Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/9282

Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Spending time, spending money: passenger segmentation in an international airport
Authors: Freathy, Paul
O'Connell, Frank
Contact Email: j.p.freathy@stir.ac.uk
Keywords: Retail
Airports
Commercial Strategy
Consumer Behaviour
Market Segmentation
Issue Date: Sep-2012
Publisher: Taylor and Francis
Citation: Freathy P & O'Connell F (2012) Spending time, spending money: passenger segmentation in an international airport, International Review of Retail, Distribution and Consumer Research, 22 (4), pp. 397-416.
Abstract: Changes within the air transport sector have required many European airports to either develop or expand their commercial activities. Strategies have included the expansion of retail space, a broadening of the tenant and merchandise mix and the development of a passenger segmentation strategy. This paper explores the efficacy of this approach by identifying the behaviour of different passenger segments while in an international airport. Using a framework of strategic market segmentation, it identifies how travellers allocate their time having entered 'airside' and details any purchases made. Using observational research and a face to face quantitative survey, 301 passengers were tracked and interviewed. Through a broad based, a priori form of segmentation, significant differences in shopping behaviour are identified. Such findings assist with the development of the airport's commercial strategy and allow a number of observations to be made about the value of market segmentation from both a theoretical and managerial perspective.
Type: Journal Article
URI: http://hdl.handle.net/1893/9282
DOI Link: http://dx.doi.org/10.1080/09593969.2012.690778
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Author's Accepted Manuscript of an article published in The International Review of Retail, Distribution and Consumer Research, Volume 22, Issue 4, 2012 copyright Taylor & Francis, available online at: http://www.tandfonline.com/10.1080/09593969.2012.690778
Affiliation: Marketing and Retail Division
Dublin Airport Authority

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