Consumer Behavior and Marketing Strategies in the Duty Free Market. : An Explorative Study on Offer, Customer Service and Atmosphere.

Abstract: 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.