Page 27 - Tax Free Catalogue Covers Research Report
P. 27
The “Fashion” covers are disliked because they are considered sexist or inappropriate to a tax free catalogue. They are also considered to look too much like fashion magazines, whereas travellers expect tax free catalogue images to remind them of their holidays
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Reasons For Disliking the Least Liked Covers
➢ The “Product” themed covers are disliked for being “boring”. A high proportion felt the perfume bottles (2a) looked unappealing, while 17% felt the image with sunglasses and fruit (2b) to be confusing and strange
Reasons for liking image the least Total sample (416)
38%
45%
18%
16%
6%
8%
1%
Fashion 4a (110)
46%
11%
0%
2%
2%
Fashion 4b (83)
Product 2a (79)
Product 2b (69)
Irrelevant to duty free/holidays Too provocative/sexist Boring Unappealing I don't like the image Looks like a fashion magazine Doesn't reflect a holiday Confusing/strange Don't like the colour Looks messy
32% 25%
22%
22% 17%
13% 9%
6%
6% 5%
36%
22%
1%
6%
4%
4%
5%
10%
44%
6%
15%
19%
26%
10%
21%
17%
35%
46%
10%
20%
11%
13%
22%
3%
6%
17%
4%
11%
Q11.Why don’t you like this image?
Significantly higher
Significantly lower
