Inventory management methods at Carrefour in UAE

Inventory management methods at Carrefour in UAE Introduction Inventory management refers to the process by which a business organization maintains an organized flow of goods in and out of the business enterprise. In so doing the organization team attempts to prevent the inventory becoming high or on the hand going down to levels that can affect the performance of the organization.Advertising We will write a custom research paper sample on Inventory management methods at Carrefour in UAE specifically for you for only $16.05 $11/page Learn More According to Watson (p 32) in order to control the inventory management the people involved should zero in on some aspects that will act as a guide to them. The most important aspect regards to time keeping. He says that by keeping the inventory management the managing team is able to establish the amount of time spent in order for a distributor to process what has been ordered and also deliver. In addition he says that the inventory management helps in determining t he period that it has taken for a good delivered in the business to move out having being sold. Therefore bearing this in mind the management team is able to determine with minimal errors when to place an order of a particular commodity and of what quantity. To add on that he argues that inventory management helps in maintaining of accurate records of what has been delivered and what has been sold. As a result any cases of missing goods or varying figures in the receipts books can be cross checked in order to establish the correct figures. For taxation purposes the inventory management has been argued as adequate in providing the information required. Types of inventory management As the business strives to move forward it has to maintain a good inventory management so that it can be known what is required when, and in what quantity. It is as a result of this the management team has an option of choosing from a number of available inventory management. Today there are four major typ es of inventory management. They include the material requirements planning, multi echelon inventory optimization, single echelon inventory optimization, and the just in time inventory management system. Material Requirements Planning (MRP) According to Howard (p 121) under this type of inventory management the main emphasis is placed on the production schedules so that there is optimization of inventory levels. He argues that material requirement planning demands that inventory should be available in large quantities to ensure that they perform accordingly in the task required of them.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More To add on that he states that inventory should be availed in time so that the business organization reduces the amount of money incurred. When using the material requirement planning the main component of it is the Bill of Material. According to him the Bill of Material is very useful in a business enterprise since it is the one used when it comes to the calculation of time that is needed to acquire raw materials used during the process of production. Single Echelon Inventory Optimization Watson (p 23) argues that single echelon inventory optimization is mainly used by the business organization that wants to maintain a single channel for distribution between itself and its clients. Due to its simplicity, he argues that this type of inventory management is used in large numbers by the small and medium business enterprises that have limited inventory channels of distribution. Multi-Echelon Inventory Optimization Contrary to the single echelon inventory optimization, this type of inventory management is mainly a reserve of the business enterprises that have many regional centers of distribution and also a number of centers to distribute their products. Just In Time (JIT) According to Howard (p 126) this inventory managemen t system is designed in such a way the company or the business organization is able to have a minimum inventory holding costs. He notes that under this system the business organization should only place an order to the supplier after that particular good has been asked for by a customer. He says that the company in most of the time has in the shelves what they think is the goods asked for by the customers in many incidences. As a result Watson (p 25) argues that the company ensures that their inventory holding costs are low and that way they do not stand a chance of non moving goods within their enterprise. What are the methods used in Carrefour UAE Carrefour is a retail chain from France that for over the last 40 years emerged as one of the leading retail outlets all over the world in terms of revenue collected, profit, and the number of staff employed. During that period Carrefour has managed to establish many outlets in different parts of the world particularly in Europe, South A merica, North Africa, and the Middle East.Advertising We will write a custom research paper sample on Inventory management methods at Carrefour in UAE specifically for you for only $16.05 $11/page Learn More Therefore, various scholars have looked at the measure put in place in order to achieve this success that many other retail outlets in different parts of the world have not been able to do. In their discussion one common feature that they all talk about is the use of efficient inventory management in order to control the movement of their stock. According to Muller (p 232) within the Carrefour business the most used inventory management system is the Just In Time (JIT). As earlier discussed this kind of inventory management system is greatly beneficial to the company because in one way it helps the company not to stock non moving goods which can in the long run play a part in making the company realize a loss. Under this system the company receives an o rder of a certain commodity from the client. In response the company places an order from the supplier for that commodity to be delivered. Once brought to the company, the commodity is taken to the client’s house hold. Using the Just In Time method the company is guaranteed that the goods they have in stock especially the heavy house hold items like fridge, and other electronics goods are bound to be bought because they are in stock because the customers asked for them. However, other frequently used house hold goods are usually stocked without using the Just In Time inventory system. In addition to that Institute of Grocery Distribution (p 235) argues that Material Requirements Planning (MRP) is also used in the Carrefour business. They say that when using this inventory management, the company is able to ensure that their orders are processed on time by the suppliers. Although this is not used most of the time, they argues that it is useful to the company because the stock in business enterprise is closely monitored and therefore appropriate measures put in place to mare sure that no stock runs out without new one being ordered.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More As a result of this the clients would always find most of the things that they have come to shop. An example of the goods that may fall under this category of inventory management system is the household goods that are used by many people in their homes such as food stuffs and drinks. Multi Echelon Inventory Optimization on the other hand is used when it comes to the distribution of goods to the company branches. According to Koontz (p 476) Carrefour is a business enterprise with many outlets being found in various cities I the United Arab Emirates. Such cities include Abu Dhabi, Dubai, and Sharja. Therefore, to coordinate the activities of these outlets there is need to have a central position from which goods are distributed to the outlets. As a result of this the people working in the distributing centre has to maintain the Multi Echelon Inventory Optimization so that they can easily record and know the amount of stock disbursed to a certain outlet. Using this method the company is able to maintain a tracking system to know if the goods were taken to their intended destination. He therefore argue that chances of doctoring figures on the way are minimized and this goes a long way in making sure that the company profits continue to grow in leaps and bounds. Today Carrefour in United Arab Emirates has invested a lot of money in the information technology as well as communication so that they can track their sales and merchandise inventories in the entire branches in the country. In so doing the company has been able to reduce unproductive inventory by a way of letting the outlets manage their own stocks. Instead of reducing inventory across the board, Carrefour management has used its advanced information technology system to avail many inventories for goods demanded for mostly by the clients. In so doing the company has been able to keep their inventory levels as low as possible. Furthermore, the company has also been using bar coding and radio frequency tech nology in managing her inventories. Under this method the goods are directed to the dock from where they are loaded for shipments. The bar coding that they use helps them to pick and receive good inventory control. In addition this system helps in easier counting of the inventories physically. Advantages of Inventory Management In any business enterprise whether small or big inventory is very important because it helps the business maintain the required inventory levels to avoid incurring unnecessary costs. Inventory management has a number of advantages that include the following. Inventory management helps in understanding the demand and supply. Therefore the company avoids stocking too much of unwanted goods or under stocking. This is because maintaining the inventory management helps in establishing the trends of goods movement. In addition maintaining inventory management helps the company reduce liabilities. Koontz (p 467) says that by looking at the movement of goods out of t he shop, the management of the business can know when to buy certain goods and in what quantities to avoid over stocking that may lead to losses. Therefore by maintaining inventory management chances of stocking unwanted goods are minimized. Other advantage is that it helps the management knows when to make orders of certain goods and also stream line its operations. Disadvantages of Inventory Management According to Muller (p 231) inventory management has been noted to have three disadvantages that include the following. At first is the bureaucracy that gives a lee way to the employees to manipulate the available stock in the business. Secondly we have the production problem he says that although the company is able to know the stock available, it is not able to know the quality of the goods they are selling. Conclusion In today’s world companies like Carrefour have spread in many parts of the globe as a result of proper planning and efficient management. Therefore, this can be a wake up call to those businesses that has for long been struggling to survive. Maintaining an inventory is paramount in order to identify the movement of goods in and out of the company. Howard, Elizabeth. Carrefour: a study of a hypermarket and its effect. Avon: Avon County Planning Department, 1999. Institute of Grocery Distribution. Carrefour: A Strategic Review. Michigan: Institute of Grocery Distribution, 2002. Koontz. Essentials of management 8E. New York: Tata McGraw Hill Education, 1990. Muller, Mike. Essentials of inventory management. New York: AMACOM Div American Mgmt Assn, 2003. Watson, Anthony. Best practice in inventory management. Abington: Elsevier, 2002.

Policy Change Proposal Section I Assignment Example | Topics and Well Written Essays - 250 words

Policy Change Proposal Section I - Assignment Example If changed, businesses will have to issue form 1099 to all corporations and individuals that give $600 or more in merchandise or services annually to the business. The Health Care Act has expanded, in two meaningful ways the obligation to give form 1099s. In the first instance, businesses are required to issue these forms, not just to individuals, but also to corporations. In the second instance, the threshold of $600 is triggered by merchandise purchases, as well as for services (Estes & Williams, 2013). Starting in 2013, therefore, all funeral parlors will be required to issue forms 1099 to utilities, phone companies, and insurance companies, auto dealers, embalming fluid suppliers, monument companies, cemeteries, vault sellers, and casket sellers. The small problems faced by funeral homes in January is set to become a nightmare with regards to paperwork, especially since the payments need to be tracked, tax ID addresses and numbers collected, as well as issuance of multiple form 1099s. This onerous provision needs to be repealed by congress through advocacy by business groups and other independent workers (Kluwer, 2012). The issue should al so be brought to the attention of the Small Business Administration of the United

Strengthening Desirable Behavior Essay Example | Topics and Well Written Essays - 500 words

Strengthening Desirable Behavior - Essay Example First of all, it calls positive attention to students for meeting behavior expectations. This shows that the teacher is noticing when students do and do not conform to the expectation, and that a reinforcement will be offered to those who meet it. Also, verbal praise is immediate in nature. Students do not have to wait days to learn what the teacher appreciated about their contribution. Next, verbal praise is highly adaptive and specific. It can be used in a variety of academic and behavioral situations, and tailored to a precise individual student (Marzano, Pickering, Arredondo, Blackburn, Brand, and Moffett, 1992, p. 8). 2. Students who arrive to class on time may receive an activity reinforcer to strengthen their positive behavior. For example, all students in the 5th grade who are complete a whole term with no tardies can get a simple reward, such as a 20-minute mixer in a common area, inside the school or outside, where they can have a cookie, some juice, and some relaxing conversation for a short time as a reward for the diligence in getting to class on time. 3. Encouraging students to turn in assignments on time can be accomplished by using public display of good work. Teachers can group students within a class, or track the progress of one class against others, using a graphic display that shows how successful each class is in getting its assignments in on time. 4.

Personal Barriers to Online Learning Essay Example for Free

Personal Barriers to Online Learning Essay Online learning or e-Learning refers to application of electronic technology for the delivery of instructional content or knowledge domains. Beamish et al. (2002), defines e-Learning as: â€Å". . . a wide set of applications and processes allied to training and learning that includes computer-based learning, online learning, virtual classrooms and digital collaboration. These services can be delivered by a variety of electronic media, including the intranet, internet, interactive TV and satellite. † In spite of the great flexibility and varied range of tools that e-Learning can provide to imparting education, implementing any e-Learning system can be a complicated and complex endeavour and online learning can be a very frustrating experience for the student as well as the teacher. A number of personal barriers affect students and teachers alike in any online learning system. Personal Barriers of Students The technology available with students determines the nature of the course content to a large extent. Students may simply not have the required bandwidth to access high-end multimedia content. The course designer has to tailor the contents to suit the technology availability of the students. This is especially true of e-Learning courses catering to international community scattered all over the world. In such cases severe constraints may have to be imposed on the utilization of technology resources available at the end of the imparting institution. The design would then have to optimized for dial-up users with at the most 800600 pixel monitor screen resolutions. In fact, many universities take special care to ensure prior to registration that their respective e-Learning course content is accessible to the students. â€Å"Technical infrastructure deficiencies on the student side can impede course activities, especially in an online distance-learning environment. † (Arabasz, 2003, pp. 42) The proficiency level of the student in using ICT tools would enhance or undermine his e-Learning experience to a great extent. In the international context it would be unwise to expect uniform familiarity with ICT usage. A student, previously not exposed to ICT, will therefore not only have to handle the course requirements, but will also have to acquire the requisite skills in ICT to pursue the course effectively. From the learner perspective, literacy and IT skills and aptitude for self-direction, being confident and motivated to participate in online learning have also been identified as potential barriers to effective online learning (Australian Institute for Social Research, 2006, pp. 15). The factor that students have to study in isolation in an e-Learning system has triggered off many debates. Many perceive this isolation as a crippling obstacle to the development of e-Learning systems for higher education. Brouner and Flowers (1997) even suggested that the lack of human interactions in the incorporation of technology into higher education would have to be effectively made up by increased human contact. The e-Learning environment lacks the discipline and time regulations imposed on students in conventional education. This requires students to be more motivated, better time managers and more attentive during e-Learning sessions. The lack of the proximity and personal touch of the instructor as in a traditional classroom can create a communication chasm that both the instructor and the student may find difficult to surmount. In a situation where eye contact and proximity are limited, students cannot be disciplined nor affirmed by eye contact and body language (McKnight, 2000). Time is another constraint that affects online learning negatively. Whilst education has now extended geographically it has limited students with time restrictions (Jones et. al. , 2004, pp. 14). Trials and Tribulations for the Faculty Time is perhaps the biggest investment that the instructor has to make. The amount of time required to develop and maintain an e-Learning course is usually not anticipated by the people involved. The instructor has to spend a lot of time on restructuring and reengineering the course for e-Learning delivery. A complete over hauling is required. Instructors also need to give time for technical and pedagogical training as instructions in e-Learning differ radically from conventional approaches. Last but not the least, the instructor has to spend considerable time corresponding or communicating with students. A very important aspect of e-Learning is the views or approach of the instructor. The instructor could be trying to make the e-Learning experience as good and fruitful as the conventional classroom’s. It is a case of trying to replicate the conventional classroom in e-Learning. The second approach could be the instructor’s effort to improve the instructions through the medium of e-Learning. The instructor will have to decide on which approach to adopt, a decision that could profoundly influence the very character and quality of the e-Learning content. Technical issues can hamper an instructor’s efficiency or performance. The instructor is often not familiar with the technologies that are utilized. Development in multimedia would require knowledge of Flash, Shockwave and similar tools. It is difficult to find persons skilled in both the application technology and the field of education. The problem of technology extends to the teacher who may not be proficient in the software. The dependency on technology also tends to undermine the faculty’s confidence at times. â€Å"Are things going to work when I’m in the classroom? Will the Internet be up? Do I need to bring back-up materials on a disk? Will the last instructor have left things in good shape? These [issues] may be more basic than you’d expect, but dependability is still a major issue. † (Arabasz, 2003, pp. 41) Online Learning therefore requires very careful planning and implementation in order to achieve success.

Images and Metaphors in Samuel Becketts Waiting for Godot Essay exampl

Images and Metaphors in Samuel Beckett's Waiting for Godot  Ã‚  Ã‚   Interpersonal relationships in Samuel Beckett's Waiting for Godot are extremely important, because the interaction of the dynamic characters, as they try to satiate one another's boredom, is the basis for the play. Vladimir's and Estragon's interactions with Godot, which should also be seen as an interpersonal relationship among dynamic characters, forms the basis for the tale's major themes. Interpersonal relationships, including those involving Godot, are generally couched in rope images, specifically as nooses and leashes. These metaphors at times are visible and invisible, involve people as well as inanimate objects, and connect the dead with the living. Only an appreciation of these complicated rope images will provide a truly complete reading of Beckett's Godot and his God, because they punctuate Beckett's voice in this play better than do any of the individual characters.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The only rope that appears literally is the leash around Lucky's neck that Pozzo holds. This pair of characters appears separated by a rope that is half the width of the stage. In terms of the rope, the relationship between these characters is one of consistent domination. The stage directions say that "Pozzo drives Lucky by means of a rope passed round his neck." [p15] Lucky is whipped often. He is essentially the horse pulling Pozzo's carriage in a relationship that seems cruel, domineering, and undesirable, and yet Lucky is strangely sycophantic. In explaining Lucky's behavior, Pozzo says, Why he doesn't make himself comfortable? Let's try and get this clear. Has he not the right to? Certainly he has. It follows that he doesn't want to...He imagines that when I see ... ...eckett hopes, must be the strongest rope of all in Waiting for Godot - the noose surrounding Godot's neck that is held aloft, and out of sight, by hope. Work Cited Beckett, Samuel. Waiting for Godot. New York: Grove Weidenfeld, 1954. Works Consulted Andres, Gunther. Being without Time: On Beckett's Play Waiting for Godot. Ed. Martin Esslin. Englewood Cliffs: Prentice-Hall, 1965. 140-152. Astro, Alan. Understanding Samuel Beckett. Columbia: University of South Carolina Press, 1990. Bair, Deirdre. Samuel Beckett. New York: Harcourt Brace Jovanovich, 1978. Mercier, Vivian. Beckett / Beckett. New York: Oxford University Press, 1977. States, Bernard. The Shape of Paradox: An Essay on Waiting for Godot. Berkeley: University of California Press, 1978. Webb, Eugene. The Plays of Samuel Beckett. Seattle: University of Washington Press, 1972.

Effect of endorsement advertisement on rural vs. urban youth buying behavior Essay

In today’s highly competitive markets, big brands are at logger-heads when it comes to products being offered, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage – advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on – right from hiring the best advertising agencies to getting the biggest celebrities. Celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports, modeling world etc. It helps in promoting the Brand and also increasing the sales of the product. Celebrity endorsement has not developed in recent years, it is being used since the days of Lux and Dabur Amla Hair Oil. This type of marketing strategy is used to promote the Brand and has proved in itself a boon in advertising world. However, it is very expensive to endorse a celebrity for a product but in the long run it has helped in enhancing the Brand Image. Celebrities are also interested in endorsing themselves as they get highly compensated and their visibility also increase. Infact several celebrities from bollywood use these advertisements for Promoting their new releases and also vice-versa. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. Why? Population of 1 billion and ticking, everyday people need something or someone to look up to. A sense of security, admiration, comfort, familiarity, and above all, someone they aspire to be at some hidden level in their lives. And clever marketers leverage this very  celebrity appeal and are successfully carrying out their jobs by giving the bottom lines of all the brands what they want – profit, market share and even recall. But how much star power is too much? â€Å"Does Amitabh really use Boro Plus† And â€Å"Does Salman Khan really uses Wheel† asked a 6 year old to her mother. Her mother laughs and says, â€Å"No way, just a gimmick.† What does that do to the brand? Many companies have had considerable success using celebrities as spokesperson, both endorser image serve as mediators in the equity-creation process of celebrity product endorsement (Seno and Lukas, 2007). Product attitude was predicted by inferences about the endorser’s liking for the product and by attitudes towards the endorser (Silvera and Austad, 2004). When however respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship may also occur. When the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated (White et al., 2009). Businesses have long sought to distract the attention of the potentials customers that live in a world of ever increasing commercial bombardment. Everyday consumers are exposed to thousands of voices and images in magazines, newspaper, and on billboards, websites, radio and television. Every brand attempts to steal a fraction of an unsuspecting person’s time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to the standard marketing techniques. The challenge of the marketer is to hook the subject’s attention. 3 This is true for the classic forms of celebrity, like Film Stars (eg. Amitabh Bachchan, Shahrukh Khan, Rani Mukherjee, Aamir Khan and Pierce Brosnan). Models (e.g., Malaika Arora, Lisa Ray , Naomi Campbell, Gisele Buendchen etc)., Sports Figures (e.g., Sachin Tendulkar, Mahendra Singh Dhoni, Virander Sehwag, Rahul Dravid, Zaheer Khan , Steve Waugh, etc). Entertainers (e.g. Cyrus Broacha, Oprah winfrey, Conan O’Brien), and Pop-Stars (e.g., Madonna, David Bowie) – but also for less obvious groups like Businessmen (e.g., Donald Trump, Bill Gates) or politicians. Celebrities appear in public in different ways. First, they appear in public when fulfilling their profession, e.g., Viswanathan Anand, who plays chess in front of the audience. Further, celebrities appear in public by attending special celebrity events, e.g., award ceremonies, inauguration or world premier of movies. In addition, they present themselves in news, fashion, magazines, and tabloids’, which provide second information on events and the ‘private life ‘of celebrities through mass-media channel (e.g., Smriti Irani being regular feature in various publications). Last but not the least, celebrities act as spokes-person in advertising to promote products and services, which is referred to celebrity endorsement. For Instance: ï‚ · Vodafone signed Irfan Khan for advertisement of Sim cards. ï‚ · Tennis sensation Sania Mirza was appointed to increase the sales of ‘Bournvita energy drinks’. ï‚ · ‘ITC’ roped in Deepika Padukone for promotion of its soap named ‘Fiama di Wills’. ï‚ · Famous Brand ‘Veet’ roped in Katrina Kaif as its Brand ambassador. ï‚ · Shahrukh Khan has been chosen by Big Brands for their Advertisement which includes ‘Dish TV’ and ‘Airtel’. ï‚ · M.S Dhoni and Baichung Bhutia for ‘Project Tiger of Aircel’. Companies spend huge amount of money on Celebrities to sell anything from a candy, hair oil, soaps, colas, pens, paints, automobiles etc. Most companies know that celebrities have an appeal and a Brand can be best helped to reach out to the masses. 4 2.0 REVIEW OF LITERATURE The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing. The late ’80s saw the beginning of celebrity endorsements in advertising in India. Hindi film and TV stars as well as sportspersons began encroaching on a territory  that was, until then, the exclusive domain of models. There was a spurt of advertising, featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Of course, probably the first ad to cash in on star power in a strategic, long-term, mission statement kind of way was for Lux soap always endorsing the latest hit actress. A brand which has, perhaps as a result of this, been among the top three in the country for much of its lifetime. Today, the use of celebrity advertising has become a trend and a winning formula of corporate image building and product marketing. It provides empirical evidence demonstrating that attitudes can be affected in such a way. The impact of Tiger Woods tournament performance on the endorsing firm’s value subsequent to the contract signing was examined. No relationship was found between Tiger’s tournament placement and the excess returns of Fortune brands. No significant relationship was found for American Express, suggesting the market does not view a golfer endorsing financial services as credible. However, a positive relationship and significant impact of tiger’s performance on Nike’s excess returns was found suggesting that the market values the additional publicity that Nike receives when Tiger is in contention to win (Farrell et al., 2000). Some marketers choose to utilize multiple celebrities to promote their Brands. Fit between the endorsed product and various celebrities is a key factor for using multiple celebrity endorser in advertising (Hsu et al., 2002). The use of celebrity endorser in advertising is wide spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significance dollars in securing the promotional support of well-known individuals (Till, 1998). Products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others (Lear et al., 2009). The importance of fit between the endorser and the endorsed product has been described as the â€Å"Match-up Hypothesis†, research has focused on physical attraction (Till and Busler 1998). Celebrities can be used to gain attention and maintain sales, while spokesperson’s effectiveness is in establishing a lifelong link with the product (Tom et al., 1992). 5 The perusal of above mentioned studies makes it very clear that endorsements advertisement does have strong impacts on consumers. The present paper has taken a leaf from these studies and has proceeded for an empirical investigation, into a Region-Wise Impact of Celebrity Endorsement which is presented subsequently. 3.0 RESEARCH METHODOLOGY Research problems tend to be different from one another and so it requires own special emphasis and different approach. Since the entire research problem is unique in some ways, the research process has to be typically customized. All the steps adopted in the research have been elaborated in the following sections. 3.1 Statement of the problem The present paper aims at finding the extent to which endorsement advertising has been successful to influence the buyer behaviour across Urban and Rural groups. The research problem investigated herein has been precisely defined asâ€Å"Effectiveness of Endorsement Advertisement on Rural vs. Urban Youth buying behaviour†. 3.2 Objectives 1. To study the likeability of the endorsement advertising. 2. To study as to what extent endorsement advertising impact the consumer behaviour towards endorsed Brands. 3. To comparatively study the Impact of endorsement advertisement on Rural vs. Urban Buyer Behaviour. 3.3 Hypothesis In order to ensure effective analysis and understanding of data collected for the purpose of this study, the following hypothesis have been framed: 1 H0: There is no specific impact of celebrity endorsements in Advertising on Youth. 2 H1: There is no significant difference between Urban and Rural Youth with respect to effectiveness of endorsement in advertising. 3.4 Research Design The present research is descriptive in nature as it aims at comparatively studying whether endorsement advertising has an impact on Youth buyer behaviour. It also aims to find out as to what type of consumers in terms of locality is more 6 influenced by endorsements. Information has been collected from the respondent with the help of a structured questionnaire. The universe of the study is the state of Haryana covering both cities and small villages. Since it was not feasible to study the entire region, the researcher drew a sample. 3.5 Sampling Design and Sampling Technique Nine hundred eighty questionnaires were administered. Fifty questionnaires were found to be incomplete and hence were excluded in the final data. Therefore, data from nine hundred thirty respondents have been collected and analyzed. Due care has been taken to ensure that enough number of Urban and Rural respondents be included in the sample. 3.6 Data Collection Method In the present study, Structured Questionnaire method has been used to collect the data. In some case, particularly in case of semi-literate/illiterate respondents, personal interview technique was used to draw out information as per the questionnaire. 3.7 Scaling of Items A five point Likert’s scale from â€Å"Strongly Agree† to â€Å"Strongly Disagree† was used to measure the response to each statement (Items). 3.8 Tools of Data Analysis The data collected have been duly tabulated and classified. Thereafter it has been analyzed with the help of simple percentage technique to describe the present status of respondents. Chi-square test has been used by the researcher to study the association between various variables as well as to study the association between quantitative and qualitative variables. 7 Table 1.1 PROFILE OF RESPONDENTS Sr.No Percent N Percent 243 41.39 126 36.73 369 39.67 20-24 184 31.34 116 33.81 300 32.25 24-28 2) N 16-20 1) Profile of Respondents Age (in yrs) Urban (587) 160 27.25 101 29.44 261 28.06 Location Rural (343) Urban Total (930) Percent Rural N % N % 587 63.11 343 36.89 Percent 3) Occupation N Percent N 197 141 144 105 33.56 24.02 24.53 17.88 99 78 88 78 4) Students Self-Employed Business Housewife Gender N % 56.98 N Percent 28.86 296 22.74 219 21.28 229 16.90 183 Female Male 530 N N 400 % 43.02 INTERPRETATION: 1) The Profile of respondents as depicted in Table 1.1 shows that majority of them i.e. 243 respondents almost 42% fall in the category of age bracket of 16 to 20 years. 2) As the study was done to take the opinion of both Urban and Rural audience the data collected revealed 587 (63.11 %) respondents from urban areas as compared to 343 (36.89%) respondents from rural areas and suburb have been studied. 3) Majority of the respondents who were a part of this survey constituted of students (31.82%), followed by Businessman (24.62%) and Self-employed (23.54%). 4) Due importance was given to take response from both male and female respondents and hence 400 (43.02%) females participated in this survey as against 530 (65.98%) males. 8 31.82 23.54 24.62 19.67 ANALYSIS [S =Sample Standard Deviation] XU = 29.91 XR = 28.34 nU = 587 SU = 8.49 SR = 7.82 nR = 343 HÐ ¾:  µ1 =  µ2 (i.e. there is no significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising) H1:  µ1 =  µ2 (Two tail test) USING Z – TEST At 5% level of significance, the critical value of Z = 1.96 for two tail test. Since calculated value is greater than critical value (Table-value) of Z, we reject HÐ ¾ in favour of H1 and conclude that there is a significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising. 9 Table 1.2 Distribution of Respondents as Regards Attitude Indicators Sr. Indicators Strongly Agree Agree Neutral Disagree Strongly No. Disagree Urban 2) 3) 4) 5) 6) 7) 8) Celebrity Advertisement is more noticeable. Celebrity Advertisement have high recall rate. Celebrity Advertisement positively motivates audience for product purchase. Audience enjoys watching Celebrity Advertisement. Audience have positive attitude towards product having Celebrity Advertisement. Celebrity Advertisement are remembered for a long time. Use of Celebrity Advertisement enhances the credibility of Brands. Celebrity Advertisement is used when brand performance is poor. 10 Urban Rural N % 1) Rural Urban Rural N N % N % % N % N % 214 23.0 170 18.2 97 10.4 48 N Rural % N % Rural N % N % 5.1 88 46 4.9 101 10.8 31 4.3 143 15.3 100 10.7 117 12.5 62 6.67 103 11.0 49 5.2 123 10.2 67 7.2 101 10.8 65 6.9 147 15.8 103 11.0 123 13.2 102 10.9 114 12.2 34 3.6 100 9.7 8.8 54 6.3 5.91 110 11.8 70 7.5 112 12.0 70 7.5 140 15.05 103 11.0 114 12.2 102 10.9 118 12.6 34 3.6 108 11.6 50 5.3 107 11.5 54 5.8 165 17.74 111 11.9 139 14.9 101 10.8 100 10.7 50 5.37 95 10.2 40 4.30 88 9.4 41 4.4 147 15.8 7.4 120 12.9 70 7.52 120 12.9 84 9.03 100 10.7 60 6.4 100 10.7 60 6.4 120 12.90 100 10.7 140 15.0 76 8.17 128 13.7 51 5.48 104 11.1 61 6.5 105 11.2 55 5.9 69 4.3 85 9.13 55 9.4 Urban 9.3 48 180 19.35 108 11.6 100 10.7 40 5.1 87 Urban 50 6.4 103 9) 10) 11) 12) 13) Celebrity Advertisement ignores product quality/feature. Customers only remember celebrities & not brands in Advertising. Use of Celebrity in advertisement increase the cost of brand sold in market. Poorly performing celebrity affects the brand perception negatively. Social ideas may be promoted well by celebrities. 11 154 16.5 91 9.7 100 10.7 65 6.9 118 12.6 77 8.2 110 11.8 55 5.9 105 11.2 55 5.9 150 16.2 135 14.5 126 13.5 94 10.1 120 12.9 50 5.37 95 10.2 25 2.6 96 10.3 39 4.1 200 21.5 115 12.3 145 15.5 80 8.06 90 9.6 40 4.3 77 8.2 43 4.62 75 8.06 65 6.9 194 20.8 103 11.0 131 14.0 76 8.17 102 10.9 69 7.41 95 10.2 35 3.7 65 6.9 60 6.4 146 15.6 109 11.7 132 14.1 104 11.1 133 14.3 57 6.13 91 9.7 33 3.5 85 9.13 40 4.3 ANALYSIS & INTERPRETATION: 1) According to the analysis Shown in the table 1.2 it was found that majority 529 (56.88%) of the respondents including 311 (33.44%) from Urban segment and 218 (23.44%) from Rural segment were in the favor of this statement and hence it was proved that celebrity advertisement is more noticeable. 2) Analysis of Second indicator shows that majority of the respondents 422 (45.37%) including 260 (27.95%) from Urban segment and 162 (17.41%) from Rural segment believe that celebrity advertisement do have high recall rate. 3) As can be analyzed in table 1.2 it is seen that 475 (51.07%) respondents including 270 (29.03%) from Urban segment and 205 (22.04%) from Rural segment strongly feel that if the product is being endorsed by any celebrity it motivates the audience for purchasing that product. 4) Analysis shows that 428 (46.02%) respondents including 280 (30.10%) from Urban segment and 148 (15.91%) from Rural segment enjoys watching celebrity advertisement as it is evident from the above interpretation. 5) However, it was also seen that a total of 459 (49.35%) respondents which included 254 (27.31%) from Urban Segment and 205 (22.04%) from Rural segment do have positive attitude towards product having celebrity advertisement and they enjoyed watching such advertisements. 6) Study revealed this fact that majority 516 (55.48%) of respondents including 304 (32.68%) From Urban Segment and 212 (22.79%) from Rural segment felt that celebrity advertisements are remembered for a long time as they have a strong appeal in the minds of consumers and consumers correlate the products by their favourite celebrity. 7) According to the study conducted it was found 406 (43.65%) respondents including 267 (28.70%) from Urban segment and 139(14.94%) from Rural segment believe that generally celebrity advertisements enhance the credibility of the brands. 12 8) Analysis revealed that 436 (46.88%) respondents including 260 (27.95%) from Urban segment and 176 (18.92%) from Rural segment felt that companies generally used celebrity advertisements when their brands performance is poor and it is difficult for them to sustain their brand in the market. 9) It was evident from the study that 410 (44.08%) respondents including 254 (27.31%) from Urban segment and 156 (16.77%) from Rural Segment felt that that Celebrity Advertisement ignores product quality or any kind of features in it. 10) Accordingly it was found that 505 (54.30%) customers including 276 (29.67%) from Urban segment and 229 (24.62%) from Rural segment only remember the celebrity in that advertisement and somehow tends to forget the brand this shows the power of Celebrities which generally overshadows the Brand. 11) According to the study conducted it was found that majority of the respondents 540 (58.06%) including 345 (37.09%) from Urban segment and 195 (20.96%) from Rural segment felt that if a celebrity is used to advertise a product it however means that it will increase the cost of brand in the market. 12) However with reference to the study conducted majority of the respondents 504 (54.19%) including 325 (34.94%) from Urban segment and 179 (19.24%) from Rural segment felt that a poor performing celebrity does affect the brand perception negatively even if it is their favorite actor, actress or cricketer. 13) According to the study conducted majority of the respondents 491(52.73%) including 278 (29.89%) from Urban segment and 213 (22.90%) from Rural segment felt that the celebrities are perfect alibi when it comes to promoting social ideas. N.B- All the figures mentioned in the above Analysis & Interpretation is the accumulation of Strongly Agree and Agree Variables. 13 Table 1.3 TABLE OF INTERPRETATION Level of Significance – .05 ATTITUDE INDICATORS 1) Celebrity Advertisement is more noticeable. 2) Celebrity Advertisement have high recall rate. 3) Celebrity Advertisement positively motivates audience for product purchase. 4) Audience enjoys watching Celebrity Advertisement. 5) Audience have positive attitude towards product having Celebrity Advertisement. 6) Celebrity Advertisements are remembered for a long time. 7) Use of Celebrity Advertisement enhances the credibility of Brands. 8) Celebrity Advertisement is used when brand performance is poor. 9) Celebrity Advertisement ignores product quality/feature. 10) Customers only remember celebrities & not brands in Advertising. 11) Use of Celebrity in advertisement increase the cost of brand sold in market. 12) Poorly performing celebrity affects the brand perception negatively. 13) Social ideas may be promoted well by celebrities. 14 CHI-SQUARE VALUE 20.54 Hypothesis Accepted 4.28303 Accepted 22.4396 Accepted 5.05116 Accepted 29.466 Accepted 9.402 Accepted 3.9368 Accepted 64.66 Accepted 2.349 Accepted 37.745 Accepted 8 Accepted 13.67623 Accepted 19.764 Accepted DECLARATION This is to certify that the paper is the original work of the authors and has not been submitted elsewhere. For any violation of the copyrights, the author shall bear the sole responsibility. Signature (1st author) 15 (2nd author) BIBLIOGRAPHY Journals and other Articles 1) Brian D.Till (1998) â€Å"Using celebrity endorsers effectively: lessons from associative learning† Journal of Product and Brand Management, Vol: 7, No. 5, Pp: 400-409. 2) Brian D.Till, Michael Busler (1998) â€Å"Matching products for endorsers: attractiveness versus expertise† Journal of Consumer Marketing, Vol: 15, No. 6, Pp: 576-586. 3) Chung-kue Hsu, Daniella Mcdonald (2002) â€Å"An examination on multiple celebrity endorser in advertising† Journal of Product and Brand Management, Vol: 11, No. 1, Pp: 19-29. 4) Darin W.White, Lucretia Goddard, Nick Wilbur (2009) â€Å"the effect of negative information transference in the celebrity endorsement relationship† International journal of retail & distribution Management, Vol: 37, No. 4, Pp: 322-335. 5) David h.Silvera, Benedikte Austad (2004) â€Å"Factors predicting the effectiveness of celebrity endorsement advertisements† European Journal of Marketing, Vol: 38, No. 11/12, Pp: 1509-1526. 6) Diana Seno, Bryan A.Lukas (2007) â€Å"The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective† European Journal of Marketing, Vol: 41, No. 1/2, Pp: 121-134. 7) Kathleen A.Farrell, Gordon V.Karels, Kenneth W. Montfort (2000) â€Å"Celebrity performance and endorsement value: the case of tiger woods† Managerial Finance, Vol: 26, No. 7, Pp: 1-15. 16 8) Karen E.Lear,Rodney C.Runyan,William H.Whitaker (2009) â€Å"Sports celebrity endorsements in retail products advertising† International journal of retail & distribution management, Vol: 37, No. 4, Pp: 308-321. 9) Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr., Harmona Sandhar (1992) â€Å"The use of created versus celebrity spokespersons in advertisements† Journal of Consumer Marketing, Vol: 9, No. 4, Pp: 45-51. Media 1) Set Max viewed From 12th March 2010-17th March 2010. 2) Star Gold viewed From 9th March 2010- 14th March 2010. 3) Zee Cinema viewed From 2nd March 2010- 6th March 2010. 4) Channel V viewed From 18th Feb 2010- 24th Feb 2010. 5) NDTV News Viewed From 13th March 2010- 17th March 2010.

Role of Communication in Change Management - 1704 Words

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