1.1Maslow’s hierarchy of needs
Maslow’s hierarchy of needs is used to analyze motivation of consumers, which are composed of 5 five stages. From the lowest level to the highest one respectively are physiological, safety, belongingness, ego needs, and self-actualization. (Solomon and Barmossy et al., 2006)
It is said that two thirds of visitors of Bicester Village are Chinese. Increased Chinese consumers like to choose Bicester Village as a destination to travel and purchase.(…。。。。。。。。。。..) No doubt that Chinese shopper have became a strong purchase power in Bicester Village, they have been satisfied with biogenic needs, moreover, an underlay unconscious motivation drive them to do something distant from the others. That is means that they hope to purchase luxury products to satisfy their ego needs as creating their prestige and status in both family and society.
Secondly, from majority of consumers’ perspective, belongingness needs are of crucial importance, and then esteem needs. (Solomon and Barmossy et al., 2006) Such as Chinese people are accustomed to buy some gifts to their friends, relatives and leaders to promote their relationship with each other during their travel period. The great number stores of Bicester Village give them a perfect chance to implement the needs of belongingness.
1.3 Motivational conflict
Solomon (2006) presented that there are two types of goals in the world, positive one and negative one. Customers are driven by a desire force via products consumption to achieve their desirable outcome and pass up the negative ones. However in one condition, the purchase process is mixed with variety motives, including both positive and negative ones. These goals often turn out to be incompatible with each other, which lead to three categories clash: approach–approach; approach–avoidance and avoidance–avoidance.
As shown in XXXX’s report (>有女人图像的报告>>>), there is great number of Chinese consumers save the expenditure of their diet and housing so as to afford premium goods in the nine luxury outlets of Value Retail in Europe. This is means that financial problem deprive them of their self-esteem and exacerbate their tension. These groups who have limited power and capacity to buying well-designer brand have both positive and negative goals. They motivate to own luxury goods to impress the others and maintain their social status but reluctant to cost too much at the same time. Base on the motivational conflict model, this situation named approach-avoidance conflict.
From consumer perspective, Bicester Village has the inherent advantage of enabling these specific tourists to acquire designer brand with rational price. The cutting price is an important motivation and solution to satisfy the needs, wants and desires of tourists. Bicester Village is an ideal place that solve the conflict between consumers’ desired products and cost saving aspiration, consumers enjoy the pleasant experience in there in the meanwhile...