Consumer behavior elements that influence buying decisions.

Abstract

Retail carts were recently introduced in the terminals at JHB International Airport and a need was identified by the researcher to gain an understanding on the buying behavior of low cost passengers. This segment is growing in double digits yearly and an opportunity for enhancing Airports Company's revenue exists by offering a tailor-made product to this segment. A profile was established on the low cost passenger in this study, enabling the development of a customized product for this segment. The current product offering was matched to preferences and expectations of the low cost passenger, with recommendations on enhancing retail opportunities and revenue streams within the terminal building contained in this study.