Creating entrepreneurial opportunities: interpretative research about role of POP Advertising

436 Pages·2013·14.9 MB·English

by  Daniel Jesensky

JYVÄSKYLÄ STUDIES IN BUSINESS AND ECONOMICS
128
Daniel Jesensky
Creating Entrepreneurial
Opportunities
Interpretative Research about Role of
POP Advertising Displays in
Customer Purchase Decision Making
JYVÄSKYLÄ STUDIES IN BUSINESS AND ECONOMICS 128
Daniel Jesensky
Creating Entrepreneurial Opportunities
Interpretative Research about Role of
POP Advertising Displays in
Customer Purchase Decision Making
Esitetään Jyväskylän yliopiston kauppakorkeakoulun suostumuksella
julkisesti tarkastettavaksi yliopiston vanhassa juhlasalissa S212
elokuun 22. päivänä 2013 kello 12.
Academic dissertation to be publicly discussed, by permission of
the Jyväskylä University School of Business and Economics,
in Auditorium S212, on August 22 2013 at 12 o’clock noon.
UNIVERSITY OF JYVÄSKYLÄ
JYVÄSKYLÄ 2013
Creating Entrepreneurial Opportunities
Interpretative Research about Role of
POP Advertising Displays in
Customer Purchase Decision Making
JYVÄSKYLÄ STUDIES IN BUSINESS AND ECONOMICS 128
Daniel Jesensky
Creating Entrepreneurial Opportunities
Interpretative Research about Role of
POP Advertising Displays in
Customer Purchase Decision Making
UNIVERSITY OF JYVÄSKYLÄ
JYVÄSKYLÄ 2013
Editors
Tuomo Takala
Jyväskylä University School of Business and Economics
Pekka Olsbo, Sini Tuikka
Publishing Unit, University Library of Jyväskylä
URN:ISBN:978-951-39-5299-0
ISBN 978-951-39-5299-0 (PDF)
ISBN 978-951-39-5298-3 (nid.)
ISSN 1457-1986
Copyright © 2013, by University of Jyväskylä
Jyväskylä University Printing House, Jyväskylä 2013
ABSTRACT
Jesensky, Daniel
Creating entrepreneurial opportunities: interpretative research about role of
POP Advertising Displays in customer purchase decision making.
Jyväskylä: University of Jyväskylä, 2013, 411 p. (+ appendices)
(Jyväskylä Studies in Business and Economics;
ISSN 1457-1986; 128)
ISBN 978-951-39-5298-3 (nid.)
ISBN 978-951-39-5299-0 (PDF)
Diss.

This study creates entrepreneurial opportunities through better understanding
of the role that Point of Purchase advertising displays (POP ADs), as one of
marketing communication media, play in customer purchase decision-making
in Czech Hypermarkets. The research explains the key phenomena playing role
in and influencing customers’ decision making when encountering POP Ads,
and their resulting success or failure. Existing theoretical findings about POP
advertising media and buying from them are rather of positivistic-quantitative
character. Contribution of our study is involvement of the interpretive research
approach employing the “Grounded Theory” for analysis of qualitative data
collected through 2 focus group discussions resulting to creation of the
Paradigm Model. The created entrepreneurial opportunity in form of the
Paradigm Model allows exploitation of interpretive knowledge about POP ADs
that can help Point of purchase advertising entrepreneurs in a better execution
of POP ADs on the market.

Keywords: Entrepreneurial opportunity, POP advertising, POP advertising
display, customer, purchase decision making, social constructionism, Grounded
Theory, Paradigm Model
Author’s address Daniel Jesensky
Jyväskylä University School of Business and
Economics
P.O. Box 35, FI-40014 University of Jyväskylä
[email protected]

Supervisor Professor Juha Kansikas
Jyväskylä University School of Business and
Economics

Reviewers Doc.Ing. Jan Koudelka, CSc.
University of Economics
Department of Marketing
Prague

Doc. Annika Hall, Ph.D.
Docent, University of Jyväskylä
Assistant Prof., Jönköping International Business
School

Opponent Doc. Annika Hall, Ph.D.
Docent, University of Jyväskylä
Assistant Prof., Jönköping International Business
School
ACKNOWLEDGEMENTS
First of all I would like to thank for the positive influence of my informants
participating in Focus Group Discussions, as well as their sense of
responsibility in contributing to Point of purchase advertising research. My
thanks go to my focus group participants for sharing their experience with me
and making meaningful things happen.
I owe a debt of gratitude to my patient supervisor Prof. Juha Kansikas
who stayed by my side during the whole process of researching and writing. I
would like to thank him for his kind mentoring and supporting me, for
always bringing positive thoughts and motivating atmosphere. I want to
thank Prof. Stanislav Hubík, my second supervisor, for his inspiring
guidance, professional friendship and many enlightening wise insights. I
would also like to thank the reviewers Doc. Annika Hall and Doc. Jan
Koudelka. I thank frankly both of them for being interested in my outcomes,
for their kind and valuable comments and evaluation of my work.
I am grateful to many people from both, academic and practical fields,
especially Dr. Alena Hanzelková who deserves my deepest gratitude for
always supporting me. Also discussions with several people, such as Miro
Grznár and David Mitrenga who have helped me to deepen my knowledge of
the social construction of reality and the Grounded Theory.
I thank Adjunct Professor Thimothy Wilson who helped me a lot
during initial stages of my writing and also Doc. Lubomír Kostro(cid:278), Doc.
Miloslav Ke(cid:284)kovský and Prof. Tomáš Urbánek for their continuous feedback
and meaningful recommendations. Thanks also to several POP Advertising
experts at conferences and POPAI Central Europe meetings who have
inspired me with their opinions and insights. I would like to thank especially
Ing. Daniela Krofiánová, Doc. Jitka Vysekalová, Doc. Miroslav Karlí(cid:254)ek, Mgr.
Jana Lelovi(cid:254)ová, Ing. Martin Bo(cid:254)ek, Bram Nauta and many others.
For the financial and technical support I would like to thank to
sponsors of data collection, namely Coca Cola Hellenic Bottlers Czech
Republic and Mars Czech, with help of the association POPAI Central
Europe. Coca Cola and Mars gave me a great opportunity to use their brands,
products and POP advertising displays as context of my research. I thank
them a lot for this. And especially many thanks to my company DAGO,
providing me continually with experience and giving me overall support over
the long, demanding years of studying and researching, as well as
opportunity to leverage gained knowledge in my entrepreneurial practice.
I also thank my technical helpers, Silvie Fidrová for translating the
quotes, Kate(cid:284)ina Šišková for redrawing my figures, tables and charts, and
especially my mother Iva and father Old(cid:284)ich for helping me rewrite direct
quotes from reference books and other printed materials. For the proof
reading of the English text I am indebted to Dr. Gustavo Vigato and Mgr.
Denisa Streublová.
I am grateful to my amazing wife Diana and dear daughters Adriana
and Mariana; without their unbelievable tolerance, love, understanding and
overall support I would not have been able to start and complete this process.
Finally, I dedicate many special thanks to my father who motivates me
always on the arduous way to never give up as he never stops believing in
my potential to finish.
CONTENTS

ABSTRACT
ACKNOWLEDGEMENTS
CONTENTS
LIST OF ABBREVIATIONS
LISTS OF FIGURES, PICTURES, AND TABLES

1 INTRODUCTION ................................................................................................15
1.1 The entrepreneurial nature of research ..................................................16
1.2 Background of the research subject .........................................................19
1.2.1 Author’s position and background ................................................20
1.2.2 Definition of POP Advertising floor displays .............................20
1.2.3 Historical background of POP Advertising in the
Czech Republic .................................................................................21
1.3 Introduction to POP Advertising research .............................................25
1.3.1 Hypermarket and its environment ................................................25
1.3.2 POP Advertising research ...............................................................28
1.3.3 Research gap and contribution .......................................................32
1.4 Research questions .....................................................................................35
1.5 Research objectives ....................................................................................36
1.6 Structure of the work .................................................................................37

2 THEORETICAL FRAMEWORK .......................................................................38
2.1 Areas of using POP Advertising floor displays ....................................39
2.1.1 Advertising ........................................................................................39
2.1.2 Sales promotion ................................................................................40
2.1.3 Merchandising ..................................................................................41
2.1.4 POP (in-store) Advertising definition ...........................................41
2.2 Customer decision making during shopping ........................................42
2.2.1 Psychological theories and researches of human senses
and attributes of POP advertisement .............................................42
2.2.2 Social environment, collective normativity and individual
preferences .........................................................................................69
2.2.3 The summary of the theory of customer psychology and
social environment ...........................................................................72
2.3 Demographic aspects ................................................................................73
2.3.1 Gender ...............................................................................................73
2.3.2 Age, income and shopping party size ..........................................74
2.3.3 Summary of demographic aspects ................................................75
2.4 Sociological perspective and POP advertising ......................................75
2.4.1 Historical change of social normative of consumption .............76
2.4.2 Shopping center as a rationalized institution ..............................78