Page 151 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.7 ELECTRONICS & TRAVEL ACCESSORIES
Base: Electronics & Travel Accessories Shoppers (274); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
CATEGORY OVERVIEW
18% of Asian Cruise travellers purchase Electronics & Travel Accessories from a Duty / Tax Free offering during their trip. However, our sample suggests that Electronics & Travel Accessories are considered lower priority purchases due to no purchasers considering their category purchase their main item.
Overall category perceptions are generally on par with those of other categories, both on-board and on-land. However, a clear weakness is apparent in terms of the availability of Duty / Tax Free exclusive products. Focus should also be placed on introducing limited editions or specialist product ranges when considering methods of improving category perceptions.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +4 PRIORITY RATING: 5
Positive perception driven by Chinese Mainlanders. Females also more positive.
PRODUCT QUALITY
SCORE: +3 PRIORITY RATING: 4
Perception more positive among under 40s, males and Chinese Mainlanders.
PRICING
SCORE: -1 PRIORITY RATING: 3
Perception less positive among older shoppers. Chinese Mainlanders again most positive.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 2
Perception less positive among older shoppers. Negative perceptions offset by positive Chinese Mainlanders.
DF EXCLUSIVES
SCORE: -5 PRIORITY RATING: 1
Perception more
negative among females and older shoppers. Chinese Mainlanders most positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +4
PRIORITY RATING: 5
Positive perception driven by Chinese Mainlanders. More positivity among females vs. males.
PRODUCT QUALITY
SCORE: +1
PRIORITY RATING: 4
Positive perception driven by Chinese Mainland. Shoppers over 40 also more positive.
PROMOTIONS
SCORE: 0
PRIORITY RATING: 3
Perception more positive among females vs males and among shoppers over 40.
PRICING
SCORE: -2
PRIORITY RATING: 2
Perception much less positive in shoppers under 40.
DF EXCLUSIVES
SCORE: -4
PRIORITY RATING: 1
Less positive perception among males. Chinese Mainlanders most positive.
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ON-LAND STORES ON-BOARD STORES