Purchase motivators in Brazilian airports: A typology of airports consumers.

Abstract

In order to enhance their revenue streams, airports have increasingly assumed the role of commercial hubs. However, they differ from traditional retailers because of the atmospheric and psychological issues inherent to the act of traveling. Given the scarcity of studies aimed at understanding the motivators of airport purchases in Brazil, this study seeks to investigate the shopping behavior of Brazilian passengers, researching buying motivations at airports. To this end, 157 Brazilian passengers at Santos Dumont airport (Rio de Janeiro) were invited to participate in a survey. The survey instrument was developed based on the variables and constructs suggested by Geuens, Vantomme e Brengman (2004).The results revealed four dimensions of buying motivation: two of them linked to the characteristics of an airport – “Atmospheric” and “Airport Related” - and two others linked to traditional buying behavior – “Social” and “Functional”. Based on the revealed motivational dimensions, the Brazilian passengers were classified in four different groups: Interactive Consumer, Self-centered Consumer, Traditional Consumer and Apathetic/Indifferent Consumer.

Keywords

• Turismo e transporte
• Aeroshopping
• Travel retail
• Motivadores de compra
• Classificação de consumidores.