Analysis of shopping preference and satisfaction with airport retailing products

This paper studies passengers' responses to retail products at Taiwan Taoyuan International Airport. Incorporating the passengers' demand factors, modified grey relational analysis is applied to establish the priority relations of product categories for shopping purposes and satisfaction. The results indicated that travelers valued the utility and souvenir characteristics of products. The youngest respondents tended to shop in souvenir and cafe stores. Satisfaction analysis showed higher rankings for brand-name, utility, and low-cost products, and low satisfaction levels on quality and price of cafe products. (C) 2010 Elsevier Ltd. All rights reserved.