary Stores - A new Format”<br />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”<br />
    17. 17. Bibliography<br />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<br />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<br />
    18. 18. Bibliography<br />Jani, Dev & Han, Heesup - Investigating the Key Factors Affecting Behavioural Intentions: Evidence from a Full - Service Restaurant Setting, Emrald Group Publishing Ltd.<br />http://trendwatching.com/trends/pdf/2005_02_pop_up_retail.pdf<br /> Accessed on 1-9-2011<br />
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