This blog post is an systematic guide on how to write an effective business management essay, it outlines some of the frequent pitfalls of management essay assignments. It also provides management students with a factorial program to business management essays and research papers. This is also intended for business related courses like human resource management,marketing, accounting, economics, systems consultancy, and others. I hope you get a better understanding on how to write a business management essay.
People read management essays to acquire valuable current information that is timely. Moreover, management essays connects theoretical knowledge to concepts prevalent in the market. Management essays offer students an opportunity to apply theoretical information in the field. After all, management is a soft skill that requires development outside of the class setting. The essays enable students to reflect on the theories and various management frameworks applied in class. Writing a business management essay can be a daunting essay and a management student almost always requires support in meeting all the challenges related to the task.
A management essay writer should design an essay that tests existing knowledge and develops it. The act of preparing the essay should be aimed at developing particular subject knowledge on management – Enhancing your know in a familiar subject is recommended. Your management essay should bear in mind that the instructor is interested in determining the level of knowledge of the student, thus the flow of reason is crucial. You should build logic arguments just like in a debate. In other words, you should be able to make the readers of your essay think logically, and do not just expect them to believe the statements made by the essay. The method of justifying your claims is quite crucial. One of the best ways to do this is to offer evidence for every claim made. An evaluation of the evidence will also come in handy.
While writing management essays, it is always crucial to provide theoretical backing to claims and arguments. Connecting current affairs to conceptual ideas enables your readers to connect current information to past scholarly ideas. This provides room for critical thinking and the reader is left to be the judge of what they read. Some essays demand that you do more than a single task. For instance, some require that you provide an outline of the main organizational theories underneath modern management spheres. They also require a discussion of their importance to professional career situations. Such questions usually require that you do more than just describe the theories. The most usual written comment on management essays by examiners is something similar to “you have not responded to the question set”. Marks are never awarded in such instances because you have answered a question the examiner did not set.
Before writing a business management essay, it is crucial to have a plan. There are two types of plans that are crucial in writing management essays. Firstly, it is crucial to plan for the time you will need. Secondly, you need to come up with an essay plan. The amount of time is hard to determine as it depends on a number of elements. However, the most vital factor to consider while making a time plan include the level of knowledge you have on the topics that you intend to write about. If you intend to write on a topic you have little knowledge, chances are high that you will spend so much time. Management writers are always advised to focus on topics that they profess so much knowledge. These could include your most favorite topic or even topics you studied through case studies and field trips.
Before writing the essay, make a plan of the possible visits. This could include visits to lecturers and tutors, social events, or field trips to management professionals. At this juncture, make a point of availing possible textbooks, journals, newspapers, articles, and other relevant materials on management issues. The internet can also offer vital information for the management essay. Making an ample data collection process is a crucial step in coming up with a management essay. This is because this stage can offer current and past information that can be used to contextualize the topic you are planning to write about. The nature and length of planning depend on the amount of information collected and length of the management essay.
Before writing a business management essay, it is crucial for you to analyze the expectations that your audience are likely to have. Moreover, you should strive to ensure that the tone of your paper is formal and on point. Most management essay readers are elites and researchers seeking the underlying idea in every statement.
Determining the structure of the essay is crucial before embarking on the writing process. Most management and academic writing present the structure to include the introduction, the body, and the conclusion. The introduction is the most vital part of the essay as it sets the pace for both you as the writer of a management essay, as well as the reader. The introduction is used to captivate the attention of the reader, thus it should be as interesting as possible. The introduction contains the synopsis of the management essay, and introduces various theoretical frameworks. The last part of the introduction should have a thesis statement. A thesis is a statement of claim made by an essay writer. The thesis statement offers the threshold on which the writer measures all other arguments and claims in the essay. A thesis statement provides the direction and tone of the essay hence should be constructed rationally.
The introduction is followed by the body of the essay. This is the section where you present various claims, arguments, positions and knowledge. All the data collected are analyzed and their deductions presented for analysis. The body of a management essay should be able to connect past knowledge with current knowledge. For instance, when writing about organizational behavior, you should connect current organizational behaviors rampant in existing businesses and connect to classical management trends.
It is also crucial to relate organizational practices to outside factors. Some organizations behave the way they do because of external elements like government policies and competition. The body of a management essay provides an explanation of the points introduced at the introduction stage and should reflect a clear flow. You should present your points in a systematic pattern of presenting your points from the strongest to the least strong. Before writing the essay, you should create an outline of the main points as this will facilitate a systematic flow. Highlighting the points will also ensure that you maintain your word count. It is always important to adhere to typographical and other guidelines provided by your university lecturer. This will help secure marks lost through simple mistakes. Another important reason for highlighting the main points before embarking on the real writing process is to ensure that the essay observe consistency. A good management essay should stick to explaining and developing specific points of view rather than offering a discussion of every management aspect. Showing a clear connection of the arguments with the topic throughout the research is crucial.
The body should offer an analysis of data and measure them with respect to the thesis statement. Usually, data is collected with the objective of determining the validity of the thesis statement. After presenting an in depth argument in the body section, the next important step after the body is the conclusion. This stage is crucial as it consolidates what has already been debated. The tone of the conclusion is vital as it offers more persuasion for your readers. This section should not introduce new knowledge but should just reinforce what has already been discussed. The concluding stage presents the end of the paper and should offer an ending tune.
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How Does Brand Loyalty Influence Customer Behavior?
The rise in living standards, ease of accessibility to finance coupled with a wide variety to choose from has made consumer durable market to grow with a rapid rate. Many players are getting into the market. With the advances in communication and technology, new lifestyles and the quest to appear young and beautiful, the demand for quality beauty products has increased significantly. Consumer quality sector is characterized by the emergence of exchange offers, discounts and intensive competition. People nowadays want to imitate in regards to dressing, language, and politics among other lifestyle aspects. The increasing population is bombarded with information about maintaining a youthful look, making women seek for cosmetics that suit them. With this knowledge in mind, beauty manufacturing product companies make every effort to brand them to capture the booming market. Companies are competing on the basis of firm grasp of the local and international market, their well acknowledged brands and hold over wide distribution network. The penetration level of consumer products remains high.
This research is scoped down to understand the relationship between consumer behavior and brand loyalty, factors affecting consumer decision making, the role of brand loyalty in consumer durable goods and the position of the individual consumer in the segment. The path forward will be to study the secondary data for industry overview, collect primary data for more insight and derive conclusions based on primary and secondary data. The research findings will be addressed based on the theories of consumer buying behavior and brand loyalty.
Organizations must engage in making strategic decisions that are capable of improving the firms’ image so that they can have an advantage over competitors. To be specific, these image enhancing strategies ensure that the organization increase the loyalty of the current customers. In addition, the image enhancing strategies should help in the attraction of new customers to the organization. Strategic decisions that can bring enhanced image to the organization have included the selection of target markets, and modification of products to suit the demands of the customers. Other strategic decisions on prices, location of products and services, promotional efforts, and operating policies help in improving the organizations’ image.
The implementation of these strategies ensures that there is a solid background for effective image in the organization. An organization’s image ensures that if there is something about it that is not known, the knowledge the customers have on the organization fills the void. The main concern of this research is to determine whether the perception about the brand image affects customer behavior.
The interest of the research is to determine if brand loyalty influences consumer behavior. This study would be of value to those organizations concerned about the society and those concerned with the attaining off the highest possible profit. Further, the study aims to find if consumers have positive attitudes for those organizations that improve their brand loyalty and social responsibility.
Specific research objectives include:
To find the relationship between consumer behavior and brand loyalty.
To find out whether consumer behavior leads to change in the brand image quality, for instance, product quality or service quality.
The influence of customer satisfaction on the brand’s image
Does consumer behavior affect brand image?
Does consumer behavior lead to change in the brand image quality?
Does customer satisfaction affect brand image?
The main focus of this study is to measure the attitudes of customers in relation to brand loyalty and to ascertain its influence of this attitude on brand loyalty. Study of attitudes enables organization managers to answer questions as to why a consumer purchased one product over another. The understanding of the consumer attitude towards particular products ensures that they come up with strategies and decisions on major products and market decisions.
The image associated with a particular product or service ensures that it has a competitive advantage over other products and services. A company’s brand is valuable strategic asset in achieving goals and objectives. Brand loyalty can be referred to as the consumer decision; whether conscious or unconscious concerning the use of a product or service. It may also refer to the intention to buy or use a particular product for a long duration of time. Brand loyalty is achieved due to the right features, and the quality of the brand. Quality of the product must be at the right price for the consumer to perceive the brand as being loyal to their needs. Organizations can change consumer behavior concerning a particular product or service through advertising. Advertising ensures that consumers acquire new habits, and instill those habits by telling the consumers how the product is of value to their money. Consumers should also be encouraged to continue using the products and services in the future (Hoyer and Maclnnis, 2008, p. 27).
According to Pride and Ferrel (2008, p.123), the main reason why organizations do not have strong brand loyalty is because they are not familiar with various ways of disseminating a strong and clear message that distinguishes their product with that of the competitor. In addition, the message should distinguish the product in a positive and memorable manner. The major challenge of organizations is to avoid the disadvantages of portraying a particular product or service as having negative image. An organization’s image should not be viewed in terms of the product and service attributes; the organization’s philosophies concerning environmental management, philanthropy, and ethical considerations are critical in influencing consumer behavior.
Societal Conscious Marketing
Most organizations have adopted marketing strategies that focus on societal needs. Each of these strategies is philosophical or operational concepts used by organizational leaders to enhance the objectives of their businesses. The following are some of the concepts widely used in organizations (Phillips, 2010, p. 45).
Product concept: products should be produced in large volumes since all of it can be sold to the consumers
Selling concept; products can only be consumed if they are heavily promoted
Product concept; consumers will buy high quality products that are within their price range
Marketing concept: specific customer demands can only be met if organization produces products that are equal or better than those of the competitor. In addition, the products should be priced lower than the competitor.
Societal marketing concept: This term involves marketing in a manner that does not harm the society, people, and the environment. Societal marketing concept is motivated by the need to satisfy direct customers and other constituents in the market.
Brand loyalty can be exercised in several ways. The main activities that organizations can do to improve brand loyalty include environmental friendly activities, philanthropy, ethical activities with local, national, and international communities, customers, and employees. Environmentally friendly activities can include recycling, waste reduction, and other strategies aimed at minimizing the organization’s impact on the environment. Philanthropic activities include engaging donations of money, food, facilities, and time. These activities are classified under the title known as cause related marketing (Kahren, 2009, p.36).
According to Dutton (1997), organizations have been turning philanthropy activities inward towards their employees. This is done through paying them in order to volunteer for their favorite charities. She asserts that words like “ethics’, honesty, truth and trust are good sentiments. She, however, notes that they mean nothing if they are not adopted by organizations. Ethical activities include using different hiring practices and employee relations such as high moral values, fair pay, equal treatment, and equal opportunity for all workers. Organizations that do not treat workers fairly have the risk of lowering their brand image. Brand image should start with internal operations; there is no point of trying to show the external clients that business ethics are good while simultaneously engaging in unethical activities towards the employees. Employees play an important role in advertising the organization to outside clients more than any other marketing strategy.
The question of how brand loyalty affects product evaluation was examined by Brown and Dacin (1997). Their study looked into the differences between the impact of organization brand loyalty which include the organization’s ability to produce and deliver quality products and services and the corporate social responsibility’s impacts on consumers. In their first research, students analyzed their hypothetical scenarios. The outcome was that brand loyalty had a significant effect on the way consumers evaluated the product attributes and the overall image of the organization. Further, the authors found out that social responsibility had no direct impact on the organization’s image. Their second study found out that social responsibility became significant predictor of product loyalty in the consumers and its evaluation.
According to Kim (1996) product demand is determined by non-product factors such as cleanliness, public relations, atmosphere, advertising and the convenience of the brands’ locations. In any organization, quality of products can be determined according to the consumer attitude towards the product with other products available to the consumer in the market.
“Perceived quality is different from objective or actual quality, a higher level abstraction rather than a specific attribute of a product, a global assessment that in some case resembles attitude, and a judgment usually made within a consumer’s evoked set” (Zeithaml, 1988, p.4).
Zeitmal further assert that few consumers are able to analyze and measure the objective properties of a product. This is because the objective assessment depends on the verifiable standards, the objective measurement can be questioned because it depends on who set the standards.
The A Priori Approach
According to Lunn (2011), the theory introduces theories and concepts from other disciplines including behavioral sciences. The value of behavioral sciences has been used in consumer knowing what the consumer wants. Well known examples are included in the manifestations of motivational research and such attitude theories as those of Festinger and Fishbein. The A Priori approach involves giving the consumer an all embracing label such as “economic man”, “problem solver”, “learner”, and “existentialist”. The strength of the a priori lies in the organization and the systematic basis of knowledge provided about certain aspects of the consumer.
Brand Loyalty Theory
According to Katz (1960), Brand loyalty theory has three distinct dimensions. The first dimension is referred to as emotive tendency towards products and services. The emotive tendency refers to the consumer likes and dislikes which is manifested on how they purchase a particular brand in the market. The second dimension is known as evaluative tendency towards products and services. Katz refers to this tendency as positively biased evaluation of a product or service. Organizations use positive characteristics to define brand utili6ty to the customers. The evaluative tendency of the product or service can also be determined from past experience in using the brand.
Behavioral tendency towards the brand is the next dimension. Katz (1960) refers to the behavior tendency as the biased responses consumers have towards a particular product or service regarding its procurement, purchase and consumption characteristics. Consumer characteristics such as shopping, paying for the product, as well as its consumption determine the behavior tendency. Behavior tendency is developed after using the product for a long period of time. In addition, behavior tendency can be developed from good or bad tendencies toward other brands.
Black Box Theory of Behaviorism
Sandhusen (2000) assert that the black box model is an interaction of several perspectives concerning a specific brand. The perspectives include the stimuli, consumer characteristics, choice patterns and consumer responses. The focus of the organization is not in the internal processes within the customer: the organization focuses on the relation between stimuli and response of the customer. Stimuli are related to the marketing characteristics developed by an organization in order to lure the customer in purchasing of the brand. The environmental stimuli are determined by social factors such as politics, economy and the culture in which the brand is to be used. The black box symbolizes the buyer characteristics and their choice patterns, which determine their response towards a particular brand.
This research focuses on the various factors that influence consumers’ brand loyalty towards a given brand. From the various factors that influence brand loyalty, below are the hypothesis derived.
H1: There is a positive correlation between brand loyalty product and brand name
H2: There is a positive correlation between brand loyalty and product quality.
H3: There is a positive significant relationship between brand loyalty and product design
H4: There is a positive significant relationship between brand loyalty and product price.
H5: There is a positive correlation between brand loyalty and promotion.
H6: There is a significant correlation between service quality and brand loyalty.
H7: There is a positive significant relationship between store environment and brand loyalty.
The main objective of this research was to establish how brand loyalty influences cosmetics buying behavior of UK female consumers. This section also highlights the various processes undertaken in obtaining and analyzing the information gathered for this research. This includes a description of the research design and methods used in collecting the data that were analyzed to arrive at a conclusion in the study.
Based on the nature and the topic to be studied, this research will be conducted on positivist philosophy. It will be based on this philosophy because the research will involve testing of hypothesis developed from deductive theory, involving measurement of observable social realities.
This research will be conducted on deductive approach based on hypothesis testing from the data collected. Data will then be analyzed to either confirm or disapprove the hypothesis.
Data Collection Methods
Data collection will consist of surveys, filling in questionnaires and conducting interviews with cosmetic consumers and dealers in London, UK. Qualitative evaluation shall be employed in this research besides using subjective techniques such as interviews and observations to gather relevant and substantive data. Quantitative approach is preferred for this research due to the varying experiences of the consumers of these products. Upon collecting data using interviews and questionnaires, the data will then be carefully analyzed. This shall be carried out using both the One-way ANOVA and the Pearson’s guideline to establish how brand loyalty influences consumer behavior with respect to cosmetic consumption in UK.
In this research, a questionnaire was developed, and pilot tested through personal interviews with seven senior-most managers at Superdrug, which is the second largest health and beauty retail shop in UK. The questionnaire used for collecting data was divided into two segments: the first section concerns the demographics of consumers and the second were about brand loyalty factors. This research involved sampling randomly 400 female cosmetic consumer of between 18 to 42 years of age. In order to obtain a reliable data, the survey was distributed in London City at five major cosmetic shops. The malls included L’Occitane, Jo Malone, Floris London, Boots and Screenface, in addition to Superdrug retail shop. A total of 400 usable questionnaires were then returned and collected 60% response rate.
Table 1 reveals that age composition of those aged between 18-25 years were 25% of the respondents. Yet again, the table reveals that close to half of the respondents ages varied between 27-35 years. About 26% of the respondents were between the ages of 36-42. The sample survey was almost balanced at 51% for the married and 49% for the unmarried. With regard to education level, the surveyed respondent revealed that 72% of the respondent had at least a degree and 18% having completed high school. This implies that only 10% of the respondents had postgraduate degrees.
This research used the One-way ANOVA to establish whether there is any significant correlation between independent variables (product quality, brand name, design, price, service quality, promotion, and store environment) and age and income the consumers interviewed. The main reason for adopting the One-way ANOVA as the most appropriate tool is that it was found to be the best for testing the hypothesis when at least two groups are measured on an interval scale. The purpose of the One-way ANOVA is to show the degree of variability of the sample values taken by considering to what extent the observation within each group differs and how much the group means differ. Apart from the One –Way ANOVA, the researchers also found it appropriate to use the Pearson Correlation for purposes of analyzing the relationship between the two variables, which are both ratio and interval-scaled. This is based on the fact that the correlation coefficients determined using the Pearson’s guideline is used to establish the degree and direction of the correlation, which is suitable for hypothesis testing. In this regard, the research used Pearson correlation principle to test the independent variables (product quality, brand name, price, promotion, design, store environment and service quality) that influenced consumer brand loyalty and to establish if there is any correlation between the variables.
Table 2 below shows the Cronbach’s Alpha (coefficient alpha) of each of the variables tested. The findings reveal that all the variables have a high degree of reliability. Table 3, on the other hand, shows the seven autonomous variable factors of brand loyalty that were experimented during the research through questionnaires given out to the respondents. The results were also ranked using the Likert scale in the questionnaire: strongly disagree, disagree, neutral, agree and strongly agree. The result is then gotten from the uppermost average score of brand loyalty factors based on the answers provident by the respondents. In overall, the result reveals that product quality is the most vital factor. In UK environment, most respondents choose product quality as the core aspect that influences their brand loyalty.
The One-way ANOVA scrutiny of the factors of income level and brand loyalty was conducted. This was meant to establish if there could be any significant relationship between the two variables. Here, there are four variables that are most significant according to the study, which include brand name (0.000) promotion (0.004), product quality (0.009) and service quality (0.038). In overall, the result shows that, in UK, majority of the consumers prefer brand name, promotion, and product and service quality as factors of brand loyalty. According to table five below, only two variables that are significant. These are price (0.014) and the brand name (0.050). An analysis of this data reveals that, among the age groups surveyed, female consumers aged between 36-42 prefer brand names more compare to other age groups.
Test of Hypothesis
As revealed in Table 4 below, brand name was found to have considerable positive relationship with brand loyalty. The results of this research revealed that consumers preferred brand image only when they foresee positive functions or benefits from the product in question. It is then that they will recommend the brand, react positively to the price premium and accept brand extension to other categories of products within the same brand.
The quality of the products was shown to have a positive correlation with brand loyalty. This kind of correlation is demonstrated based on Cohen’s (1988) principle, in which a correlation of (r=0.0302) is considered moderate. Therefore, based on these statistics, the finding showed that product quality has a lot of significance with regard to consumer decision-making process. The findings of this research revealed that brand loyalty and price had a positive relationship. In this case, price was found to be more important for any average consumer in the market. Nevertheless, those consumers with high brand loyalty were not very much sensitive to prices. The research showed that as long as these consumers were satisfied with a given brand, they would continue buying the product with the same brand irrespective of the price increase. On the other hand, the findings did not show any correlation between product design and brand loyalty. Out of all the seven variables tested, many consumers did not consider product design as an important factor for UK consumers to become loyal to a given cosmetic brand.
According to the findings, promotion and brand loyalty were found to have a positive relationship. Product promotion was considered as one of the most valuable factor in determining a consumer’s brand loyalty. This includes the use of sales promotions, commercial adverts, personal and public selling. In fact, the research revealed that many female consumers spent considerable time reading product labels before purchasing the product. The research also revealed that brand loyalty and service quality had a positive relationship. Findings showed that service quality encouraged many consumers to prioritize a store. The result indicated that salesperson consumer relationship results in long-term orientation of customers towards a given store. Similarly, trust developed in the salesperson seems to relate to the overall discernment of the store’s service quality, which leads to customer’s total satisfaction with the store.
The findings also showed that the environment of the store is also positively related to brand loyalty. The store environment is seen as major factors that influence consumer brand loyalty. This research revealed that many consumers were much sensitive to attributes of the store such as a variety of selection, merchandise displays, packing space, and ease of accessibility to vehicles and the overall goodwill of the store in buying products.
Table 1. Demographic Sample Description
Table 2. Reliability Analysis of Brand Loyalty factors
Q3. Designs of the brand have distinctive features
Q4. Designs of the brand are trendy and fashionable
Mean Average 3.77
Q1. The brand is trustworthy
Q2. Brand image and name attract me to buy
Q3. Brand Name is selected irrespective of price
Q4. Brand reveals my individual personality
Mean Average 3.72
Q1 Ads of the brand is attractive
Q2. Ads of the brand attract me towards purchasing the product
Q3. Product displays are entrancing
Mean Average 3.56
Q1. The brand has good store location
Q2. There are adequate outlets for the brand
Q3. The interior show is gorgeous
Q4. Music and color inside the store are beautiful
Mean Average 3.57
Q1. Increases of price not hinder me to purchase
Q2. The brand provides goods value for money
Average Mean 3.56
Q1The salesmen in the store are knowledgeable
Q2. The salesmen in the store are willing to help
Q3. Vendor of the store is and courteous and friendly
Q4. Vendors in the store have neat appearance
Mean Average 3.28
Table 4. Significance of Brand Loyalty factors with brand loyalty
Product QualityBrand name
Conclusions and Findings
Various studies have focused on understanding the concept of brand loyalty and the factors influencing it. Product attributes, after sale service, marketing capabilities, perceived quality or aesthetics, depth of product line as the key difference factors influencing the behavior of purchasers. Brand commitment is also a necessary condition for true brand loyalty to occur. Packaging, new product trial, price, store location corporate social responsibility and advertisements influence consumer behavior. While several factors influencing brand loyalty have been studied in the extant literature, this research has revealed that brand loyalty influences consumer behavior. Consumers may also compel entrepreneurs to change the brand image in terms of product or service quality. Similarly, the brand image has been proven to satisfy the consumer expectations.
The dimensions of brand loyalty theory clearly depict how consumer’s tastes and preferences influence their buying power. This is followed by an assessment of the product to decide if they will buy it or not. The assessment also referred to as evaluative tendency compels organizations to brand their products to attract customers, an aspect of competition. Product branding can be enhanced by advertising, changing the brand name and promoting it to improve recognition. The behavioral tendency proposed by Katz is creations of a bandwagon effect among consumers to enable them continue buying the product. The initial products are branded in a way of attracting customers though subsequent ones show depreciation, a strategy used by marketers. Branding through advertisement show some favor of the product while despising others, thus discouraging customers from using those other products whether related or not. The black box model looks into the customers willingness created by the company’s emphasis of the product. The characteristics of the buyer determine their choice of product.
From this research, the brand name and image has a significant impact on customer choice with all factors kept constant. As part of consumer behavior, every brand has some features which consumers always associate the brand with. They consume a given brand on the basis of its features. Again, the consumers take into account the quality, and price while making buying decisions. The point of purchase is another factor that comes to a buyer’s mind. Being a highly demanded product by women, they want to buy cosmetics from a good reputed and trustworthy purchase point. Exhibition malls serves as favorite consumer purchase point.
Other factors like age, occupation and education of consumers will influence buying decisions following the way each group has been exposed about the product. Young people will have more taste of cosmetics because they want to look good while old ones are slightly less concerned with beauty. Exposure and knowledge of a product affects its demand. The raw materials making the brand also play a vital role of its choice. If a sample cosmetic is known to contain harmful chemicals, it loses its market. An organization will get to know what factors influence the purchase decision of a consumer before branding the product. Accordingly, it will direct its marketing effort so that it can get potential customers to purchase the products.
Subject Issues Learnt
Brand loyalty is the consumer’s conscious or unconscious choice that is expressed intentionally or a behavioral pattern to repurchase a brand again. This happens following the perception of the consumer that the brand provides the right image, characteristics or quality based on reasonable price. Hence, consumer behavior is habitual. Beginning from product design to creation of a mature brand, good marketing strategies, which depend on a clear understanding of the memory, motivation, learning and decision processes, influence the consumer’s choice. Launching of new products, market segmentation, timing market entry and brand management are all related to the theoretical framework employed in the research. Branding is by far and large the most important factor influencing the product’s success or failure in the market place. It can also greatly impact the company’s perception by the buying public. Brand is not only a company’s product but also a representation of the individual company and that is where the core of brand loyalty falls.
Brand loyalty is simply more than the consumer’s commitment to repurchase a product. It incorporates the high attitude towards the product demonstrated by repeated buying. This loyalty is a business investment because of the high prices being paid by the customers. Depending upon the nature of the product versus basic necessities or luxuries, consumers a single or brand loyalty. This brand loyalty is affected by their brand choice as well as by their store loyalty behavior. The bondage of brand loyalty is strong especially through repeated advertising and promotional schemes. The main factors that influence brand loyalty are the quality of product, habit of use and regular availability of the product. Searching for a product means mental and physical information about products, prices and shops. Consumer information is thus a marketing tool that can be used to understand the interactions between a specific target segment and marketplace so as to meet the consumers’ needs and wants.
Brand image or the good reputation of a particular service ensures that it maintains a competitive advantage over other products and services. An organization’s brand is valuable strategic asset in achieving goals and objectives. Brand loyalty can be referred to as the consumer decision; whether conscious or unconscious concerning the use of a product or service. It may also refer to the intention to buy or use a particular product for a long duration of time. Brand loyalty is achieved due to the right features, and the quality of the brand. Quality of the product must be at the right price for the consumer to perceive the brand as being loyal to their needs. Organizations can change consumer behavior concerning a particular product or service through advertising.
The reasons why people become brand loyal are because the favored brand satisfies the consumer needs and wants than the competitors do. Again, there is a reduction of perceived risk, sticking with a favorite brand improves certainty. Brand loyalty helps maintain self image in reinforcing the customer’s self concept and confidence. It is also the path to least resistance. Marketers use strategies like in-store and o-location impulse triggers, notably point-of purchase displays. Consumer inventiveness is the predisposition to buy new and different products rather than remain with the previous choices and consumption patterns.
Consumer behavior is influenced by social, cultural, Psychological and personal factors. Culture influences buying behavior depending on the country, geographical region, religion, nationality and racial groups. The societal classes such as wealth distribution, education and occupation impact the behavior of consumers towards a product. Social factors like family, reference groups, roles and statuses influence buyer behavior. Personal factors include lifestyle, economic situations, age, occupation, personality and self concept. Perception, motivation, learning, beliefs and attitudes are psychological factors affecting consumer behavior. Marketers should, therefore, look into these factors in branding particular products.
Brown, T. and Dacin, P., 1997. The Company And The Product: Corporate Associations And Consumer Product Responses. Journal Of Marketing, 61 (1), pp.68-84.
Dutton, G., 1997. Warming The Cold Heart Of Business, Management Review 86 (6), pp.17-20.
Hoyer, W. and Maclnnis, D., 2008. Consumer Behavior. New York: Cengage Learning.
Kahren, F., 2009. Brand Loyalty. Washington D. C: Whimsical Publications.
Katz, D.,1960. The Functional Approach To The Study Of Attitudes. New York; Public Opinion Quarterly.
Kim, H., 1996. Perceptual Mapping of Attributes and Preferences: An Empirical Examination of Hotel FandB Products in Korea. International Journal of Hospitality Management 15 (4), pp.373-391.
Lunn, J., 2011. Models Of Buyer Behavior: Consumer Decision Process Models. New York: Marketing Classics Press.
Phillips, C., 2010. Brand Loyalty. New York: Youwriteon.
Pride, W., and Ferrell, C., 2008. Marketing. New York: Cengage Learning.
Sandhusen, R., 2000. Marketing. London: Routledge.
Zeithmal, V., 1988. Consumer Perceptions Of Price, Quality, And Value: A Means-End Model And Synthesis Of Evidence, Journal Of Marketing, July, pp2-22.
So, How Does Brand Loyalty Influence Customer Behavior? Did you find any useful knowledge relating to brand loyalty and customer behavior in this post? What are the key facts that grabbed your attention? Let us know in the comments. Thank you.
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The dissertations we hold discuss the methods adopted for scientific and engineering research, model building and simulations, as well as methods employed for research into management, social and economic issues relating to the construction environment. We examine the requirements for data and analysis, including the important statistical factors and an array of qualitative techniques that enable construction students to appreciate what needs to be evaluated in devising how a dissertation should be structured. These factors should not be overlooked.
The construction dissertations we offer will help you in the problem solving stage, the dissertations will be of value to construction, quantity surveying, architecture and civil engineering students undertaking research, whether for undergraduate and postgraduate degrees. As previously mentioned the dissertation collection covers many areas of concern in quantitative and qualitative research, including research ethics at all levels of study.
Below is a list of construction and building studies dissertations which reflects the key areas of academic interest and expertise found among construction students. You may already have a clear idea about what you want to research, but in order to help you through this process of topic selection, we have developed the list below;
Choosing to assess our dissertations will provide practical guidance and will help to steer you into a position where you can develop a good dissertation by integrating your practical skills with academic theoretical tools delivered at your university. We always start by discussing the dissertation structure, it starts with material that should be in the introduction and finishes with material that should be in the conclusion. The dissertation projects provide commentary on the kind of information that you should put in each chapter of your dissertation, supported by a variety of examples using a range of methodological designs. Our dissertations focus on data collection, data analysis, reliability and validity, these are areas you need to pay close attention to. The qualitative and quantitative analysis contained within our dissertations will show you how to carry out a meticulous analysis while avoiding some of the complexity in statistical work, this is something that should not be afraid of. You will see at first hand that our construction dissertations will help you to write a more innovative and thorough dissertation. For your own benefit you are strongly advised to choose from this list, but if you wish to research a different field, approach the member of staff you think most appropriate for your needs and discuss it.
About Our Construction Management Dissertation Topics
Our collection of Construction Management Dissertation Topics are ideal resources for students involved in research in building and quantity surveying and construction management. It is vitally important to remember that the content and presentation of your dissertation should be in accordance with your university guidelines. Feel free to add your additional comments to this post.
Title: Recruitment And Selection Dissertation – A successful occupation in Human Resources Management (HRM) begins with your ability to draw the best candidates for any given vacancy. There are many principles, issues, trends and legislative requirements that will improve your organization’s recruitment and selection processes. Improve your overall business effectiveness and prevent potential HRM issues from the outset by identifying, reaching and employing the people best suited to your organization. I hope you find this post on Recruitment And Selection Dissertations useful.
GE Consumer Finance is concerned with card and payment protector insurance for private label credit cards. They have over 10 million active cardholders with their major clients consisting of the Arcadia Group, House of Fraiser, Debenhams, and Harrods. GE Consumer Finance has 5 different departments: Auto, Risk, Operations, Front End and Finance. Auto consists of the sales centre, Risk involves quality and legal aspects, Operations is concerned with collections, call centres / customer services and new accounts, Front End is concerned with marketing, card services and client management and finally Finance incorporates all the IT processes.
Psychometric tests are tools which have been developed by psychologists in order to gain an insight into aspects of human psychology that are not immediately apparent. Psychometric tests can work very differently from each other. Some, for example, are purely concerned with looking in detail at a particular individual and how that individual sees their world. These are known as idiographic tests that allow therapists to gain insight into an individual’s ideas or problems. Other types of psychometric tests are used to compare individuals with each other and therefore involve measuring individuals on scales. These types of psychometric tests are known as nomothetic tests and it is these tests which are used in employee selection which is the focus of this study.
Psychometric tests consist of personality tests and ability tests. The focus in the selection process at GE Consumer Finance is on the ability tests. Ability tests are concerned with innate mental facilities. They are designed to test intelligence, skills and aptitudes. Due to the high validity, they are used widely in the selection of employees. There are many different types of ability tests such as job specific tests, for example short hand tests for secretarial positions, or more general tests, such as verbal, numeric, spatial and perceptual skills. This dissertation focuses in particular on the verbal and numeric tests that are used in the selection process at GE Consumer Finance.
Currently at GE Consumer Finance, the verbal and numeric tests are used as part of an assessment centre for candidates applying to the company. The group of candidates that this dissertation focuses on is Interns. Interns are undergraduates who are employed by the company for one year as part of their university course.
They are incorporated into the company and are on a salary. They are usually given a mentor when they start to enable them to integrate into the organisation with as much ease as possible. Interns have to apply for their position in the same way as everyone else. They are required to attend assessment centres where they have one to one interviews, ability tests and group tasks to carry out. They are marked on a range of aspects and the results from these various selection methods are gathered together and used in order to make decisions as to who is best for the job. It is the use of the ability tests in the selection process for interns that is being investigated here in terms of whether they add value to the process.
This will be done by conducting interviews with assessors from the various departments in the company in order to find out what the current system of ability tests entails and their opinions on the areas. Ability tests scores for the interns will then be obtained and these will be compared to their current performance in order to determine if the tests were able to successfully predict job performance. Finally, if necessary, suggestions will be given as to changes that are required in the company.
In recent times, some development took place in recruitment and selection practices. These include the E-recruitment which is a good way to deal with some problems that arise during recruitment and selection practices. E-Recruitment is very effective for all organisations but those that fall under the IT sector in India need further development because the older practices are not good enough to find capable candidates for organization. New techniques should be found to screen capable candidates. Similarly, small companies are now looking to stand and compete with big firms. These small organizations are conducting more researches in recruitment and selection practices. Aligning the current HR practices with the global standards is indispensable for survival in highly competitive business environment.
IT firms have to chose and recruit highly sophisticated and capable candidates. Small firms could use recruitment and selection methods in a better way as compared to multinational firms. As previously mentioned, recruitment practices and processes were not effective for many IT firms. Also, in recent times, new development in HR practices will provide a good chance to small firms to play their role more effectively in industry and establish a strong position in the field of human resource practices. In the past, small organizations were not getting positive attention for their recruitment processes. The small and medium IT firms overlooked the importance of best HR practices. An effective recruitment and selection process plays a vital role to enhance the success ratio of a small and medium business organization lacking a good HR structure and framework.
Many management article reviews provide evidence of poor follow up of best recruitment practices. Furthermore, only a few out of the two hundred academic HR journals take small organisation as a research sample and conducted any research on recruitment and selection practices in small organizations. An observation suggests that small organizations like to have an informal recruitment procedure. On the other hand, big organizations like to go with formal way of selection. A formal way of selection attracts more and more job applications and gives wide and better options to HR team screen out suitable candidates for the available job.
Recruitment and selection forms a core part of the central activities underlying human resource management. It frequently forms an important part of the work of human resource managers or designated specialists within work organisations. However, and importantly, recruitment and selection decisions are often for good reason taken by non-specialists, by the line managers. There is, therefore, an important sense in which it is the responsibility of all managers, and where human resource departments exist, it may be that HR managers play more of a supporting advisory role to those people who will supervise or in other ways work with the new employee.
As Mullins (2010) notes that ‘If the HRM function is to remain effective, there must be consistently good levels of teamwork, plus ongoing co-operation and consultation between line managers and the HR manager’. Recruitment and selection is often presented as a planned rational activity, comprising certain sequentially-linked phases within a process of employee resourcing, which itself may be located within a wider HR management strategy. The overall aim of the recruitment and selection process should be to obtain at minimum cost the number and quality of employees required to satisfy the human resource needs of the company.
The recruitment and selection process constitutes the most important aspects of HRM because the cost of poor Recruitment and selection process is tremendously high. If an organisation fails to select right person, it has to suffer as long as those persons in the organisation. Moreover, the quality of service is strongly influenced by the recruitment and selection process of the organisation concerned. Sunseekers Tours Limited is not an exception to this truth. It recruits different categories of professionals who influence the company’s products. Recruitment and selection are two important aspects of the overall manpower planning of Sunseekers Tours Limited.
Generally, Manpower planning is the process by which an organisation ensures that it has the right number of people with right skills at the right time. The objectives of manpower planning are to ensure the use of human resources currently employed and to provide for future manpower needs of the organisation in terms of skills, numbers and ages.
Research on HR functions shows that recruitment and selection is the most important function performed by HR professionals and ineffective performance of this HR function results in serious business related issues. The HR management process of the company starts with recruitment and selection of team members after that orientation and appropriate training is given to the employees according to the job requirements and after training the employees will be working in their respective departments for which they were hired. If the HR department will not recruit quality employees according to the organizational requirements then the cost associated with the recruitment of the employees will be wasted.
The organizational resources will not only be wasted but also the employees which are being recruited will become a burden on the organization. Therefore, it is essential the HR professionals who are involved in the recruitment and selection function are capable enough to ensure scrutiny of the best candidates from the available pool so that those employees can play their part in the growth and development of the business. Academics have highlighted the importance of the recruitment and selection function by stating that the role of the recruitment function in the organization is same as role of the heart in the human body. The heart is supplying blood to different parts of the body in order to ensure the effective functioning of the human body and same the case with recruitment function as it is providing human capital to different departments of the organization.
If the heart in the human body will not supply blood to different parts of the human body effectively according to the requirement then the human body cannot be alive. Similarly, if recruitment and section function of HR department is not providing effective people to different sectors of the organization then it would be impossible to ensure the survival of the firm. An important aspect which needs to be considered before finalizing the recruitment strategy of the organization is organizational resources because if the organization does not have sufficient resources then the desired outcomes of the recruitment strategy cannot be achieved. Therefore, it is important that leadership of the organization should consider the different aspects before formulating and implementing the recruitment strategy because of its serious impacts on the organizational outcomes.
Research shows that a well developed recruitment strategy of the organization can results in significant improvement in business outcomes. Therefore, organizational focus in order to ensure the effective performance of the recruitment section function will impact the business of the organization positively and will support the management in the long run because employees being recruited by the HR professionals could be working in the organization for a quite longer period of time and if they are capable then they will be a source of continuous profit for the organization in the long run.
Recruitment and selection is the most important part of the HR planning of the firm and can assist the management in order to achieve competitive advantage over the competitors by ensuring the availability of high performing individuals. The recruitment and selection function not only hires the high quality individuals to achieve business objectives but also creates a pool of candidates which are readily available to take up the business challenges.
The recruitment activities are also helpful in selecting the high profile individuals for the firm. By realizing the increasing importance of recruitment and selection function of the firm and its direct link with the organization’s objectives, the researcher has selected this topic. Another important reason which motivates the researcher to select this particular topic is that there are few researches which are focused on the implementation of recruitment strategies in the retail industry. This research will provide a broader perspective about the recruitment and selection function and importance of effective implementation of the recruitment strategies.
This dissertation consists of total five chapters which include Introduction, Literature Review, Research Methodology, Research Findings and Conclusion and Recommendations. In the first chapter of the study, an introduction about the importance of the recruitment and selection activities of the organization is provided and the researcher has tried to identify the link between recruitment activities and business profitability of the firm.
The background of the study is also provided by the researcher in the first chapter of the study and the researcher states that that recruitment activities of the firm are not only helpful in fulfilling the staffing needs but it also help to improve the employee retention level and minimizes the staff turnover.
The research objectives and questions of the research are also provided in the first chapter of the research. In the second chapter of the research, the investigator has presented a literature review and the conceptual framework of the study. The point of views of different authors are presented and discussed in the second chapter of the study. In the third chapter, the research methodology is presented and the researcher has presented the different research methods which could be deployed in order to conduct the research and collect the research information. In the fourth chapter of the study, the final research findings are presented and analysis of the first hand information is discussed. In the last chapter, the final conclusion of the research is presented and researcher has also provided some recommendations in the last chapter of the research.
I do hope you enjoyed reading this post on HRM recruitment and selection dissertations. There are many other titles available in the HRM dissertation collection that should be of interest to human resource management students and CIPD professional. There are many dissertation titles that relate to other aspects of HRM such as employee engagement, HRM Theory, absenteeism, training and development to name a few. It took a lot of effort to write this post and I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.
I have been asked on my occasions by students on where to find quality MBA dissertation topics. Well, I responded by saying that you can find them in a university library or on the internet on credible websites. Before we go any further on explaining how to find relevant MBA dissertation topics it is vital that we establish what an MBA dissertation is. Firstly, An integral part of any MBA degree is the successful completion of a research dissertation. In near enough every case, you must complete an MBA dissertation before graduating you cannot elect to sidestep the dissertation requirements of an MBA degree. As you are already aware, an MBA degree is a study into the theory and application of business management principles, often applied to a variety of real world business situations. It would be prudent to base your MBA dissertation topic on the most common components or subject areas of an MBA degree;
Information Technology Management
Strategic Risk Management
Human Resource Management
We will attempt to highlight areas of interest and typical dissertation titles that MBA students across the globe undertake. One of the most satisfying aspects of writing your own MBA dissertation topic is that you chose your own dissertation title and you have the opportunity to contribute to the field of study you have chosen. Below are some MBA dissertation topics that have been written in their respective field that may help to guide you.
Accounting MBA Dissertation Topics
An MBA Accounting Thesis is not restricted to one major category or subject area. You have the ability to think outside the box and generalize about wider subject matter which fall into the accounting field. You could begin to look at new global accounting principles, account practices across boarders, how information technology affects traditional accounting techniques, or base your research on the performance of a specific company while considering a whole host of external factors, the list goes on. Below is a list of accounting based MBA dissertation topics that have been written by successful MBA graduates;
An MBA Operations Management Thesis will not be limited to one common operations management technique. You would have gained enough operations management knowledge during your MBA degree to adequately compose a dissertation in this field. It is tempting to add more knowledge to an existing topic but you should relish the opportunity to contribute something new to the operations management field of study. You could begin to look at global supply chain management, inventory control, performance management, TQM, statistical process control and quality management within prestigious organisations. The following is a list of operations management themed MBA dissertation topics that have been written by successful MBA graduates;
When undertaking an MBA Business Management Thesisyou will discover that the subject is not limited to one particular organisation or management technique. Business management is probably the broadest business subject area out there. Management techniques go back centuries and there has been a lot of academic contribution within this field, but with changes in culture and global management techniques you should have a wealth of information at your disposal in order to adequately compose a dissertation in this subject field. It is tempting to write about existing management techniques and how they are applied to organisations but you should embrace the opportunity to contribute something new to the business management field of study. You could begin to look at global management techniques (challenges and opportunities), business performance and evolving management techniques within prestigious organisations or profitability challenges faced by organisations, the list goes on. The following is a list of management theory based MBA dissertation topics that have been written by successful MBA graduates;
Writing an MBA Finance Dissertation is an exciting prospect to say the least, there is so much happening within the field of finance and you will have the opportunity to write a remarkable dissertation in this field. Finance is probably one of the most talked about subjects out there at the moment. Finance is becoming a global phenomenon and changes on a daily basis with the influence of stock exchanges and governments. It is safe to say that you will have a plethora of information at your disposal when compiling your dissertation in this subject field. For an insight you could begin to look at global finance techniques, financial performance of global organisations, global money markets, and financial comparisons of countries, the list goes on and on. The following is a list of finance related MBA dissertation topics that have been written by successful MBA graduates;
Similar to business management, the field of marketing is a very common research preference for MBA Students. Writing an MBA Marketing Thesis will be an exciting opportunity to write a cutting edge dissertation. The field of marketing is often seen to cross over into other fields of study but you can remain on topic and base your dissertation purely on marketing theories and techniques. The marketing discipline is wide and varied and you can start to look at relationship marketing, advertising, branding, cross-culture marketing, direct marketing, consumer behavior, online marketing and marketing ethics. The following is a list of marketing based MBA dissertation topics that have been written by successful MBA graduates in 2014 / 2015;
Constructing an MBA Technology Management thesis on technology management can be a demanding task due to the fact that information technology changes at such a rapid rate. Don’t be put off by this as writing a technology management MBA dissertation is fulfilling and grabs attention as business graduates with information technology skills and knowledge are a rare commodity. Be sure to write your dissertation on up to date technologies and organisations, it is not advisable to investigate outdated research or defunct organisations in this field. Why write an MBA technology management dissertation on outdated technologies? You should look into cutting edge research fields such as nanotechnology, IT outsourcing, global IT Infrastructure, ERP systems, VoIP technology, e-learning and key IT mergers and acquisitions. Try to relate you research to the business management field and try to avoid writing a scientific dissertation that would detract from you MBA degree. The following is a list of information technology based MBA dissertation topics that have been written by successful MBA graduates;
Basing you MBA Thesis on strategic risk management suggests that you are writing a piece of research that would help organisations to reduce exposure to risk or adverse trading conditions. It is safe to say that strategic risk management will be rigorously covered in the MBA degree and you will have built up a significant amount of knowledge relating to this field, you should be able to apply the knowledge and techniques gained into an MBA dissertation. You could look at the volatility of global stock exchanges, social risk in global organisations, risk management in derivative markets, risk management within the supply chain and risk factors affecting shareholder value. This list goes on. The following is a list of Strategic Risk MBA Dissertation Topics that have been written by successful MBA graduates;
Developing an MBA thesis on entrepreneurship is a very interesting proposition for any MBA student. Entrepreneurship has a lot of exposure on most MBA taught degrees and many successful entrepreneurs hold an MBA, it is common knowledge that an MBA and entrepreneurs sit side by side in the business world. For inspiration you could look at competitiveness of nations, investigate business enterprise, outsourcing, or ask whether entrepreneurs born or made? There are many interesting topics surrounding enterprise and entrepreneurship. The following is a list of Entrepreneurship based MBA Dissertation Topics that have been written by successful MBA graduates;
Writing an MBA HRM Thesis is not restricted to one organisation or technique, HRM has become a global phenomenon due to cross boarder training practices, worker migration and organisations trading on a global scale. If you need a starting point for your HRM dissertation you can look at global recruitment trends, staff motivation within organisations, analyse staff retention techniques and staff training and engagement. There is so much to explore within the field of HRM. The following is a list of HRM based MBA dissertation topics that have been written by successful MBA graduates;
Similar to technology management, writing an MBA E-Commerce Thesis can be a tricky proposition due to the fact that electronic commerce changes on a daily basis. This includes stocks, shares and any organisation that trade online. Be sure to write your dissertation on up to date methods and organisations, it is not advisable to investigate outdated research or defunct organisations as e-commerce has come a long way in a short period of time. Writing an e-commerce MBA dissertation on eBay or Amazon is old hat and uninspiring to a large extent. If you need inspiration for your e-commerce dissertation you can look at security risks and threats to organisations, the emergence and impact of online shopping, e-commerce strategies and business process re-engineering. The following is a list of e-commerce themed MBA dissertation topics that have been written by successful MBA graduates;
When writing your MBA Economics Thesis you will discover that the subject is not confined to a particular economics theory or technique. We are all exposed to economic conditions these range from domestic to global factors all of which make a firm foundation to base you economics dissertation on. Business economics is such an encompassing subject and there are many areas to investigate, you could start to look at global economic trends, hyperinflation, macroeconomics, economic policy, influence of the IMF and economic development. Below is a list of economics based MBA dissertation topics that have been written by successful MBA graduates;
As you can see, there are a lot of possible MBA dissertation topics for you to choose from, and we have pointed you in the direction of quality pre-written MBA dissertation topics. The material is to be used to structure your own MBA dissertation we do not encourage you to copy or plagiarize any reference material you encounter during your studies. Hopefully, we have given you a positive insight on how to begin and research your own MBA dissertation topic. Good luck and all the best!