Why has Whitely Village been less successful than Bicester Village and Gunwharf Quays? A comparison study

Hannan, Meahnaz (2011) Why has Whitely Village been less successful than Bicester Village and Gunwharf Quays? A comparison study. BSc dissertation, University of Portsmouth.

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    Shopping accounts for one of the largest leisure activities here in the UK with 42% of people taking pleasure in shopping than in any other past times. (Robertson and Fennell, 2007). Designer outlets have taken on a phenomenon here in the UK since it first came over from the States which was a big hit over a decade ago.

    This study investigates what factors contribute to a successful designer outlet and how a designer outlet may fail to succeed in meeting customer satisfactions. This research focuses on three designer outlets as a comparison which are: Whiteley Village -Hamphire, Bicester Village - Oxfordshire and Gunwharf Quays - Portsmouth. Unfortunately, Whiteley Village has not been a strong contender in the market of designer outlets; and this investigation looks into various factors which participate to achieving success. The brands/anchor stores, general attractiveness, transport links, location, catchment areas and food/drink and entertainment are investigated throughout this study. Various sources were used to achieve the aims and objectives both primary and secondary data had been collected. Majority of the data was collected through face-to-face questionnaires and an informal interview with the Retail Director at Whiteley Village, but where primary data could not be obtained secondary data was used.

    It was found from the results gathered in this investigation that there are many factors which can contribute to achieving customer satisfaction, and as all retailers know this is essential to retaining consumers leading to more trade and commercial success. Some factors were found vital to the success, whereas other factors were found to be additional influences to the success of a designer outlet.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Technology > School of Civil Engineering and Surveying
    Depositing User: Jane Polwin
    Date Deposited: 17 Nov 2011 16:02
    Last Modified: 28 Jan 2015 11:48
    URI: http://eprints.port.ac.uk/id/eprint/5371

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