Page 155 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
TOBACCO – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 20%
4 in 5 Tobacco purchases are for self-consumption. However, compared with other categories, incidence
Self
80% of gifting is fairly highest.
vs. average self: 84%, average gift / request: 16%
PURCHASE PLANNING – MAIN ITEM
Impulse 19%
vs. average planned: 69%, average impulse: 31%
Tobacco main item purchases have the highest level of planning of all categories. Of those who planned their
Planned
81% purchase, 57% knew the
exact product they would buy.
SELF PURCHASE DRIVERS – MAIN
Usual brand
Good quality
Well-knownbrand
Cheaperprice
Looksnewand different
Cannotgetathome
21% vs. 18% 19% vs. 34%
16% vs.25% 16% vs.21% 16% vs.17% 16% vs.13%
Brand familiarity and quality are key drivers among Tobacco self- buyers, with other key drivers including cheaper pricing, new products and limited availability. Brands should look to drive perceptions of indulgence and quality within well-known and premium brand marketing to affirm current customer base and promote non-regular brand purchasing behaviour among other Tobacco purchasers.
ITEM
Base: Tobacco Main Item Buyers (54)
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