An Empirical Investigation into Millennials and their Buying Behaviour within Pop-Up Retail Stores

  • Reabetswe Kekana University of the Witwatersrand
  • Marike Venter de Villiers University of the Witwatersrand
  • Annekee van den Berg University of the Witwatersrand
  • Tinashe Chuchu University of Pretoria
Keywords: Multi-channel, fashion, pop-up retail, millennial, brand experience

Abstract

Multi-channel retailing has become increasingly popular as retailers aim to provide consumers with additional contact points. This is commonly done by means of pop-up retailing, an innovative retail concept that places significant emphasis on creating a unique in-store experience. Although a number of studies have been conducted on this topic, limited research is available on the factors that influence purchase intention in pop-up retail stores among Millennials, especially with regard to fashion products. This article investigates the influence of perceived store uniqueness, store atmosphere and product assortment on purchase intention, and the mediating effect of brand experience on the relationship between the predictor variables and purchase intention among Millennials in Johannesburg. By means of a quantitative study, 208 responses were collected in the form of self-administered questionnaires. Four proposed hypotheses were tested through structural equation modeling. The results revealed that all four hypotheses are significant, and that brand experience partially mediates the relationship between the predictor variables and purchase intention. The results provide retailers and marketing practitioners with insight into how the concept of pop-up retail stores can be utilised to maximise the brand experience and influence buying behaviour among Millennials. It consequently sheds light on the importance of creating a unique brand experience through pop-up retail as a channel to reach prospective customers. The main recommendation from the findings is, therefore, to ensure that the store atmosphere is uniquely tailored for the intended audience so as to result in positive brand experience which allows for positive word-of-mouth to be spread to prospective shoppers.

Author Biographies

Reabetswe Kekana, University of the Witwatersrand

Reabetswe Kekana is a student at the in the Marketing Division, School of Business Sciences, University of the Witwatersrand 

Marike Venter de Villiers, University of the Witwatersrand

Dr Marike Venter de Villiers is the head of the Marketing Division, School of Business Sciences, University of the Witwatersrand 

Annekee van den Berg, University of the Witwatersrand

Annekee van den Berg is a student in the Marketing Division, School of Business Sciences, University of the Witwatersrand

Tinashe Chuchu, University of Pretoria

Dr Tinashe Chuchu is a Senior Lecturer in the Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria. 

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Published
2020-10-08
Section
Business Administration and Business Economics