Page 160 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.7 TOBACCO
CATEGORY OVERVIEW
Almost one quarter of North American & Caribbean cruise travellers visit the Tobacco category with almost two thirds of these going on to purchase. Cigarettes are the most popular sub category, especially among shoppers over 40, although Cigar purchasing is relatively high compared to other cruise markets. Marlboro is by far the leading Tobacco brand purchased.
Perceptions of quality, product range and price are particularly positive, especially for the on-board Tobacco offering. However, perceptions of promotions and Duty Free exclusives are much weaker.
Leading Buyers:
Younger
Males
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +6 PRIORITY RATING: 5
Positive perception driven by males and shoppers under 40.
PRODUCT RANGE
SCORE: +5 PRIORITY RATING: 4
Positive perception driven by shoppers under 40.
PRICING
SCORE: +2 PRIORITY RATING: 3
Perception more positive among shoppers under 40 vs. over 40
PROMOTIONS
SCORE: -5 PRIORITY RATING: 2
Weaker perception among shoppers over 40 and females.
DF EXCLUSIVES
SCORE: -8 PRIORITY RATING: 1
Weak perception driven by shoppers over 40 especially when compared with under 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +4 PRIORITY RATING: 5
Positive perception driven by Americans and males.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
Positive perception driven by shoppers under 40 and males.
PRICING
SCORE: 0 PRIORITY RATING: 3
Perception is slightly more positive among shoppers under 40 vs. over 40.
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 2
Weaker perception is driven by shoppers over 40. Under 40’s and males are much more positive
PROMOTIONS
SCORE: -5 PRIORITY RATING: 1
Weaker perceptions shoppers over 40 vs. under 40.
Base: Tobacco Shoppers (198); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES