Page 147 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
ALCOHOL – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 18%
Self 82%
Over 4 in 5 Alcohol main item purchases are for self- consumption; this is particularly high among Mainland Chinese shoppers and those under 40. Gift/Request purchasing is more common among females and those over 40.
vs. average self: 84%, average gift / request: 16%
PURCHASE PLANNING – MAIN ITEM
Impulse 33%
Two-thirds of Alcohol main item purchases are planned. Ofthose planning their main item Alcohol purchase, 40% knew the exact product they would purchase with a further 38% knowing the type of product.
Planned 67%
vs. average planned: 69%, average impulse: 31%
SELF PURCHASE DRIVERS – MAIN ITEM
Good quality Cheaper price Well known brand Souvenir Attractive promotion
32% 22% vs. 21% 22% vs. 25%
21% vs. 16% 16% vs. 23%
vs. 34%
Quality is the leading self-purchase driver for main item Alcohol buyers. However, pricing is also a key consideration with cheaper prices and attractive promotions also driving purchasing behaviour. Therefore, drive perceptions of affordable quality by focusing on premium, well known brands in promotional and advertising activity. Sales can also be driven by promoting Alcohol products that make suitable souvenirs.
Base: Alcohol Main Item Buyers (89)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 147