Analyze the success of Bicester Village from a consumer perspective
Contents Page
1. Introduction and three chosen topics……………….…………….. p.3
1.1 Customer segment-tourists
2. Customer’s perceptive overview ………………….………….p.3,4
2.1 First impression -perceptual selection….p3
3. Motivation…………………….
3.1 Chinese tourists – Maslow’s hierarchy of needs
3.2 When you buy a Gucci purse-needs recongnition process
4. Reference group
4.1 Why Gucci-informal or formal group
4.2 Value express influence celebrity power and relative resource theories
4 Conclusion and recommendation………………………………….. p.6
7. Bibliography…………………………………..………………….p7,8
8. Appendix-Checklists
. Introduction and three chosen topics Ⅰ
Since arise of the awareness of self-image, most of the people try to dress themselves up in
order to give a good impression to other people or fulfill themselves. Because of that, the
luxury industries become more and more popular in this era. Some people think through
wear the same brand as the celebrities wear can show their prestigious.(Solomon, P385)
However, some people think even they don’t need to wear the luxury brand the still can
show their personal identity. The following essay uses the theories that inside three chosen
topics to analyze the successful of Bicester Village by using the consumers’ perspective.
First of all, the essay wants to discuss the overview of the consumers’ perspectives and use
the perceptive selection theory to interpret the first impression when consumers come in to
Bicester Village.
In second paragraph, first the author uses Maslow’s hierarchy theory to know what tourist
consider about their desire of luxuries. Next, the essay will going to talk about what factors
motivate the tourisms to shop there and then interprets this phenomenon by using need for
power, expectancy theory, and approach-approach conflict and to describe the motivation
of the customers.
To further explain the successful of Bicester Village, the third part will analyze general
Chinese buying behavior and use the connection of their group purchase behavior to
discuss about the influential power of reference groups and why they have such a great
impact on China tourisms.
In conclusion, via observing these aspects we can know why customers will want to go
back to Bicester Village and the secret of its successful. However, there are some points
that customers didn’t satisfy with the service of Bicester Village. In recommendation
section the author will write some advices to improve the service of Bicester Village and
make sure this company can remain the number one Outlet in UK.(??)
1.1 Customer segment-Chinese tourists
Bicester Village is located in Oxford shire which is a place that positions as the UK’s third
