The importance of impulse purchasing behaviour in the international airport environment

✍ Scribed by Gerry Crawford; T. C. Melewar

• Publisher: John Wiley and Sons
• Year: 2003
• Tongue: English
• Weight: 132 KB
• Volume: 3
• Category: Article
• ISSN: 1472-0817
• DOI: 10.1002/cb.124

✦ Synopsis

Abstract

Airports are unique retail environments due to the environmental and psychological issues linked with the travel process. Travellers experience feelings of anxiety, stress and excitement which make them react in unusual ways. Airport retail environments therefore differ from more day‐to‐day channels of distribution. Consequently, retailers' approaches must also differ in order to maximise performance. There is evidence of a considerable impulse purchasing effect in airport retail operations which, if understood and harnessed by airport retailers, can enhance performance. The impulse effects will differ significantly between customer segments due to both the psychological effects of the travel experience and the existence of normative traits. Retailers must create an environment that minimises inherent stress and accentuates or at least maintains natural levels of excitement, while also virtuously motivating impulse purchasing by reducing or eliminating barriers to purchase. Development of an impulse strategy, which should permeate all elements of airport retail activities, is essential for maximising performance and profitability. Copyright © 2002 Henry Stewart Publications Ltd.