Factors Affecting the Consumer Purchasing Intention on Pop-Up Markets in Metro Manila

Abstract

The rapid evolution of the market relies heavily on innovations for business to thrive. The concept of pop-up markets complements the competitiveness of today’s market. Pop-up markets are described as temporary shops that set up for a short time to offer unique and innovative shopping experiences. The study will define physical location and pricing strategies as a form of innovation of Pop-up markets that will arguably increase consumer purchasing intention; thus, the main objective of this research is to assess the intricate relationship between pricing strategies, the physical location of pop-up markets in Metro Manila, and their collective influence on consumer purchasing intention while using the Schumpeterian Theory of Innovation as the main framework. Given Metro Manila’s role as an economic and cultural hub, understanding these dynamics is crucial for local entrepreneurs seeking to adapt to the volatile market trends and boost their brand awareness. This research will employ quantitative methods by utilizing survey materials from respondents aged 18-42, who are the most active consumers of pop-up shops, to identify the key factors influencing the consumer purchasing behavior. The survey questionnaire for data collection will utilize and employ the Likert 6-point scale. The collected numerical data will be analyzed using Ordinary Least Squares (OLS) regression analysis to determine the correlation or relationship between multiple variables.