Page 162 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
TOBACCO – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 9%
Self 91%
Almost all of Tobacco main item purchases are for self. The Tobacco category has the highest instance of main item self-purchase compared with all other categories.
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse 15%
vs. average planned: 66%, average impulse: 34%
Tobacco main item purchasing has the highest planning levels of all Duty & Tax Free categories among North American &
Planned
85% Caribbean cruise
travellers. 3 in 5 planners know the exact product they will purchase.
SELF PURCHASE DRIVERS – MAIN
Cheaper price Usual brand To stock up Good quality
37% vs. 24%
20% vs. 10%
20% vs. 11% 17% vs. 31%
Price is the key driver for those who purchase Tobacco as a main item. Quality is less of a driver for Tobacco buyers compared with other categories yet remains prominent. Increase purchasing through highlighting Duty Free price advantages and bulk buying opportunities.
ITEM
Base: Tobacco Main Item Buyers (46)
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