Customer Satisfaction at Sainsburys

Customer Satisfaction at Sainsburys Implications for the development of Sainsbury in the future 1. Introduction The retail industry is one of the oldest industrial sectors of UK having its roots based in the 19th century. An article in The Financial Times about Sainsburys dropping sales and consequently market shares triggered the research topic and we drove ourselves to the history of supermarkets to reveal the secret behind the big giants (Tesco, Sainsburys and ASDA) fighting for the top position in the market. The reason to select Sainsburys rather than other two foes from the flock was the interesting reign of Sainsburys in past 100 years of business. The article first illustrates the supermarket retailers background and outlines the present problems. Secondly, it analyzes the perception of customers towards the current supermarkets and the extent to which their needs are satisfied by Sainsburys. Finally, the possible solutions are evaluated and it indicates some recommendations for implementation. The work established in the following research is purely based on a quantitative data collection and scrutiny with a wide implementation of literature and marketing research tools. In the following research work, we, group of five students, have cloaked the role of researchers and reaped a considerable amount of sagacious know-how about conducting a research and using marketing research gears in different areas of research. 2. Background to the problem 2.1 About Sainsburys Sainsburys Supermarket is the longest standing major food retailing chain in the UK, with their first store opened in 1869. The mission and policy of Sainsburys is to provide customers with healthy, safe, fresh and tasty food. The quality and fair prices of Sainsburys is taking responsibility to their business. Sainsburys stores have particularly emphasized on fresh food and they devote themselves to create continuous innovation. Moreover, they are concerned about customer needs and based on these needs improve products regularly. Its market share is around 16 % and now they serve over 18 million customers a week. Sainsburys own 455 supermarkets and 301 convenience stores, the type of these stores are categorized into 3 types, which are Main Mission outlets, Main Plus format stores (hypermarkets),and Mixed mission format shops (Sainsburys Central and Local). The large stores offer approximately 30,000 products and offer and support the non-food products and services in many of their stores. Around 88% of British households are provided by the internet-based home delivery shopping service. At present, Sainsburys is the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned ASDA. Their business mission is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost working faster, simpler and together.'(http://www.sainsburys.co.uk/sol/index.jsp, N.D) 2.2 Describe the problem Sainsburys used to take the biggest slice of the whole retail market in the UK. However, since 1995, Tesco started with their membership cards, and out of blue their sales have increased rapidly. Sainsburys became the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned Asda. (http://news.bbc.co.uk/1/hi/business/4694974.stm, N.D, BBC News) 2.3The main reasons for exploring the problem The formula of Sainsburys success could be concluded in the points which are listed below: High quality products quality assurance Wide range of products Different customer segmentations (http://www.foodprocessing-technology.com/features/feature56457/, ND) Although Sainsburys still follows these points to manage the company, but according to the reduction of the market share, the profit of managing Sainsburys has been more seriously affected. Although Sainsburys could retain the balance of revenue and expenditure, moreover, it remained permanent. It still needs to attract more customers and raise its market share. Furthermore, the needs of its customers should be valued and respected. We need to do marketing research to explore the possible factors which affect customers satisfaction and then use marketing strategies to improve these factors to increase customers shopping demands and enhance their loyalty. 3. Problem Definition An extensive study of market conditions and retail industry in United Kingdom gave us a brief idea about the status of Sainsburys in the retail industry. The largest retailer in the UK till mid 1990s suddenly dropped to the third position loosing its hold on market and decrement in the potential market customers. The decline in market shares and a low rate of sales returns was enough to define the problem for Sainsburys in the present market scenario. With new retailers emerging in the sector deploying all their marketing strategies to be the best in the race, it is very important for Sainsburys to take a brave step now to protect their current position and then to improvise on their hold in the industry. 3.1 Management Decision Problem What can Sainsburys doto regain the market share in retailing industry? The management team now require to sit down and discuss the failure points and the current shortcoming to establish a conclusion to why there is a constant downfall in the shares of the company and why it is being overtaken by a company (ASDA) which has its central operating sector based in a country (USA) which is thousands of miles away from UK. As per a latest study, the retail industry is expected to show an increase in 15% annually and Sainsburys needs to identify the market requirement till they become history for the consumers. (sources) 3.2 Marketing Research Problem The Management Problem was turned into a Research Problem which more specifically tackles the aim of this study. l To determine the various needs of shoppers and the extent to which current Sainsburys experiences were satisfying those needs compared to the competitors. The conversion of the management problem into a research problem makes the concept easier to understand and tackle. It gives a broader prospective of the problem and alongside makes a simple way to handle and implement the desired implications. 3.3 Research Components The research components further diversify the purpose of research and explain the problem in detail. The following components define the research problem: What is the demographic and psychographic profile of the customers? What do customers expect when going shopping in the stores? How well does Sainsburys existing products and service offering meet customers needs compared to Tesco and ASDA? Are there any customer needs that are not being adequately met by Sainsburys? How often do customers go shopping per week? 4. Research Approach Development In this section, it reveals the Exploratory Research conducted and the Conceptual Model. 4.1 Exploratory Research 4.1.1 Literature Reviews This section concerns some available information extracted from Literature Reviews. Based on literature reviews, service quality, is seen as an important factor, and closely related to a retail companies performance. Service quality is perceived by customers as the result of comparing the expectations about the service they are going to receive and their perceptions of the retail companys actions. (Rodolfo Vazquez et al, 2001). It is of great help to demonstrate how to assess the service performance of a retail company and it carries some implications itself as well, which is beneficial when making the model of this study. According to Yan Lu et al (2008) there are five dimensions of service quality in a retail store setting, including: physical aspects, reliability, personal interaction, problem solving and policy. In addition, Rodolfo Vazquez et al. (2001) found that service quality in retail companies adopting the commercial format of supermarkets has a four factor structure (physical aspects, reliability, personal interaction and policies). Physical Environment Physical environment incorporates the inward and outward appearance of the store. According to Rodolfo Vazquez et al (2001), physical environment involves the simplicity and importance of shopping from the internal appearance of the sales outlet. Based on this, Rodolfo Vazquez et al states that there are two physical aspects of supermarkets: store appearance, which includes: decoration, fixtures, equipment, cleanliness, design of product and services publicity leaflets and the convenience of shopping, which includes: interior design and store layout of sections and product shelf position. According to Poping Lin (2005), traditional wisdom teaches that one key to win market share is offering a wide variety of products, which can be helpful for attracting a wider variety of customers. Providing products and services at a close and most convenient location, is the very core of deriving the best return from investments, also the ambience a store maintains can influence a customers purcha se decisions to a great extent. (Prakash Gupta, year) Reliability According to A.Parasuraman et al. (1988), to be reliable is being able to perform the promised service dependably and accurately. Based on his research, A.Parasuraman et al. found out that reliability is the most important factor taken into consideration by customers when they evaluate a retail companys overall service quality. This has also been supported by many researches in other studies. Dabholker et al. (1996) indicate that reliability in the eyes of customers is a combination of keeping promise and doing it well. Keeping promise means that a retail company should stock enough products to satisfy customers needs and guarantee the products quality as well as allowing returns and exchanges and being willing to dealing with any problems from customers. On the other side, in the terms of doing it well, a company is expected to be able to provide customers with fast sales transactions and precise information, such as sales promotions, price and sales slips. (Rodolfo Vazquez et al, 2 001) Personal Interaction Based on existing literature, it is noted that customers are not only interested in the product offerings and physical environment, but also on the service provided by staffs. Personal interaction involves the process followed in order to obtain the sale and the service encounters where the need arises while coming in contact with the retail company employees. (Rodolfo Vazquez et al, 2001) According to Prakash Gupta (year), consumers look for help whenever they are in an emergency. In that situation, store employees helpful advice and assistance will help to reduce the attrition rate of customers and enhance shopping experience. Policy Policy captures aspects of service quality affected by the strategies of the prices and brand assortment. Brand assortment policy must be established with great care and also a large and wide-ranging assortment of well-known brands is needed. (Rodolfo Vazquez et al, 2001) In addition, retail stores should be able to come up with an attractive pricing policy. According to Siu and Cheung, policy has a great impact on customers repeat purchase intention. (Yan Lu, Yoo-Kyoung Seock, 2008) Customer Satisfaction Customer satisfaction is a measure of how an organizations total product performs in relation to a set or customers requirement (Nigel Hill, Jim Alexander, 2006). There is no better advertisement than a Satisfied Customer and nothing worse than a Dissatisfied Customer (Phillip Kotler et al, 2008). Marketing Researchers and Managers have realized how important customer satisfaction is. According to Robert Heller (2006), customer based strategy is the only important form of strategy, product and producer driven strategies are fast dying. Similarly, Customer Satisfaction is the ultimate goal, and an investment that often doesnt produce result in a short term, but leads to Customer loyalty in a medium or long term (Craig Cochran, 2003). The lack of attention to customer Satisfaction costs companies money because there is an intractable connection to high level of customer satisfaction and increased share holder value (Chris Denove, James D. Power IV, 2007) Loyalty It is believed that maintaining the current customers costs less than attracting new customers, in the light of this; it is wise for companies to pay close attention to retaining their current customers. There are efficiencies in dealing with existing customers rather than new customers. (Ruth N.Bolton, 2000) Relative retention has been shown to explained profits better than market share, scale, cost position, or any of the other variables usually associated with competitive advantage. (Niren Sirohi et al, 1998) In general, the customers loyalty is indicated by an intention to perform a diverse set of behaviors that signal a motivation to maintain a relationship with focal firm, including allocating a higher share of the category wallet to the specific service provider, engaging in positive word-of -mouth, and repeat purchasing. (Ulrich R. Orth, Mark T.Green, 2009) According to Zeithaml et al., favorable assessment of service quality leads to favorable behavioral intentions such as p ositive word-of-mouth and preference for one company over others. (Yan Lu, Yoo-Kyoung Seock, 2008). In other word, higher satisfaction relates to higher loyalty. (Ulrich R. Orth, Mark T.Green, 2009) 4.2 Conceptual Model On the basis of the literature reviews, a final model has been defined (Refer to figure 1), which consists of two parts. In the first part of the model, there are 4 Independent variables (namely Physical Environment, Reliability, Personal Interaction, Policy), consisting of several aspects respectively, that may have an impact on the Dependent variables (Customer Satisfaction as shown in the model). As regard to the second part of the model, we assume that the Independent variable, Satisfaction, is connected with Loyalty, Dependent variable. Table 1: Summary of Research Questions and Hypothesis Specification of information needed Depending upon each component of the problem and the conceptual model, research questions and hypothesis, the information needed can be defined as follows: Component 1: To determine the factors customers are apprehensive about when selecting a store for shopping. Perceptions of customers on factors that influence choice of supermarkets Component 2: To determine how well do existing service offering meet customers needs. Evaluation of customers on the performance of ASDA. Evaluation of customers on the performance of Sainsburys. Evaluation of customers on the performance of Tesco. 5. Research Design and Methodology 5.1 Research Design In order to obtain the required information to solve the marketing research problems, research design was carried out for the further step. The research design is the framework or blueprint for conducting the marketing research project that specify the procedures necessary to obtain the information needed. (Malhotra, 2009) There are two basic types of research designs available which are classified in terms of the research objectives: exploratory and conclusive. (Malhotra, 2009) In this report, both exploratory and conclusive research designs were conducted for Sainsburys. 5.1.1 Exploratory research design In order to understand and gain insight to the problem that the company is facing now, a detailed literature review was prepared. 5.1.2 Conclusive research design After gaining understanding of current situation and management-decision problem of the company from exploratory research, the conclusive research was designed to make the management decision, testing hypotheses and also examining relationships between factors influencing the supermarket selection and customer satisfaction of Sainsburys as compared to its competitors. Furthermore, the descriptive research was used to describe the market characteristics and determine those relationships. Due to time constraint, the single cross-sectional design was used and a selected group of respondents were measured at one time. The data-collection technique used in this report was the survey conducted by a predesigned questionnaire. 5.2 Methodology 5.2.1 Secondary research methodology In order to collect data about the companys problem in general, two types of the secondary research were collected. The first one is the internal secondary data. Obtaining information from companys annual report provided the background of the company and fundamental data about its market shares. The second one is the external secondary data. In research approach development step, literatures have been reviewed. The information was retrieved from many sources including census data that provided elementary background of demographic data of UK households and consumption behaviors of UK consumers. In addition, abstracts in form of bibliographic databases have been retrieved from the University of Leeds Portals library. Gaining information from above secondary data can help us to understand the companys situation, define the research problem and also develop an approach to that problem. Journal articles and books provide knowledge in defining the variables in the research model which led to formulate the hypotheses and forming questionnaire design. 5.2.2 Primary research methodology 5.2.2.1 Research approach The major research approach chosen in this report is questionnaire survey. A detailed survey selecting a large sample was conducted to support the literature to get a deeper understanding of factors in choosing supermarkets. Furthermore, surveys were chosen in order to gain insights into the consumer behaviors pattern and consumers perceptions of UK supermarkets. 5.2.2.2 Sampling design Due to budget and time limitation, sample surveys were selected based on direct questioning. A sample is a subgroup of the elements of the population selected for participation in the study. (Malhotra, 2009) In this report, the sample group was selected from the total population in the UK. In determining the sample size, the statistical method was chosen. The sample size was calculated as follows: 2500 * N * Z2 n = ____________________ [25(N-1)] + [2500 * Z2] Where n = sample size required N = population size Z = number of standard errors The total population size (N) is 41,020,711 which are derived from the estimated people aged at 15-64 years in the United Kingdom as of July 2009. The source of information is The Central Intelligence Agency (CIA). In this case, the most commonly used 95% confidence level is applied. When the variables are taken, the result obtained from the formula could be as below: 2,500 * 41,020,711 * 1.962 n = __________________________ 25(41,020,711 -1) + (2,500 * 1.962) = 384 Due to time and cost constraints, 40% of the total sample size was taken into consideration, therefore adding up to 154 samples could be collected in conducting the survey. For the sampling method used in the surveys, the data collected through a survey of 154 respondents was divided into two proportions equally. The probability sampling techniques used in this report is Simple Random Sampling (SRS) in which each sample in the total population has an equal probability in selecting. (Malhotra, 2009) Therefore, half of the total questionnaires were executed by people living in Leeds and the rest was from people living outside Leeds. Moreover, two ways in distributing the questionnaires were conducted: paper based and online based survey. 5.2.2.3 Questionnaire Design (Refer to Appendix 1) The division of research problem into components made the way to design the questionnaire to analyze the market scenario and the customer needs. The background of the questionnaire design was the basic study of the component and sub-dividing the components into various similar factors which are considered to select or prefer any retail industry. The Physical Factors were classified as size, location, layout, and etc. of the store and mentioned as questions in the draft. 12 broad questions were decided on the basis of relevance and availability of time for the participant to come out with rational answers without any external or internal influence of reviewer or the industry. The intention was to collect some primary data about the general perception of people and then segmenting them as per their responses and choices. As required questionnaire was designed in 4 major segments in five pages including the introduction and purpose of study, literature was consulted to find out the best blue print of the questionnaire. It was also considered that all the questions are easy to understand and the response is useful for the analysis of the components. The questionnaire was designed with both multiple choice and dichotomous questions with all the scales referred as per the 5 Point Likert Scale l The first section dealt with the general introduction of the respondents to the retail industry, the shopping habits and the familiarity with the retail market. l Section 2 were the general factors affecting the selection of supermarkets and respondents preference of retail stores, continued with the acuity of three major supermarkets in the UK namely ASDA, Sainsburys and Tesco. l Section 3 covered the satisfaction and loyalty level of the participants towards their favorite retail store. l The final section was the personal information about the respondent assisting with the demographical and segmentation of the participants. The sentences of the questionnaire were made simple and all the options and questions were double checked for any offence in the questions. It was specially taken care that every response should be informative and two open questions were also provided in the questionnaire in order to find depth know-how about the stance of people towards Sainsburys irrespective they are loyal members of Sainsburys shopping club or not. 5.2.2.4 Field work The data was collected between the 18th and the 22th of November, 2009. The questionnaires were collected in different times and different places, targeting all supermarket shoppers throughout the UK; starting from University of Leeds, city centre, flat residents and people outside Leeds. The questionnaire delivering method was personal interviews in order to control the response rate and clarify the complex questions. 5.2.2.5 Analytical issues A diversity of analytical methods was used to gather the data and analyze the results. To analyze the basic statistics, descriptive statistics has been used. Furthermore, graphical representations and one-sample tests were applied to present the demographic and psychographic profile of respondents and also examine the influential factors when choosing a supermarket. To analyze the relationship between independent and dependent variables, the regression analysis has been used. Bivariate regressions were used to test the hypotheses H1, H2, H3, H4, and H5 while multiple regression analysis was used to test whether or not there is collective relation between all hypothetical factors and customer satisfaction. 6. Results and Analysis In this part, SPSS was used to represent the basic statistics, graphical representations and one-sample tests in order to answer the five problem components. Also, it was used for testing whether or not the results support the hypotheses. 6. 1. Analysis of Problem Components 6.1.1 Examining demographic and psychographic profile of respondents There are 154 questionnaires have been completed which 60 % is female and the other 40% is male. (Refer to Appendix 2) More than 50% of respondents aged between 18-24 years old and they are all students. The second most majority is people aged between 25-34 years old. The minority is people aged more than 65 years old. (Refer to Appendix 3) By far the most of respondents are single due to the fact that they are students. One-fifth of them are married and there is no widowed who filled in the questionnaires. (Refer to Appendix 4) More than a half of respondents are students and nearly 30% of all respondents are working and employed by the company. (Refer to Appendix 5) Nearly half spend between  £20 40 when going shopping while the average household annual income is below  £ 15,000. (Refer to Appendix 6 and 7) 6.1.2 Examining factors affecting supermarket selection Table 2: One-sample T-test statistics results One sample T-test were carried out to test the extent to which the mean scores are significantly higher than the mid point 3 on the scale ranging from 1 = the least important to 5 = the most important. Results summarized in the table indicate that customers evaluate the Independent variables positively when choosing which supermarket to shop in, but at different levels. It is also obvious from the table that Price, Location/Nearness, Quality of Products, Variety of Products have the strongest mean. It is important to note that the 4 Independ Customer Satisfaction at Sainsburys Customer Satisfaction at Sainsburys Implications for the development of Sainsbury in the future 1. Introduction The retail industry is one of the oldest industrial sectors of UK having its roots based in the 19th century. An article in The Financial Times about Sainsburys dropping sales and consequently market shares triggered the research topic and we drove ourselves to the history of supermarkets to reveal the secret behind the big giants (Tesco, Sainsburys and ASDA) fighting for the top position in the market. The reason to select Sainsburys rather than other two foes from the flock was the interesting reign of Sainsburys in past 100 years of business. The article first illustrates the supermarket retailers background and outlines the present problems. Secondly, it analyzes the perception of customers towards the current supermarkets and the extent to which their needs are satisfied by Sainsburys. Finally, the possible solutions are evaluated and it indicates some recommendations for implementation. The work established in the following research is purely based on a quantitative data collection and scrutiny with a wide implementation of literature and marketing research tools. In the following research work, we, group of five students, have cloaked the role of researchers and reaped a considerable amount of sagacious know-how about conducting a research and using marketing research gears in different areas of research. 2. Background to the problem 2.1 About Sainsburys Sainsburys Supermarket is the longest standing major food retailing chain in the UK, with their first store opened in 1869. The mission and policy of Sainsburys is to provide customers with healthy, safe, fresh and tasty food. The quality and fair prices of Sainsburys is taking responsibility to their business. Sainsburys stores have particularly emphasized on fresh food and they devote themselves to create continuous innovation. Moreover, they are concerned about customer needs and based on these needs improve products regularly. Its market share is around 16 % and now they serve over 18 million customers a week. Sainsburys own 455 supermarkets and 301 convenience stores, the type of these stores are categorized into 3 types, which are Main Mission outlets, Main Plus format stores (hypermarkets),and Mixed mission format shops (Sainsburys Central and Local). The large stores offer approximately 30,000 products and offer and support the non-food products and services in many of their stores. Around 88% of British households are provided by the internet-based home delivery shopping service. At present, Sainsburys is the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned ASDA. Their business mission is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost working faster, simpler and together.'(http://www.sainsburys.co.uk/sol/index.jsp, N.D) 2.2 Describe the problem Sainsburys used to take the biggest slice of the whole retail market in the UK. However, since 1995, Tesco started with their membership cards, and out of blue their sales have increased rapidly. Sainsburys became the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned Asda. (http://news.bbc.co.uk/1/hi/business/4694974.stm, N.D, BBC News) 2.3The main reasons for exploring the problem The formula of Sainsburys success could be concluded in the points which are listed below: High quality products quality assurance Wide range of products Different customer segmentations (http://www.foodprocessing-technology.com/features/feature56457/, ND) Although Sainsburys still follows these points to manage the company, but according to the reduction of the market share, the profit of managing Sainsburys has been more seriously affected. Although Sainsburys could retain the balance of revenue and expenditure, moreover, it remained permanent. It still needs to attract more customers and raise its market share. Furthermore, the needs of its customers should be valued and respected. We need to do marketing research to explore the possible factors which affect customers satisfaction and then use marketing strategies to improve these factors to increase customers shopping demands and enhance their loyalty. 3. Problem Definition An extensive study of market conditions and retail industry in United Kingdom gave us a brief idea about the status of Sainsburys in the retail industry. The largest retailer in the UK till mid 1990s suddenly dropped to the third position loosing its hold on market and decrement in the potential market customers. The decline in market shares and a low rate of sales returns was enough to define the problem for Sainsburys in the present market scenario. With new retailers emerging in the sector deploying all their marketing strategies to be the best in the race, it is very important for Sainsburys to take a brave step now to protect their current position and then to improvise on their hold in the industry. 3.1 Management Decision Problem What can Sainsburys doto regain the market share in retailing industry? The management team now require to sit down and discuss the failure points and the current shortcoming to establish a conclusion to why there is a constant downfall in the shares of the company and why it is being overtaken by a company (ASDA) which has its central operating sector based in a country (USA) which is thousands of miles away from UK. As per a latest study, the retail industry is expected to show an increase in 15% annually and Sainsburys needs to identify the market requirement till they become history for the consumers. (sources) 3.2 Marketing Research Problem The Management Problem was turned into a Research Problem which more specifically tackles the aim of this study. l To determine the various needs of shoppers and the extent to which current Sainsburys experiences were satisfying those needs compared to the competitors. The conversion of the management problem into a research problem makes the concept easier to understand and tackle. It gives a broader prospective of the problem and alongside makes a simple way to handle and implement the desired implications. 3.3 Research Components The research components further diversify the purpose of research and explain the problem in detail. The following components define the research problem: What is the demographic and psychographic profile of the customers? What do customers expect when going shopping in the stores? How well does Sainsburys existing products and service offering meet customers needs compared to Tesco and ASDA? Are there any customer needs that are not being adequately met by Sainsburys? How often do customers go shopping per week? 4. Research Approach Development In this section, it reveals the Exploratory Research conducted and the Conceptual Model. 4.1 Exploratory Research 4.1.1 Literature Reviews This section concerns some available information extracted from Literature Reviews. Based on literature reviews, service quality, is seen as an important factor, and closely related to a retail companies performance. Service quality is perceived by customers as the result of comparing the expectations about the service they are going to receive and their perceptions of the retail companys actions. (Rodolfo Vazquez et al, 2001). It is of great help to demonstrate how to assess the service performance of a retail company and it carries some implications itself as well, which is beneficial when making the model of this study. According to Yan Lu et al (2008) there are five dimensions of service quality in a retail store setting, including: physical aspects, reliability, personal interaction, problem solving and policy. In addition, Rodolfo Vazquez et al. (2001) found that service quality in retail companies adopting the commercial format of supermarkets has a four factor structure (physical aspects, reliability, personal interaction and policies). Physical Environment Physical environment incorporates the inward and outward appearance of the store. According to Rodolfo Vazquez et al (2001), physical environment involves the simplicity and importance of shopping from the internal appearance of the sales outlet. Based on this, Rodolfo Vazquez et al states that there are two physical aspects of supermarkets: store appearance, which includes: decoration, fixtures, equipment, cleanliness, design of product and services publicity leaflets and the convenience of shopping, which includes: interior design and store layout of sections and product shelf position. According to Poping Lin (2005), traditional wisdom teaches that one key to win market share is offering a wide variety of products, which can be helpful for attracting a wider variety of customers. Providing products and services at a close and most convenient location, is the very core of deriving the best return from investments, also the ambience a store maintains can influence a customers purcha se decisions to a great extent. (Prakash Gupta, year) Reliability According to A.Parasuraman et al. (1988), to be reliable is being able to perform the promised service dependably and accurately. Based on his research, A.Parasuraman et al. found out that reliability is the most important factor taken into consideration by customers when they evaluate a retail companys overall service quality. This has also been supported by many researches in other studies. Dabholker et al. (1996) indicate that reliability in the eyes of customers is a combination of keeping promise and doing it well. Keeping promise means that a retail company should stock enough products to satisfy customers needs and guarantee the products quality as well as allowing returns and exchanges and being willing to dealing with any problems from customers. On the other side, in the terms of doing it well, a company is expected to be able to provide customers with fast sales transactions and precise information, such as sales promotions, price and sales slips. (Rodolfo Vazquez et al, 2 001) Personal Interaction Based on existing literature, it is noted that customers are not only interested in the product offerings and physical environment, but also on the service provided by staffs. Personal interaction involves the process followed in order to obtain the sale and the service encounters where the need arises while coming in contact with the retail company employees. (Rodolfo Vazquez et al, 2001) According to Prakash Gupta (year), consumers look for help whenever they are in an emergency. In that situation, store employees helpful advice and assistance will help to reduce the attrition rate of customers and enhance shopping experience. Policy Policy captures aspects of service quality affected by the strategies of the prices and brand assortment. Brand assortment policy must be established with great care and also a large and wide-ranging assortment of well-known brands is needed. (Rodolfo Vazquez et al, 2001) In addition, retail stores should be able to come up with an attractive pricing policy. According to Siu and Cheung, policy has a great impact on customers repeat purchase intention. (Yan Lu, Yoo-Kyoung Seock, 2008) Customer Satisfaction Customer satisfaction is a measure of how an organizations total product performs in relation to a set or customers requirement (Nigel Hill, Jim Alexander, 2006). There is no better advertisement than a Satisfied Customer and nothing worse than a Dissatisfied Customer (Phillip Kotler et al, 2008). Marketing Researchers and Managers have realized how important customer satisfaction is. According to Robert Heller (2006), customer based strategy is the only important form of strategy, product and producer driven strategies are fast dying. Similarly, Customer Satisfaction is the ultimate goal, and an investment that often doesnt produce result in a short term, but leads to Customer loyalty in a medium or long term (Craig Cochran, 2003). The lack of attention to customer Satisfaction costs companies money because there is an intractable connection to high level of customer satisfaction and increased share holder value (Chris Denove, James D. Power IV, 2007) Loyalty It is believed that maintaining the current customers costs less than attracting new customers, in the light of this; it is wise for companies to pay close attention to retaining their current customers. There are efficiencies in dealing with existing customers rather than new customers. (Ruth N.Bolton, 2000) Relative retention has been shown to explained profits better than market share, scale, cost position, or any of the other variables usually associated with competitive advantage. (Niren Sirohi et al, 1998) In general, the customers loyalty is indicated by an intention to perform a diverse set of behaviors that signal a motivation to maintain a relationship with focal firm, including allocating a higher share of the category wallet to the specific service provider, engaging in positive word-of -mouth, and repeat purchasing. (Ulrich R. Orth, Mark T.Green, 2009) According to Zeithaml et al., favorable assessment of service quality leads to favorable behavioral intentions such as p ositive word-of-mouth and preference for one company over others. (Yan Lu, Yoo-Kyoung Seock, 2008). In other word, higher satisfaction relates to higher loyalty. (Ulrich R. Orth, Mark T.Green, 2009) 4.2 Conceptual Model On the basis of the literature reviews, a final model has been defined (Refer to figure 1), which consists of two parts. In the first part of the model, there are 4 Independent variables (namely Physical Environment, Reliability, Personal Interaction, Policy), consisting of several aspects respectively, that may have an impact on the Dependent variables (Customer Satisfaction as shown in the model). As regard to the second part of the model, we assume that the Independent variable, Satisfaction, is connected with Loyalty, Dependent variable. Table 1: Summary of Research Questions and Hypothesis Specification of information needed Depending upon each component of the problem and the conceptual model, research questions and hypothesis, the information needed can be defined as follows: Component 1: To determine the factors customers are apprehensive about when selecting a store for shopping. Perceptions of customers on factors that influence choice of supermarkets Component 2: To determine how well do existing service offering meet customers needs. Evaluation of customers on the performance of ASDA. Evaluation of customers on the performance of Sainsburys. Evaluation of customers on the performance of Tesco. 5. Research Design and Methodology 5.1 Research Design In order to obtain the required information to solve the marketing research problems, research design was carried out for the further step. The research design is the framework or blueprint for conducting the marketing research project that specify the procedures necessary to obtain the information needed. (Malhotra, 2009) There are two basic types of research designs available which are classified in terms of the research objectives: exploratory and conclusive. (Malhotra, 2009) In this report, both exploratory and conclusive research designs were conducted for Sainsburys. 5.1.1 Exploratory research design In order to understand and gain insight to the problem that the company is facing now, a detailed literature review was prepared. 5.1.2 Conclusive research design After gaining understanding of current situation and management-decision problem of the company from exploratory research, the conclusive research was designed to make the management decision, testing hypotheses and also examining relationships between factors influencing the supermarket selection and customer satisfaction of Sainsburys as compared to its competitors. Furthermore, the descriptive research was used to describe the market characteristics and determine those relationships. Due to time constraint, the single cross-sectional design was used and a selected group of respondents were measured at one time. The data-collection technique used in this report was the survey conducted by a predesigned questionnaire. 5.2 Methodology 5.2.1 Secondary research methodology In order to collect data about the companys problem in general, two types of the secondary research were collected. The first one is the internal secondary data. Obtaining information from companys annual report provided the background of the company and fundamental data about its market shares. The second one is the external secondary data. In research approach development step, literatures have been reviewed. The information was retrieved from many sources including census data that provided elementary background of demographic data of UK households and consumption behaviors of UK consumers. In addition, abstracts in form of bibliographic databases have been retrieved from the University of Leeds Portals library. Gaining information from above secondary data can help us to understand the companys situation, define the research problem and also develop an approach to that problem. Journal articles and books provide knowledge in defining the variables in the research model which led to formulate the hypotheses and forming questionnaire design. 5.2.2 Primary research methodology 5.2.2.1 Research approach The major research approach chosen in this report is questionnaire survey. A detailed survey selecting a large sample was conducted to support the literature to get a deeper understanding of factors in choosing supermarkets. Furthermore, surveys were chosen in order to gain insights into the consumer behaviors pattern and consumers perceptions of UK supermarkets. 5.2.2.2 Sampling design Due to budget and time limitation, sample surveys were selected based on direct questioning. A sample is a subgroup of the elements of the population selected for participation in the study. (Malhotra, 2009) In this report, the sample group was selected from the total population in the UK. In determining the sample size, the statistical method was chosen. The sample size was calculated as follows: 2500 * N * Z2 n = ____________________ [25(N-1)] + [2500 * Z2] Where n = sample size required N = population size Z = number of standard errors The total population size (N) is 41,020,711 which are derived from the estimated people aged at 15-64 years in the United Kingdom as of July 2009. The source of information is The Central Intelligence Agency (CIA). In this case, the most commonly used 95% confidence level is applied. When the variables are taken, the result obtained from the formula could be as below: 2,500 * 41,020,711 * 1.962 n = __________________________ 25(41,020,711 -1) + (2,500 * 1.962) = 384 Due to time and cost constraints, 40% of the total sample size was taken into consideration, therefore adding up to 154 samples could be collected in conducting the survey. For the sampling method used in the surveys, the data collected through a survey of 154 respondents was divided into two proportions equally. The probability sampling techniques used in this report is Simple Random Sampling (SRS) in which each sample in the total population has an equal probability in selecting. (Malhotra, 2009) Therefore, half of the total questionnaires were executed by people living in Leeds and the rest was from people living outside Leeds. Moreover, two ways in distributing the questionnaires were conducted: paper based and online based survey. 5.2.2.3 Questionnaire Design (Refer to Appendix 1) The division of research problem into components made the way to design the questionnaire to analyze the market scenario and the customer needs. The background of the questionnaire design was the basic study of the component and sub-dividing the components into various similar factors which are considered to select or prefer any retail industry. The Physical Factors were classified as size, location, layout, and etc. of the store and mentioned as questions in the draft. 12 broad questions were decided on the basis of relevance and availability of time for the participant to come out with rational answers without any external or internal influence of reviewer or the industry. The intention was to collect some primary data about the general perception of people and then segmenting them as per their responses and choices. As required questionnaire was designed in 4 major segments in five pages including the introduction and purpose of study, literature was consulted to find out the best blue print of the questionnaire. It was also considered that all the questions are easy to understand and the response is useful for the analysis of the components. The questionnaire was designed with both multiple choice and dichotomous questions with all the scales referred as per the 5 Point Likert Scale l The first section dealt with the general introduction of the respondents to the retail industry, the shopping habits and the familiarity with the retail market. l Section 2 were the general factors affecting the selection of supermarkets and respondents preference of retail stores, continued with the acuity of three major supermarkets in the UK namely ASDA, Sainsburys and Tesco. l Section 3 covered the satisfaction and loyalty level of the participants towards their favorite retail store. l The final section was the personal information about the respondent assisting with the demographical and segmentation of the participants. The sentences of the questionnaire were made simple and all the options and questions were double checked for any offence in the questions. It was specially taken care that every response should be informative and two open questions were also provided in the questionnaire in order to find depth know-how about the stance of people towards Sainsburys irrespective they are loyal members of Sainsburys shopping club or not. 5.2.2.4 Field work The data was collected between the 18th and the 22th of November, 2009. The questionnaires were collected in different times and different places, targeting all supermarket shoppers throughout the UK; starting from University of Leeds, city centre, flat residents and people outside Leeds. The questionnaire delivering method was personal interviews in order to control the response rate and clarify the complex questions. 5.2.2.5 Analytical issues A diversity of analytical methods was used to gather the data and analyze the results. To analyze the basic statistics, descriptive statistics has been used. Furthermore, graphical representations and one-sample tests were applied to present the demographic and psychographic profile of respondents and also examine the influential factors when choosing a supermarket. To analyze the relationship between independent and dependent variables, the regression analysis has been used. Bivariate regressions were used to test the hypotheses H1, H2, H3, H4, and H5 while multiple regression analysis was used to test whether or not there is collective relation between all hypothetical factors and customer satisfaction. 6. Results and Analysis In this part, SPSS was used to represent the basic statistics, graphical representations and one-sample tests in order to answer the five problem components. Also, it was used for testing whether or not the results support the hypotheses. 6. 1. Analysis of Problem Components 6.1.1 Examining demographic and psychographic profile of respondents There are 154 questionnaires have been completed which 60 % is female and the other 40% is male. (Refer to Appendix 2) More than 50% of respondents aged between 18-24 years old and they are all students. The second most majority is people aged between 25-34 years old. The minority is people aged more than 65 years old. (Refer to Appendix 3) By far the most of respondents are single due to the fact that they are students. One-fifth of them are married and there is no widowed who filled in the questionnaires. (Refer to Appendix 4) More than a half of respondents are students and nearly 30% of all respondents are working and employed by the company. (Refer to Appendix 5) Nearly half spend between  £20 40 when going shopping while the average household annual income is below  £ 15,000. (Refer to Appendix 6 and 7) 6.1.2 Examining factors affecting supermarket selection Table 2: One-sample T-test statistics results One sample T-test were carried out to test the extent to which the mean scores are significantly higher than the mid point 3 on the scale ranging from 1 = the least important to 5 = the most important. Results summarized in the table indicate that customers evaluate the Independent variables positively when choosing which supermarket to shop in, but at different levels. It is also obvious from the table that Price, Location/Nearness, Quality of Products, Variety of Products have the strongest mean. It is important to note that the 4 Independ

Living in a Dormitory or Living in an Apartment

Living in a dormitory or living in an apartment Education plays an importan role in students' life. That is, the future success of individuals is based on the type and quality of education they receive. Especially, university education determines one' s future and quality of life. For this reason, students try to seek better education opportunities to improve their knowledge and skills. While some students attend universities in the city they live in, others may have to move to other cities and live in a dormitory or an apartment.Although living on campus in a dormitory and living off campus in an apartment resemble each other in terms of school work, they have major differences when it comes to freedom and transportation. Living in a dormitory and living in an apartment are alike in one important respect, which is school work. Not only the students living in a dormitory but also those living in an apartment have classes to attend an exams to take. Furthermore, both the students livi ng in a dormitory and those living in an apartment need to study hard, do homework and hand in their assignments.Therefore, students living in a dormitory and those living in an apartment are similar to each other because they both share similar responsibilities related to school work. Despite being alike in school work, the students living in a dormitory and those living in an apartment have to significant differences as far as freedom and transportation are concerned. One important difference is freedom. The students living on campus in a dormitory have to follow dormitory rules.For example, they have to sign-in and sign-out when leaving and returning to the dormitory. Also, they cannot leave the dorm; tory after a certain hour at night. Furthermore, over- night leave is only permitted with parents' approval. As a result, the students living in a dormitory have limited freedom. In comparison, the students living in an apartmant do not have any rules to follow. Indeed, they are fre e to leave or come back to their apartment whenever they want. They may ever choose to stay overnight at their friend' s house.Another different between students living on campus in a dormitory and those living off campus in an apartment is transportation. The students living in a dormitory do not need to use any means of transport simply because they live on campus. This because the school is usually within walking distance of their dormitory. By comparison, the students living in an apartment may have to use public transport such as buses and the subway or drive their own car in order to commute to school.It is clear that although living in a dormitory and living in an apartment are similar to each other in terms of school work, these two types of accomodation differ greatly in terms of freedom and transportation. While the former seems to offer a limited freedom, the latter provides greater freedom to students. However, when it comes to transportation, the students living in a do rmitory seem to have the upper hand. That is why students should think very carefully before choosing which type of accomodation to prefer.

11th Grade High School Chemistry Topics

High school chemistry most commonly is offered during the 11th grade as Chemistry 11. This is a list of Chemistry 11 or 11th Grade High School Chemistry topics. Atomic and Molecular Structure Structure of the atomElement atomic number and atomic massElement location on the periodic tableGroups of elements in the periodic tableTrends in the periodic table: ionization energy, electronegativity, relative sizes of ions and atomsUsing the periodic table to determine the number of valence electrons available for bondingPosition of an element in the periodic table relating to its chemical reactivityThomsons discovery of the electronRutherfords nuclear atomMillikans oil drop experimentEinsteins explanation of the photoelectric effectQuantum theory of atomic structureBohr model of the atomSpectral linesPlancks relationship Chemical Bonds Ionic and covalent bondsChemical bonds between atoms in moleculesElectrostatic attraction in salt crystalsIntermolecular forces in a solid and liquidLewis electron dot structuresShape of simple molecules and their polarityElectronegativity and ionization energy–bond formationSolids and liquids held together by Van der Waals forces Stoichiometry Writing balanced equationsDefinition of the moleMolar mass of a molecule from its chemical formula and a table of atomic masses (atomic weight)Converting the mass of a molecular substance to molesNumber of particles or volume of gas at standard temperature and pressureMasses of reactants and products in a chemical reactionPercent yield in a chemical reactionOxidation and reduction reactionsBalancing oxidation-reduction reactions Acids and Bases Properties of acids, bases and salt solutionsAcids and basesStrong acids and strong basesWeak acids and basespH scalepH testsArrhenius, Bronsted-Lowry and Lewis acid-base definitionsCalculating pH from the hydrogen ion concentrationpH in acid-base reactions Gases Random motion of molecules and their collisions with a surfaceRandom motion of molecules and diffusion of gasesApplying the gas laws to relations between the pressure, temperature, and volumeStandard temperature and pressure (STP)Convert between Celsius and Kelvin temperature scalesKinetic theory of gasesProblems using the ideal gas law in the form PVnRTDaltons Law of Partial PressuresGrahams Law to describe diffusion of gases Chemical Solutions Definitions of solute and solventDissolving process as a result of random molecular motionTemperature, pressure, and surface area–their effect the dissolving processConcentration of a solute in terms of grams per liter, molarity, parts per million and percent compositionRelationship between the molality of solute in a solution, and the solutions freezing point depression or boiling point elevationChromatographyDistillation Rates of Chemical Reactions Rate of reaction and factors that affect itRole a catalyst in reaction ratesDefinition and role of activation energy in a chemical reaction Chemical Equilibrium Le Chateliers PrincipleForward and reverse reaction rates and equilibriumEquilibrium constant expression for a reaction Thermodynamics and Physical Chemistry Temperature and heat flow related to the motion of particlesEndothermic and exothermic chemical processesEndergonic and exergonic chemical processesProblems involving heat flow and temperature changesHesss Law to calculate enthalpy change in a reactionGibbs free energy equation to determine whether a reaction would be spontaneous Introduction to Organic Chemistry and Biochemistry Formation of large molecules and polymersBonding characteristics of carbonAmino acids as building blocks of proteinsNaming simple hydrocarbonsFunctional groupsR-group structure of amino acidsPrimary, secondary, tertiary, and quaternary protein structure Introduction to Nuclear Chemistry Protons and neutronsNuclear forcesElectromagnetic repulsion between the protonsNuclear fusionNuclear fissionRadioactive isotopesAlpha, beta, and gamma decayAlpha, beta, and gamma radiationCalculating half-life and amount of radioactive material remainingNuclear substructure

Type 1 Diabetes ( T1d ) - 1527 Words

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Essay on The Issue of Same-sex Marriage - 1254 Words

It has been around there for years, in newspapers, on television and in today’s local news: gay marriage. It surely is an ethical dilemma and the dilemma shows us two sides: people are either in favour of gay marriage or they are against gay marriage. Gay marriage can be legalised by law and if not, punishment in jail could be the next step. And that is where the ethical dilemma starts. All human beings have certain needs in life, these needs could differ per individual, so as a commonly accepted model there is the Maslow’s Hierarchy of Needs. This model describes the basic human needs which also states that the most basic needs must be met before the other needs can be fulfilled. The first needs are the physiological needs. These needs†¦show more content†¦It took me a while to find a definition that did not include only ‘man and woman’ in the definition and that shocked me somehow. What is the meaning of marriage, or what does it mean to the indi viduals that get married? â€Å"Marriage (1) : the state of being united to a person of the opposite sex as husband or wife in a consensual and contractual relationship recognized by law (2) : the state of being united to a person of the same sex in a relationship like that of a traditional marriage same-sex marriage† (â€Å"Marriage†, 2014). The values for this case include the moral values honesty and nonviolence. In the encyclopedia, marriage is stated for man and woman to be united, recognised by law. The definition for same sex marriage it is stated as ‘a relationship like that of a traditional marriage’ what already implies that is wasn’t ‘normal’ before and the traditional marriage is an example to follow. It is a great thing to legalise marriage and for example in the United States of America this happened in 17 of the 50 states already. 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An Argument for a SMART Board Grant Free Essays

The support of this grant would pay for the purchase of a SMART Board Interactive Whiteboard on a nomadic floor base for the Pace University School of Education Department. The SMART Board allows professors to include and incorporate multimedia elements into lessons, such as pictures and synergistic presentations, as a consequence devising lessons and lectures more exciting. Students will be able to hear, see and take part with the information they are larning for that peculiar class. We will write a custom essay sample on An Argument for a SMART Board Grant or any similar topic only for you Order Now The SMART Board Interactive Whiteboard system comes with Notebook package. This package provides a assortment of tools to assist distinguish direction. By holding a SMART Board, professors and pupils are able to compose with a digital pen or with their finger, onto the SMART Board screen. Files from Notebook can be saved in different formats, printed, emailed or posted ; hence, giving pupils complete entree to class stuffs. Basically, anything that can be done on computing machines can be improved by holding a SMART Board available. In the simple and secondary degrees, instructors are invariably seeking to make lessons and activities that meet the demands of all scholars. I think that at the high instruction degree, this mentality gets lost. The bulk of classs are lecture based with essays and written scrutinies. Because of this set up, I feel that college pupils loose their love of acquisition and attending and engagement in classs begin to drop. If a pupil was a ocular scholar in high school, he will still be a ocular scholar during college. The synergistic whiteboard caters to all different scholars because it incorporates images, sounds and stimulations. Students are able to see, hear and interact with what they are larning. Pace University needs more engineering. Pace University has been looking for ways to increase their enrollment Numberss, every bit good as keeping rates. Installing and absorbing engineering onto their campuses could be merely one factor in carry throughing those undertakings. As a former Pace University pupil embassador and representative, I was invariably asked inquiries about the types of engineering that are in the schoolrooms and what pupils are being exposed to. By holding synergistic SMART Boards on campus, I think these inquiries would be eliminated because you can physically see them. Pace University besides has an full school dedicated to Computer Science and Information Systems. I feel that by holding engineering seen in the schoolroom, will besides nicely reflect the impact of that single school on campus. The pupils at Pace University would profit from the purchase of an synergistic whiteboard in a assortment of ways. Students will look at go toing category as something exciting. Students will besides derive a better apprehension of the course of study and constructs being taught, due to the mixture of tools and resources that the SMART Board has that can be incorporated into lessons. Pace University, itself, would profit from holding SMART Boards in campus because pupils will be working on their communicating and engineering accomplishments for the twenty-first century, hence dividing themselves from alumnuss from other colleges and universities. Pace University ‘s slogan is â€Å" Work toward Greatness † . I believe that by incorporating the usage of an synergistic whiteboard into different classs that Pace has to offer its pupils, professors will animate their pupils more. The Pace University School of Education ‘s slogan is â€Å" Making brooding practicians who promote justness, create lovingness schoolrooms and school communities and enable all pupils to be successful scholars. † I believe that the pupils within this school, specifically, will profit enormously from the synergistic whiteboard. They will be exposed to a new engineering that is widely being used in schools all throughout the United States. Students will be able to hold an unfastened head when it comes to engineering and integrating in simple and high schools. Not fiting these pupils with these accomplishments would be harmful to their well-being. Today ‘s universe is filled with different types of engineering, from cell phon es to IPads. Students are invariably surrounded with engineering throughout their day-to-day lives, which merely makes sense to hold that same engineering go a portion of their instruction. 2. Aim 3. Activity 4. Measurement To enrich and better Pace University ‘s plans and set of classs through synergistic engineering and engineering integrating. To promote pupils to be independent critical minds and booming scholars at the collegiate degree. To increase pupil motive, engagement, accomplishment and success. To hold pupils program and behavior research, work out jobs and do informed determinations utilizing appropriate digital tools and resources. To hold â€Å" future instructors † become educated on a company and engineerings that is on a regular basis being used in school territories soon. To distinguish direction for all pupils. To use the assigned class clip in the most effectual manner possible. Assign web pursuits: Students will be encouraged to utilize Pace University ‘s resources from the library, databases and dependable beginnings from the Internet. Students will utilize the research and engineering available to them to assist them decode jobs and answer inquiries. Synergistic lessons: Students will actively prosecute within the lessons. Students will acquire out of their seats to take part and foster their acquisition. Videos/Lectures: Teachers can implant videos cartridge holders that demonstrate the same constructs that are being taught in their class. Teachers can enter notes from the class, salvage them and post/email them to pupils. Virtual Field Trips: Teachers can take their pupils on a trip during their assigned class allotted clip. Presentations: Students can show their undertakings utilizing the SMART Board in several ways: making a NoteBook file, digitally making it, entering their voices, etc. Exams/Reviews: Teachers can make games/activities that can assist the pupils review constructs for scrutinies. Teachers can make scrutinies on the SMART Board. Workshop Session: Provide pupils with the chance to larn how to really utilize the SMART Board. Students will be able to utilize the cognition gained in their field arrangements and future occupations. Pre-course study: Conducted on the first twenty-four hours, inquiring pupils about their involvement in the class, anticipations of their engagement throughout the class, class and terminal of class experience. Post-course study: Conducted on last twenty-four hours, inquiring pupils about their apprehension of the class stuff, if they were successful in the class, if they enjoyed the class, would they urge the class and impact of engineering used in the class. Informal appraisals: Teacher observation, pupil diary entries/blogs on the subject of usage of the SMART Board. Formal appraisals: Lessons/lectures/activities can be video taped. Samples: Student work samples will be saved to be included in a portfolio. Attendance Preparation Engagement Behavior How to cite An Argument for a SMART Board Grant, Essay examples

Fidelity In Movies Essay Example For Students

Fidelity In Movies Essay In todays society, fidelity is something that most people no longer pay mind to. It has become so common to lie or cheat in a relationship that it is not looked at as a loss of moral values for most of todays modern and more liberal society. It is rather unfortunate because I believe that the ability to maintain proper morals and values, or to instill them into those that are our future plays an important role in our lives today. In the Websters Dictionary the noun, fidelity, is written to mean the quality or state of being faithful. This can be taken in a number of ways depending on the relationship two people may have. For example, the relationship between a parent and child, husband and wife, a friendship all carry a certain idea that one will be honest and faithful to the other and vice versa. Sometimes these feelings are also diverted. They may backfire and cause feelings of mistrust. Lying, cheating, abuse are all factors. There are other values of morality other than fidelity. Other values or ethics deal with morality or the basis of moral values. Whether or not one should steal, rape, kill are all part of instilling morals. Any parent that would teach a child that these things are good was not raised in a normal loving household. It is extremely easy to blame society with what goes on in the media. Unfortunately what these people refuse to believe is that not everyone is born bad. They are taught these things by the company they keep or by the situations they involve themselves in. In the play â€Å"Medea†, Medea faces the harsh reality of infidelity. Her husband Jason has left her for a princess. Medea, like any normal woman today would want revenge. The difference between them is that the normal woman would not commit the crime, while in fact Medea does. After what feels like an eternity of planning and vowing revenge she devises a plan to murder the woman who has stolen her husband as well as her husband and their two children. She feels betrayed and has every right to. Imagine in that time that it was a crime to commit adultery, but because Jason had left his wife for a princess it was plausible which left Medea livid. After being given a place of exile Medea puts her plan into action by making a mends with Jason. She in turn gives him gifts for his new princess. These gifts are poisoned and in turn cause the princess and the kings death. She also murders her young children. This leaving Jason miserable and to blame he carries around his guilt, this leaving Medea happy with her revenge. Picture that on the five oclock news today. Unfortunately this has been something that has become so common it only proves that there is a definite loss in fidelity today. But sometimes, when you walk out of a movie theater, you can still feel that good overcomes evil. In the film Charlies Angels, the relationship held between the three girls, Natalie, Dylan and Alex is a,chemistry within its own right. The girls grow to depend on one another. To trust one another and know that undoubtedly they will be there to help each other out. As it is in their relationship with Bosley. Bosley aside from being a friend is also someone that the girls look up to and respect not only because he is their superior but also because they know that he would never harm them. Neither would his superior, a man with no identity, known only by his voice and with the name of Charlie. In this film, Charlie is given an assignment for his girls to complete. He is told that a media mogul has been kidnapped and hi s partner has hired the Angels to find him. They begin their investigation to find that he may be linked to someone who is in the same field, but not as advanced. This leads to an investigation where the girls must go undercover to trap the bad guy only to believe that the mission is complete. .u532e0cb3d3bdf3b0936867c905ed0ad5 , .u532e0cb3d3bdf3b0936867c905ed0ad5 .postImageUrl , .u532e0cb3d3bdf3b0936867c905ed0ad5 .centered-text-area { min-height: 80px; position: relative; } .u532e0cb3d3bdf3b0936867c905ed0ad5 , .u532e0cb3d3bdf3b0936867c905ed0ad5:hover , .u532e0cb3d3bdf3b0936867c905ed0ad5:visited , .u532e0cb3d3bdf3b0936867c905ed0ad5:active { border:0!important; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .clearfix:after { content: ""; display: table; clear: both; } .u532e0cb3d3bdf3b0936867c905ed0ad5 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u532e0cb3d3bdf3b0936867c905ed0ad5:active , .u532e0cb3d3bdf3b0936867c905ed0ad5:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .centered-text-area { width: 100%; position: relative ; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u532e0cb3d3bdf3b0936867c905ed0ad5:hover .ctaButton { background-color: #34495E!important; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u532e0cb3d3bdf3b0936867c905ed0ad5 .u532e0cb3d3bdf3b0936867c905ed0ad5-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u532e0cb3d3bdf3b0936867c905ed0ad5:after { content: ""; display: block; clear: both; } READ: Yoon Jin Yi EssayThe philosopher Thrasymachos believed that justice was the advantage of the stronger people in his just world. For him, these things defined justice. The laws were made by those with political power and used for their own advantage. This is similar to those that played the evil roles in the film. The bad guys, if you will who wanted to do exactly that with their power by using money as an influence to get what they wanted. To make a long story short the good guy turns out to have an evil streak. In this case he does a great job of deluding Dylan. He makes her believe that he and she should be romantically involved and in this case after a wonderful evening together his partner shows up at his house and together they kill her. Like all movies, shes not really dead. She survives and finds her comrades to fight the enemy and to save her superiors. At the same time Alex is dating a film star who is enthralled with himself more than her. Her ideal of fidelity is put on the line because she is not honest with him about what she really does for a living. Of course once she decides to tell him what she really does his trailer is blown to pieces, yet he is understanding and amusingly aroused. Natalie finally meets the right guy during a stakeout and finds a genuine interest in him as they begin a relationship where fidelity will become an important factor. He seems to be an innocent man much like Natalies character. His actions portray him to be a well brought up young man. As we all know Charlies identity is and has always been a secret. His trust and loyalty is put in the hands of Bosley as well as the girls by never revealing who he is. Th at was something we were made to understand from the beginning. It is a part of their understanding and relationship with one another. After making a brief opening, the film introduces us to their life before becoming an Angels. They were all raised in good homes with loving environments and although one might have had a better education then the other there is still a regard to proper morals. My statement meaning that money will not buy you a better ethical or moral background. That may be used as an excuse. From the wealthiest to the most humble I believe that if good morals and values are instilled in you, you will undoubtedly be a good person. Their true feelings of fidelity are towards each other. Much like the philosopher Polemarchos the girls believed that justice was each person getting what is owed to them. By this statement they followed general rules of doing the right thing by your friends, protecting yourself and those you love from your enemies and following the old saying an eye for an eye. All in all I came to look at them as if they were a family. It made me believe that no matter how bad the world may one day be as long as I have someone that I love and cherish by my side who was taught the same ethical and moral values as I was it will be much easier to raise my child to be the same way. It is something that I believe we have lost as we adapt to a more liberal society. Hopefully with time I hope that most people will find that those values make the world a better place to live. Philosophy