Study On The Retail Industry In India - Free Essay Example

Sample details Pages: 11 Words: 3427 Downloads: 4 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? Many changes have occurred in the marketing environment in recent years. Undoubtedly, the marketing environment will continue to evolve and change, often in very significant ways, in the coming years. Shifts in consumer behavior, competitive strategies, government regulations or other aspects of the marketing environment can profoundly affect the fortunes of a retail sector. Don’t waste time! Our writers will create an original "Study On The Retail Industry In India" essay for you Create order Besides these external forces, the industries may engage in a variety of activities and changes in strategic focus or direction that may necessitate minor or major adjustments. The research aim is to highlight the current situation of the Indian Retail Industry as well as to provide facts and figures regarding the probable loopholes and the scope for augmentation. During the recent years of globalization, economies in Asia and the Pacific grew rapidly until the current global economic and financial crisis appeared in mid-2007. This acceleration of growth, in which international trade has played an important role, has helped Asian and Pacific countries to make impressive strides in economic development (ESCAP, 2009). At the same time, empirical evidence suggests that in some supply-constrained larger economies in Asia and the Pacific, such as China, India and Indonesia, wealth through trade has been accompanied by rise in inequality. The basic aim of the paper would be to analyz e the retail industry in India and to understand the issues prevailing in this industry and the future prospective of the retail industry. The aim of the paper would be to answer the following research questions; Is Indian retail industry sustainable? How does the Indian retail industry compete with the industries all around the World? Is the retail industry more beneficial than other industries in India? Does the involvement of government in this industry is satisfactory? What improvements could be made in the Indian retail industry ? The Literature Review Like some other retail industries the Indian industry is divided in two sectors i.e. organised and unorganized one. The organised portion deals with the trading activities practiced while possessing licenses and having registrations for sales and income tax. This division includes corporate backed hypermarkets and retail chains and the privately owned large retail businesses. Secondly, the unorganized one who practices traditional style of low-cost retailing like grocery stores named as à ¢Ã¢â€š ¬Ã…“Kiriana Storesà ¢Ã¢â€š ¬?, general stores, Paan / Beedi shops, convince stores, hand carts and pavement, vendors, etc. Moreover, the traditional markets are preparing to adopt new designs like departmental stores, specialty stores and supermarkets. The Indian retail sector is greatly split with 97 % of its being executed by the unorganized retailers like the traditional family run stores and corner stores. The organized retail however is at a very embryonic stage although efforts are being made to boost its share. The sector is the largest source of employment after agriculture, and has deep penetration into rural India generating more than 10 % of Indiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s GDP. The fact of Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s retail sector becoming saturated, international retailers considers India as the last retailing frontier left. Though, the Indian Government restrictions on the FDI are creating uncertainties among the international players like Walmart, Tesco and many other retail giants struggling to enter Indian markets. As of now the Government has allowed only 51 per cent FDI in the sector to à ¢Ã¢â€š ¬Ã‹Å"one-brandà ¢Ã¢â€š ¬Ã¢â€ž ¢ shops like Nike, Reebok etc. Therefore, other international players are taking alternative ways to pierce the Indian retail market indirectly via strategic licensing agreement, franchisee agreement and cash and carry wholesale trading (since 100 per cent FDI is allowed in wholesale trading). The structure of Indian retail is emerging swiftly with shopping malls becoming increasingly common in the large cities and development plans being projected at 150 new shopping malls by 2008. However, the traditional formats like hawkers, grocers and tobacconist shops continue to co-exist with the modern formats of retailing. Modern retailing has helped the companies to increase the consumption of their products for example: Indian consumers would normally consume the rice sold at the nearby kiranas viz. Kolam for daily use. With the introduction of organized retail, it has been noticed that the sale of Basmati rice has gone up by four times than it was a few years back; as a superior quality rice (Basmati) is now available at almost the same price as the normal rice at a local kirana. Thus, the way a product is displayed and promoted influences its sales. If the consumption continues to grow this way it can be said that the local market would go through a metamorphoses of a change and the local stores would soo n become the things of the past or restricted to last minute unplanned buying. Research Methodology Introduction This section spells out the procedures and the methods that the researcher can employ in achieving the objectives of the project so highlighted in the abstract of this paper. It defines location of the study, research procedures and analysis plan that would be put in consideration when carrying out this particular research. The research is supposed to start with the clear understanding of the research objectives as well as the hypothesis. Success of the project will depend on the provision of satisfying information in line with the objectives and hypothesis (Myers, 2002). The objective of the research just as a recap is to identify the effective mechanisms risk exposure and fÑ–nà Ã‚ °ncÑ–Ã Ã‚ °l policy considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets used in order to gain the competitive. It is important to note here that this research was mainly based on the questionnaire even though other research method ologies were briefly discussed. Sample questionnaire used is as shown in the appendices. Research methodology is a master plan specifying the methods and procedures for collecting and analyzing the data. It is a strategy or blueprint that plans the action for carrying through the research project data. A research design involves a series of rational decision-making choices depending upon the various options available to the researchers. Broadly it is composed of different elements like: the purpose of the study, the unit of analysis, time dimension, mode of observation, sampling design, observation tools, data processing, and data analysis. Mainly two techniques of research, Qualitative and quantitative are utilized. Though both of the methods have their own significance, the use of exploratory quantitative research design for this study appears to be appropriate. Research Design Research is an endless effort for truth. It certainly bring to light new knowledge or corrects previous errors and misconceptions and adds to the existing body of knowledge in an orderly manner. The research was aimed at highlighting the significance of branding for an organization and to evaluate the importance being given at pizza hut setup. This part deals with procedure adopted to conduct the study. The researcher had to depend on the related literature and structured questionnaires. Descriptive data were typically collected through a questionnaire survey, an interview or observation. Primary research. Primary research is the collection of data that does not exist. This can be through numerous forms: including questionnaires, telephone conversations, surveys, etc. As pertained to this project, the primary sources would likely be the risk exposure and fÑ–nà Ã‚ °ncÑ–Ã Ã‚ °l policy considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets. The major merit with conducting primary research is that it accurate. However, the disadvantage of primary research is that it may be time consuming, as it involves dealing with people from various regions, the human sources may only become resourceful out of their own willingness, and this may take them quit sometimes before making up their minds to tell you what they know or give you their side stories about your questions (Focardi Fabozzi, 1998). Secondary research on the other hand is the collection of existing data, that is, in contrast to primary research. For example: rese arch on experiments or specific subjects. The merit of secondary research is that ità ¢Ã¢â€š ¬Ã¢â€ž ¢s not time consuming however a disadvantage is that the information retrieved may not be relevant. Data Collection In research studies, the source of data is two-fold. Data comes from the inner world of libraries as well as from the outer world of human being. It is either the shelved data or it is the data acquired live from the people involved in the study. This research being in the marketing, and the prime subject of the study is retail sector, the researcher aims to collect data mainly from the respondents. After considering the various methods of data collection such as ethnographic style, survey, experimental style, and narrative enquiry, a questionnaire survey was chosen as it allows the collection of highest opinions within the time span of the project as well as the fact that the results could be accurately mapped and correlated to provide quantitative information. Choice of research philosophy Another aspect that is of great significance in this research would be the research strategy. Ità ¢Ã¢â€š ¬Ã¢â€ž ¢s the research strategy shows which methods a researcher adapts to answer the research objectives or questions. There are types of research strategies that can be employed in conducting a research study. These include experiments, case studies, survey, theoretical perspectives, cross-sectional and longitudinal studies. It is imperative to examine some of these strategies while paying particular attention to the case study method which will be applied in this particular research. Survey is another important research strategy that has was popular in conducting this research. Surveys à ¢Ã¢â€š ¬Ã‹Å"allow the collection of a large amount of data from a large population .This implies that the researcher can conduct surveys and question specific groups of people to obtain large amount of information relevant to the subject of the survey. The data is usually collected from the people either via questionnaire or orally. The purpose of the survey was to establish and analyze views of respondents in order to find what they think about particular situation, case or statement. However, despite the fact that the views from a large number of respondents can be gathered through the survey strategy, the data obtained may not all reflect to the objective of the research at depth (Kendrick, 2009). Case study is a research strategy which involves investigation of a particular contemporary phenomenon in the real life situation using multiple sources of evidence. More elaborate explanation on the nature of the case study as a research strategy was given by Frenkel, Hommel, Dufey Markus, (2005). in whose view case study represents à ¢Ã¢â€š ¬Ã‹Å"a specific way of collecting, organizing, and analyzing dataà ¢Ã¢â€š ¬Ã¢â€ž ¢. Grounded theory represents a strategy which posits that the data is collected through observations and compared to various theoretical frame works in order to discover which of the data is the most appropriate. This leads the researcher into making predictions about the studied phenomena prior to putting the findings into test. However, the aim of grounded theory is to make studied data records well-developed and understood and to verify relationships between the findings and the case study in question (Frenkel, Hommel, Dufey Markus, 2005). Questionnaires This research was mainly carried out by the use of a questionnaire. The questionnaire enabled the information to be gathered from many respondents who were directly involved in risk exposure and fÑ–nà Ã‚ °ncÑ–Ã Ã‚ °l policy considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets. Use of a questionnaire as a quantitative method for collecting data from the sources is the most appropriate method of collecting mass responses and as such, providing a good method of comparative analysis. The questionnaire will cover a number of data sources to find out opinions and views regarding the planning strategies required in risk exposure and fÑ–nà Ã‚ °ncÑ–Ã Ã‚ °l policy considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets. Designing good questionnaires requires significant skills and experience. The researcher embarks on the study by setting up survey question naires that address issues relevant to the interviews conducted. It is important to pilot or test the questionnaire as fully as possible before distributing them to the interviewees to fill them. A sample questionnaire is like the one shown in the appendices below. This questionnaire enabled elaborate information to be obtained from the players in the restaurant industry (Lam, 2003). Interviews In order to achieve the purpose of the investigation, the key focus lies on finding out which techniques should be applied. Interviews were the best method for understanding this research. à ¢Ã¢â€š ¬Ã…“A respondent interview is one where the interviewer directs the interview and the interviewer responds to the questions of the researcherà ¢Ã¢â€š ¬?. And to add more weight on this observation, Borodzicz, (2004). added that the standard survey interview is itself essentially faulted and that it therefore cannot serve as the ideal ideological model against which to assess other approaches. He Borodzicz, (2004).also elaborates by describing interviews as the verbal exchange of information between two or more people for the principal purpose of one person or group gathering information from the other. And that Semi structured interviews enable one to fix and control circumstances in order to collect appropriate data while remaining flexible and responsive (Borodzicz, 2004). In or der to analyze the psychological and behavioral reasons for decisions of the sources, the collected primary data should be collected through the distribution of questionnaires. They however emphasized it is very important to note that questionnaires should reach the right people, to allow for an appropriate amount of information to be collected. Different types of interviews that the researchers may opt to apply to their studies. The three are inclusive of structured interviews, semi-structured interviews, and unstructured interviews. (Pritchard, 2005). Structured interviews consist of closed-ended questions, where the structure of the questions, responses and the interview itself is decided prior to the interview. The interviewer has more control over the responses, and can lead the interview into the direction they want. However, the responses received are limited. Semi-structured interviews consist of closed and/or open-ended questions, allowing the interviewer to have some co ntrol over the responses and the interview. Although the open-ended questions allow the interviewee to express themselves and encourage them to present their views and opinions. Unstructured interviews consist of open-ended questions that do not restrict the intervieweeà ¢Ã¢â€š ¬Ã¢â€ž ¢s responses, therefore collecting a wide range of information. This kind of interview is more supple in-terms of the questions being asked and their ordering, all depending upon the interviewees responses. After considering these different types of interviews, Questionnaires are considered more useful for this study. This is necessary, as it allows gaining a deeper understanding of the participantsà ¢Ã¢â€š ¬Ã¢â€ž ¢ views. In the usage of the interview the management of organizations in à Ã‚ µmà Ã‚ µrgÑ–ng markets were interviewed to get there view on how they operate (Silva, 1995). Data Analysis Process The process involves the researched applying reasoning in order to understand and interpret the data collected. à ¢Ã¢â€š ¬Ã…“In simple descriptive research, analysis may involve determining consistent patterns and summarizing the appropriate details revealed in the investigationà ¢Ã¢â€š ¬? (Zikmund, 2003, P. 73). Sectors of the market chosen to research and why you chose these sectors Use of research tools such as questionnaires, interviews, relevant journals, periodicals and data sampling and machines would be utilized in the process conducting the interview. Experts would be needed to conduct the research. In implementing the activities, both the quantitative and qualitative approaches was considered, where by qualitative data are those that would be based on the spoken words while the quantitative data would be generated from the overall data collected based of accuracy and efficiency The research project was scheduled to run for a period of one year and a few Months within which industries in à Ã‚ µmà Ã‚ µrgÑ–ng markets would be put under scrutiny and rigorous investigations to ascertain the objectives of the research. Research validity and reliability A debate about the findings of the preceding literatures on retail industry considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets inevitably includes a discussion of à ¢Ã¢â€š ¬Ã‹Å"researchà ¢Ã¢â€š ¬Ã¢â€ž ¢, normally referring to the way in which the data were collectedà ¢Ã¢â€š ¬?. This research being a phenomenological, all questions are related to theoretical characteristics discussed in literature preview. The process would therefore be accurate in collecting, analyzing and sampling data; hence the validity of result would be quite high. Considering that there are many different aspects of validity, which influence the validity of the research in general. Relationship between your research aim, research questions, research objectives and research methods. The methodology which was exploited here mainly through the questionnaires and the interviews were most appropriate as they enabled the most information to be obtained. Many respondents could be reached within a short period of time while sampling enabled a comparison to be carried out on the different organizations in à Ã‚ µmà Ã‚ µrgÑ–ng markets. They helped in the real understanding on retail industry considering the à Ã‚ °nà Ã‚ °lysÑ–s of à Ã‚ µmà Ã‚ µrgÑ–ng markets has actually been carrying out its activities which have actually helped it in realizing a competitive in the market (Borodzicz, 2004). Anticipated Outcomes The retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018. As the country has got a high growth rates, the consumer spending has also gone up and is also expected to go up further in the future. In the last four years, the consumer spending in India climbed up to 75%. As a result, the India retail industry is expected to grow further in the future days. Despite the fact that the Indian retail market is expected to grow but some challenges are still required to be addressed. These challenges include the deficiency of sufficient infrastructure amenities, elevated prices of real estate, divergence in consumer groups, tax structure, limitations in Foreign Direct Investment (FDI), shortage of trained manpower and low retail management skills. The research will focus to highlight all the challenges being faced to the Indian retail market and to sugges t the strategies and methodologies to cater these challenges. The effective management of above said challenges will not only enable to achieve the projected growth in the retail sector but will also enable to enhance the factor of consistency in growth. Appropriateness of triangulation to research The essence of applying triangulation is for the sake of indications of applicability of several methods (excess of two) in the course of the study in consideration of checking double or even triples results checking otherwise known as cross examination. The idea behind the concept is for the researcher to express a high degree of confidence in consideration of the results of diverse methods that give similar results. In case a single method was applied by the researcher, there is a higher tendency of believing that the results are valid. The application of more that a single method may result to a clash of the results. The application of about three methods attempting to derive an answer may lead to a similarity of answers from two out of the three methods used. In case of an occurrence of a crash there is then a need of reframing the question (HSE, 2006). Timeline: Ghant chart Activity Weeks Week commencing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Explore literature Writing literature review Reading on methodology Writing methodology Questionnaire design Collection of qualitative data Collection of quantitative data Analysis of qualitative data Analysis of quantitative data Writing conclusion Submission of first draft Revision and submission of final draft Limitations of the research Limitations are usually present in every research and these limitations actually tarnish the results of the research. Certain limitations are also associated with this research. One of the biggest limitations of this research is lack of budget and lack of time. Besides that there are certain other limitations like the non-serious attitude of the respondents might tamper the entire results of the research. The interviews that will be conducted and the questionnaire cannot be fully utilized in this scenario because the respondents are not serious in their attitude when they are filling out the questionnaires or when they are giving the responses to the researcher. The lack of time given by the respondents can also be another limitation of this research. If the respondents have lesser time than it is highly probable that they might not take the research properly and ultimately the final results of the research would be affected in this scenario. Finally, it can be said that certain ch unks or sources of secondary research can also be treated as a limitation of the research. This is because of the fact that these sources are not valid or they are not updated therefore the data that is attained from these sources might affect the entire results of the research. Therefore, the researcher should take utmost care about all these constraints and try to minimize it.

Eating and Personality Disorders Essay - 1710 Words

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The Cost Of College Worth A Degree - 1220 Words

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The Chrysanthemums vs the Story of an Hour Essay - 926 Words

Elisa Allen in Steinbecks The Chrysanthemums and Louise Mallard in Chopins The Story of an Hour have a great deal in common because of the fact that they both went through similar struggles. Both Elisa and Louise prove to be strong women that clearly had dreams of their own such as being equal to men and having a passionate relationship with a man. Although that may be true, they lacked resemblance in the true desire they each yearned for. Firstly, Elisa and Mrs. Mallard related in the fact that they both faced the sad reality that women in their time periods were unbearably unequal to men. For example, in The Chrysanthemums, it was clear that women had no say in the business aspects of things such as running a ranch. This is†¦show more content†¦Secondly, both Elisa and Mrs. Mallard were terribly lonely and unhappy with their marriages. The first time this comes across is when in The Chrysanthemums Steinbeck writes Her hesitant fingers almost touched the cloth†¦ She c rouched low like a frowning dog†¦ she stood up very straight, her face was ashamed (234). Undoubtedly, Elisa yearned for a passionate relationship so much so that she was practically throwing herself at the Tinker. She felt ashamed because she realized that her intentions were wrong and she was flirting with a man that was not her husband. Though it doesnt clearly state whether Mrs. Mallard was lonely or unhappy with her marriage Chopin suggests that she was. The fact that Mrs. Mallard was telling herself Free! Body and soul free! (Chopin 170) after finding out about the death of her husband suggests she was unsatisfied with not just her life but her relationship as well. If Louise had had a passionate and romantic relationship with her husband maybe she wouldnt have been so intensely happy that her husband had passed away. She also wouldnt have been so obsessed with the idea of being free. Although Elisa and Mrs. Mallard both related in their struggles, they differed quite a b it in the ultimate desire they each had. Mrs. Mallard wanted more than anything to be free and this comes across clearly throughout Chopins The Story of an Hour. On more than one occasion Mrs. Mallard shows how ecstatic she is to finally be free. Mrs. MallardShow MoreRelatedWhat Literature Teaches About Different Cultures1827 Words   |  8 Pagesours. In Korea they take education very seriously, and the kids respect their teachers and their schooling; they also respect their history, it’s not just a subject taught in school like it is in Canada. Just from reading some Korean poems, or stories, or watching some Korean movies we can very quickly learn about their everyday life. Korean life, and culture, is very focused on nature; from the foods they eat to where they want to go when they retire. In the film â€Å"A Shower† there are a copiousRead MoreManagement and Teaching Note19520 Words   |  79 Pages Gonela, SK; Panuganti, SM IBSCDC 20pp; Teaching note 207-060-8 (12pp) 207-060-4 THE BURGEONING INDIAN ECONOMY: SIGNS OF OVERHEATING? Structured assignment Gonela, SK; Panuganti, SM IBSCDC 14pp; Teaching note 207-060-8 (12pp) 207-050-1 THE CHRYSANTHEMUM THRONE: IS JAPAN READY FOR AN EMPRESS Thadamalla, JS; Sonpal, A IBS Research Center, Bangalore 11pp 207-047-1 THE ECONOMIC CONSEQUENCES OF POPULATION AGING George, SS; Chakraborty, B; Govind, S ICMR Center for Management Research 19pp; Teaching

The Spiritual Aspect Of A Person Is Crucial Because It

The spiritual aspect of a person is crucial because it is the basis, on which people make decisions that influence the environment they live in and society. Moreover, based on this aspect, a person is provided with guidance to make relevant choices that affect their life and health. Thus, having a healthy spiritual perspective is needed for a person to live in harmony with themselves and the rest of society. Meanings of Spirituality Spirituality has multiples different meanings. People tend to see spirituality as religion, but even though spirituality is the core of religion, spirituality goes beyond religion. They actually show two different facets of the human practice. Spirituality relates to the personal inner soul and deepest values,†¦show more content†¦Further, nurses form social bonds with patients during their interaction. Pluralism Pluralism refers to diversity in various aspects. In the hospital setting, as social beings, patients should be treated with the use of different methods, being able to interact with their doctors and nurses (Tanja-Dijkstra, 2011). It will create a cohesive relationship between the hospital personnel and patients. Scientism Scientism is a system of making decisions based on methods and experiments proven through research and data analysis. However, research conducted in various hospitals focuses more on their internal environment rather than on patients (Tanja-Dijkstra, 2011). As a result, some of the latter are affected by hospital’s arrangement psychologically, and this lengthens their treatment time. Postmodernism Postmodernism is a societal consideration of various perspectives that may be true for each separate case. Tanja-Dijkstra (2011) notes that the functional delivery of healthcare existed in the past. In this technology era, healthcare services are delivered with the help of machines based on patient-oriented care, not some principles applicable to all cases. Seven Basic Worldview Questions What is the prime reality? In the author, personal opinion, real is what it can be perceived, imagined or created physically. Therefore, activities that can be done to bring forth a working idea are a reality. In addition, God forms part of what is real in the lifeShow MoreRelatedM Ā Ori Cultural Concepts Essay1548 Words   |  7 Pagesgenerations. The availabiity of crucial natural resources and hospitality for guests are some of the benefits of acquiring this land and receiving mana whenua. Mana Whenua has develeoped over the years and is now representative of belonging in education. Mana tangata is power gained from personcal attributes or birthright. Leaders need to have desirable personal attributes so their mana tangata is crucial in reaching this pinnacle. 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Antecedents and Consequences of Ethical Leadership †Free Samples

Question: Discuss about the Antecedents and Consequences of Ethical Leadership. Answer: Introduction: The essay deals with the analysis of aspects of change that has been observed in a group. Leadership is the ability of translating visions into realities. Devoid of proper governance and efficient leadership at every level in civil, public and private organizations, it is debatably nearly impossible to sustain and achieve efficient administration, to accomplish goals, to maintain the quality as well as deliver first class services. The growing requirements and complexities that arise from the continuous changes in the society, in addition to the continuous drive for higher productivity, call for ethical and effective leadership (Auerbach, 2012). Proper governance with ethical and effective leadership is the vital requirements for an organization to do well in the twenty-first century. Quality leadership in the educational field is essential for an all-round success of a school system or an individual school. Dwight D. Eisenhower, the thirty-fourth President of United States, had stated in his definition of leadership that it is an art of getting something done by somebody else. Leadership is witnessed at not only the work place, but almost everywhere. At all circumstances, the leader initiates or takes a step forward for taking charge of the situations. It can be at the workplace, educational institution, or any other place. No person is a leader from the birth. A person becomes a leader as they have the sincerity and credibility, as a result other individuals would be inclined to obey or follow them (Flores et al., 2012). As per my observation, the leaders possessed exemplary leadership skills and qualities such as honesty, confidence, commitment, discipline, positive attitude and creativity. The body language of the leaders was appropriate and they were active listeners. The group members were able to participate actively in the group sessions and share their views. Proper planning was done by the leaders, which helped in proper management of the group activities. The leaders regularly invited the group members to share their views and opinions on the happenings over the weeks. The leaders encouraged the participation of the group members in the group activities by properly interacting with them in a two way communication process. However, a few members took active participation in the group meetings while the others remained reluctant. The major issue, which aroused was the lack of confidence among a few members. Due to lack of confidence, a few group members could not openly express their views and could not freely participate in the group activities. Throughout the session, I have observed that the leaders were friendly in nature and encouraged all the group members to participate in the group activities. They were successful in paying equal attention to all the members. In order to make the activities interesting, the leaders often asked questions to the group members and tried to raise the level of confidence of the group members who lacked the courage to put forward their views and suggestions. I observed the leaders to be emphatic and enforce a cross- cultural leadership style. Since the group members belonged to different cultures and backgrounds, the implementation of cross- cultural leadership proved to be fruitful for the group activities and restored peace and harmony among the group members. Cross- cultural leadership style ensured that there is equality among the members and no discrimination on any grounds. This enables the group members to form healthy personal relations with the leaders (Galegher, Kraut Egido, 2014 ). An indispensable quality that is important for being an efficient leader, is to have a balanced attitude and have different perspectives. Possessing these qualities gives an ability to view the world from various angles. I, as a leader assuming to be equipped with these qualities, opine that, the mode by which I perceive the world is definitely not the only mode of perceiving. Rather, I believe in the principle thatthe world is viewed by various ways by different people. By the conception of perspective, I believe that, there is a probability to modify my views to give new insight for my actions. This quality calls for immense intellectualities as well as philosophical modesty from members of a certain organization (Dugan, Kodama Gebhardt, 2012). The factor of body language determination has been an important part in the observation process. It comprises of gesture, facial expression and others. Body language makes a major impact as a speaker. Some members make gestures by nodding heads, which may either imply a yes or a no. However, it varies from person to person. It has been evident that meetings are a process followed in any workplace. The reason can be sharing of thoughts. There are pseudo listeners who act or pretend to listen. However, active listening has really been on the focus, as it is the process of listening in a full attentive manner. This process has been aggravated by globalization. The seating arrangement has also been an area of focus in my observation, as it can influence the whole interaction or meeting among people. However, it often happens by chance, and not intentionally. It has been assumed that seating arrangements should be done by providing justice to every member. The leaders were placed at the centre, able to communicate and obverse the other members. The strategy of shared leadership was observed to be working in the educative group. Shared leadership models of governance mean the leaders seek out other persons in the school premises to build a partnership, hit the strengths of others, and progress the vision forward jointly. The leaders acted and believed in traditions that call for invitations and encouraged a common purpose appreciate that intensified relationship that was developed by both informal and formal interaction and was elementary to motivate every member to proceed in a similar direction. Planning in a group helps in achieving a common goal. Similarly, I have observed that the leaders ensured that there is an alternative plan in case the primary plan does not work. As one of the various leadership aspects, implementation of a fruitful change management strategy is an important part of any fruitful leadership strategy of the team. Organizational change has been a constant trait of contemporary organizations and the reliance upon program delivery and successful projects has not been higher. It does not depend on the shortage of money that is generating a large number of strategic initiative mishaps (Mendenhall, 2012). The most important causes are often related to inadequate communications, across the organization. Effective leaders in the school are the key to a large scale and sustainable reform of education. Leaders have a deep and more lasting impact on organization and provides more comprehensive headship if the focus spreads beyond sustaining high standards. Cultural Change leaders display blatant enthusiasm, hope and energy. Moreover, few indispensable components characterizes the leaders in the knowledge society, such as moral purpose, understanding of the process of change, the ability to develop relationship, knowledge sharing and creation, and rationality (Holt Marques, 2012). Moral purpose is the societal responsibility to the environment and other persons. leaders in school with a moral purpose intend to make some differences in the lives of the students. They have been concerned regarding bridging the gap between the high performers and lower performers in schools and raising the achievements of the students (Bogotch, 2014). The objective is not just to innovate, but Innovating in a selective manner with rationality is considered better. Possessing the best idea is not sufficient. The leaders helped other persons to find and assess collective meanings and commitments to new means. The leaders did not avoid the expected early difficulty of trying some new thing. It was known to them, for instance, that regardless of how much they arrange or plan for the changes, the first few months after implementing will be rough (Wagner et al., 2012). Resistance is to be redefined. Successful leaders are generally not concerned when naysayers cause an argument. Sometimes the doubters have significant points to be taken into consideration. Leaders seek for means for addressing those concerns. Reculturing has been the name of the game, which says that a culture of the school influences the thought process of the people, their feelings, and actions. Being competent to shape and understand the culture is a key to the success of schools in promoting learning of the students and staffs (Northouse, 2015). Creation and sharing of knowledge is fundamental to effective leaderships. Information, facts or data, of which we have an overabundance, simply becomes knowledge by asocialprocess. Therefore, professional learning communities and relationships are necessary. Organizations must promote knowledge seeking as well as knowledge giving. Student Success Skills is a program designed for helping the students to develop the academic, self management and social skills that are required to be successful in schools. The counselors in school are encouraged for setting themselves up for the success in presentation of outcomes by implementation of the interventions as anticipated and keeping a track of the attendance of the student in a group session (Mayer et al., 2012). Good Governance and efficient leadership are considered two sides of one coin. The two have several mutual elements. Good Governance may not be envisaged by us in totality without an efficient leadership. In reality, we may not achieve good governance in totality for psychological, sociological and cultural impacts as well as differences. Leaders are expected to walk their talk; that is, the leaders are expected to practically do what has beensaid by their mouth. Promptness for accepting the change is an additional essential constituent to ensure good governance; in order that the present leaders as well as the emerging leaders in future ought to be prepared for accepting the change and proceed accordingly. References Auerbach, S. (Ed.). (2012).School leadership for authentic family and community partnerships: Research perspectives for transforming practice. Routledge. Bogotch, I. (2014). Educational theory: The specific case of social justice as an educational leadership construct. InInternational handbook of educational leadership and social (in) justice(pp. 51-65). Springer Netherlands. Dugan, J. P., Kodama, C. M., Gebhardt, M. C. (2012). Race and leadership development among college students: The additive value of collective racial esteem.Journal of Diversity in Higher Education,5(3), 174. Flores, K. L., Matkin, G. S., Burbach, M. E., Quinn, C. E., Harding, H. (2012). Deficient critical thinking skills among college graduates: Implications for leadership.Educational Philosophy and Theory,44(2), 212-230. Galegher, J., Kraut, R. E., Egido, C. (2014).Intellectual teamwork: Social and technological foundations of cooperative work. Psychology Press. Holt, S., Marques, J. (2012). Empathy in leadership: Appropriate or misplaced? An empirical study on a topic that is asking for attention.Journal of business ethics,105(1), 95-105. Mayer, D. M., Aquino, K., Greenbaum, R. L., Kuenzi, M. (2012). Who displays ethical leadership, and why does it matter? An examination of antecedents and consequences of ethical leadership.Academy of Management Journal,55(1), 151-171. Mendenhall, M. E. (Ed.). (2012).Global leadership: Research, practice, and development. Routledge. Northouse, P. G. (2015).Leadership: Theory and practice. Sage publications. Wagner, T., Kegan, R., Lahey, L. L., Lemons, R. W., Garnier, J., Helsing, D., ... Rasmussen, H. T. (2012).Change leadership: A practical guide to transforming our schools. John Wiley Sons.

Critically Evaluate Effect of Celebrity Endorsement on Brand Affinity free essay sample

To begin with, this essay discusses the positive effects of celebrity endorsement on brand affinity in terms of reassuring consumers of the product qualities and differentiating a brand from its competitors, using Nike-Golf and Canon case studies. Then, the essay discusses hazardous effects towards brand affinity when using celebrity endorsement with reference to the Tiger Woods’ infidelity and David Beckham multiple images case studies. These effects include celebrities’ images changing and loss of public recognition, and public controversy. Finally, there is a discussion and an emphasis on the celebrity endorsement’s rewards that lead to the higher level of brand affinity. In this essay, the term celebrity is defined as ‘people who enjoy public recognition and who often have distinctive attributes such as attractiveness and trustworthiness’ (McCracken, 1989; Silvera and Austad, 2004 cited in Kumar, 2010, p. 5). As Schlecht (2003, p. 3) states ‘†¦Celebrities generally differ from the social norm and enjoy a high degree of public awareness’. There could be eight classical forms of celebrity which include actors (e. g. Pierce Brosnan, Angelina Jolie Pritt), models (e. . Naomi Campbell, Gisele Buendchen), sports athletes (e. g. Tiger Woods, Maria Sharapova, David Beckham), entertainers (e. g. Oprah Winfrey), singers (e. g. Lady Gaga, Britney Spears, Jenifer Lopez, Black Eyed Peas), businesspeople (e. g. Donald Trump, Bill Gates, Steve Jobs), politicians (e. g. Barak Obama), and high-society people (e. g. Prince William, Victoria Beckham) (Schlecht, 2003, p. 3-4). Commonly, the brands have the distinct images and personalities that attract the consumers. The intense favorable emotional connection between consumers and the brands is taken to mean ‘brand affinity’ in this essay. The brand affinity is not usually logical, but it is powerful. It encourages consumers to view a brand as the representative of a personal aspect of their persona (DeGabrielle, 2011). To illustrate, ACNielsen (2006) states that Armani is a brand that stands for well-understood attributes as high quality, sophistication and style – timeless values with global appeal. Consumers tend to buy Armani because they would like to be part of that shared identity. DeGabrielle (2011) suggests that ‘†¦[Consumers] perceive the brand as representing their values – or believe being associated with these brands makes them more â€Å"cool†Ã¢â‚¬ ¦Ã¢â‚¬â„¢. For Armani, the utilization of David and Victoria Beckham- who are suggested to have a glamorous lifestyle- in Emporio Armani underwear could be an example of endorsing the brand stylish and sophisticated images affect consumers by celebrities. It has been believed that celebrity endorsement could be a marketing communication tool that helps strengthen brand affinity to the brands. The meaning movement from celebrities’ qualities towards the endorsed products could be illustrated in figure1. Source: www. clothingbrands24. com Figure 1: Meaning Movement and Endorsement Process (Source: McCracken, 1989 cited in Kumar, 2010, p. 25) The first positive effect of celebrity endorsement on brand affinity is that celebrities could reassure product quality in consumers’ minds. Consumers are usually reluctant to believe in quality of product unless they have consumed it. For this reason, seeing celebrity reputation attached to the brands could mitigate some uncertainty and make it easier for the product to become the consumers’ brand choice (Elberse, 2009). For example, before 1996, although Nike appeared to be well-respected as a successful brand in mainstream sports apparel especially in footwear, it was generally considered to be less likely to be successful in entering the golf category because it had limited experience in an elite category. However, Nike decided to utilize its area of expertise to build the equity in golf arena by collaborating with the athlete stars similar to the successful platform made with Michael Jordan. Nike associated with world rising golf star at that time- Tiger Woods who appeared to be the symbol of fast success and endurance-and became an emerging successful brand in golf apparels, equipments, and accessories without actual proved qualities. The statistic in COMPUSTAT (cited in Farrell, et al. , 2000, p. 2) explains that after Nike signed a five-year contract worth approximately forty to sixty million dollars with Tiger Woods in 1996, the returns seemed to be instantaneous and lucrative. The golf apparel and footwear sales of Nike was double the contract fee to approximately one-hundred twenty million dollars on the fiscal year ended on May 31, 1997. Furthermore, the sales of the entire company in the following quarter rose by fifty-five percent as a result of Tiger Woods’ endorsement (Farrell, et al. , 2000, p. 2). Nike has appeared to be an admirable brand in sports apparel- ranked number one for the industry (Fortune on CNN Money, 2011). Source: www. theblemish. com Another reward of celebrity endorsement on brand affinity is the perceived brand differentiation by consumers. In this twenty-first century, there are thousands of brands worldwide. Consumers seem to be more selective and would prefer the brands with the outstanding images that help express their styles. For that reason, celebrity endorsement could convey distinctive attributes that differentiates the brand from its competitors. For instance, as Elberse (2009) explains that ‘Canons reason for turning to Maria Sharapova was her reputation as someone who plays aggressively but with precision, and who has a sense of style exactly the kinds of attributes it hoped to emphasize in marketing its line of PowerShot cameras’. The clear images of Sharapova lead to the distinct images of Canon to consumers. Consumers preempt those attributes and feel proud to use Canon PowerShot cameras as they see the difference of stylish Canon to static Nikon or the unclear image of Panasonic. Therefore, Canon appears to have higher number of referrals among consumers and is on the top rank for compact digital camera category, despite their actual qualities. Source: www. letsgodigital. org Source: www. coloribus. com Despite the fact that celebrity endorsement leads to stronger brand affinity, it conveys the potential hazard to consumers’ affection for brand as the celebrities’ images could change and lose public recognition. The lapse in professional performances may lead to lose in celebrities’ popularity. The preventive tactics for marketers are to study celebrities’ personal and professional life cycles and research on their possibilities to maintain or positively transfer the brand images. Take David Beckham as an example, since his movement from Manchester United to Real Madrid, AC Milan, and LA Galaxy, he has gradually declined in his top form as the professional football player. He could lose public recognition if he merely maintains a sole image because he is not anymore a representative of the successful athlete with high performance. However, David Beckham appears to convey multiple images such as Posh’s husband, fashion icon, father of four children, and football player, therefore, his life expectancy as brand endorser could be favorably extended (Vincent, et al. , 2009, p. 177). Consumers still appear to be attracted to Beckham’s endorsed brand as Adidas and Armani. Another potential damage to brand affinity results from celebrities’ public controversies. Rumors, and scandals caused by celebrities’ behaviors could be sources of negative brand images, thus they may ruin consumers’ affections for the brand. As Chung, et al. (2011, p. 4) states that ‘To name a few, Nike: Kobe Bryant when charged with rape, Pepsi: Mike Tyson when charged with beating his wife, Hertz: OJ Simpson and his ? rst degree murder charge, Prince tennis racket: Jennifer Capriati when charged with marijuana possession, [and Nike: Tiger Woods’ in? elity in November 2009. ]’. One study shows evidence that the negative publicity hitting a celebrity who endorses the brand leads to the decline in company’s stock price (Louie, Kulik, and Johnson, 2001 cited in Alsmadi, 2006, p. 73). For example, Knittel and Stango (2009 cited in Chung, et al . , 2011, p. 8) who study the negative impact of Tiger Woods’ infidelity scandal states that ‘†¦By looking at the stock prices of the ? rms that Tiger Woods endorses, they estimate that, after the event in November 2009, shareholders of Tiger Woods’ sponsors lost $5-12 billion relative to those ? ms that Woods did not endorse. ’ However, it is important to address that the negative effects are more likely to affect the brand in the short-term than damaging entire consumers’ brand choices. According to the Harris Poll (2010), ‘Three-quarters of Americans (74%) say when a celebrity endorser gets involved in a scandal, it doesn’t impact the way they feel about the brand or brands they endorse. ’ There is also an evidence to support that sales of Nike product were negative up to March before becoming positive in April 2010 since his public scandal revealed in November 2009 (Chung, et al. , 2011, p. 24). In conclusion, celebrity endorsement could strengthen the consumers’ affections for brands as it helps reassure product quality and well-portrayed distinct brand images to consumers. This is because the credibility and attractiveness embedded in celebrities are easy to access and approachable. Although there are potential hazard effects due to celebrities’ images changing and public controversies, they can be prevented and merely lead to the short-term affect on branding. All in all, celebrities’ roles as the endorsers in the commercials could create favorable emotional connection between the consumers and the brands. However, further cognitive research on the relationship between brand affinity and celebrity endorsement is worth undertaking, as it could examine the true value of celebrity endorsement programs given to the brands and companies’ investments.