Page 83 - European Cruise Traveller Duty & Tax Free Retail
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Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.3 LEADING PURCHASE DRIVERS: ON-BOARD
Several purchase drivers stand out as being key to a European cruise travellers’ decision to make their main item purchase (the item the buyer considers to be their most important Duty / Tax Free purchase) on-board the cruise liner. However, due to their prominence, the following three factors should be prioritised when considering strategies to drive future purchasing and shape shopper behaviour going forward:
The item being good quality
The item being cheaper than elsewhere; and
The item being bought as a treat / reward
Other leading purchase drivers identified by European cruise travellers purchasing their main item from stores on-board the cruise liner include there being an attractive promotion, the product being the purchaser or recipients usual brand, the item being a well-known brand and the item being a good souvenir of the trip.
PURCHASE DRIVERS: ON-BOARD DUTY / TAX FREE STORES
Base: On-board main item buyers (320)
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