Page 148 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.6 CONFECTIONERY
CATEGORY OVERVIEW
Confectionery is the second most purchased category, with 41% of those making a purchase from an on-board or on-land store buying a Confectionery item.
However, Confectionery is the most negatively perceived category at both on- board and on-land stores. This is largely driven by pricing, illustrating the importance of competitive pricing and keen promotional activity in driving the future performance and future perceptions of the category. The availability of exclusive products is also negatively affecting overall category perception, particularly at on-land stores; potential exists to improve this through not only introducing more Duty / Tax Free exclusives, but also local products not available in countries of cruise origin.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +5 PRIORITY RATING: 5
Perceptions much more positive in shoppers under 40. Chinese Mainlanders most positive.
PRODUCT QUALITY
SCORE: +1 PRIORITY RATING: 4
Positive perception driven by Chinese Mainlanders.
DF EXCLUSIVES
SCORE: -1 PRIORITY RATING: 3
Much weaker perception in all nationalities vs. Chinese Mainlander.
PRICING
SCORE: -2 PRIORITY RATING: 1
Weaker perception among all nationalities other than Chinese Mainlander. Over 40s also weaker perception.
PROMOTIONS
SCORE: -2 PRIORITY RATING: 1
Weak perception driven by Singaporeans. Females more negative than males.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +3 PRIORITY RATING: 5
Perception much more positive among Chinese Mainlanders vs. Taiwanese.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
Positive perception is driven by Chinese Mainlanders. Females also more positive.
PROMOTIONS
SCORE: -1 PRIORITY RATING: 3
Weaker perception among males & over 40s. Chinese Mainlanders most positive.
PRICING
SCORE: -2 PRIORITY RATING: 2
Slightly weaker perceptions among males and over 40s
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 1
Perception among Taiwanese much weaker than Chinese Mainland.
Base: Confectionery Shoppers (300); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES