Page 21 - Tax Free Catalogue Covers Research Report

The “Vacation” themed covers are the clear favourites, chosen by more than half of travellers. The wave image (1a) is preferred by one third of all travellers, while the palm trees image (1b) is liked most by around one quarter
21
Catalogue Cover Liked the Most – Total Level
➢ Females are significantly more likely to choose the “Close Up” theme featuring the model wearing a hat (5a) and the “Product” theme with the perfume bottles (2a) than males
➢ There are no significant differences in results by age
34%
% Liked the Most
Vacation 1a
Vacation 1b
Close Up 5a
Fashion 4b
23%
9%
7%
6% Product 2a
5% 5% 5%
Fashion 4a Product 2b Close Up 5b Beach Babe 3a Beach Babe 3b
4%
3%
Q8. We would now like you to review the full range of magazine covers and pick the one you like the most
Base: Total sample (416)