Situation:
MasterCard Worldwide and Turnberry wanted to understand the purchasing power and habits of Latin American visitors – especially Brazilian visitors – to the Miami market.
Analysis:
Alexander Babbage designed a study with shopper interviews occurring at Latin American visitors at Aventura Mall with control studies conducted among Latin American visitors at Miami International Airport and Sawgrass Mills.
Result:
When traveling internationally, “international acceptance” is the most important attribute for Brazilian MasterCard holders at Aventura, while the “available credit limit” is most important for Latin American MasterCard owners in the control group. MasterCard will see greater card usage in Miami among Brazilian tourists if these travelers are more confident that the card is universally accepted for lodging, shopping and dining in the Miami market. As a result of the study, it was recommended that MasterCard consider higher credit limits for its Latin American cardholders who travel to the Miami market.
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