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

Authors

  • Jorge Brantes Ferreira Puc-Rio
  • Angilberto Sabino de Freitas Unigranrio
  • José Pedro Brilhante Rosa PUC-Rio
  • Renata Georgia Motta Kurtz PUC-Rio
  • Maria Luiza Azevedo de Carvalho PUC-Rio

DOI:

https://doi.org/10.7784/rbtur.v6i1.486

Keywords:

Tourism and transport, Aeroshopping, Travel retail, Buyer motivations, Consumer classification.

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.

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Author Biographies

Jorge Brantes Ferreira, Puc-Rio

Graduação em Engenharia Elétrica e Doutor em Administração pelo COPPEAD. Professor do Programa de Pós-Graduação em Administração da Puc-Rio.

Angilberto Sabino de Freitas, Unigranrio

Graduação em Engenharia de produção e Doutor em Administração pela PUC-Rio. Professor Adjunto do Programa de Pós-Graduação em Administração da Unigranrio.

José Pedro Brilhante Rosa, PUC-Rio

Graduação em Administração pela Puc-Rio.

Renata Georgia Motta Kurtz, PUC-Rio

Graduação em Psicologia. Doutoranda do Programa de Pós-Graduação em Administração da PUC-Rio.

Maria Luiza Azevedo de Carvalho, PUC-Rio

Graduação em Administração. Mestranda do Programa de Pós-Graduação em Administração da PUC-Rio.

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Published

2012-04-21

How to Cite

Ferreira, J. B., Freitas, A. S. de, Rosa, J. P. B., Kurtz, R. G. M., & Carvalho, M. L. A. de. (2012). Purchase motivators in Brazilian airports: A typology of airports consumers. Revista Brasileira De Pesquisa Em Turismo, 6(1), 32–47. https://doi.org/10.7784/rbtur.v6i1.486

Issue

Vol. 6 No. 1 (2012): January/April

Section

Articles

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