Chapter 5 edf
Transcript of Chapter 5 edf
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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