Module 2

Marketing of Air Transport Services

 Module Contents
• Customer & Consumer
• Apparent and True Needs
• Consumer Behaviour
• Consumer Decision Making Process
• Customer in the Business Air Travel Market
Customer in Leisure Air Travel Market Customer in
the Air Freight Market
• Market Segmentation in Air Passenger & Air Freight
Market
• Building Customer Satisfaction
 Who is a Customer?
Customer Vs Consumer

Consumer are those people who actually

travel.

Customers are those who purchases an

airline product or service followed by a
monetary transaction.

A customer may not necessarily fly.

 Who is a Customer?
Customer Vs Consumer

Marketing point of view, four customer decisions must be analyzed:

1. Will the customer (or the person under consideration) fly at all?

2. What mode of transport will be selected?

3. For air travel, what class of service will be purchased?

4. Which airline will be selected?

 Who is a Customer?
Customer Vs Consumer

In Aviation marketing, the focus should be only on the traveller but also
on the people making travel decisions. These include:

Specifier: The person or a group of people who decide to pick a

particular airline company to deliver a product or a service

User: The person or a group of people who use or consume that

product or service

Influencer: The person or a group of people who influences or approves

the purchase

The above holds true in case of business air travel.

 Who is a Customer?
Customer Vs Consumer

In case of a leisure traveller, the decision making process can be different.

Decide Select Select Make the

time destination itinerary booking

Knowing the nature of customer decision making process is a major step towards
more effective marketing. Timing of marketing activities is just as important.
 Who is a Customer?
Customer Vs Prospect

A customer is a person who has already

made a purchase from your
organization.

A prospect is a person who buys the

same product or service from someone
else.

Prospects are future customers.

 Who is a Customer?
Customer Vs Prospect

Prospects & Customers can be classified as:

Cold prospect: someone in your market

with whom you have not had any previous
contact

Warm prospect: someone in your market

with whom you have had previous contact
indicating a possible future purchase

First-time customer: someone who is

buying from you for the first time
 Who is a Customer?
Customer Vs Prospect

Prospects & Customers can be classified as:

Repeat customer: someone who is buying

from you for the second time

Regular customer: someone who buys

from you frequently

Loyalist: someone who only buys from you

Advocate: someone who recommends you

to others on the basis of their experience of
using your product or service
 Who is a Customer?
Consumer Behaviour

Consumer behaviour is the study of

how individual customers, groups or
organizations select, buy, use, and
dispose ideas, goods, and services to
satisfy their needs and wants.

It refers to the actions of

the consumers in the marketplace and
the underlying motives for those
actions.
 Who is a Customer?
Consumer Decision Making process

Problem / Need
Recognition
Information
Search

Evaluation of
Alternatives
Actual
Purchase
Post purchase
evaluation / behaviours
Theory

Complication
 Who is a Customer?
Consumer Decision Making process

It is important to consider the customer’s actual motivation for buying products

or services. That is where the Means-end Chain comes in.

Means-end Chain – The logical progression of a product or a service use that

eventually leads to a desired end benefit.
Example:

A consumer may see that leading to greater

a car has large engine acceleration Customer focus
should be on his self
esteem rather on the
leading to a feeling of leading to a feeling of large car engine
power performance

This ultimately improves the customer’s Self Esteem.

Means-end – Work- life Groove (balance)
Means-end – Dream Big
Means-end – Unwind (Relax)
Consumer Motivation
 Consumer Motivation

Needs - Needs are a state of self-deprivation in an individual. 

Wants - Wants are desires for specific satisfiers of needs. 
Demands- Demands are human wants backed by ability and willingness
to buy.

What leads to a purchase?

Apparent Needs True Needs

Needs that Needs that

customer claim are real

True Needs are at the heart of a successful marketing

 Consumer Motivation
Apparent Needs Vs True needs
Take this example,

A company director asked his manager what is he actually looking for in

an airline when taking long-distance flights?
In Reality the manager might have wanted
The Manager answers: these which he may not reveal it to his
I prefer this flight because director:

Punctuality Loyalty Points

Flight Frequency Facilities
Low airfare (to reduce company Comfort
cost) In-flight Services

Apparent Needs True Needs

 Consumer Motivation
Wants of Business & Leisure Air Travellers

Short-haul Business Long-haul Business Leisure

Travellers Travellers Travellers

1. Safety 1. Safety 1. Safety

2. Punctuality 2. Comfort 2. Price
3. Convenience 3. Punctuality 3. Culture Comfort
4. Price 4. Convenience 4. In-flight Services
5. Comfort 5. In-flight Services 5. Punctuality
6. In-flight Services 6. Loyalty Schemes 6. Loyalty Schemes
7. Loyalty Schemes 7. Facilities 7. Convenience
Airline Segmentation, Targeting &
Positioning
Segmentation, Targeting & Positioning

Market segmentation is the process of creating customer groups based

on common behavioral and consumption patterns.
Customers are largely segregated on
demographic, psychographic, behavioral, and
geographic similarities.

These four segments are further classified into

subcategories to optimize marketing strategy.
Segmentation, Targeting & Positioning
Market Targeting

In today’s digital world, marketing has become a precise and

customer-centric process.

Targeting your customers with specific advertisements that are

relevant and timely for them works better, than running a generic,
fancy ad campaign.
Segmentation, Targeting & Positioning
Market Positioning

This is a strategic exercise that outlines the USP of a product and

highlights what makes it better than its competitors.

This exercise is a basic tenet of every marketing story.

It works at three levels: 

find out who the right audience is,
find out their needs
craft a marketing strategy that tells them how the product is best-fit
for them. 

The better a product’s positioning, the higher its business success.

Segmentation, Targeting & Positioning
Relationship between Segmentation, Targeting and Positioning

SEGMENTATION
Identifying
PRODUCT
meaningfully
different groups of
customers TARGETING PRICE
Selecting which
segment(s) to serve

POSITIONING
Implementing
DISTRIBUTION chosen Image &
Appeal to chosen
PROMOTION
segment(s)
Segmentation, Targeting & Positioning
Types of Marketing Segmentation?
DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC
SEGMENTATION SEGMENTATION SEGMENTATION

Age Countries Social Class

Gender Continents Lifestyle
Life cycle Stage Regions Personality
Religion Cities Interests
Occupation States Values
BEHAVIOURAL
SEGMENTATION

Occasional buyers
Benefits Sought
User Status
Usage Status
Loyalty Status
Segmentation, Targeting & Positioning
Types of Marketing Segmentation?

DEMOGRAPHIC
SEGMENTATION

Age
Gender
Life cycle Stage
Religion
Occupation
Segmentation, Targeting & Positioning
Types of Marketing Segmentation?

GEOGRAPHIC
SEGMENTATION

Countries
Continents
Regions
Cities
States
Segmentation, Targeting & Positioning
Types of Marketing Segmentation?

PSYCHOGRAPHIC
SEGMENTATION

Social Class
Lifestyle
Personality
Interests
Values
Segmentation, Targeting & Positioning
Types of Marketing Segmentation?
BEHAVIOURAL
SEGMENTATION

Occasional buying
Benefits Sought
User Status
Usage Status
Loyalty Status
Segmentation, Targeting & Positioning
Developing a Marketing Segmentation Strategy

Steps to develop a market segmentation strategy:

1. Analyze your existing customers

- Get feedback
- Brainstorm with your sales team
- Analyze your website analytics
- Analyze audience interest

2. Build a consumer segment group for your product

3. Create a brand positioning for your product
4. Find the right market segment that’s a right-fit for your Brand
5. Launch your campaign
Segmentation, Targeting & Positioning
Requirements for an effective Marketing Segmentation

MEASURABILITY SUSTAINABILITY

ACCESSIBILITY ACTIONABILITY
Segmentation, Targeting & Positioning
Market Targeting

A company cannot concentrate on all the segments of the market. It can however
divide the market into segments and target the most suitable segment(s) as its
target market.

Market targeting is a process of selecting the target market from the entire
market.

Target market consists of

group/groups of buyers to whom
the company wants to satisfy or
for whom product is
manufactured, price is set,
promotion efforts are made, and
distribution network is prepared.
Segmentation, Targeting & Positioning
Market Targeting strategies

There are 4 primary targeting strategies used by businesses

Targeting Broadly Targeting Narrowly

Undifferentiated Differentiated Concentrated Micromarketing
Market Market Market

Promoting to Promoting to Promoting to one Local marketing in

whole market separate markets or a few neighborhoods, cities,
with one offer with an offer for segments or to a etc
each niche market
Individual Marketing
Promoting to one
person
Segmentation, Targeting & Positioning
Market Targeting Strategies

Undifferentiated Marketing

Often referred to as mass marketing, the undifferentiated strategy basically

ignores the differences between market segments and treats the entire market as
one, single target.

Fundamentally, there is no targeting at all. Everyone is a potential customer. 

The point of mass marketing

is to reach as many people
as possible, in the hope that
they get on board with your
brand. 
Segmentation, Targeting & Positioning
Market Targeting Strategies

Differentiated Marketing

Also known as ‘segmented’ marketing, it entails isolating a number of (generally

two or more) primary target segments that have the most potential value for the
company.

It makes sense for brands to

identify several market
segments and then design
separate, concentrated
strategies for each.
Segmentation, Targeting & Positioning
Market Targeting Strategies
Differentiated Marketing
Horlicks
Segmentation, Targeting & Positioning
Market Targeting Strategies
Differentiated Marketing
Accor Hotels
Segmentation, Targeting & Positioning
Market Targeting Strategies

Concentrated Marketing

Concentrated marketing is often

called ‘niche marketing’.

Niche marketing puts all of its

focus on one, or a few, Caters to the Affluent class only
narrow, specific consumer
groups.

Brands channel all of their marketing efforts towards their uniquely defined
segment of the population, with the aim of owning this particular segment over
their competitors.
Segmentation, Targeting & Positioning
Procedure of Market Targeting
Market targeting procedure consists of two steps:

1 2
Evaluating Market Segments Selecting Market Segments

-Attractiveness of Segment When the evaluation of

Market size, profitability, measurability, segments is over, the
accessibility, actionable, potential for growth, company has to decide in
scale of economy, differentiability) which market segments to
enter. 
-Objectives and Resources of Company
The firm must consider whether the segment
suit the marketing objectives. Similarly, the
firm must consider its resource capacity.
Segmentation, Targeting & Positioning
Procedure of Market Targeting
Alternate Strategy for Market targeting

Single Segment Concentration Selective Specialization

A company selects only a single A company selects several segments

segment as target market and offers a and sells different products to each of
single product. the segments.
Here, product is one; segment is one.
Cigarettes to smokers
Eg. Product – Anti Hair fall Shampoo FMCG to women /men
Segment – People who are loosing / lost Eg. ITC Hotel services to travellers
hair. Clothing to fashion enthusiasts
Stationeries to students
Segmentation, Targeting & Positioning
Procedure of Market Targeting
Alternate Strategy for Market targeting

Product Specialization Market Specialization

A company makes a specific product, This strategy consists of serving many

which can be sold to several segments. needs of a particular segment. Here,
Here, product is one, but segments are products are many but the segment is
many.  one.
Eg. Deodorants, Perfumes, etc
Segments – Youths, Adults, Women, Eg. Banking Services (Loans, Insurance)
Corporate, Teens, etc Segment – Working class
Segmentation, Targeting & Positioning
Procedure of Market Targeting
Alternate Strategy for Market targeting

Full Market Coverage

A company attempts to serve all the customer groups with all the products they
need. Here, all the needs of all the segments are served. 

Eg. Uniliver products

Segmentation, Targeting & Positioning
Market Positioning

Market positioning is a strategic exercise we use to establish the

image of a brand or product in a consumer’s mind. 

This is achieved through the four Ps:

promotion, price, place, and product. 
Vs
The more detailed your positioning
strategy is at defining the Ps, the more
effective the strategy will be. What do you think of the above brands?
Segmentation, Targeting & Positioning
Market Positioning

Example of Market Positioning:

A ladies shoe company might

position its products as a status
symbol

A fast-food chain that serves

sandwiches might position itself as
the healthier fast-food option

A car company might position

itself as the safest option for a family
Segmentation, Targeting & Positioning
Market Positioning
Knowing your target
Customer needs market and how you will
fulfill their specific needs.

Positioning your
Product price brand/product as
Types of
competitively priced
positionin
g strategies Associating your
Product quality brand/product with a
specific use

Positioning your brand

Competitors as better than your
competitors
Segmentation, Targeting & Positioning
Market Positioning

Types of positioning
strategies

Create a
Positioning in
positioning Competitor
advertisements
statement Analysis

Create a Find your

tagline current position
Segmentation, Targeting & Positioning
Market Positioning

Create a positioning statement

A positioning statement is a document one or two sentences long

that succinctly identifies your business’ unique value in relation to
your competitors.

Before you begin writing your positioning statement you need to ask:

Who is your target customer?

What category does your business belong in?
What’s the biggest benefit your business provides?
Can you prove that benefit?
Segmentation, Targeting & Positioning
Market Positioning

Create a positioning statement examples

Our Code of Business Principles Our Code of Business Principles

commits us to running our operations commits us to running our
with honesty, integrity and openness. operations with honesty, integrity
Our approach is always to and openness. Our approach is
understand issues of concern and always to understand issues of
respond. concern and respond.
Segmentation, Targeting & Positioning
Market Positioning

Create a tagline

A tagline is an even shorter, snappier version of your positioning

statement, it tells the customer everything they need to know in a
short, memorable burst.

These catchy little quips conjure up an image of your business in the

mind of your target audience.
Segmentation, Targeting & Positioning
Market Positioning

Create a tagline

Here are a few well-known taglines for

reference:

L’Oreal: “Because you’re worth it.”

Nike: “Just do it.”

B&Q: “You can do it when you B&Q it.”

California Milk Processor Board: "Got Milk?"

Segmentation, Targeting & Positioning
Market Positioning

Competitor Analysis

Competitor analysis is all about identifying your competitors and

analyzing everything you can find about them.

You’ll evaluate their strategies so you can determine their strengths and
weaknesses in comparison to your business and use it to your advantage.
 Segmentation, Targeting & Positioning
Market Positioning
Competitor Analysis

Understanding your competitors is the key Objectives

to finding gaps in the market your business What share of the market
can fill. do your competitors have?

When you’re analyzing competitors take History

the following into consideration: Take a look at their past
marketing efforts, their
messaging, do they get a
Strategy
lot of engagement on their
Audience content efforts?
Study white papers,
What’s their relationship
promotional campaigns,
with their audience like?
and advertisements
Segmentation, Targeting & Positioning
Market Positioning

Find your current position

Once you’ve figured the competition out you’ll need to figure out where
you currently fit in the market.

Look at how your business fits in your competitive landscape, including

how your customers think your business ranks and how you think your
business ranks.
Segmentation, Targeting & Positioning
Market Positioning
Find your current position
Segmentation, Targeting & Positioning
Market Positioning

Positioning in advertisements

Adverts are usually the first place a

business positions itself.

It’s imperative you share your value

proposition clearly.

For example, if you were a brand new

skincare business, you’d need to
determine who your target market is
and what they need. 
Air Passenger Market
Airline Passenger Market

Identification of needs

Vs

Prioritization of need fulfillment

Airline Passenger Market

Over Segmentation

Vs

Under Segmentation
 Airline Passenger Market
Segmentation variables
Segmentation of air passenger market has traditionally
been based on the use of three variables

The purpose of The country or

a passengers the culture of
journey origin
The length of
their journey
 Airline Passenger Market
The purpose of a passengers journey
Journey purpose has always been the fundamental segmentation
variable in the air passenger market with two essential divisions

Journey Purpose

Business Travel Leisure Travel

Corporate Independent Holiday Leisure Visiting Friends

Business Travel Business Travel Travel & Relatives
 Airline Passenger Market
The Length of the Journey

Short - Haul Travel Long - Haul Travel

Airport Services experience

There are comparable differences
between the requirements of a In-flight Services experience
short-haul traveller and a long
haul traveller. Common requirements

The cut-off point between short-haul and long-haul is still debated.

 Airline Passenger Market
Country/ Culture of Origin

Origin by geographic Origin by Cultural

location background
The concept of Global Branding and seamless services

Airline Alliances These concepts in aviation come

into conflict with a marked
difference in customer
requirements which occur between
cultures / countries.

Eg. Seating conveniences

Food & Beverage
Customer Requirements
Business Travel Market
Customer Requirements
Business Travel Market

Can Airlines satisfy all the needs of a

Business traveller ???

Identification of needs

Vs

Prioritization of need fulfillment

 Customer Requirements
Business Travel Market

The importance of Market research

In-flight Surveys Vs Surveying Potential Customers

Using Marketing firms Asking Vs Presenting an Offer

Surveys via Email, Telephone, Group New Competition Analysis

Interviews
Better understanding of Customers
Advantage- Covers Disadvantage- Readjustment of Services
a wide market, Incorrect / Biased
More reliable data Response
Customer Requirements
Business
Travel
Market
In-flight
Services

Airport Frequency
Services & Timings

Frequent
Punctualit
Flyer
Benefits y

Seat Airport
Accessibility / Location &
Ticket Flexibility Access
 Customer Requirements
Business Travel Market
Frequency & Timing of Flights

In Short-haul flights, frequency Advantages of having high

& timings are all important for frequency and appropriate
business travellers. timings

Suitability to travelers’ change

of plans
How many flight Does the timing of
the flights meet the Flexibility in travel
are available in a
particular route? needs of the
business traveller? Strong Correlation between
Frequency of flights & market
Share
 Customer Requirements
Business Travel Market
Punctuality

Punctuality of flights is of
obvious, crucial importance to
business travellers with No airline can hope to obtain a
delays meaning large share of the available
business travel market of it is
1. Inconvenience saddled with the handicap of
2. Loss of clients / customers poor punctuality reputation.
3. Missed appointments
Etc
 Customer Requirements
Business Travel Market
Airport Location and Access

On Short-haul routes, passengers prefer services from a local,

easily accessible airport, rather than from a more distant hub.

This rule may apply even if the services from a local airport is
with a “No Frills” airline.
 Customer Requirements
Business Travel Market
Seat Accessibility & Ticket Flexibility
Seat Accessibility: An important need of a business traveller. It refers to
the probability of a passenger being able to book a seat on a flight shortly
before its due to depart.

An important aspect of ticket flexibility is that many passengers expect a

right to “No-Show”, and then to be rebooked on a later flight without any
additional charges.
Seat Accessibility and ticket flexibility is an essential feature
required during

1. Sudden crises
2. Emergency
3. Last minute change of plans
 Customer Requirements
Business Travel Market
Frequent Flyer benefits

An important aspect for business travellers.

FFPs in

Short-haul flights VS Long-haul flights

Will FFPs lead to a change in passenger behaviour?

 Customer Requirements
Business Travel Market
Airport Services
The importance of Airport services depends on the time spent in the
airport before and after a flight.

1. Check-in services
2. Baggage services
3. Priority services (Priority check-in , Security, boarding, etc)
4. Facilities available
5. Lounge services
Etc

Airport Services in

Short-haul flights VS Long-haul flights

 Customer Requirements
Business Travel Market
In-flight Services
In flight Services in

Short-haul flights VS Long-haul flights

In short-haul routes, in-flight In-flight service factors taken into account:

services assumes a lower priority.
Nonetheless, it can still be 1. Seating comfort
important. Lack of airport services 2. Class of cabins
also raise the importance of in- 3. Food & Beverage
flight services. Etc
Customer Requirements
The Leisure Travel Market
 Customer Requirements
The Leisure Travel Market

The differences between business and leisure air travel begin with
the demographics of leisure travel.

Demographic
characteristics

Gender
Age
Lifecycle stage
Disposable income
 Customer Requirements
The Leisure Travel Market

Besides differences in demographic characteristics, there are also

substantial contrasts in leisure customer requirements.

Leisure customer
requirements

Best Airfare
Tax benefits

Spending in Air travel

Vs
Spending in Accommodation, Food, Recreation, etc
 Customer Requirements
The Leisure Travel Market

The overall effect of these factors tending towards price sensitivity is

a clear one: the leisure air travel market is and always will be low-
yielding.

Price Competition
Vs Among airline companies
Service provision

Does involvement in leisure market result in

airlines losing money?
 Customer Requirements
The Leisure Travel Market

The leisure market has a number of characteristics which allow

efficient airlines to meet their customers' requirements much more
cheaply than is possible in the business travel market, in ways which
may allow the leisure market to be a substantial, and welcome,
source of profits.

Leisure travellers do not generally require frequent,

on-demand service

Lower seat-kilometer costs

Operate at very high load factors (over 90%)

Peaking patterns and timing needs

 Customer Requirements
The Leisure Travel Market

The leisure market has a number of characteristics which allow

efficient airlines to meet their customers' requirements much more
cheaply than is possible in the business travel market, in ways which
may allow the leisure market to be a substantial, and welcome,
source of profits.

Willingness of leisure
passengers to sacrifice some of Free F & B
the product features (comfort,
airport service and catering) Vs
Airport standards, leisure
passengers will often accept Paid F & B
longer minimum check-in times
Customer Requirements

The Air Freight Market

 Customer Requirements
The Air Freight Market

Freight:

Goods transported in bulk by truck, train, ship, or aircraft.

Air freight:

Air freight is the transportation of packages and goods by air for quick and
safe delivery. 
 Customer Requirements
The Air Freight Market

For Many years, air freight was seen as a side business by airline companies.

Such attitudes are no longer acceptable.

With increasing revenues in the air freight market, competition also increases.

Staying ahead in the competition would require professional marketing.

Air freight market segmentation

Emergency Markets Perishable Markets Non - perishable Markets

Routine Perishable Non - Routine

Markets Perishable Markets
 Customer Requirements
The Air Freight Market

Difference between passenger and freight markets

First area of contrast is that A further problem in air

air freight travels only one freight marketing is that
way on a route compared freight is extremely
to air passengers. heterogeneous (Size,
Quantity, etc).
Exceptions do exist. A final area of variation is
the handling and storage
conditions that different
commodities require.

High value goods

Fragile goods
Storage conditions
 Customer Requirements
The Air Freight Market
Nature of competition

On the passengers side, airlines are very fortunate that, on long haul routes, all
passengers who travel do so using air transport. With air freight, the situation is
totally different.

Air transport face intense competition from surface transport and water transport.

Additionally, surface and water transport cost is less compared to air transport.

So why use air transport

services ???
Customer Requirements

The Air Freight Market

Market Segmentation
 Customer Requirements
The Air Freight Market

Market segmentation in the air freight market is as important as it is in the

passenger side of the business.

Only if markets are properly segmented, airlines can find a basis for their
product, price and promotional policies.

Air freight market segmentation

Emergency Markets Perishable Markets Non - perishable Markets

Routine Perishable Non - Routine

Markets Perishable Markets
 Customer Requirements
The Air Freight Market
Air freight market segmentation

Emergency Markets

Emergency situations occur when goods have to be moved by the fastest possible
mode of transport with costs of achieving a fast transit is a secondary
consideration.
Emergency Situations

Operational Emergency Marketing Emergency

Occurs when a firm has to Occurs when a supplier has

rectify an operational missed his deadline or a
problem.
customer is expressing his
dissatisfaction with service levels
 Customer Requirements
The Air Freight Market
Air freight market segmentation

Emergency Markets

In terms of customer requirements, the emergency segment has clear customer

needs which airlines must satisfy if they are to compete in the market.

1. Fastest possible door-to-door transit 2. Ability to track shipments

Frequency Availability of
Communicate Door-to-door
of flights cargo Space
accurate and collection and
real time delivery
information service
about the status
of consignments
 Customer Requirements
The Air Freight Market
Air freight market segmentation

Emergency Markets

The emergency segment of demand has always been, and remains highly important
to an airline’s air freight business.

Without competing in this business, cargo companies would be confined to a very

small role in the logistics industry and their market share would be very low.

To avoid this, it has been necessary to develop arguments as to why air freights
should be the preferred option for the routine as well as the emergency shippers.

This is where the second segment comes in – Perishable & Non- Perishable markets
 Customer Requirements
The Air Freight Market
Air freight market segmentation
Perishable markets

Two categories of Perishable markets are

Routine Perishability Non-routine Perishability

These are transport of products These are transport of products

which are cultivated or manufactured which are cultivated or
on a regular periods. manufactured throughout the
year.
For example,
Seasonal Fruits - Mango, For example,
Pomegranate Automobiles, Electronic gadgets
Seasonal Vegetables – Bell Peppers Non Perishable foods – Pulses,
Seasonal flowers - Tulips Grains, Proprietary foods, etc
 Customer Requirements
The Air Freight Market
Air freight market segmentation
Perishable markets

Perishability in international logistics occurs for two reasons in particular

Physical Perishability Economic Perishability

A situation where It occurs the life cycle

goods physically within which they
deteriorate with the remain salable is a short
passage of time. one.

For example, For example,

Fruits & Vegetables, Newspapers, fashion
Cut flowers, etc. clothing, children’s toys.
END OF MODULE