Page 115 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.4.1.1 SELF-PURCHASING BEHAVIOUR: ON-LAND
Over a third, 37%, of purchases for self- consumption are of an occasional or new brand. Therefore, potential exists to drive purchasing outside a shopper’s familiar range of products.
This is particularly the case within the Alcohol category where almost 3 in 5 on-land main item purchases are of a non-regular brand.
First time brand purchasing is highest in Souvenirs at a quarter, whilst 16% of those buying Watches & Jewellery on-land are purchasing a brand for the first time.
In contrast, regular brand purchasing is most common among Fashion & Accessories and Tobacco purchases, where over three quarters of those purchasing for themselves choose a brand they buy regularly.
Figure 26: Purchase Behaviour: Buyers for Self-Consumption On-land
More opportunity to drive non- regular brand purchasing amongst older travellers
First time purchasing most common amongst medium and long cruise travellers
Regular brand purchases most common amongst extended cruise travellers
First time bought 11%
Occasional brand 26%
Regular brand 63%
Non-regular brand purchases are more common among older travellers.
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