Page 107 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3 LEADING PURCHASE DRIVERS: ON-LAND
Our research has identified several key drivers for main item purchasing on-land (we define the main item as the purchase the buyer considers to be their most important). The most prominent drivers and therefore the areas where priority should be placed when looking at methods to drive future purchasing are:
 The item is good quality
 The item cannot be bought at home
 The item cannot be bought at a cheaper price elsewhere
 The item is bought as a souvenir
Other key reasons driving purchasing include well-known brands, self-treating, attractive promotions and looking new and different.
PURCHASE DRIVERS: ON-LAND DUTY / TAX FREE STORES
Base: On-land main item buyers (203)
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