Page 38 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
4.2 GENDER
Although our findings suggest little difference exists in terms of the level of Duty / Tax Free service awareness between males and females, it does identify how females are more prominent browsers of the Duty & Tax Free ofering and also more likely to go on to make a purchase.
Purchasing is much more prominent on-board the cruise liner among both males and females, with just a fifth of males and a quarter of females purchasing on-land.
AWARENESS
A similar level of service awareness exists for both genders, although there is a much higher recall of on-land stores amongst females (45%) than males (39%). Males aged 40 and under are most likely to be aware of Duty / Tax Free services on-land.
BROWSING
Females in general and those aware of an available service are more likely than males to browse the Duty & Tax Free offering. British and Italian females are significantly more likely to browse on-land compared to German females.
PURCHASING
63% of female travellers make a purchase compared to just 56% of males, with purchasing being much more popular on-board than on-land for both genders. This being said, females are the more prominent buyers in both channels.
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