Shopping Villages and Leisure Buying: Evolution and Current Trends

Running head: SHOPPING VILLAGES AND LEISURE BUYING
Research and decision making for business
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SHOPPING VILLAGES AND LEISURE BUYING1
Topic: Evolution and the current trends towards leisure buying in shopping villages
I. Analysing the Business Decision or Problem
The goal of the report is to scrutinise the development of luxury shopping in various
villages. The term villages refer to the concept of outlet designer shops which revolutionised
the way people approach luxury shopping. The consumers looking for exquisite designer
boutiques, high street chains and quirky vintage products stylish outlet shopping villages is an
excellent way of acquiring luxury products at reasonable prices (Meeroona, 2018). This is
one of the significant options for consumers looking for leisure shopping, and these shopping
villages are brilliant alternatives to bland and big malls, despicably costly fashion houses and
flea markets that are crowded. These village shops provide relaxing, and stylish ambience
along with incredible discounts and unparalleled facilities makes them more intriguing than
before.
The modern consumers have modern needs, and it would be wrong to think that the
concept of shopping malls are dying. Instead, it can be said that these malls are evolving
based on the desires of these premium consumers. Modern consumers are looking for an
experience which is not available on ecommerce websites (Fearon, 2017). Malls have always
been considered destinations, but these malls now offer additional amenities, entertainment
and experiences which enhances the experience in shopping. Retail villages in Europe, the
United Kingdom and China have changed the landscape in the retail luxury industry
(Meeroona, 2018).
Moreover, it is incredible to see that Chinese belong to the majority of the shoppers
visiting these places and constitute of the 40% of the shoppers. The addictive nature of outlet
shopping should not be taken lightly as various consumers are found hooked this concept.
The analysis of the tax-refunded sales in Florentia and Value retail shows that Chinese
consumers are hooked onto these retail outlets (Fearon, 2017).
Bicester Village attracts more than 66% of the Chinese population in the United
Kingdom. Moreover, there has been a significant increase in Chinese visitors from Hong
Kong in the past few years and have jumped up to 42 per cent (Fearon, 2017). The analysis of
recent data shows that these destination retail outlets have become one of the most exciting
and attractive experience for consumers. This has increased the expansion of these concepts
and opening of new destinations in China. The changes in this trend are due to the increase in
popularity of the famous luxury shopping destinations such as Bicester Village, Fidenza

SHOPPING VILLAGES AND LEISURE BUYING2
Village, La Vallee and Kildare Village (Fearon, 2017). These destinations offer an all-round
experience of a luxurious hotel and are significantly affecting the purchasing behaviour of the
consumers. These shopping destinations could be the future of shopping for consumers, and
the study aims to examine the ways these shopping destinations have impacted the perception
of consumers from all around the world.
II. The Overall Research Design – Evaluating Options
Research design determines the overall plan of gathering and analysing data in the
research. This research will choose a single research design focusing on collecting
quantitative data for performing statistical analysis. The study will choose a pragmatic
philosophical position. This philosophical stance will take up a flexible approach resulting in
flexible research design (McCusker & Gunaydin, 2015). Pragmatism states that multiple
ways and methods can be used to interpret an issue and believes in the existence of multiple
realities. Therefore, as long as there are means to prove a theory it can be accepted as per the
given philosophical assumption. The deductive approach will be implemented to test the
formulated hypothesis, and it will also facilitate the quantification of information gathered.
Deductive approach as the name suggests is responsible for following a logical process of
defining the existing theory, gathering information and comparing it to understand the
difference between the actual and expected (Nardi, 2018).
The study will use a highly structured methodology as data quantification is best
possible through highly formal methods. In light of this context, explanatory research design
will be chosen for information gathering and evaluation. Explanatory research design is also
known as causal design of research (McCusker & Gunaydin, 2015). The purpose of this
design is to evaluate the degree and nature of the association between two variables. This
study will focus on analysing the given issue to elucidate the causation and patterns of
relationship amid these two variables. However, there are three aspects of measuring
causation in research. These factors are concommit variation, temporal sequence and
nonspurious association (Cleary, Horsfall & Hayter, 2014). As per the temporal sequence, the
cause needs to occur before the effect, which means that change in consumer behaviour
cannot commence before the development of these shopping villages. The next factor is the
variation which should be systematic, and finally, the nonspurious association states that the
relationship between the two variables should not be affected by a third variable. Therefore,
covariance amid two variables should be true (Nardi, 2018).