Pop Up Consumer Behavior

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How Pop Ups and Traditional Stores Differ
Klepierre and Qualiquanti’s research aimed at studying the phenomena of pop-up stores and explore the potential of it and guide future researchers. The objective was approached in three ways: through 308 international case studies through on-site visits, interviews from consumers and professionals, and online surveys to consumers. And the study was studied in historical, cultural, aesthetic, marketing and business perspectives.

Based on their analysis, the researchers had identified the main characteristics and traits that each retail type bears and how each affect consumer behavior.

Pop up Retail
Fleeting and rare – it is eventual
Surprising and entertaining – memorable for its element of surprise …show more content…

The study’s purpose was to explore the relationship on consumer innovativeness, market mavenism, shopping enjoyment and beliefs attitude, and patronage intentions towards pop-up retail. The survey technique was a national sampling in United States and structural equation was used to correlate each that was commonly exhibited by each respondent.

The study concluded that consumer innovativeness and shopping enjoyment influence beliefs about the importance of hedonic elements of pop-up retail (novelty/uniqueness factor) and attitude toward pop-up retail, which affects patronage intentions. Findings provide support for the effectiveness of pop-up retail, an experiential marketing strategy, at enhancing the appeal of a retail venue to consumers exhibiting higher tendencies in innovativeness and …show more content…

The researchers used a “between-subjects”, an experiment that has two or more groups of subjects each being tested by a different testing factor simultaneously (Shuttleworth, 2016). It was found that the very presence of kiosks negatively affects shoppers’ perceptions of the mall environment. Whether a kiosk salesperson was aggressive or passive had the same effect upon shoppers. Similarly, passive kiosk salespeople and the absence of kiosks resulted in relatively the same level of arousal on shoppers, while aggressive salespeople caused a higher level of arousal than either of the other two

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