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Chapter 5: Conclusion and Recommendations

5.1 Conclusion

Findings and the result obtained from the previous chapter plays a vital role in order to

motivate the purchase decision of the customer by the brand image of EDF Energy. In this

part the author has mainly highlighted upon the prime research question before drawing the

conclusion.

How brand image motivates customer¶s decision making process towards the service

provider in today¶s marketplace?

The evaluation of the study is presented below.

5.1.1 Impression of EDF brand on consumer decisions

The analysis and findings from chapter-4 indicates that the purchase decision of the customer

mainly depends upon some basic criteria. Among those criteria customer service, cost

effectiveness, billing accuracy, meter reading considered as the most important ones. At the

top of those brand is considered as the most valuable one. In this study most of the

respondents are familiar with the EDF brand as the brand is reachable to them according to

the above mentioned prime criteria¶s. Some of the respondents in this study stated the brand

is the essential feature of the service industry that enhances the decision making process

while switching between the service providers . However, the consumer takes into account

the other circumstances as well. So it can be stated that when the brand name adds extra value

towars the energy sector with some additional features that meets the requirement of the

customer while shopping, that might increase the purchase process of the customer for the

specified brand of product.

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5.1.2 Awareness of brand

The brand awareness mainly refers to the popularity of the brand among the customers in the

marketplace. Form the findings and analysis in chapter 4 it is observed that the respondents in

this study mainly became familiar with their favourite brand of product through the different

electronic media, advertisement etc. In this study EDF energy does the advertisement that

enhances the customer on decision making process. Some of the respondents in this study

expressed their opinion about the brand awareness. According to their opinion the brand

image with the celebrities encourage them rather than the normal advertising process .These

are the general methods employed by service providers to attract and build up a strong

customer base.

5.1.3 Apparent quality of the service

The apparent quality of the service mainly refers to the customer¶s judgement about the

product .In this study most of the respondents measure the perceived quality of the service

product by looking at service quality. The findings suggested that most respondents tend to

judge the quality of the energy service . In this study there are not major variations between

the respondents concerning the matters. On the other hand the respondents in this study are

not concerned about the country of origin as they prefer the quality of the energy service

provided rather than the supplier although there are some countries provides better quality

and the others don¶t .(please refer to Appendix-2, table-5) . The respondents in this study

believes that the word brand stands for the quality and value , it does not matter the country

of origin of the supplier.

5.1.4 Loyalty of the brand

B rand royalty is essential in order to build up a strong customer base. This motivates the

customer to switch to EDF energy. From the findings and analysis in chapter 4 it has been

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revealed that some of the respondents are permanent customer of EDF energy due to brand

loyalty and they also motivates their friend and family members towards EDF energy brand.

This all are possible due to brand loyalty

5.1.5 Brand association

The brand association mainly refers to the relationship of the customer with the specific

brand of energy service provider. In this study it is observed that the cost effective price

range of EDF energy including the quality of the energy service provider has already build

up a positive impact on the mind of the customers. The brand association keeps reminding the

customer about the specific brand of energy service provider. So when the customer goes for

switching they prefer EDF energy. This is known as the loyalty towards the specific brand of

products and services . The organization of such positive images can help enhance the brand

values of EDF energy.

5.2 Limitations of the study

In this research work the investigation has offered only a limited discussion on the key

finding of the affect of brand image towards the buying and switching behaviour of the

customer in prospect of EDF energy . This study only provides a general idea of the research.

The interpretation of results of this research is restricted by the nature of the data. The

limitations that hold back the limitations this study mainly includes the sampling, timing and

interpretation skills.

Proctor,( 2000)added that it is not possible to provide the samples from the quantitive

research work based on the target populations as they are not always suitable for the

quantitative research work. In order to conduct the research work ta group of students from

London school of commerce were selected. The views and opinions of the selected group of

respondents tend to be not much reliable as the purchasing power of the specific group of

people is limited. In this study the number of samples used for the interview process is

limited. The interview process was conducted in two different ways to get the best outcome

from the course of study but it also depends upon the skill of the interviewer and the

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interviewee to make the interview process successful, as the respondents are the different

service users of different age, race and sex so there is a chance of misinterpretation of data.

This may happen due to the lack of knowledge in relation with the specific subject matter and

also the nature of the question. There are also some other determinants in the interview

process that includes the questioning skills of the interviewer. Some of the question askedby the interviewer doesn¶t motivates the respondents to provide better answer.

5.3 Implications of the study

The main objective of this dissertation is to investigate the affect of brand image in

customer¶s behaviour in EDF energy. From this study it can be analysed that there are several

energy service provider brand in the market place. The motivational effect of brand is fully

depends on the determinants of branding that has impact on the purchase decision of the

customer.

As a result, the research work on the evaluation on branding brand can provide an insight for

future brand improvement in case of EDF energy.

On the basis of the hypothesis there are four main areas that are needed to be investigated in

order to evaluate the performance of EDF energy brand. The areas are mainly identified as

brand awareness, perceived quality, brand loyalty and brand association. The service provider

can set up their relevant strategies toward branding by analysing how the customers buying

and switching behaviour are affected by the four aspects mentioned above.

Firstly the brand awareness deals with the fact that the customers will go for the purchase

decision after they had gathered enough information about the garments they are ready to

purchase. The energy service providers like EDF energy should communicate with the

customers by using different communication media in which the customer might respond in a

well efficient manner. The channel might include the advertisement media, word of mouth

form friends and relatives and other traditional method to get proper feedback form the

customers.

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Secondly the perceived quality deals with the judgement of the customer during their

purchase process. The judgement process is fully depend on the specific standards. The

standards of energy service provider mainly includes the elements like the, cost and

performance. The energy service provider needs to work together with its manufacturers and

suppliers in order market better quality product according to the choice of the customers.

The third part of the determinants of branding depends on brand loyalty. The brand royalty

enhances the repeat purchase process of the customer after being motivated by the specific

brand of product. The range of customer group might increase in this stage .

The final part deals with the brand association. Here the energy service providers tries to

motivate their customers by using different sales strategy that includes offering special

discount in specific items. It helps the customer to get associated with specific brand of

products to get the purchase assurance. It also builds up a positive perception towards the

specific brand of product and services.

This study mainly focuses upon the brand evaluation of EDF energy. Here it is aimed to

investigate how the customer feels about the quality, standard and value of the product of

EDF energy. In this study most of the respondents are interested about the quantity of theproduct rather than the quality. As EDF energy offers the cost effective rate and service

quality so the respondents are strongly motivated by the brand.

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5.4 Recommendations for future research

Even though the result obtained from the research work are effective tools for the future

study but there are some limitations that¶s needs to be overcome, As it will make the future

research work more representative and more effective to the related party such researchers,

prospective user

In order to make the findings more effective and fruitful the interview process should be

conducted with large samples if the time, money and materials are not restraint.

To make the research findings more analytical and conclusive the number of the interviews

maybe increased that will enhance the data collection procedure.

Moreover to conduct the research work from different prospective the research methodology

can be designed on the basis of the quantitative and qualitative analysis.

.

The future research work will be more resourceful by taking into account the aboverecommendations, as the researchers and the related users will be more benefited throughexpanding the subject matter related to the brand image, brand loyalty and brand associationin relation with customers buying behaviour in case of EDF energy.

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Chapter 6: Self reflection

Self can be defined as the process of probing individuals special beliefs, experience, and

education styles. The method in which the learning took place, and then how it is applicableto the work place. In addition johns and joiner,( 2002) states that the Reflection is the

process of self-probing to allow an individual to realise a pleasurable as well as efficient

exercise within a reflexive coil of being and becoming .It allows one to look back on what

has already transpired and assess how that particular experience went. B y reflecting, the

individual is able to evaluate whether expectations had been met or whether there is a gap in

expectations. Kommers, 2004 added that self reflection is the way of learning that is not just

regarding evaluation and meditation. It involves the ability to commit that has been learnt

into reminiscence and having the ability to apply it when it become necessary, to understandinformation and the intellect to synthesize statistics, observation, etc.

This study gave me the chance to network with some of my ex-colleagues which was really

nice. I have learnt a lot in terms of motivation for EDF energy some of which I have

realized while my service at EDF energy. For every working individual, it is important to

know the motivation behind the job; my study of motivation will hopefully lead me to better

performance at my current job. I came across very few disappointments throughout myjourney. My patience were tested while arranging interview with the customer ; I wanted to

do one more interview, but due to time constraints couldn¶t do it. I was very pleased with the

level of data I gathered from my interview and questionnaires. Successful data collection has

made me more confident and comfortable in communicating, interacting with people.

Marketing subject is always been my favourite subject; I have found B rand image is one of

the important and interesting features of the Marketing subject from my experience, I have

found myself performing beyond and under expectation sometimes in all the important

aspects of life as: work, course, personal life, relationship. I ask myself sometimes what

brand motivates me at life: to purchase any product or service, what I do. The reason behind

motivation at work has encouraged me do this study. B eside, during the recent recession, I

have found that most of the gas and electricity service users prefer EDF energy due to its

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cost effectiveness. That¶s why I consider it as the best time to my dissertation on impact of

brand image towards the purchase decision of the customers

6.1 The Research topic

W hen demanded to choose a particular field of study of business organisation administrationto perform the inquiry, research worker has a diverse alternatives in his brain but he has

preferred impact of EDF energy brand image as because it appeals him to interpret the

behaviour of the customer when switching and the purchase process the way to motivate

them. Investigator would like to enquire the level of customer satisfaction and inspiration

among the customer towards the EDF brand. Motivation and customer satisfaction part are

highlighted in this situation. This culture has opened an inspiration of human behaviour that

is recognised to be very constructive as well as functional for the EDF energy where the

researcher is working.

6.2 Reviewing the literature

Reading a report or book and so reply to it according to the applied task will assist in building

up the read to react skills. B y playing this research, the research worker discovered with

different books and journals associated job satisfaction and motivating which facilitated him

in acquiring the reading skills. As the research worker has assimilating learning trend, ideas

and constructs are more significant for him. Critically re-examining the literature has

improved his concepts accompanying brand royalty, brand association and the customers

buying behaviour , and by practising those logical hypotheses; he was capable to finish his

research punctually. These theory are once again allowing for a border as they can be

implemented in the world of brand and customer relationship.

6.3 The research method

After studying the literature, second next project was to research and designing the processes

of getting along the research in which the research worker instructed diverse research

approach and design. Out of deductive and inductive research approach, the research worker

has decided deductive approach that gets precisely with the research topic. As the research

work is immediately associated the resolution of branding issues, and Therefore process

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research is chosen as a research strategy. This report facilitated the author in recognising all

the research strategies which will be effective in respects of executing the future research.

6.4 Survey questions setup

Utilizing the abstract model depending on critical literature review of motivation and jobsatisfaction, research worker has configured a set of questionnaire .Contriving of survey was

actually a challenging job, because the questions demands to have logical association with the

conceptual model. Questionnaire designing facilitated the research worker in originating his

expertise associated to extracting the demanded selective data from the answerers without

comprising matched fundamental communication

6.5 Data analysisSubsequently the data point being gathered, the most exciting job include the influence that

information in a sensible reasoned way. The information was critically examined applying

the developed conceptions of job satisfaction and motivation of staff from the former

literature. Data collection and investigation division assisted the research worker in

originating the skill of logically colligating the literature with the accumulated information

and as well to bring in a abstract relation between them. Data analytic thinking and research

techniques is applicable where it seems to be logical and equally considerably preserving

whole data records.

6.6 Report writing

In the higher educational activity, conventional written report convey data to other people

without the necessitate for merging. W henever the prerequisite is to explicate one¶s exercise

to other people in this direction, efficient reports are critical. Efficient report establishes a

master paradigm and acquires other people to accept one¶s work earnestly. The report writing

skills plays significant function in acquiring professional carriers. This report assisted the

research worker in amending his vocabulary and as well assisted him in development the skill

of making an efficient piece of work in a consistent direction. This report besides facilitated

in evolving the skill of furnishing particular research-based selective information that

consequences in a trend of process constituting distinct and pursued which could constitute

encouraging if employed to a work place.

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6.7 Conclusion

The research work has focused upon the skills and expertise of the researchers towards thesubject matter. Here the self motivation attitude of the researcher has enabled him to gain thecore aim of the research work. This research work has shown the hard work, integrity talent

and potency of the research worker. He is positive subsequently carrying out this researchand experiences of his capability give effort at any difficult assignment where he can work explicitly to prove his potency and ability. Research worker is previously developed theability in facing challenge in the marketplace where the fresh graduates are highly welcomedin a competitive manner, as they can contribute the potentiality and the pioneering ideas inorder to motivate the customers customers through brand image to get the best result formthe market place. Consequently afterward possessing the mentioned expertise, opportunity isbrilliant and competitive