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Research methods for business and management

Title: Changing Face of Retail Marketing: Overview of Challenges, Opportunities and Growth found in retail marketing.

 Abstract: The word retail marketing itself implies the hand transaction with customer. It is the research based on Malaysian retail market which experience higher graph in their market in the forms of super markets, convenience store and hypermarket, it was also stated that from the last few researches the Malaysian retail market will experience dramatic change in marketing environment the retail marketing is the also fastest changing and dynamic growth industry worldwide. Retailing is become very much part of our lives as well as important aspect for economic structure. Though transaction of goods is part of lives from old days marketing of goods is become brand dominated activities from past few year. Malaysia has operated its own concept of retailing. Retail market in Malaysia is famous for its bustling shopping center, multi-stored malls and lots more. The study is based changing face of retail marketing overview of challenges, opportunities and growth found in retail marketing. There is a large range of population working in the sector of retail marketing starting from the median age 24 years, there are also working women population and increasing opportunities in service sector in also tends towards the key factors in growth of retail marketing. The food retail industry in Malaysia dominates the shopping world; also the mobile phone retail industry in Malaysia is already US $ 16.7 Billion business and it is growing across 20 percent per year. With the use of government policies, with the growing of the market and merging technology facilities the future of the retail marketing in Malaysia looks promising. In this country there is more retail market. Traditionally it is family of livelihood with their shop in back, while they run the retail business. While facing the competitive pressure, the focus should be on branding retail marketing. While doing marketing there is another important factor that is motivating employees from current job organization has to think on some motivating variables such as on time promotion, provide good salary to employees, monetary benefits, giving good job training to employees for their development, include employees in challenging task and guide them due to which their confidence level increases and they will try to give their best in any of the task given to them, these variables are definitely affects in motivating and satisfying employees in their current job.

1 Rationale for this research:

1.1 What is issue in research?

It was also stated that from the last few researches the Malaysian retail market will experience dramatic change in marketing environment the retail marketing is the also fastest changing and dynamic growth industry worldwide. Perhaps, the post liberalization era, saw retail industry is facing revolutionary changes. The change in retail marketing is occurred in the term of new retailing formats as in new century everything going to be change in modern terms so it is also applicable for retail industry, exclusive retail outlets are introduce in retail marketing, also there is a emergence of retail change will found. This study is mainly focus on this topic which will help to lead retail industry on top.

1.2 What is the research issue now?

Modern retail industry plays an important and vital role in the economies of all modern societies. Retailing in India is currently estimated to be a US$ 200billion industry, of which organized retailing makes up a paltry 3 percent or US$ 6.4 billion. While looking at the modern retail industries it is found that they play an extraordinary and vital role in the economic growth of modern societies. Retailing in Malaysia is currently estimated to be a US $100 billion industry. For the retail marketing in Malaysia things are never seems to be better and brighter before few years back. Challenges for the service providers and manufacturers would abound when marketing power shift to original retail. The retail market and employments are the key economic contributors and mirror trends in county’s overall economic conditions. Today retailing business has multiple challenges hence the retailing industry need to plan for competitive, complex and challenging environment. Challenges to the manufacturers and service providers would abound when market power shifts to organized retail. Now in the edge of competition there is also high range of competition in retail marketing too. As the demand s of customers are increased, the patterns used for shopping are changed, hence to satisfy the customer retailers have to struggle a lot and also have to change their marketing strategies. Now a day’s Malaysian customers have becomes more conscious about service delivery during purchasing, they are not easily attracted towards advertisements and promotion as well as they become quality and price conscious too. In the research of 2012 it is stated that 75% of purchaser decide to purchase any of item by looking out its service which they get as well as they look out the growth of the retailing industry from where they are going to purchase. Hence it is necessary that employee must have satisfied the customer from their service and it is the issue of research too.

2 Research Proposal:

2.1 Introduction:

 2.1.1 The research background: The research was started with Malaysian retail sector which experienced tremendous change from last few years. Usually retailing is main element of any national economics it is because it depends on large scale customer requirement. As Malaysia retail sector experience increased changes over last few years and new format like super stores which had given to increase the retail plat form and as time passes it becomes the reason behind growth of Malaysian economy, through retail sectors which contains 20% of Malaysian population which works in retail sector and it provide second largest contribution towards economy of Malaysia. It contributes about US 35 billion dollars in 2010 and has decides to produce US 58 billion in 2014.This means though less population in Malaysia involved in retail sector but it contributes more in Malaysian economy.

2.1.2 Research aim:

From the abstract it is clear that Retailing is become very much part of our lives as well as important aspect for economic structure. Though transaction of goods is part of lives from old days marketing of goods is become brand dominated activities from past few year. Malaysia has operated its own concept of retailing. There is a strong relationship between motivations of employees, satisfaction of employees and their commitment towards organization means only motivated and satisfied employees of organization can stay committed towards their organization. So it is the aim of the research to prove that there is strong relationship between the three pillars of an organization that are motivating employees, satisfying employees and tend them towards organization commitment and define relationship between these pillars.

2.1.3 Research Objective:

Retail marketing is ready to occupy an upper position in today’s modern society hence it is very important to do the following area of Retail Marketing:

a) It is important to study growth, challenges and prospects in retail marketing.

b) It is necessary to study impact of organized retail marketing on unorganized retail in Malaysia.

c) To study various retail location strategy.

d) To understand various factors which will play important role in motivation of employees, satisfaction of employee from current job and their commitment towards organization.

e) Clearly define the relationship between three pillars of organization that are motivating employees, satisfying employees and tend them towards commitment for organization.

f) To study the different motivation and de-motivation factor which affect their job commitment of employees and satisfaction from job.

As employees plays important role in the growth of retail marketing hence it is important that employees are enough motivated, satisfied and committed while doing marketing.

2.1.4 Question regarding the research:

• In this research we are studying about retail sector and about their employees. In this sector employee having direct responsibilities to maintain good relationship with customer because this factor is powerful and leads towards success in retail marketing.
• Hence as the business success and failure depends on employee’s performance, company spends lot of money for employee’s recruitment, also spends money on their compensation, their training as well as encouraging and inspiring them to do well and increase profit for company.
• Above listed things are possible only if the retail company got success in building such employees which are motivated and satisfying because only then the employee will stay committed for that company. But still it is question of research that why the employees who are satisfied from their job and enough motivated also fail to give good performance.

3 Review of Literature regarding research:

The duty of every manager and organization is managing the human resources for their organization. We can also say that, any organization which manages their human resources efficiently then it is considered as that organization will definitely give sources for high quality and productivity. For such organization their main investment is their human resource rather than their capital investment.

3.1  Literature describing retail marketing: In increasing productivity of consumer goods and services the important role is played by retail marketing. The retail marketing industry is the second largest industry in US in terms of well establishments and employees. It is the fact that most of the developed economies are directly or indirectly depends on their retail sector as locomotive of growth. The Malaysian retail industry is the largest amongst the all industries. Some of the retail industries have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. 

3.2  Literature describing motivation: According to Luthan in 1998, motivation is nothing but the energetic and deriving factor which leads towards commitment for anyone. The commitment for employee in any job is also depends on his views towards the organization he is working. Carter et al stated in 2011 that factors included in motivation are personal elements, reward for work done and inspiration. According to Sheppard and Brown (2012) to encourage employee for producing higher productivity the important factor is money.

3.3  Literature describing job satisfaction: There are few factors which are obviously affects on job satisfaction which are good salary given to employee, satisfying their monetary constraints, there is good carrier growth for them, employees are getting recognition from top management people, if any of organization give importance to these factors and try to provide these to their employees, then employees of that organization will definitely satisfied from their job. The two researcher Elbeyi and Pelit in 2011 stated that there is impact of psychological and behavioral factors on employee empowerment on job satisfaction.

3.4  Literature describing organizational commitment: Job satisfaction is important for any employee, then he will tends to commit the organization the employee of an organization is satisfied from his job and enjoying the work he is doing in that job then he will be committed for the job, it means that anyone cannot force for commitment. Organization commitment is achieved when the employees in that organization themselves have strong desire to work in particular organization; it is their willingness to do something for the organization in which they work to achieve organization goal. In (2000) Soliman and Iless stated that monetary and non monetary benefits attract and employees attention, which will help to increase the performance of an employee and made them more committed towards their work and towards the organization. Lee 2005 stated that when employee is loyal towards organization and about its progress process as well as concerning about organization achievement, this reflects the view of organizational commitment of employee. Personal factors, organizational factors and non organizational factors are the factor affects the organizational commitment. Alexander in 1998 found the relationship between educational level of an employee, knowledge and his job commitment.

3.5  Literature review for relationship between motivation, satisfaction and industrial commitment: An organization which is well managed will look towards his employee as root source of quality they will look employees as their source of improvement instead of look for their capital investment. The well managed organization have good balance between the motivation, satisfaction of employee and commitment of employee towards organization which will help them to achieve their business goals. According to Luthans (1998) motivation is nothing but process of sustains behavior and performance, which energizes, and directs employees to perform action nd achieve the particular task. Motivation of employee automatically leads towards more satisfaction from jobs and committed to their job.

4 Research Design and Methodology:

There are various levels through which one can conduct business research. Just we have to decide what level to be chose for research and then go through that level with knowing its purpose. The particular research will go through the research life cycle, this could includes work of customers, rivals of business as well as strategies for product resource use. Usually to achieve business research it is essential to achieve practical outcome.

When starting research on any of the business topic there is need to list out some of the following point.

• First a fall selecting such research a topic for which one can find out practitioners, either by professional body or through direct connection with organization.
• List out the questions for leading the research in correct way. Which is helpful for understand background of research.
• Summaries the topics on which we have to investigate throughout the research process.

4.1 Type of investigation: For this research the design used is the quantitative research design. This research is done for finding out what is the relationship between motivations, Satisfaction and organizational commitment for the research the demographic variables such as age, gender, and development of working and the level of education.

4.2 Data collection Method: The postal questioner method is used to collect data for this research it includes first is motivational questioner and second is de-motivational questioner. First was used to determine variables of motivational levels as well as measure employee satisfaction. And second questioner was help to determine the variables of de-motivation as well as the variable of dissatisfaction.

4.3 Sampling method: To address the research problem the methods used were all the variables explores from reviewing literature identified using synthesis as well as for collecting the information from various employees Nominal scale have been used.

5 Analysis on data collected for research:

     It is the important part of research which will analyze the whole research on the basis of data collected, arranged the data in table format so that it is easy to maintain record for the data. Analysis will understand clearly if it is stated in tabular format. Hence see the below table:

      Table: Employees demographic profile regarding to their response

The above table depicted the analysis of the collected from retail market, the table shows that there are number of responses are greater in merchants retail business, the mechanize department is also the most important department in retailing business. Also there were more responses from the experience person that was 32, the employees having more than 6 year experience response more in survey. While considering the income level response the lower salary paid employee response the more, as shown in table 28 candidates replied who having salary less than 4000 so it is understandable that these employees need more motivation and inspiration training to get. Also we can see that most of the employees who contributes in retail sectors only had the school level education. That means higher degree qualified individual less preferred this stream. So there is easy to motivate the person who has the less qualification by saying that, they will might not able to get better job than this. And they will be more satisfied from this job.

The result stated that there is more number of female responses then the male responses, which shows the business provides equal facilities for women too and it is also stated from one research that women are highly motivated and it will leads to take organization to achieve its goal. The another highest responses were from married employees as they were not move out of the firm easily and hence they can be find out as the consistent and the most reliable work force for an organization, just need for more motivation and they will prove themselves as committed employees towards organization. The demographic analysis of the research states that there were major group of respondents who are in middle age group that is 25-30 ages who normally can say that mature group of people who may lead to committed workforce.

6 Conclusion:

  The study on business and management concludes that in increasing productivity of consumer goods and services the important role is played by retail marketing. The retail marketing industry is the second largest industry in US in terms of well establishments and employees. The research help to conclude that the employees who were highly committed towards the organization have high motivation attitude as well as they were more satisfied than the employees who were less committed towards the organization and also they were more productive towards goals achievement. The commitment of employees towards organization helps that organization retain employees and move ahead in the competition world. It also concluded that there are some variables which affects on organization commitment such as salary getting for work done, monetary constraints, relationship between colleagues in company the carrier growth, training for particular job and development. If these attributes are in favor of an employee then he was more committed towards marketing and organization than the employees for whom these attributes are unfavorable. The research based on Malaysian retail market which experience higher graph in their market in the forms of super markets, convenience store and hypermarket, it was also stated that from the last few researches the Malaysian retail market will experience dramatic change in marketing environment the retail marketing is the also fastest changing and dynamic growth industry worldwide.

Reference List:  

1. Peter Drucker, The Magazine, May 1963, Managing for Business Effectiveness Viewed on 20 Feb 13, http://hbr.org/1963/05/managing-for-business-effectiveness/ar/1
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3. Niederle, M, Roth, A, E &Unver, U 2010, Sharpening Your Skills: Managing the Economic Crisis, Viewed on 28 Jan. 13, http://hbswk.hbs.edu/item/6357.html
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6. Peter Drucker, Reprinted 1997, The Practice of Management.
7. Peter Drucker, June 2004, What makes an effective executive, Harvard Business review.