Students’ shopping behaviour in retail outlets at airports

Abstract

This study focuses on the retail outlets frequented by travellers in airports. Customers, with varying income, age, and gender are impacted differently when passing through these outlets. The purpose of this study is that through the quantitative study conducted by distributing 225 anonymous surveys on different groups on Facebook, the researcher could attempt to understand better customers’ behaviour. The findings reveal that the participants’ background, such as their gender, profession, etc., does not impact their behaviour when purchasing from retail outlets. However, other factors, such as time and income, do influence the participants’ decisions. Interestingly, the findings suggest that men consider purchasing alcohol prior to their flight more than women do. Advertising and technology also impact travellers’ purchasing behaviour. Indeed, the findings indicate that advertising influences women more than men and that technology is something that participants actively would make use of in retail outlets.