Page 19 - Tax Free Catalogue Covers Research Report
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Travellers who have previously purchased from a pre-order catalogue are just as likely to prefer the “Vacation” themed covers as catalogue browser non-buyers
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Relative Appeal of Each Catalogue Cover – Buyer vs. Non-Buyer
➢ Travellers who have previously purchased from a printed pre-order catalogue found the “Close Up” theme featuring a model wearing a hat and matching accessories (5a), significantly more appealing than non-buyers
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Max Diff Score Buyer (189)
Non-buyer (276)
Vacation 1a
Vacation 1b
Close Up 5a
Beach Babe 3a
Product 2b
Product 2a
Beach Babe 3b
Close Up 5b
Significantly higher Significantly lower
Fashion 4b
4 Fashion 4a
11
10
9
910 9 8 77
7
6
6
5
4
Most Appealing
Least Appealing
Q4a. Which of the magazine covers below do you find most appealing? Q4b. Which of the magazine covers below do you find least appealing?
