Subjects
53 Ciencias Económicas
5304 Actividad económica
530401 Consumo, ahorro, inversión
Travel Retail : el comportamiento del consumidor en el canal de los Duty Free
Abstract
El
mercado
del
transporte
aéreo
está
a
finales
de
su
fase
de
crecimiento
y
por
lo
tanto
la
demanda
alcanza
su
mayor
nivel.
Frente
a
este
fenómeno,
la
rentabilidad
de
las
tiendas
Duty
Free
debería
incrementar.
Sin
embargo,
por
mucho
que
aumenta
el
tráfico
en
los
aeropuertos,
los
Duty
Free
permanecen
con
una
tasa
de
conversión
muy
débil.
Esta
situación
inhabitual
lleva
a
preguntarse
por
las
causas
de
este
lucro
cesante.
Por
consiguiente,
este
presente
estudio
ofrece
un
enfoque
exploratorio
del
comportamiento
del
consumidor
en
el
canal
de
los
Duty
Free.
Persigue
el
objetivo
general
de
investigar
sobre
las
emociones
experimentadas
por
los
viajeros
a
la
hora
de
coger
el
avión
y
su
influencia
en
su
comportamiento
de
compra.
Esta
tesina
termina
con
un
conjunto
de
recomendaciones
bajo
la
forma
de
un
mix
marketing
para
mejorar
el
modelo
de
gestión
de
los
Duty
Free
a
destinación
de
managers
y
empresas
presentes
en
el
travel
retail.
The market of the air transport is at the end of its phase of growth and therefore the demand reaches its major level. Given this phenomenon, the profitability of the Duty-‐Free shops should increase. Nevertheless, for much that increases the traffic in the airports, Duty-‐Free they remain with a very weak conversión rate. This unusual situation conduct to ask oneself for the reasons of this loss of income. Consequently, this present study offers an exploratory approach of the consumer behavior in the channel of Duty-‐free. It pursues the general objective of investigating about the feelings experienced by the travelers and its influence in his their purchasing behaviour. This study finishes with some recommendations under the form of a mix marketing in order to improve the Duty-‐free business model adressed to managers and companies which opérate in the travel retail.
The market of the air transport is at the end of its phase of growth and therefore the demand reaches its major level. Given this phenomenon, the profitability of the Duty-‐Free shops should increase. Nevertheless, for much that increases the traffic in the airports, Duty-‐Free they remain with a very weak conversión rate. This unusual situation conduct to ask oneself for the reasons of this loss of income. Consequently, this present study offers an exploratory approach of the consumer behavior in the channel of Duty-‐free. It pursues the general objective of investigating about the feelings experienced by the travelers and its influence in his their purchasing behaviour. This study finishes with some recommendations under the form of a mix marketing in order to improve the Duty-‐free business model adressed to managers and companies which opérate in the travel retail.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Travel retail, Comportamiento del consumidor, Duty Free, Emociones, Travel retail, Consumer behavior, Duty Free, Feelings