ORCID
Tirapot Chandarasupsang: https://orcid.org/0009-0009-7253-0004
Abstract
This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy and secure purchasing channels. These findings offer actionable insights for duty-free shops to develop targeted marketing strategies tailored to each segment's needs and preferences. This study advances the academic understanding of customer behavior in the luxury goods market and provides practical implications for customer-centric marketing in the duty-free retail sector.
Recommended Citation
Hui, Feng; Loahavilai, Piang-or; Chakpitak, Nopasit; and Chandarasupsang, Tirapot
(2025)
"K means clustering analysis for Chinese tourists' segmentation on duty-free personal luxury goods purchasing intentions in the Asia-Pacific region,"
Asia Marketing Journal: Vol. 27
:
Iss.
2
, Article 5.
Available at: https://doi.org/10.53728/2765-6500.1653
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