Commercial Surveys

Commercial Surveys

Identify the Consequences Of Pop-up Stores Utilization For FMCG Retail Industry

Document Type : research

Authors
nesa mohammadi 1
hamidreza saeidnia 2
kambiz heydarzadeh 3
1 PhD student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
10.22034/bs.2022.247018
Abstract
Setting up a pop-up retail meets a vast range of sales and marketing targets of FMCG businesses. 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 672 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,, 192 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.
 
Keywords
Pop
up Stores/ Pop
up Retailing/ Fast
moving Consumer Goods/ Consequences
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Commercial Surveys
Volume 20, Issue 114 - Serial Number 114
July and August 2022
Pages 25-44

  • Receive Date 27 April 2021
  • Revise Date 23 September 2021
  • Accept Date 25 September 2021