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Who Will Pop? - En kvalitativ analys av svenska pop-up butiker

Anagnostakis, Kiriakos LU ; Hjalmarsson, Nils LU and Thongsri, Prajak LU (2015) FEKH29 20151
Department of Business Administration
Abstract (Swedish)
Sammanfattning

Examensarbetet titel: Who Will Pop? - En kvalitativ analys av svenska pop-up butiker

Författare: Kiriakos Anagnostakis, Nils Hjalmarsson, Prajak Thongsri

Seminariedatum: 2015-06-04

Kurs: FEKH29, Examensarbete på kandidatnivå i marknadsföring, Företagsekonomi, 15
högskolepoäng

Handledare: Magnus Lagnevik

Nyckelord: Pop-up butiker, tillfälliga butiker, innovativ marknadsföring, varumärkesidentitet,
varumärkesimage

Syfte: Syftet med denna uppsats är att analysera pop-up butikers användning inom Sverige.

Metod: Denna kvalitativa uppsats är skriven utifrån en induktiv metod med deduktiva inslag.
Uppsatsen är genomfört med hjälp av en tvärsnittsdesign. Primärdata har samlats in via
semistrukturerade... (More)
Sammanfattning

Examensarbetet titel: Who Will Pop? - En kvalitativ analys av svenska pop-up butiker

Författare: Kiriakos Anagnostakis, Nils Hjalmarsson, Prajak Thongsri

Seminariedatum: 2015-06-04

Kurs: FEKH29, Examensarbete på kandidatnivå i marknadsföring, Företagsekonomi, 15
högskolepoäng

Handledare: Magnus Lagnevik

Nyckelord: Pop-up butiker, tillfälliga butiker, innovativ marknadsföring, varumärkesidentitet,
varumärkesimage

Syfte: Syftet med denna uppsats är att analysera pop-up butikers användning inom Sverige.

Metod: Denna kvalitativa uppsats är skriven utifrån en induktiv metod med deduktiva inslag.
Uppsatsen är genomfört med hjälp av en tvärsnittsdesign. Primärdata har samlats in via
semistrukturerade intervjuer med tolv företag som har använt pop-up butiker.

Teoretiska perspektiv: Vår teoretiska referensram består av teorier som berör
varumärkesidentitet, varumärkespersonlighet, marknadsplanering och målkedjor.

Slutsatser: Svenska företags definition av konceptet ”pop-up butik” kan sammanfattas som en ”temporär butik”. Det finns en tendens att svenska företag säljer produkter som i pop-up butiker deras kunder köper genom en känslomässig beslutsprocess. Svenska pop-up butiker
tenderar att öppnas på marknader eller i områden där företagen inte bedriver försäljning i övrigt. De problem som vi har sett kan uppkomma med pop-up butikernas utförande är problem rörande tidsspannet som butiken var öppen, platsen för butiken, butikens lokal, personalen i butiken, logistiken kring butiken, arbete och planering runt butiken och externa parters påverkan på butiken. Vi har funnit en tendens till att svenska företag som vill uppfattas som aktiva, dynamiska eller innovativa av sina kunder verkar kunna utnyttja pop-up butiker i större utsträckning än andra företag. Pop-up butikerna verkar även tendera till att vara en del i uppbyggandet av en längre, positiv relation mellan företaget och dess kunder. De företag som öppnar en pop-up butik i Sverige vill främst öka sina kunders kunskap eller kännedom om det
egna företaget eller interagera med sina kunder och öka sin försäljning. Utöver detta kan företagen även vilja öka sina kunskaper om en marknad eller utveckla företagets kompetens genom att öppna en pop-up butik. (Less)
Abstract
Abstract

Title: Who Will Pop? - A Qualitative Analysis of Swedish Pop-up Stores

Authors: Kiriakos Anagnostakis, Nils Hjalmarsson, Prajak Thongsri

Seminar date: 2015-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate level, Business
Administration, 15 ECTS

Advisor: Magnus Lagnevik

Keywords: pop-up stores, temporary stores, brand identity, brand personality, innovative
marketing

Purpose: The purpose of this study is to analyze the temporary stores in shopping centers as a marketing channel in Sweden and to increase the knowledge about the usage of pop-up stores

Methodology: This qualitative study is written from a deductive approach. The study is
implemented with help of a cross-section design. Our... (More)
Abstract

Title: Who Will Pop? - A Qualitative Analysis of Swedish Pop-up Stores

Authors: Kiriakos Anagnostakis, Nils Hjalmarsson, Prajak Thongsri

Seminar date: 2015-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate level, Business
Administration, 15 ECTS

Advisor: Magnus Lagnevik

Keywords: pop-up stores, temporary stores, brand identity, brand personality, innovative
marketing

Purpose: The purpose of this study is to analyze the temporary stores in shopping centers as a marketing channel in Sweden and to increase the knowledge about the usage of pop-up stores

Methodology: This qualitative study is written from a deductive approach. The study is
implemented with help of a cross-section design. Our primary data were collected through
semi-structured interviews with twelve companies that have used pop-up stores.

Theoretical perspectives: Our theoretical perspective consists of theories involving brand
identity, brand personality, market planning and hierarchy of effects.

Conclusions: Swedish companies' definition of the concept "pop-up store" can be
summarized as a "temporary shop". In the pop-up stores, we saw that Swedish companies
tend to sell products that their customers are buying through an emotional purchase-decision.
Swedish pop-up stores also tend to open in markets or areas where the companies are not
otherwise engaged in sale. The problems that we have seen that may arise regarding the
execution of the pop-up stores concerns the time that the store was open, the location of the
store, the premises of the store, the staff in the store, the logistics of the shop, preparation and planning and external influences. We have found a tendency that companies that want to be perceived as active, dynamic and innovative by their customers seem to be able to use the pop-up stores to a greater extent than other companies. Pop-up stores are also tending to be a part of building a long, positive relationship between the company and its customers. The
companies that open a pop-up store in Sweden mainly want to increase their customers'
knowledge or awareness for their own company or to interact with their customers and
increase their sales. In addition to this, they also want to increase the knowledge of a specific market or develop its business skills by opening a pop-up store. (Less)
Please use this url to cite or link to this publication:
author
Anagnostakis, Kiriakos LU ; Hjalmarsson, Nils LU and Thongsri, Prajak LU
supervisor
organization
course
FEKH29 20151
year
type
M2 - Bachelor Degree
subject
keywords
Pop-up butiker, innovativ marknadsföring, varumärkesidentitet, varumärkesimage, tillfälliga butiker
language
Swedish
id
7512842
date added to LUP
2015-08-10 11:25:19
date last changed
2015-08-10 11:25:19
@misc{7512842,
  abstract     = {Abstract

Title: Who Will Pop? - A Qualitative Analysis of Swedish Pop-up Stores

Authors: Kiriakos Anagnostakis, Nils Hjalmarsson, Prajak Thongsri

Seminar date: 2015-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate level, Business
Administration, 15 ECTS

Advisor: Magnus Lagnevik

Keywords: pop-up stores, temporary stores, brand identity, brand personality, innovative
marketing

Purpose: The purpose of this study is to analyze the temporary stores in shopping centers as a marketing channel in Sweden and to increase the knowledge about the usage of pop-up stores

Methodology: This qualitative study is written from a deductive approach. The study is
implemented with help of a cross-section design. Our primary data were collected through
semi-structured interviews with twelve companies that have used pop-up stores.

Theoretical perspectives: Our theoretical perspective consists of theories involving brand
identity, brand personality, market planning and hierarchy of effects.

Conclusions: Swedish companies' definition of the concept "pop-up store" can be
summarized as a "temporary shop". In the pop-up stores, we saw that Swedish companies
tend to sell products that their customers are buying through an emotional purchase-decision.
Swedish pop-up stores also tend to open in markets or areas where the companies are not
otherwise engaged in sale. The problems that we have seen that may arise regarding the
execution of the pop-up stores concerns the time that the store was open, the location of the
store, the premises of the store, the staff in the store, the logistics of the shop, preparation and planning and external influences. We have found a tendency that companies that want to be perceived as active, dynamic and innovative by their customers seem to be able to use the pop-up stores to a greater extent than other companies. Pop-up stores are also tending to be a part of building a long, positive relationship between the company and its customers. The
companies that open a pop-up store in Sweden mainly want to increase their customers'
knowledge or awareness for their own company or to interact with their customers and
increase their sales. In addition to this, they also want to increase the knowledge of a specific market or develop its business skills by opening a pop-up store.},
  author       = {Anagnostakis, Kiriakos and Hjalmarsson, Nils and Thongsri, Prajak},
  keyword      = {Pop-up butiker,innovativ marknadsföring,varumärkesidentitet,varumärkesimage,tillfälliga butiker},
  language     = {swe},
  note         = {Student Paper},
  title        = {Who Will Pop? - En kvalitativ analys av svenska pop-up butiker},
  year         = {2015},
}