Consumer Behavior and Marketing Strategies in the Duty Free Market.: An Explorative Study on Offer, Customer Service and Atmosphere.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This explorative study strives to investigate the marketing strategies companies apply in the Duty-Free market and whether consumers perceive them accordingly. The theoretical concepts used for this research were: marketing strategies in the Duty Free market and consumer behavior to allow a comparative approach. In addition, three Variables have been considered and explored: the Offer, the Customer Service and the importance of the Atmosphere in consumers’ purchasing behavior. A model was created to connect all the theoretical concepts and contributed to answering the research question. Perspectives of firms and consumers were investigated through interviews and surveys. The Atmosphere, the Offer and the Customer Service were examined as marketing strategy’s variables. The former is relevant in influencing customers’ behavior, the offer of exclusive products meets the needs and expectancies of customers, but the poor customer service degrades the purchasing experience. The marketing strategies of firms need to be shaped according to these conclusions.
Place, publisher, year, edition, pages
2012. , 53 p.
Duty Free, strategy, customers’ behavior, atmosphere, offer, customer service
IdentifiersURN: urn:nbn:se:uu:diva-180305OAI: oai:DiVA.org:uu-180305DiVA: diva2:549049
UppsokSocial and Behavioural Science, Law