Page 161 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.7 CONFECTIONERY
CATEGORY OVERVIEW
Confectionery is browsed by under a fifth of European cruise travellers and purchased by 9%. Almost three quarters of Confectionery buyers purchase chocolate.
Perceptions of quality and product range are rated most positively on-board but perceptions of pricing, Duty Free exclusives and promotions are much weaker. Leading purchase drivers for Confectionery items include the product being good quality and it not being available at home.
Leading Buyers:
Italians
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +16
PRIORITY RATING: 5
Perception most positive among shoppers under 40.
PRODUCT RANGE
SCORE: +3
PRIORITY RATING: 4
Perception significantly more positive among Italians and Germans vs. British.
PRICING
SCORE: -4
PRIORITY RATING: 3
Much weaker perception among shoppers over 40 and British.
DF EXCLUSIVES
SCORE: -6
PRIORITY RATING: 1
Weak perception driven by British and shoppers over 40.
PROMOTIONS
SCORE: -9
PRIORITY RATING: 1
Perception significantly weaker among British vs. Germans and shoppers over 40 vs. under 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +10 PRIORITY RATING: 5
Positive perception driven by shoppers under 40.*
PRODUCT QUALITY
SCORE: +9 PRIORITY RATING: 4
Perception more positive among shoppers under 40 vs. over 40.*
PRICING
SCORE: 0 PRIORITY RATING: 3
Perception most positive among shoppers under 40.*
PROMOTIONS
SCORE: -8 PRIORITY RATING: 2
Weak perception about shoppers over 40 and females.*
DF EXCLUSIVES
SCORE: -11 PRIORITY RATING: 2
Weak perception driven by shoppers over 40.*
Base: Confectionery Shoppers (169); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority *Caution low base
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