Commercial Strategies

Commercial Strategies

Presenting A Model Of Consequences Of Pop-up Store Utilization For FMCG & Retail Industry with using classic Grounded Theory Strategy

Document Type : Original Article

Authors
hamidreza saeidnia 1
hamidreza saeidnia 2
Kambiz Heidarzadeh Hanzaee 3
1 Phd Student, department of business management, Qazvin branch, Islamic Azad University, Qazvin, Iran.
2 Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran,Iran.
3 Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
10.22070/cs.2021.14272.1099
Abstract
Setting up a pop-up retail meets a vast range of sales and marketing targets of FMCG businesses. The primary aim of this study is to provide a pattern of setting up FMCG pop-up retails. This is a fundamental applied study which addresses the design and drawing of setting up pop-up retails consequences using a qualitative method and relying on Glaser’s Classic Grounded Theory besides open, axial and theoretical coding to analyze the data. The research data was collected using semi-structured, and semi-closed interview from 14 individuals including managers and the elite selected from FMCG businesses with benefit of purposive sampling until reaching theoretical saturation. Findings of the study indicate that consequence patterns of pop-up retails set up using Glaser’s grounded theory including 672 retrieved codes, 42 concepts and 6 categories (optimizing marketing strategic planning procedure, upgrading user’s experience management, facilitating the access to marketing information database, developing brand’s fundamental elements, accelerating transactional & exchange trends and advancing operational institutional-organizational strategies) were diagnosed and explained.
Keywords
pop-up retail
brand identity elements alignment
FMCG
Grounded Theory
Glaser
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Commercial Strategies
Volume 17, Issue 16
February 2021
Pages 128-99