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Erschienen in:
2007 | OriginalPaper | Buchkapitel
Smart shopping in the European low cost flight market
verfasst von : Gerhild Abler, Michael Ehlting
Erschienen in: Trends and Issues in Global Tourism 2007
Verlag: Springer Berlin Heidelberg
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Before concentrating on the issue to what extent smart shopping contributes to the success in the budget flight sector, the smart shopper consumer profile has to be defined and characterized. It is erroneous to put the smart shopper and the budget shopper on the same pedestal since they differ considerably in their con-sumption preferences, in particular in regard to quality and brand preference. Hence, in contrast to the budget shopper, the smart shopper is not fixated on low prices in terms of a low absolute amount. In fact, a smart shopper is more con-cerned with obtaining an optimal price performance rate. Equipped with well-defined quality awareness, often combined with a high brand orientation, the smart shopper aspires to acquire high quality products or services at bargain prices respective for these products and to gain price advantages, be they with the original price or compared to other customers.