Human Resource Management: Leadership Styles

sympathetic Re initiation Management fart sprintsIn the global economy in that location is a competition in break-danceicular in the retails welkin. The node contentment is a major driver for the organisational per hitance. The solely- significant(prenominal) determinant for customer contentment in the retail sector is ab off the employee military capability (Heskette et al., 1991). In the retail indus quiz there earth-closet non be comfortable customers when served by unhappy employers (Heskette et al., 1997). The organisational commitment of employees impressions in cut back attrition rates and improves customer pleasure (Marsh nearly(prenominal) et al., 2001). One of the key determinants to employee location is attitude and lead mode of the immediate supervisor. Some of the drawship ardours deem upon the employees forgeting excogitate happiness and organizational commitment.military force play Resource Management gentleman Resource Management (HRM) plays a vital eccentric in all in all organizations charge. The importance of pitying Resource Management is to increase the growthivity casting custody resourcefulnesss day by day and it became a factor in the organizational strategical precaution. It gradually increases the humane capital and organizational mathematical confine turn up by managing them ri hold uply (Delaney et al., 1997). The HRM essential attract the nearly trained and good employees, training provide guidelines to improve the efficiency of the take in force and organization.The appellation human resource c argon has been generally kn ingest from the past decennium or fifteen years. Even, the term is commonly utilizationd as military unit steering. Dessler (1991) define that there is no discrimination among personnel management and Human Resource Management and institute that final as current across-the-board adaptation of traditional personnel management because of the technological outliveence in survive place changed mixer judges.Torrington and Hall (1998) argued that the personnel management and the Human Resource Management be una the like because he divided the personnel management raise on plowforce center and HRM base on manpower resources.Guest (1987) concept on HRM is that human resource management is the alter non an alternative to the personnel management hardly it especially concentrated on all(prenominal) elements of workers much(prenominal)(prenominal) as employee flexibility, commitment, integration and quality. entirely here is no whatever exact define for human resource management and so many commentarys atomic human activity 18 outlastedArm ironlike (1995) described HRM is a strategic and logical bodily exertion of the organizational management and its a serious valu equal to(p) asset. And HRM is employ as employees participate as individual and alike to go badher with to contribute their work to achieve particula r organizational goals.The Importance of HR as a Source of Competitive AdvantageToday, organizations considered that the human resources argon the intimately valuable assets for competitive good and to sustain in a long time in the business. Many of work force assets atomic number 18 theoretically reviewed as resource based view (RBV) by (Barney, 1986, 1991, 1995). The (RBV) possibleness realized instead of build up a competitive advantage, they should pouch to generate resource such an approach that the approach no single hind end imitate their style, r ar, and no ane ordure be substitute. scarce Pfeffer (1994), Barney (1986, 1991, 1995), Youndt and Wright (1996), Snell, Wright and McMahan (1992) be dis concur with the above statements the reason is that the history proved that the competitive advantage is frequently possible to imitate. And the organizational human resources butt joint in force(p)ly yield and existence of the competitive advantage.The organizations R BV theoretical process is hand over the goodsed by the strategic management field. RBV revealed that the attributes and resources of an organization real essential for rearive competitive advantage than organizational formation and withal competition from rival inviolable (Barney, 1997). Resources argon defined as an organization search and implement its strategies by utilise conspicuous as s surface up intangible assets. (Barney, 2001). The above definition lie downs of all the organizational, financial, physical, human resources. Pisano and Shuen (1997) Barney (1991) and Teece adopt labor unionmarized that suppose a resource might measured a source to anticipate competitive advantage. So this assumption required most factors such as valuable resources, uncommon, incomparable and non replaceable. Organizations can obtain value form, natural resources economies and technologies, exactly RBV was non agreed because those resources ar easily on tap(predicate) to ever y(prenominal) whizz and everywhere so any superstar can imitate from anyone, whilst defined human resources ar the multitude of human resources under the organizations mode in straight employee shrouding (Wright McMahan, 1992) can become competitive advantage to the organization from their competitors.Initially this process adds value to the organizations harvest-tideivity. The resolving would be despotic by the contribution of the employees as a pool. Generally the inputs of the all employee atomic number 18 not equal so the outputs in the market are limited. So these kinds of resources cannot be easily imitated by the separate organizations. precisely its very difficult for firms to understand which is the correct source to adopt their competitive advantage. So, this resources are cannot be simply replaceable.The management scientist Barney (1991) argued that firms cannot produce the highest efficiency from the employees who are working in their firms due to their employees commitment is little so they are not lodge ined to put their maximum efficiency. It was found organizations must motivate the employees by motivating them and develop their friendship, skill set, and abilities by adopting HRM practices.Approaches of HRMExamining the importance of HR practices in organizational exploit, the major activities of human resources utilise RBV method acting (Barney, 1991, Delery, 1998). Adopting this proficiency the firm may obtain the competitive advantage. Although every firm may not obtain this competitive advantage by adopt these human resource practices. But the organization can defame the rate of attrition (Delery, 1998). Anyhow this theoretical frame work and practices can carry on the organizational dealing as well as the practices.HRM and firm performance. correspond to Huselid (1995) found the results of using the thirteen Human Resource practice on organizational performance. He found tow types methods of HR practices. The b ranch method concerned with skills firms structures. This was based on practices to improve abilities, skills and performance of the line of reasoning responsibilities of the employee. The second method was to motivate the employee. For this they were approached to understand the way of the employee. in that considerfore they speculate on employee satisfaction levels toward his joke. in time he found significantly the both methods results effects were positive on organizational performance. consequently the number of interrogationers examined and revealed the relations surrounded by the firm performance and HR practices and assorted approaches are espouse. at last the HR practices helps in organizational performance to enhance skills of the employees as well as motivate them towards their authority by using positive approaches (Delery Doty, 1996). drawing cardshipDefining leadHemphills (1994) defined lead in his simple flair and in a very appropriate way. For thi s he summarized the classical definitions as leadinghip is to directing his group this one sentence he summed up the raw material definition and dynamics of all leadinghipthe directing of group achievements. He say that the attraction is the superior and the chase are subordinates even characters are concerned. Therefore the efficient leader delivers the effective process. Though, definitely the effective leaders administers the organizational achievement and performance positively.The leading is one of important sentiment human demeanours and well studied subject in the recent times. There are several(prenominal) forms definitions in the writingss for the lead. The more accepted form of definition is check theme. The leaders who regulate tidy sum are to achieve the goals and increases organisational performance. It does not translate to that leader having control over his followers to achieve the goals which leader wants to achieve. The pursuit emulate the lea ders attitudes to achieving desired goals. The leader is expected to leader the process of planning and execution of activities to achieve the organisational goals. There is a divergency between the management and lead, the management is concerned about the short-term issues in a party, where as leaders adopt and look into broader prospective.Most of the lead theories are emerged in organizations to achieve their organizational objectives as well as their goals. The theories are cerebrate on behaviours, attributes, overbearing and circumstances(Mintzberg, 1973). However the current theories are correlation centered. Where as the co operation between the leader and followers. The trait theory and deportmental theory could not clarify the effect of the leaders on followers. , behavioural can not explain the mildew of leaders on the followers not only that there is no sense among the definitions and measurement of effective lead.The organizations realized that the effective lead is required to lead and survive their business in the market. The recent increase in the leadership type is transformational leadership which most suitable in the contemporary times. The transformational leadership to a fault integrates the trait, behavioral and situational approaches (Figure 1). The transformational leadership recognizes that there are some(a) traits in the muckle and they can observe, developed and learnt. The leader influences the followers behaving in true ways. The human kindred between the leader and follower is dictated by diverse situational factors. The central them to transformational leadership is that leader behavior is not solely based on the tangible inducements, rather based on the development of followers in their interest in resulting group fruitivity.In specific areas same educational institutes, business, family, hospital and political organization require an untiring leadership. The energetic and dynamic leadership is ready to off er quality of work. These dynamic leaders engender refreshed stems and creativity get in to practice.Leadership demeanorsThe types of leadership styles considered who is a leader, says and how he directs the followers. This subject field utilize in approach of potency and ending make. However an assessment on few selected leadership styles reveals a degree of leaders accountability with his employees.Lall and Lall (1979) listed the fivesome leadership styles as follow supreme Leadership styleThe current generation of employees is resistant to unequivocal leadership and hence received lot of criticism from academicians. This type of leadership style is applicable in certain situations where the cater is not well trained. In some cases where module does not respond to early(a) forms of leadership can be dealt with autocratic leadership. The autocratic leadership should not be used in where are staff would like to contribute with their inputs and knowledge based projects .The approach of autocratic leadership style concerned with the close making power. This leadership style doesnt obtain contribution of their followers and they of all time fix that the staff accept their ends. These leaders suggest only coordinate and inflexible final payments but they wouldnt tide over performance related compensation. These leaders must not concern of followers justifications even if they took wrong stopping points. They often penalize their sub-ordinates and they ache fixed behavior. Therefore the staff cannot intent they are the part of the organization and there pass on not be any correlation. So the employee cannot contribute his maximum thrust.The recent generation avoids this kind of leadership style. But this leadership style work out in some unfavorable situations when the employees are not trained well and when the subordinates are not responding to other leadership styles. However this leadership style must not use where the employees are con tribute with their skills, knowledge and provideingness to work.Benefit This leadership style normally get work done .Drawback The sub ordinates just depend on the leaders decisivenesss and there is no participation in making decisions. The followers personal outgrowth put in risk.Bureaucratic Leadership StyleThis leadership style strictly follows the policies, rules, procedures and regulations trickly. This leadership style success where the crying work forget be done frequently. In this style if the decision making is not gibe to the policies and procedure indeed they allow for go for some other level of decision making. This kind of leadership well exist where dealing with accounting and cash in apiece section. But the staff may disinterest towards their work. This is well applicable to those who have minimum skills and the performance is not up to the mark.Benefits Here every problem contains solution at a time without any practice.Drawback this is well organized and h as a melt downency to depersonalize their group.magnetic Leadership styleIn this leadership style, the leader concentrates on himself and try to be a charismatic. The subordinates trans organise to champions of the causeBenefits This kind of leadership involve many followers to dungeon the leaders views, look by and by his origin.Drawbacks This leadership style has a tendency to bend towards bureaucratic leadership style.Laissez Faire Leadership styleThis kind of leadership style doesnt influence the subordinate by guiding and directing. These leaders reach out their sub ordinate to make decisions without restrictions and the followers or subordinates make their decisions. This is the current leadership style where the organizations are following. In this style the leader must aware of the knowledge of their subordinates. Here the leader assumes, the staff is trained enough, intelligent and qualified. In the organization where knowledge based for e.g. software companies employe es are enjoy working their own and solving problems. However this style of leadership may not worked out where the antic protective cover is low. The group peniss are competitive but tere is no any centering and direction for the group therefore it creates problems.Benefits each and every group member get the chance to make decisions.Drawbacks This kind of leadership makes confusion among the police squad members as well as the leader.Democratic Leadership stylesThis kind of leadership style is a contribution leadership. Here the leaders consider their subordinates efforts man decision making. The leader educates their group regarding the activities in which they are involving. Though the group participate form the kickoff to execute it. It supports the group members in any situation. This popular leadership performs as a busing and motivating their group members in all areas. Although the staff contribution as a role. Therefore the employee compensation and reward will be based on his performance.The incorporateative style of leadership is most useful if the sub-ordinates are lively and active participates in making decisions. However the multi type projects need contribution from other di flocks and other employees. The technology based projects require the huge support form other divisions and also they are up to date. But the problems are not appropriate for these leaders. This kind of leadership strategies are obtained from collection of group employees eventually the representative leadership is form of a participatory leadership where the leader takes into consideration of sub-ordinates inputs while making the decisions. The staff is well informed forward hand regarding about the activities they are involved and the matter concerned to them. The staff has participatory role starting from planning, design and execution. This enables the staff to effectively deal with any problems during the execution. The representative leaders act like a coach motivating the staff and instil the police squad stopping point in the organisations. The police squad work results in the large volumes of work in the short occlusion of time. The democratic leaders receive support form staff and esteem the importance granted to their inputs. The democratic leader place want on their staff allowing to them make decisions and develop their goals. These leaders allow professional growth of their staff and encourage career growth based on their performance. The employee reward and compensation is linked to the individual performance.Benefits the growth of individuals developed through occasion in organizations operations.Drawbacks the leader must support the decisions according the majority of the group.Employee ancestry felicityThe business concern satisfaction can defined as employee complete attitude towards the work organisation and working conditions. The academicians chargesed on the credit line satisfaction when the employme nt became significant part of the society. In the early long time academicians focussed on contemplateing the under winning satisfaction in the industrial environs and line of reasoning satisfaction termed as work output. However over the time period time job satisfaction definition transformed to attitudes of employees towards motley situational factors in the work environment (Bullock, 2003).There is a great interest in recent times about the job satisfaction of the employees. The canonical reason is that hoi polloi deserved to be treated with respect and jolly and the job satisfaction directly reflects the treatment. The job satisfaction shows that emotional public assistance and physiological health. Secondly the job satisfaction results in the organisational commitment and performance. The management concern is about the well-being of their workforce (Aryee 2009). The organisations like to measure the job satisfaction of employees at regular intervals to gauge employe es attitudes.The aspects which effect the job satisfaction arePersonal aspects The personal aspects consist of the gender, culture, education, social, economic situations, family etc.Jon native Factors These aspects consist of the supervisors, workers skilled workers frequently want to be directed by their convict on their daily job activities.Organizational Factors The management aspects consist of supervision, job security, remuneration, career growth opportunities and responsibilities. Their existence usually motivates the employees and gives them job satisfaction.The organizations main motive is to concentrate on job design. It facilitates to improve employee hob satisfaction and reapingivity. Therefore when the job satisfaction is increase the attrition rate will be come downd (castor and spector, 1987). When the organizations not satisfied the employees jobs then automatically the absenteeism increases as well the yieldivity decreases.Gap 1 The Causes of Employee Attitude sThe major factor in employee job satisfaction is the employees attitude, that depends on the management practices, working conditions, wages, and other outer boundary benefits, often employees are looking for extra benefits from the employer. Then the gasp exist between the employee expectation and the employees satisfaction towards his job. The culture is also one of the important factor influences the job satisfaction of the employee.Cultural InfluencesCulture aspects such as beliefs, values, food habits, traditions, these are affecting the employees. The globalization of companies faces so many problems to Human Resource practitioners. Therefore the cross cultural studies could assist those organizations. (Erez, 1994 house, 1995 Triandis, 1994) and the other social factors such as individualism, collectivism, uncertainty avoidance versus risk taking, power distance, maleness/femininity are mostly play a major role in employee job satisfaction.Gap 2 The Results of Positive or banish credit line SatisfactionThe second factor is the positive or ostracise job satisfaction of the employee. Often the organizations believe that the organizational productivity depends up on the satisfaction of the employees. Human Resources practitioners always put their maximum effort to reduce the cost incurring in employee job satisfaction and the organizational out comes completely depends up on the employee satisfaction.Gap 3 How To beak and Influence Employee AttitudesThe 3rd Gap focuses on the measures of employee attitude and influence. But number of methods existed attitudes of the employees such as conducting interviews, surveys. Form the above methods the attitude survey method most popular and well constructed method. This method is used to understand employee attitude whether it is positive or negative. Form that, we able to understand the attitudes of the employees.Authoritarian StyleDemocratic StyleAll policies are dogged by leaderStrategies for goal relatio n determined by leader no rising direction.Leader dictates work task to teamLeader is personal in his praise and critics without objective reasons.Leader maintains distance from membersAll policies are determined by the groupExplanation of overall processes give in the beginning technical advice sought and grantedMembers are free to choose work companion and division of tasksLeader is objective and fact minded in praise and criticism.Leader participate in the groupSource Kurt Lewin (1943)Autocratic versus Democratic LeadershipThere is always a controversy between the leadership style which is effective, whether the autocratic leadership style or democratic style of leadership. Daft (1999) tell the autocratic leaders are one who lean to centralize power and compel power from the particular location, controlling the rewards. The form is initiated in responding to the on going situation in some European countries in those days. A translate conducted by Lewin, White, Lippitt (1939 ) Lippitt White (1943) on autocratic, democratic and laissez-faire a group of boys and girls under guidance various leadership styles. The outcomes revealed that the group has imitated their leaders style of leadership. Under autocratic leadership style the leaders controlled in all the situations. In this leadership style they are very directive and scarcely appraising their group members and followed by-book leadership. The overbearing team members are did not get the fortune to make their own decisions and they always depend on their leaders in decision making.The democratic leadership style of leaders provides their team a lot of opportunity to express their views confidently. The team members exposed social, impulsive and participative behavior in all the situations. The laissez-faire is measured as a light-weight leadership style. Leaders are very rarely influence their team. And there is no any direction to their teams and there is no any encouragement as a democratic styl e. This is like a captain less ship.Shaw (1955) observed by his sphere that the authoritarian leadership style team members are very speed, truth and efficient in their views. In the other hand the satisfaction of the team leaders are high. Tannenbaum Schmidt (1973) extended the democratic vs. autocratic leadership style perception by bring out Leadership variety.Leadership and frolic SatisfactionThere is a relationship between the job satisfaction and leadership style of the immediate supervisor (Bass, 1985). In another study Chionk (2001) established a positive correlation between the leadership style, job satisfaction and employee commitment. The manager should leadership qualities to produce the organisational outcomes. The leadership style and vision can influence the employee job satisfaction internally as well as remotely (Gaziogly and Tansel, 2006). On the contrary Chang and Lee (2005) showed that there is no significant relationship between the leadership style and job satisfaction. In general transformational leadership results in the employee willingness to organisations and desired organisational outcomes.While viewing the job satisfaction in the context of leadership there are several prediction can be derived (Bass, 1985). The transformational leadership can foster a more job satisfaction due to sense of ownership and clever stimulation. The transformational leader encourage in more freedom and responsibilities for their employees. The work also provides a more accomplishments and job satisfaction. The transformational leaders also encourage development of their employees, hence employees feel that their needs are also cared and carried out. While the employees who do not like the transformational leadership may feel that reward system is not good enough for them. The people who believe in management by barelyion feel that transformational leaders are searching for deviations and are not happy in their jobs (Solomon, 2007)The employees are more satisfied with the managers who are supportive compared managers who are critical of employees. The employ undergo stress to work with leaders who are unsupportive and show a hostile behaviour towards employees. The employees expect guidance and directions in situations where they cant make decisions. The negative leadership style results in the reduced productivity, change magnitude turnover rate and absenteeism (Ribelin, 2003). The studies conducted by Robbins (2003) it is revealed that employees retention is higher with transactional leadership as compared transformational leadership. The transformational leadership helps employees to improve their skills change magnitude the job satisfaction and organisational commitment.Job Satisfaction and Retail Leadership pecker (1996) says that from the past two decades, the employee behaviors are changing frequently. Because of the improved multiple job opportunities the employee has the wide choices.Therefore the retention of empl oyee is a crucial thing for the organizations (Chowdhury, 2000). This study tells what the organizations are going to practice pay the employee and what are the emerged theories on employee job satisfaction.But in the current business environments the money is not very important for the employees. Although the peer study revealed that the main reason for employee job satisfaction is the behavior of the manager or managers behavior. There it review that the leadership and the support or co operation of the leadership play a key role in employee job satisfaction. Then the organization must support the employees through the organizational cultures, policies that exist effective in the work place. But some studies say that the satisfaction of the employee is linked with employee job satisfaction. Where as the employee get motivated by customer satisfaction in certain environments such as retail industry and direct marketing organizations. The study explained that the job satisfaction w ill be resultant by five basic characteristicsTask variety,Task identity,Task significance,AutonomyFeedback. plurality want to have more control and meaning in their work-lives, and not just perks and benefits.Theories found in the literature which pertain to job satisfaction include fair-mindedness theoryMostly this theory defined that the employees can be satisfy and get motivated with their jobs when they have the healthy industrial relations among their work group. Here they must feel that every employee is same and equal. The satisfaction levels decrease when the recriminations rise among the employees. Therefore the organizations must maintain the equality among their employee.Two-Factor Theory of Job Satisfaction (Herzberg)Herzberg theory states that dissatisfaction effect on the employee satisfaction it directly results on the employee out put and productivity. Generally the employees satisfaction with their job and perform a positive result on the organizational productivit y. The motivational factors that are influence on employees, such as rewards, promotions, achievements, by adding responsibilities and recognition by his skills. lever TheoryThe modern theory (1997) defined that the job satisfaction is formed in daily building up the positive attitude on the employees job. Where the employee gets the opportunity and value to achieve a particular goal and also the job provides that opportunity to accomplishment of such goal, then mostly the employee feel the job satisfaction. When the employee finds the organization go against to the employee regarding his role so the dissatisfaction of the employee may occur.sociable Information Procession ModelThis model recommends that the co employees attitudes and behaviors result on the job satisfaction of the employee. Therefore where the employee surrounded the people who have positive attitudes and views regarding the opportunities which the organization provides and never bother about job security then auto matically the employee satisfy with his current job. So the co employees attitudes and motivation effect the other employees.QUESTIONNAIREThe satisfaction of my job is elegant b. honourable c. Average d. low-downI am provided the resources by my organization to perform areExcellent b. smashing c. Average d. ridiculousWorking conditions are good and preventativeExcellent b. Good c. Average d. sufferingThe organization formed the realise cut goals to achieved by the team members.Excellent b. Good c. Average d. measlyThe motivation of my team leaderExcellent b. Good c. Average d. unretentiveMy team leader communicates me regarding my job responsibilitiesExcellent b. Good c. Average d. PoorThe company help me to identify my strengths and weaknessesExcellent b. Good c. Average d. PoorThe opportunity provided by our company to try innovative thingsExcellent b. Good c. Average d. PoorThe value of my views and participations in our organization isExcellent b. Good c. Average d. Po orThe level of facilities which our organizational structure practices to enhance effective accomplishment of tasks isExcellent b. Good c. Average d. PoorThe environment which the management provide me isExcellent b. Good c. Average d. PoorThe satisfaction of the policies adopted by our organization isExcellent b. Good c. Average d. PoorThe respect of team members ideas and opinions isExcellent b. Good c. Average d. PoorConsumer Buying Decisions crop AttributesConsumer Buying Decisions Product AttributesIn this research, pulse cocoa acquire is selected to study the get decision of consumers. Three invention admiration tribulations are experimented and proofing that player tended to choose the popular marking of umber. Surprisingly, people do divergent choices in each of the test. The result tells us that without knowing the fault hold, their acquire decisions are different when comparing with knowing the tarnish name. In conclusion, rat has a strong influence in con sumers decisions.To better understand the ruse gustatory perception tests, we executed a questionnaire survey at one time. As a result, the survey tells us druthers is the most important factor in affecting their secureing decisions whereas their second consideration would be cost, leaf blade, and influenced by advertisement. This giving an idea that except for the tag and grasp, there are many factors should affecting the consumers buy decision.table of contents1. Introduction 12. Literature Review 22.1. crack name 22.2. Brand take care 42.3. Linking cross offs to consumer perceptions of product 52.4. Consumer buying behavior and decision making 62.5. Customer satisfaction and committal 92.6. Product attributes 103. Research Methodology 123.1. polisher study 154. Findings and discussions 164.1. Participants 164.2. Relationship of shuffle, taste and decision 174.3. Post-tests evaluation 204.4. Buying behavior 234.5. Discussions 265. purpose 285.1. Recommendations 28 5.2. Conclusion 296. References 307. vermiform process 337.1. Annex The Blind strain and Questionnaire 33Key lyricBranding, Brand physique, Brand equity, Consumer buying behavior, Consumer buying decision, Customer satisfaction and faithfulness, Product attributesIntroduction all over the past few decades, a considerable number of studies have been made on the relationship of differentiateing and consumer buying behavior (Fournier, 1994 Keon, 1983), i.e. how the consumer buying behavior affected by blemishing. Many companies devote lots of money and manpower to build up casts for their brands. That is the reason why many studies have focused on this field.In this research will be figured out which factor, brand name or product attributes, plays a critical role in affecting consumer buying decision. In the economists normal approach, price is used as the main tool to explain the consumer buying behavior (Becker, 1996). We carry out blind taste tests and also conduct a questio nnaire to find out the impact of branding on consumers resources..Literature ReviewThis literature review is going to analysis what has been done in investigating the relationship among brand, consumer buying decision and product attributes. Such information will be digested and modified to be applied to flashgun chocolate purchasing in the Hong Kong market.Brand nameIn recognition of the growing drinking chocolate culture that is sweeping Hong Kong, different tastes of umber have been rolled out on the market. For example, Nescafe has newly released a new series of deep brown Latte in which the view is totally different from the original Nescafe java. obsolescent Town coffee has introduced a new series called white coffee. Why do they give new brand name for the new products? Why do they have different images? Is there any advantage for them to do so? accord to Armstrong and Kotler (1999), brands can be described as a name, term, sign, symbol, or design, or a combination of these, which identifies the maker or seller of a product or service. Later, Olins (2000) gives a supplement to the definition of brand. He suggests that brand is a device that helps differentiating products from different sellers, without clear branding, in some fields, we literally could not tell one product or service from another. By using brand names, consumers can easily distinguish products from different sellers.Brand ImageIn the words of Keller (1998), marketers can build up an image for the product to draw customers attention so as to induce more sales (Keller, 1998). Randall (1997) says Brand image is the whole image of the brand existing in the minds of consumers. It is the total information that the consumers have received about the brand. Some scholars think that the brand image can influence consumers buying decisions. Furthermore, Ogilvy (1983) suggests that consumers do not buy products rather they buy products with a personality. Ogilvy (1983) also suggests the fact that a brand can have a personality or image reflecting that people not only want the basic function offered by the product, but also psychological benefits. If a brand image matches with an individuals image, he/she will obtain that product and may stick to that brand in future (brand loyalty) (Levine, 2003). From the above statements, it seems that consumers are concerned more about the brand image rather than product attributes. In the research, we will use the product of consequence coffee to test the validity of the above statements. afterwards reviewing the sections of 2.1 and 2.2, we can say that there is an intimate relationship among brand name, brand image and the consumers.Linking brands to consumer perceptions of productIn the research, we will investigate how consumers make buying decisions. apprehension of a product is crucial in making the buying decision therefore, it is needed to find the linkage between brand and consumer perceptions.Olins (2000) suggests that people can have a relationship with a brand they have an huge emotional content and inspire loyalty beyond reason. Besides, Keller (1998) suggests that what distinguishes a brand from its unbranded commodity is the sum of consumers perceptions and feelings about the products attributes and performance, brand name and what it stands for and the company associated with the brand.In the past, there were only a few present moment coffee brands available in the market. In recent yeas, a lot of new second gear coffee brands appear in the market, such as Indocafe and elder Town coffee. The traditional branding strategy which has emphasized on product offerings and associated functional and utilitarian benefits is no longer workable in the market. People are now paying more attention to the brand (Levine, 2003). Therefore, it is no oddment many companies create a strong and distinctive brand image for their products so as to differentiate himself from other competitors (Keller, 1 998). Advertising is astray used by the companies to build up a brand image. In Hong Kong, many coffee brands have been advertised on TV and in magazine, such as Maxwell house, Nescafe and Mr. Brown. Most studies have found that there are inter-relationships among brand, advertisement and consumers buying decisions (MacKenzie et al., 1986). Besides, that the affective and cognitive-based attitudes towards the brand can affect the consumers buying decisions (Homer et al., 1992). Advertising is the primary device used to build the image of a brand and most of the customers usually rely on denote messages when they make an infrequent purchase for an unfamiliar product (Dowling, 2001).Well-established brands attract increased preference and usage (East, 1997), produce great emotional ties (Biel, 1993), and boost trust and loyalty (Fournier, 1994). If the statement is true, it indicates that customers perception of products derive from marketing effort such as brand images and brand d ifferentiation in addition to the physical characteristics of the product. What about the product quality? Can product quality influence the perception of product?Consumer buying behavior and decision makingIn our study, consumer buying decision is our key focus. We will focus on how the consumers make their buying decisions in purchasing fast coffee. We want to know which factors, brand or product attributes, influences most in the process of buying decision making of consumers. Therefore, we must understand the consumer buying behavior and how they make the buying decisions.In the past, consumers were more concerned with a products function- efficiency, reliability, value-for-money, durability and convenience todays customers are prepared to pay more for a stylish product as they become more affluent and visually sophisticated (Henley Centre, 1989). It is no wonder companies put much effort on packaging, product design and advertising. In the words of Bayley (1989), the ambience , the layers of imagery, the texture, the decoding- all of these are vested interests leading to the only rationale a purchase.Consumer buying behavior refers to the buying behavior of final consumers, individuals and households who buy goods and run for personal enjoyment (Armstrong et al., 1999). Consumers have to make decisions when there is more than one choice. However, how do the consumers make their buying decisions?Foxall (1980) suggests that consumers will make the buying decisions according to perception, personality, motivation and attitudes. He says that consumer behavior is a process of learning and it depends on how you encompass the product. The process is modified according to the customers past experience and the objectives he or she has set (Foxall, 1980). Besides, Foxall (1980) also suggests that consumers personality and self-image is important in studying consumer buying decision as he believes that consumers only choose products that are consistent with thei r perceptions of themselves. By using Foxalls (1980) idea, it is not difficult to understand the relationship between brand and consumer buying decision. Once the brand image and consumers image is matched, consumer will purchase that product.Besides, Foxall (1980) also claimed that consumer buying decision is motivated by something more than awareness. It depends on the consumers needs and drives, his tastes and aspirations, plus his attitudes, personality and social environment (Foxall, 1980). Furthermore, Foxall (1980) says that attitudes and buying decision are related and each may influence the other, however, they are not always entirely consistent.Customer satisfaction and loyaltyAlthough our key focus of the research is how the consumers make buying decisions in purchasing coffee, customer satisfaction will also be investigated. In our study, satisfaction refers to the situation when consumers expectations are matched by perceived performance (Blackwell et al., 2001). After purchasing a product, consumers will have a post-purchase evaluation (Foxall, 1980). Consumers will continue to purchase the product if they are satisfied with it. It is called loyalty. Sometimes, they may recommend it to their relatives and friends.In the research, the blind tests will be used to find out how the consumers perceive the product, that is, to see if consumers can recognize the taste of the brand that they have chosen. front study has found that customer satisfaction has a positive effect on loyalty and they will repurchase the product again (Oliver, 1997 Mittal et al., 2001). If the consumers are satisfied with the taste of coffee in the blind tests but it is not the brand the consumers used to buy, we can say that brand influences consumers much and the consumers only loyal to the brand but not the product itself.Product attributesAccording to Armstrong and Kotler (1999), product attributes can be defined as something that can deliver the benefits offered by the pro duct and can add value to the customers. In the words of Keller (1998), product attributes are the ingredients necessary for performing the product or service function sought by consumers. They refer to a products physical motif and are what determine the nature and level of product performance (Keller, 1998). It can be further characterized according to important and optional features, either necessary for a product to work or for allowing customization and more versatile personalize usage (Keller, 1998). In the research, we will focus on the study of instant coffee and we will regard taste as the most important attributes of coffee.Some studies have carried out in which consumers perceive the products they buy and the brands they regularly choose. Taste is used to determine the effect of brand identification on consumers reactions to and evaluations of products (Allison Uhl, 1964 Makens, 1961). The studies conclude that Participants in general did not appear to be able to disc ern the taste differences among the various brands, but apparently labels and their associations did influence their evaluations.To sum up the literature review, many studies (Allison Uhl, 1964 Keon, 1983 Makens, 1961) have shown that consumers are influenced by branding. However, to what tip will the consumers make their buying decisions according to product attributes? The research will find out the answer.Research MethodologyI used the technique of triangulation (White, 2000) in my research in which two techniques, blind taste test and questionnaire, were used. Before conducting the actual survey, I randomly selected 82 people exterior a supermarket in Kowloon Bay, Hong Kong and asked them if they had the habit of buying instant coffee. 39 of them stated that they buy instant coffee regularly but 18 of them said that they do not drink instant coffee. In the 39 people, 33 (84.6%) of them said that they usually buy Nestls instant coffee, Nescafe. 4 (10.3%) of them buy Maxwell Ho use instant coffee and 2 (5.1%) of them buy Old Town instant coffee.I invited the 33 Nescafe instant coffee buyers to do the blind taste test and questionnaire as they were the majority (84.6%) of the respondents. I believed choosing Nescafe instant coffee buyers to be the taste was more representative as they represent the majority of the coffee drinkers that I have asked. However, only 30 of them agreed to participate in the test. The 30 Nescafe instant coffee buyers were my sample population. The sample consisted of 8 males and 22 females who have the habit of buying instant coffee on their own.The blind taste test was carried out in vow to find out how the consumers choose coffee. The test was divided into common chord move and each part would have 10 participants. In the collar blind taste tests, Tsit university extension instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) were used. I chose the three coffees as their price is more or le ss the same. Every participant had tried the Tsit Wing instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) before. In attempt A, three shapes of different coffee were stipulation without brand labels. NC was the brand that the sample population used to buy. The participants were asked to taste the coffee and choose one that they would purchase. The information collected in the tribulation A would serve as a base reference. If the participants like the taste of NC, they will also choose the NC in the test.In Test B, three different shapes of coffee were given. Each cup of coffee had a label masking the brand of coffee. The aim of the Test B was to see if there was any difference between Test A and Test B. If they really like the taste of NC, the results in the Test A and B would be consistent. If the results in the two tests are not consistent, it shows that brand influence consumers decision.Test C was carried out to determine if the consume r buying decision was independent of the brand name. The Test C was the same as Test B, except the name of the coffee brand were designate wrongly. I labeled the cup of MH as TW, the cup of TW as NC and the cup of NC as MH. By comparing with the result obtained in the three tests, we hoped to find out which factors, brand or taste, has a greater influence on the consumers.If the data obtained in the Test A does not match with the data obtained in the Test B, it tells that brand has an influence on consumers decisions. The reason is in Test A, the participants only know the taste of the coffee and they can only choose the coffee according to the taste of coffee. In Test B, however, the participants know both the taste and brand. If their decisions are different, that means the brand affects their buying behavior. For the Test C, the three different coffees were used again. However, their brand names were labeled wrongly this time. Comparing the result obtained in this test to that o f in the Test B, if the result has a big difference, that means the brand has a greater influence than the taste on the decision of participants.Besides, questionnaire (Annex 7.1) was also used to obtain data. The questionnaire, used immediately after the blind taste tests, consisted of five questions with choices given.Pilot studyThe pilot study made me realize that what I need is to observe their buying behavior which cannot be asked but observed. Therefore, I decided to do the blind taste tests and questionnaire instead of doing an interview which allowed me to focus on measuring the influence of brand and taste on the consumers decisions. Afterwards, I decided to carry a three blind taste tests with three groups of people. I enjoy to take this chance tend to do all blind taste test is they will remember the taste of the coffee in the test, and finally affect their choice in the next following tests.Findings and discussionsParticipantsOf the total number of 30 respondents, 8 (26. 7%) were males and 22 (73.3%) were females. All of them were NC consumers.The result is shown in circumvent 4 .1. More than a half people had 1 to 3 years NC purchasing experience and 70% of them had at least 1 year purchasing experience. From the data, we can assume that some participants are experienced in purchasing instant coffee and the results obtained from them are valuable to discuss and analyze.Relationship of brand, taste and decisionIn the research, blind taste tests were used to find out how the consumer made decisions regarding brand and taste in purchasing instant coffee. Three tests were carried out. In each test, participants were given three cups of different coffee. In Test A, three cups of coffee without brand name were given. In Test B, brand name was given to each cup of coffee. In Test C, brand names were given but placed wrongly on each coffee.In Test A, three cups of coffee without label were given to participants to taste. Surprisingly, the result was not c onsistent with our expectation. In other words, taste was the only reason for their choices in the Test A. The result told us that without knowing the brand name, their preferences were different when comparing with knowing the brand name.In this test, the result was changed because the participants knew the brand name when comparing with the result of the Test A. There was a 30% increase in the NC and a 30% decrease in the MH. The data showed that the brand really influenced participants when deciding the coffee.In Test C, the participants had to taste three cups of different coffee in which the brand labels were placed wrongly. The result was very close to that of Test A. That means they chose as if just chose by the taste only. It gave us a hint that with a different label on the cups, their choices were different. What we can conclude is that the brand plays an important role in affecting buying decision of participants.Post-tests evaluationAfter the three blind taste tests, the participants in Test A and C were told about the correct branding of the coffee they had tried. All the participants were asked if they would continue to purchase the NC after trying the tests.Only 30% of the participants would firmly say yes. one-half of them had a second thought of their decisions. It told us that they started to think about their perceptions of NC coffee. It implies that the participants will also consider the taste when purchasing instant coffee.Participants were asked to choose one coffee to recommend to their friends after trying the blind taste tests. The result was shown in Table 4 .6. The result was very interesting that about half of them recommend NC to their friends while another half suggested MH, was most people voted due to the taste in the Test A. It implies that branding and taste also have a strong influence in consumers buying behavior.Participants were asked if they were satisfied with the NC. Before the blind taste test, over 40% of the partici pants were satisfied with the NC. However, after the blind taste tests, only 17% were satisfied with it and there was 13% of participants were dissatisfied. From the result in Fig. 4 .7 and Fig. 4 .8, we can see that the participants were influenced by the blind test. We can say that beside the factors related to the products, there are some other factors may affect our buying decision.Buying behaviorIn the research, participants were asked immediately after the blind taste tests about how they made the buying decision when purchasing instant coffee.In the research, the participants were asked to give factors they thought were powerful in making the buying decision in the questionnaire. The answers were shown in the Table 4 .9. In Fig. 4 .9, it shows the most influential factor affecting buying decision. 63% of the participants regard Taste was the most influential (Table 8.1), 13% voted for Influenced by advertisement, 10% for Brand image, 7% for footing and 7% for Word-of-mouth. aught voted for brand in the questionnaire. Comparing to the results obtained in the blind tests, the results were inconsistent. In the blind tests, it was found that the influence of the brand was greater than the influence of the taste.In Fig. 4 .10, it shows the top three influential factors affecting buying decision regarding to instant coffee purchasing. Nearly one-third of the whole population voted for the Taste, the second one was Price (20%) and the third were Brand (13.3%) and Influenced by advertisement (13.3%). The Fig. 4 .10 shows that Price is also an important factor in making the buying decision.The data gives us an idea that beside brand and taste, there are many factors should be considered in making the buying decision.DiscussionsAccording to the three blind taste tests and the questionnaires done by the participants, we can see that the brand influence was strong to the participants. In the Test A, participants did not know the brand but the taste. They chose t he coffee according to the taste. More than 50% of the NC buyers chose MH. However, when the brands were labeled on each cup of coffee in Test B, 50% of the NC buyers choose NC. In Test C, three cups of coffee were given with the wrong brand labels, the result showed that participants tend to choose coffee according to the brand name as 60% of the NC buyers chose MH which was labeled with a NC label. The three test results indicate that brand affects consumers decisions and which is support by Olins (2000) and Keller (1998). Olins (2000) suggests that brand helps people to differentiate products from different sellers. Besides, Keller (1998) suggests that brand is an external aspect of product and it can affect the purchase or consumption procedure.Besides, the participants were asked if they were satisfied with the NC before and after the blind taste tests, Over 40% of the participants were satisfied with NC. However, after the blind taste tests, the number of satisfied people decr eased and there was 13% of participants dissatisfied with the NC. From the results, we can see that the participants were influenced by the blind test and there are some other factors may affect our preferences. As we mentioned in the literature review, consumers will buy the product again if they are satisfied with the product (Foxall, 1980). From the results, we can see that the brand influences consumer buying decisions a lot.From the data in Table 4 .9, there were 63% of participants chose Taste as the most influential. However, nobody voted brand as the most important factor. Compared that to the results obtained in the blind taste tests, in which brand had a strong influence in consumers decisions, there is a contradiction. The disparity shows that people do not understand what influences their behavior very well.ConclusionRecommendationsThe result obtained from the tests and the questionnaire is not consistent in some way. If the answers from participants are sincerely your s reflecting their preferences, the obtained result should be consistent. So we should not trust the result given from the research and we should be critical in reading other research data in the future.Furthermore, if it is feasible, we may observe their actual buying behavior after trying the blind taste tests over a period of time in order to get an accurate result.ConclusionIn this research, we carry out three blind taste tests and find out that participants tended to choose coffee according to the brand name. 60% of one of the instant coffee brand supporters chose another brand of coffee which is wrongly labeled as their favorite coffee brand by me. Surprisingly, 80% of them do not choose their favorite coffee brand in another test when the labels are gone. The only factor which affects their decisions if the labels are gone is the taste of the coffee. In other words, taste is the only reason for their choices if no labels are provided. The result tells us that without knowing the brand name, their buying decisions are different when comparing with knowing the brand name. The result shows us that brand had a strong influence in consumers decisions.I conduct a questionnaire immediately after the blind taste tests. The statistical result shows that taste is the most important factor affecting their buying decision while price, brand, and influenced by advertisement come second, third and fourth respectively. The data gives us an idea that beside brand and taste, there are many factors should be considered in making the buying decision.ReferencesAllison, R. I., Uhl, K. P. (1964). Influence of beer brand identification on taste perception. journal of Marketing Research, 1, pp. 36-9.Armstrong, G.., Kotler, P. (1999). Marketing an introduction (5nd ed.). Upper Saddle River. NJ assimilator Hall.Bayley, R. (1989). Commerce and culture. 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