Changes in buying behaviour in airport retail: A qualitative research of passengers' perception towards airport shopping
Keskinen, Veera (2021)
Keskinen, Veera
2021
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https://urn.fi/URN:NBN:fi:amk-202105189281
https://urn.fi/URN:NBN:fi:amk-202105189281
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The aim of this thesis is to gain understanding of passenger buying behaviour as it is now and how the changes in airport retail business and the rapid growth of e-commerce influ- ence on passengers ́ way of making their purchases at airports. Based on the prior litera- ture concerning this topic, researchers have been interested of the impulsive buying be- haviour created by the unusual shopping environment of airport retailing and how pre- planned purchasing has been integrated more and more into passengers ́ buying behav- iour because of technology and online shopping, as well as passengers are preferring to spend less time at the airport. The main goal of this study is to examine the following three research questions: (RQ1) Is there a change in passenger buying behavior? (RQ2) Which features are influencing on passengers buying from airport retail stores? (RQ3) How the possible changes of passenger buying behavior affects to airport retail business?
The study examines prior literature and showcase how this topic has been research al- ready from different perspectives. The conceptual framework of Kotler & Keller ́s buying decision making process and Marketing mix of 4 Ps by Armstrong were used as a guide for creating the interview questions for the qualitative research in order to gather data for this study. Semi-structured in-depth interviews were conducted through online meetings with five passengers from different background of business and leisure travelling to gain under- standing of passenger buying behavior from different perspective.
The results show similarities to the prior literature but also introduce how passengers per- ceive differently the airport retailing and how it is influencing on their buying behavior. Based on the interviews, price is still a key factor whether passengers are willing to pur- chase products from airport. Need-based and pre-planned purchasing are common trends amongst the passengers. Impulsive purchasing is often influenced by the travel company and “dwell-time”. The results showcase the needed changes in product selection and cus- tomer profiling by the retailers to keep passengers’ valuating and interested of shopping at airport.
The study examines prior literature and showcase how this topic has been research al- ready from different perspectives. The conceptual framework of Kotler & Keller ́s buying decision making process and Marketing mix of 4 Ps by Armstrong were used as a guide for creating the interview questions for the qualitative research in order to gather data for this study. Semi-structured in-depth interviews were conducted through online meetings with five passengers from different background of business and leisure travelling to gain under- standing of passenger buying behavior from different perspective.
The results show similarities to the prior literature but also introduce how passengers per- ceive differently the airport retailing and how it is influencing on their buying behavior. Based on the interviews, price is still a key factor whether passengers are willing to pur- chase products from airport. Need-based and pre-planned purchasing are common trends amongst the passengers. Impulsive purchasing is often influenced by the travel company and “dwell-time”. The results showcase the needed changes in product selection and cus- tomer profiling by the retailers to keep passengers’ valuating and interested of shopping at airport.