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 incompatib...
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Gunelius, S. 2013. Color Meanings Around the World. [online] Available at: http://www.everyjoe.com/2007/09/23/work/color-meanings-around-the-world/ [Accessed: 9 Dec 2013].
Jing Daily: The Business of Luxury and Culture in China. 2013. China’s Luxury Market Increasingly Split Between Conspicuous Consumers And Sophisticated Shoppers. [online] Available at: http://translate.googleusercontent.com/translate_c?anno=2&depth=1&hl=zh-CN&rurl=translate.google.co.uk&sl=en&tl=zh-CN&u=http://www.jingdaily.com/chinas-luxury-market-increasingly-split-between-conspicuous-consumers-and-sophisticated-shoppers/8064/&usg=ALkJrhjodSopL550JirwTYTEGR5HP2FnBw [Accessed: 9 Dec 2013].
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