Construction Delay Impact on Brand Image

This assignment investigates the impact of construction project delays on a company's brand image. It examines factors contributing to project delays within Ameon Group Ltd., including client requirements, bidding processes, and staff experience. The analysis also explores customer complaints related to construction projects and proposes strategies for minimizing delays. The goal is to understand how delays affect reputation and profitability in the construction industry.

DISSERTATION

TABLE OF CONTENTS
Chapter 1-Introduction.....................................................................................................................4
Background of the study..............................................................................................................4
Research aim and Objectives.......................................................................................................5
Research Question.......................................................................................................................6
Rational of the study....................................................................................................................6
Significance of the study..............................................................................................................6
Chapter structure..........................................................................................................................7
CHAPTER 2-Literature Review......................................................................................................8
Trends of construction industry in UK........................................................................................8
Factors that may cause delay in the projects................................................................................9
Impact of construction project delay on companies..................................................................11
Interrelationship between project delay and the brand image...................................................12
CHAPTER 3-RESEARCH METHODOLOGY............................................................................14
Introduction................................................................................................................................14
Research philosophy..................................................................................................................14
Research design.........................................................................................................................14
Research approach.....................................................................................................................15
Research design.........................................................................................................................16
Data collection...........................................................................................................................16
Sampling....................................................................................................................................16
Data analyses.............................................................................................................................17
Ethical consideration..................................................................................................................17
Validity and reliability...............................................................................................................17
Research limitation....................................................................................................................18
Research plan.............................................................................................................................18
CHAPTER 4-DATA ANALYSES................................................................................................20
Introduction................................................................................................................................20
Discussion..................................................................................................................................20
Chapter 5- CONCLUSION & RECOMMENDATION ...............................................................33
Conclusion.................................................................................................................................33
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Recommendation.......................................................................................................................34
REFERENCES..............................................................................................................................36
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CHAPTER 1-INTRODUCTION
Title
“To identify the causes of construction delays and its impact on overall brand image: A case
study of Ameon group Ltd.”
Background of the study
Construction industry is one of the leading sector which contribute tremendous in the
economic development of the country (Zanni, Soetanto and Ruikar, 2014). It is statistical fact
that this evolving sector has employed more than 2.2 million people of the country. The
transcribed records show that in the fiscal year 2009 private construction organizations have
given monitory benefit to the nation of approx £18.7 billion. Whereas, economy has received
contribution from the public sector firms approx worth of £15.1 billion. Crossrail, Heathrow
airport etc. some leading projects that are currently handled by the construction industry (Zanni,
Soetanto and Ruikar, 2014).
Construction industry is the sector where people much more concentrate on the time
frame and cost. So it is essential for the organizations those which are operating in this field that
they accomplish the project within stipulated time duration. As market is too competitive and
demand of educational institutes, hotels, spa are increasing day by day (Zanni, Soetanto and
Ruikar, 2014). So her e it is necessary for the industry that to provide them final product within
time framework. That can help in increasing the satisfaction level of the contract providers.
Firms those which are working in the construction sector they have to concentrate on the desires
of the contract providers and final client and have to manage their operations accordingly. If
firms are able to manage their operation effectively then it will help in accomplishing their
objective significantly (Tutt and et.al, 2013).
However, there are many more factors that delay the construction projects such as
ineffective planning, low coordination and poor estimation of budget. These are such elements
die to this, company fails to complete the final project on time. As if planning in the initial stage
in not proper then it may create problem for the organization in the middle phase and that is way
individual has to re-plan the schedule that cause delay in the completion (Zanni, Soetanto and
Ruikar, 2014). Same as if there is inappropriate estimation of the budget and funds then activities
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will not be completed on time. That would demotivate the client and it will make them negative
towards the company. Negative image of the firm can harm the reputation of the organization to
great extent.
The present dissertation is based on the case study of Ameon group Ltd. It is the leading
construction organization working well in this sector. The cited firm is well know for its quality
services and high level of commitments. It provides cost effective solutions to the clients so that
they be loyal towards the brand (Tutt and et.al, 2013). For delivering the high quality services to
the users, Ameon group follows the ISO: 9001:2008 standards so that it can ensure the quality of
the products. Apart from this cited firm also look upon the safety and security of people so that
no harm can take place in this building. For making the strong relationship with the consumers
cited firm is providing online services to the consumers. This can help in building relationship
with the clients that can help in increasing the brand image of the organization. Present
dissertation will discuss the causes that create problem to the construction firms in completing
the project successfully on time. In addition to this investigation will focus on the level of delay
that can impact on the bran image of the organization to great extent (Zanni, Soetanto and
Ruikar, 2014).
Research aim and Objectives
Aim
The aim of the dissertation is to identify the causes of construction delays and how this
delay affect the brand image of the Ameon group Ltd.
Objective
On the basis of above topic researcher has developed the objectives, which are discussed
as below:
 To understand the trends of construction industry in the United Kingdom.
 To identify the factors that may cause delay in the projects.
 To analyses the impact of delay on the brand image of Ameon group Ltd.
 To determine the interrelationship between project delay and the brand image.
 To suggest ways through which issues of construction delay can be minimized in the
Ameon group ltd.
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Research Question
Research questions are the pathway that help to identify the issues which needs to be
resolved in this investigation. Following are the research questions in this dissertation:
 What are the current trends in UK construction industry?
 Which are the main factors that cause delay in the construction projects?
 What is the level of impact on the brand image if projects get delayed?
 What is the relationship between project delay and brand image?
Rational of the study
The topic which has been selected by the researcher is the major problem in today's era
which are faced by construction companies (Zanni, Soetanto and Ruikar, 2014). That is creating
problem for the firms and they feel unable to accomplish their objectives due to delay. It not only
create problem for the entities but also it creates problem for the owner, labor, designers,
contractors etc. Cost, time, quality are the major factors that causes delay in the completion of
the project. So it is a burning issue and it is very important for the construction firms to look
upon these components (Tutt and et.al, 2013).
As cost is the major factor that delay the project so with the help of this researcher it
trying to provide solutions to the firms so that they can manage their operations and can
overcome with such condition. Researcher will investigate on this topic and will find out the
other factors that causes delay in the construction projects. Managers can discuss more
effectively on this topic and they can tell more about this subject matter (Zanni, Soetanto and
Ruikar, 2014). By discussing the research topic with the manager of Ameon group Ltd, scholar
will be able to develop a deep understanding about the trends and issues in this industry. Survey
with the managers will help in getting better knowledge and extent to which delay affect the
brand image of the organizations.
Significance of the study
As there are several issues which are causing delay in completing the projects on time
(Sherratt, 2014). With the help of this study firms will get appropriate solution to overcome from
these problems. As if entities fail to meet the dead line then it demotivate the clients and
negatively harm the reputation of the organization (Zanni, Soetanto and Ruikar, 2014). By doing
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this investigation Ameon group Ltd and other construction form will get a deep knowledge about
lacking points and improving areas.
With the help of this study stakeholders will get overview of recent trends and demands
in the construction industry so they can get benefit by going through to this research. It would be
beneficial for the government of UK as authorities will be able to make effective strategies to
reduces the consequences of delay in the construction projects (Sarhan and Fox, 2013).
Chapter structure
There are several chapters which are included in the dissertation, these chapters play a
significant role in accomplishing the study significantly. Discussion of chapters are as following:
Chapter-1: Introduction: The study is started with the introduction of construction industry and
trends and business of this sector. Aims, objective and research questions have been framed in
this chapter. This chapter discusses the goal of the investigation, at the end it involves the
research methodologies which are to be included in present research (Zanni, Soetanto and
Ruikar, 2014).
Chapter-2 Literature review: It is next chapter in which opinion of several authors on the subject
matter will be discussed. It will include view point regarding factors that delay the project and
impact of delay on brand image. In dept research will be done in this chapter on the subject
matter.
Chapter-3 Research methodology: This is next phase in which researcher will discuss the
research methods and tools which is to be used in this report. It will justify the selection of
specific technique in this study (Neyestani and Juanzon, 2017).
Chapter-4: Data analyses: In this chapter researcher will analyze the data and will try to find out
the real results. Thematic analyses approach will be used and with the help of graphs, chart
information will be presented and analyzed.
Chapter-5 conclusion and recommendation: On the bases of above chapters, investigator will
conclude the whole study. That the end of the dissertation, individual will give recommendation
that can help in improving the brand images of the construction companies and can minimized
the issues of delay (Neyestani and Juanzon, 2017).
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CHAPTER 2-LITERATURE REVIEW
Trends of construction industry in UK
Currently construction industry is facing the issues of recession and economy downturn.
That is creating problems in the growth of the business in this sector. According to the
Neyestani and Juanzon, 2017 construction industry is facing wide range of challenges before
BRIXIT as well (Neyestani and Juanzon, 2017). Due to this demand of the products and services
are continuous declining. That has impact on the overall revenues of the firms which are
operating in the same industry. Anzinger, and Kostka, 2015 has argued that in the coming next
five years there would be great opportunity in this sector and demand of the products will get
raised. Companies will be able to minimize challenges which are they facing now a days
(Anzinger, and Kostka, 2015). In the recent trade it can be said that there are lack of skilled
person and they are not having proper knowledge about construction. As at the time of recession
many skilled person left there jobs and they have entered into other sector. In current situation,
many of the construction firms are striving the effective and talented staff members those who
can support them so that they can minimize the delay of construction and can build a quality
building.
As per the view of Yang, 2013 in the coming years prefab method of construction will
help to organizations in saving cost, time and resources (Yang, 2013). Author has argued that in
the coming years companies will select the projects systematically. As it is noticed that due to
over burden and recession firms fail to delivered final product on time and in future they will
select on such construction project which they can manage effectively and can complete it on
time without any hurdle. According to DeMarco and Lister, 2013 recent trends of construction
industry depict that in the coming year demand of business information modeling will get
increased. As author has stated that this is amazing model that can give huge benefit to the firms
in increasing their business operations (DeMarco and Lister, 2013).
Zou and Sunindijo, 2013 has argued that in the year of 2017 out of construction projects
get down by 0.4% (Zou and Sunindijo, 2013). UK construction industry is criticized by the
authorities and they stated that it is the sector in which wastage are very high. Companies do not
utilize their resources well and that is why in the mid of the year there were shortage of
resources. Adversarial, fragmented are the main area of challenge and these were creating
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problems to industry. According to the Femi, 2015 government is paying more attention on the
construction industry so that this sector can contribute well in increasing the economy of the
country (Femi, 2015). Their initiatives are giving optimistic results, it has helped the sector in
reducing the wastage to great extent. By this way operational cost of the companies have get
down. As per the view of Hajdu, 2013 in future demand of green building will raised and with
the increasing demand, business will get contract for developing residential and commercial
buildings (Hajdu, 2013).
As government is proving more employment opportunities to the public that can help in
improving their living standards. That would fulfill their needs and population will spend some
amount in constructing their own houses. That would help in gaining the success to the
construction industry (Zou and Sunindijo, 2013).
Factors that may cause delay in the projects
In the construction industry it is very important to deliver the product on time, otherwise
it may harm the overall reputation of the companies to great extent. Jeuland and Whittington,
2014 has argued that poor planning is the main element due to this firms fail to complete the
project on time (Jeuland and Whittington, 2014). They estimate that activities which they have
designed are appropriate but sudden changes in the planning can create obstacle in the project.
By this way firms fail to complete it on time. According to Edwards, P. and Bowen, P., 2013
there are many internal and external factors that cause delay in the construction (Edwards, P. and
Bowen, P., 2013). Interference of clients are the main components and issue for the firms. Some
time customers interfere between the project and create confusion in the mind of builder. So they
have to change the whole planning as per the needs of clients. By this way they fail to complete
the task on time (Zou and Sunindijo, 2013).
Flyvbjerg, 2013 has argued that in the construction industry employees are nit skilled and
they have no experience related to the field. Due to poor skills of the workers companies can not
produce quality products on time (Flyvbjerg, 2013). Some time project managers has expertise in
the civil line but individual has to lead the maintenance. By this way individual takes too much
time in the construction of the building and that is why firms fail to complete this on time.
Clients demand are very high and due to poor skills, employees do not resolve their problems
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and due to this confusion takes place. That leads to delay and causes consequence to the
organization.
As per the view of Orouji and et.al, 2013 economic downturn is the main factor that
causes delay in the construction projects (Orouji and et.al, 2013). Recession and inflation
increase the prices of raw material by this way estimated budget gets raised up. By this way,
firms have to discuss with the clients and has to do bargaining on it. That causes delay in the
project and company fails to complete the project on time. According to Millington, 2013 labour
productivity and poor monitoring is the main element that create problem in the completion of
the project on time (Millington, 2013). Production capacity of the firm is not well, it may be
possible that it does not have sufficient resources or having poor technical equipment that take
time to constructing the building. In such condition firms fail to provide them final products on
time. It may be possible that entity do not have sufficient financial resources for the project then
it would take time in arranging the funds so final products will not get delivered on time (Zou
and Sunindijo, 2013).
Eskerod and Jepsen, 2013 has argued that extreme weather situation is the element that
create problem of delay for the construction companies (Eskerod and Jepsen, 2013). At the time
of running the operation in the construction sites, if rain fall occur then in such condition firms
have to stop their operations and they continue it on next day. That is why they have to spent a
lot time on the construction sites that create reason of delay in is industry. By this way customers
get demotivated and they loses their trust (Zou and Sunindijo, 2013). That harm the overall sales
and reputation of the organization. Some times mangers have to stop the work for longer
duration, they think that after improving the weather condition they will start again but till time
they would not be able to deliver the final product to the client on time.
As per the view of LaDuke, 2017 lack of information is another reason of delay. At the
time of taking contract of construction or maintenance, project managers do not take much
information about the building, needs of consumers, they just say yes to the client. After that
when site supervisor inspect the site then individual realize the mistakes and draw back in the
site (LaDuke, 2017). That is why final products takes time to complete and company fails to
fulfill its commitment and deliver the product late to the user. Site condition is too poor, then
first project team has to work for the improvement then they start working their construction so
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that quality of the building get maintained. But entire process is time consuming and as managers
do not take proper information so it causes delay in the construction industry.
According to Huenteler, Niebuhr and Schmidt, 2016 delay in decision making is another
reason due to this companies fail to fulfill their commitments (Huenteler, Niebuhr and Schmidt,
2016). Due to tall structure and too much confusion, they have to discuss with each level
persons. It creates problems and create also confusion. For instance if company has to inspect the
site then senior manager give report on land and other manager give report on the surrounding.
When both reports are taken into consideration then managers have to discuss with higher
authorities and have to cross tally with the clients (Bocchini and et.al, 2013). After consulting
with all levels final decision taken by the company so at the end product can not compete the
project on time. That demotivate the clients and next time they do not prefer to work with the
organization. That creates negative image of the firm and reduces its sales as well.
Impact of construction project delay on companies
Satisfaction of consumers are very important for the success of the organizations. That
helps in increasing sales of the company and create a unique image in the mind of users. With
reference to Flyvbjerg, 2013 has hereby defined that globalization and competition has not
affected the construction industry but also it has impact the entire economy of the country
(Flyvbjerg, 2013). Every consumer expects with the company that they will provide final product
to them as per their need and if firms fail to satisfy them then they become negative towards the
brand and give negative feedback to others as well. Hajdu, 2013 has argued that companies those
which are operating in the construction industry if they do not deliver the product on time then
they are entitled to compensate for the same (Hajdu, 2013). That impacts negative on the
construction industry and decrease the image of the firm. Entities have to face huge loss by
paying compensation because they failed to ear profit here and they had invested lots of fund in
this project.
As per the view of Edwards and Bowen, 2013 delay in completion of project impact not
only on the brand image but also it may cause legal issues to the firms. Such as companies have
to make contract within the clients that they will charge that amount for particular products and
will deliver it on specific time period (Edwards and Bowen, 2013). This legal contract bound
them to complete it on time otherwise consumers can claim against the corporation. That legal
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consequence can harm the firm and it will not be able to get further more products (Zou and
Sunindijo, 2013).
Flyvbjerg, 2013 has argued that delay is the big factor that can harm the overall image of
the organization (Flyvbjerg, 2013). It is necessary for the entities to fulfill their commitment and
focus on preparing such plan that can help them in completing the products on time.
Maintenance of building, construction of new building are too time consuming plans. So they
have to design the activities accordingly and before committing to client they have to ensure the
time duration.
Interrelationship between project delay and the brand image
As per the view of Anzinger and Kostka, 2015 there is strong relationship between
project delay and brand image (Anzinger and Kostka, 2015). Author has stated that in the
construction industry it is very important that firms focus on delivering the project on time. But
if entities fail to deliver on time then it is decrease morale of the clients and other related
persons. By this way they will give negative feedback to others it will spoil the brand image of
the organization. On other hand if the company is focusing on timely delivering of the project
then it will enhance the reputation of the entity to great extent. It is sated that both are
interrelated and impact on each other effectively.
According to the Bocchini and et.al, 2013 project delay impact on the financial condition
of the organization (Bocchini and et.al, 2013). Investigator has argued that both do not impact on
each other, as if company delay the project then it will have to pay penalty to the customer. Thus,
firms have to face huge loss but it does not impact on the brand image so both do not have any
relationship. All consumers have different needs and they expect different things from the
organization, sometimes they do not bother on delay and if at the end of period company deliver
the final project as per their needs then they ignore this delay factor.
Eskerod and Jepsen, 2013 has argued that there is interrelationship between delay and
brand image (Eskerod and Jepsen, 2013). In the construction industry people like to give contract
to such firms those who are committed and deliver the project on time. But if any company is
having bad image for the delay then clients will not give contract to such entity. That shows that
company has poor brand image and is no able to fulfill needs of the clients. As per the view of
Hajdu, 2013 customers trust on such company which are committed towards their work and
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complete the project on stipulated time duration (Hajdu, 2013). That enhances their confidence
and customers give positive feedback to others as well. That supports in building unique brand
image in front of consumers. When persons give positive comments for the entity then others
feel motivated and they like to experience the service of the organization too. That enhance
brand image and firm can get maximum contract by this way. It helps in increasing revenues of
the entity to great extent.
According to Femi, 2015 construction business is highly depended upon the brand image.
People like to give building contract to such builder who is able to perform its work effectively
(Femi, 2015). Whereas, if the builder is having negative image in the market then consumers will
not give contract to such firm. That all depends upon the timely delivering. Both are interrelated
terms, as if the company always complete the construction project on time then it will help in
increasing brand image and it will give competitive advantage to the organization. By this way
firm will be able to gain competitive advantage and will develop a brand image in the
construction industry. As per the view of Anzinger and Kostka, 2015 delay in project harm the
reputation of the company to great extent (Anzinger and Kostka, 2015). If organization is able to
deliver the project on time then it will help in satisfying the consumers that can enhance brand
image of the company. Whereas if entity is not delivering on time and always give excuses then
in such condition it will spoil its reputation and no further contract will be get by the corporation.
Jeuland and Whittington, 2014 has argued that brand image is the major factor that
attract more consumers, but before giving any contract of construction to any company, builders
search the background of the company whether it is able to deliver on time or not with quality
(Jeuland and Whittington, 2014 ). But if it is found that the firm has bad review by previous
clients then in such condition, builders will not give contract to them. This review harm their
business and profitability. That can decrease sustainability of the company and firm can not
survive in the corporate market for longer duration. Thus, brand image and delay are interrelated
and impact on each other (Zou and Sunindijo, 2013).
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CHAPTER 3-RESEARCH METHODOLOGY
Introduction
Research methodology is one of the essential instrument that involves various tools and
techniques that help in accomplishing the study significantly. These tools and procedures support
in gathering the relevant information about causes of delay and its impact on the brand image in
the construction industry (Matusiak, 2017). It has many parts such as; design, approach,
philosophy, data collection, analyses limitation etc. However, it is one of the critical chapter that
helps in addressing the research problems and find solutions that can assist in resolving the
problems. It involves many methods that aid in preparing a good project and getting in dept
information about the subject matter. To identify the type of research is one of the crucial part,
scholar has to select whether it is qualitative or quantitative (Boons and et.al, 2015).
Research philosophy
It is the essential part of research methodology, it is the belief of scholar upon collection
way of data, examine them and to analyses them. It is the important aspect that supports the
investigator in getting in depth knowledge about the topic. Selection of appropriate philosophy
is necessary as it impacts on the end results of the study (Fletcher, 2017). It is actual
phenomenon that clarifies the aim and objective of the entire research project. Here in depth
study is being done by the scholar to assess the relationship between delay and brand image.
Mainly there are two type of philosophies; positivism and interpretivism. Positivism is the type
which pay attention on the discovering facts from the topic. It combines the logical adjustment s
with the experimental observations. Interpretivism is another type of philosophy which mainly
focus on the study and involves theories and models related to the subject matter (Fletcher,
2017). It includes human being in the study so that relevant and authentic information can be
gathered by the investigator.
In the present dissertation researcher has selected the positivism philosophy, it is
appropriate for the present study and help in accomplishing the objective of the research. It is
suitable for the theses and help in testing the framed hypothesis (Roberts, 2013).
Research design
It is another part of research methodology that involves logical elements that can help in
achieving the objective of the organization. With the help of this elements investigator can
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identify the research problems and can work upon it. It can also be considered as blueprint of
collected data (Fletcher, 2017). It supports the scholar in preparing the specific outline for the
project. With the help of this investigator can gather factual information about the subject matter.
There are different types of designs used by the researcher as per the type of study such as
descriptive, exploratory, experimental etc (Azhdarzadeh and et.al, 2015). Descriptive design can
be known as theoretical analyses, it is beneficial as it can help in carrying out the study in
effective manner. It identify the characteristics of population which are going to participate in
the study. It highlights the current problems and find out the proper solution of these issues.
Exploratory design is another type of design in which scholar explore the questions to draw a
valid conclusion on findings. Experimental is another type that experiment the things and make
changes in the study as per the requirements. In the present study, scholar has chosen the
descriptive research design. With the help of this investigator become able to collect factual
information (Daudt, van Mossel and Scott, 2013). Investigator has prepared the questionnaire
just to get information about causes of delay and its impact on the brand image in the
construction industry.
Research approach
It is another element of research methodology, it is an important or master plan that helps
to identify the methods of collecting the data in accurate manner. There are two types of
approach used by the investigator; deductive and inductive (Lee and Jarvik, 2014). Inductive
approach is the type of approach in which researcher has to develop theories on the bases of
information and no need to form a hypothesis for the same. The purpose of using inductive
approach is to find the optimistic results by using primary information (Fletcher, 2017).
Deductive approach is another type of approach it develops the hypotheses for
accomplishing the objective of the study (Fletcher, 2017). It carries out the entire investigation
from specific to general. In the present study researcher has used the inductive research
approach, that is best suited and can help in accomplishing the objective of the study. With the
help of this scholar can be able to collect information about causes of delay in the construction
industry. Apart from this its impact on the brand image will be identified by the investigator
significantly (Coulter and et.al, 2014).
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Research design
It is very important to have appropriate strategy or technique for accomplishing the
objective of the research. There are mainly two type of strategies such as qualitative and
quantitative. Qualitative strategies pay attention on the models and theories in order to
understand the subject matter. On other hand quantitative strategy is another strategy that uses
statistical figures and mathematical approach to find out the results. It collects the data through
statistical tools and techniques. Both the strategies are essential and applied as per the type of
research (Roberts, 2013).
In the current dissertation, scholar has taken support of quantitative research strategy. It
has used the theories and models to develop knowledge about causes of delay of construction
project. By this way researcher will be able to make relationship between construction delay and
impact on brand image (Fletcher, 2017).
Data collection
Data collection is the most essential part of dissertation that can help in getting the good
information which can support in making the sound judgment. It is divided into two parts;
primary and secondary (Fletcher, 2017). In the primary data, information are gathered by the
scholar through observation or questionnaire. It is first hand information and specific to the
subject matter. Secondary data collection is another type of technique in which investigator used
already available data for carrying out the study. Scholar can take support the internet articles,
books and journals etc (Matusiak, 2017). By this way already available data can be used by the
research in an appropriate manner for collecting the authentic data.
In the present dissertation, investigator has gathered the data from the primary sources. It
has collected the information from managerial level person of the Ameon Group. Apart from
this, scholar has also taken support of secondary information, it has helped the surveyor in
getting exhausted and counterfeit information about the subject matter (Boons and et.al, 2015).
Sampling
Sampling is considered as one of the important part of research methodology. Selection
of respondents is necessary, researcher has to take such population those who can give accurate
answer about the topic. There are several techniques that can support in selection of right
samples. In the present dissertation, investigator has used the random sampling technique. In this
16

person selects the respondents randomly, fifty managers of Ameon Group Ltd. Has been taken as
sample. They have great knowledge about the working of the cited firm and they can discuss in
depth about the causes of delay. By this way researcher will be able to draw valid conclusion and
can accomplish the objective of the study (Daudt, van Mossel and Scott, 2013). They can
describe effectively the situation which causes the delay in completing the construction projects.
With the help of questionnaire, researcher can gain relevant information and can prepare a good
report on the cause and its impact on the brand image.
Data analyses
It is the next phase in which scholar has to analyze the data which are being collected by
the investigator by respondents (Fletcher, 2017). There are several techniques which can support
in analyzing the information more effectively. In the quantitative method, investigator uses
SPSS, T-test and many other tools to find out the answer, whereas in the qualification technique
individual takes support of thematic analyses. It is the best way of getting findings. In this
researcher prepare a graphical pretension of data which care collected by managers. In the
current study, scholar has used the thematic analyses tool and themes have been presented in the
graphical form. By this way interpretation can be done more effectively (Roberts, 2013).
Ethical consideration
It is one of the essential part of research methodology which clarifies the difference e
between right and wrong activity (Fletcher, 2017). While conducting every study, scholar has to
pay attention on the ethical consideration, unethical practices can not be accepted by the
authorities. Data is not used by the investigator for further studies. All data are right and accurate
and researcher has not used it commercially. As researcher has used the secondary data and in
this there is issue of plagiarism, but in this study data is not being copy and paste. Researcher has
prepared the report in its own words. Scholar has not forced any respondent for giving the
answers, individual has developed relationship with them and samples have filled up the
questionnaire form (Fletcher, 2017). Data are authentic, there is no information is being collected
by the person from unauthorized website.
Validity and reliability
It is necessary for the research to carry out a valid and reliable study. In the present
investigation, scholar has used the questionnaire and data collected from this technique are
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reliable and valid (Fletcher, 2017). All results are depends upon the facts and figures, no
manipulation have been done with these information. Secondary data also being used in this
study, but information are collected from reliable sources no false data has been used in this
study. In the current study, researcher has focused on the thematic analyses and considered the
point of reliability in entire investigation in order to carry out an effective dissertation ( Boons
and et.al, 2015).
Research limitation
While investigate the subject matter, researcher has to face many problems and there are
many limitations that create problem in the study. In the present dissertation limitations are
describes as; time was the major issue in this study, in such limited time duration it was very
difficult for the scholar to complete the research on such big topic. Investigator was needed more
time so that it can collect data from other respondents. To overcome these problems, scholar has
put extra efforts so that it can prepare a good report and can meet deadline. Researcher was not
having sufficient fund for carrying out the dissertation (Fletcher, 2017). Apart from this scholar
faced the problem that respondents were not giving answers on time. Their slow responses was
creating problem for the investigator. Some of them were not giving accurate answers and many
times they were taking too much time in giving the responses of the questions.
Research plan
Activities
Week
1
Week
2 & 3
Week
4
Week
5
Week
6
Week
7
Week
8 & 9
Week 10 Week 11
Introduction
preparation
Literature Review
Data collection
Examination of
Data
Selection of
research Design
18

Research
Methodology
Acquiring Primary
Data
Data analyses
(Primary and
Secondary Data)
Conclusion and
Recommendations
Completion of any
Remaining Work
Revision and Draft
Final Submission
19

CHAPTER 4-DATA ANALYSES
Introduction
It is another important chapter of dissertation in which researcher has to analyse the data
effectively so that it can accomplish the objective of the study. However, it is essential that
scholar selects the appropriate technique for analyzing the information. Sample size is taken here
50 managers of Ameon group Ltd. Thematic analyses is the best way of analyzing the data,
graphs, charts can help in achieving the desired results.
Discussion
Theme 1- Manager is engaged with the Ameon group Ltd.
Less than one year 10
1-3 year 15
3-5 year 12
More than 13
Interpretation: From the above discussion it is found that 10 managers out of 50 are engaged
with the Ameon group Ltd with less than one year. As they have not spent much time in the
organization, as they have less knowledge about construction and consumers issues. 15
respondents are working out of 50 between 1-3 year, that shows that employees retain in the
organization for longer period. Company holds its talented workers by giving rewards and salary
increment. 12 out of 50 are working 3-5 years in this firm which shows that people are satisfied
20
10
15 12
13
Less than one year
1-3 year
3-5 year
More than

with the performance of the entity and its working pattern. 13 out of 50 respondents have
viewed that they are working with more than five years. From the discussion it can be interpreted
that Ameon group Ltd is having the experienced people in the organization, they are working
since long time and they have knowledge about construction industry. They know about the
issues and they are able to satisfy needs of clients. It is found that people are able to serve quality
products on time to the builders. They are able to perform better, as they have necessary skill and
knowledge that is required for the job. Graph shows that maximum people are working in the
organization between 1-3 years, that shows that retention rate is average. Company is having
talented staff members but it needs to work on increasing retention rate more. Though three year
is the long time but firm has to motivate its staff members so that they can stay in the
organization for longer period. By this way skilled person will be able to provide quality
products to clients on time. Skilled person can be able to reduce delay issues in the construction
company.
Theme 2- Type of construction project in which Ameon group Ltd is engaged
Residential construction 20
Commercial construction 10
Maintenance construction 5
heavy construction 5
21
Residential construction
Commercial construction
Maintenance construction
heavy construction
0
2
4
6
8
10
12
14
16
18
20
20
10
5 5 Column F

Interpretation: From the above discussion it is found that twenty out of 50 respondents said that
company is handling the residential construction project since long time. 10 out of 50 said that
company is engaged in the commercial projects. Five people have viewed hat some times firm
takes the maintenance projects as well and five other respondents have said that organization is
also involved in the heavy construction as well such as airports, railway projects etc. From the
research it can be said that Ameon group Ltd is the leading firm and operating well in the
construction industry. Cited firm generally takes contract of residential building construction. It
gives huge benefit to the organization. But sometimes it takes the commercial building projects
as well. Company has good brand image so many educational institutes and other builders
contact to the management for the commercial building constructions. Cited firm also engaged in
the maintenance projects as well and sin heavy construction. These projects gives huge benefits
to the company and enhance its revenues to great extent. Organization has good knowledge
about the residential building and it has huge experience about it. Thus, this experience can help
the firm in avoiding the delay and firm can be able to deliver the projects on time. The major
reason of delay is that people do not have good knowledge about the field then it will have to
spent more time on the preparation. That increases the time length and firm fails to complete the
project on time. That demotivate the customers and reduces their trust towards the brand. But it
is identified that Ameon group Ltd is having experience of long period that can help in
improving its performance and cited firm is able to satisfy its consumers needs.
Theme 3- Clients are satisfied with the quality and services of the company.
Strongly agree 17
Agree 15
Disagree 10
Strongly disagree 8
22

Interpretation: From the above discussion it is found that 17 out of 50 respondents are strongly
agreed with the point that clients of Ameon group Ltd are very satisfied. They like the quality of
the projects and services of the company. 15 answers out of 50 said that people believe on the
brand and they feel happy with the services of the organization. 10 out of 50 managers have
viewed that clients of the entity are not satisfied and they dislike the services of the organization.
They think that firm is not able to deliver the product on time. 8 out of 50 managers are strongly
disagreed with the point that people are satisfied with quality and services of the cited firm. From
the research it can be interpreted that maximum consumers are satisfied and they are liking the
company's services. As they think that firm is having good experience and that is giving hem
benefits. Organization always focus on the timely delivery of the construction project and that is
why people get final project on time. In respect of quality it is identified that maximum
consumers are very satisfied with the quality and they give positive feedback to other as well and
they recommend others for the Ameon group Ltd. Sometimes organization fails to complete the
project on time, as due to technical issue and confusing needs of clients employees fails to
understand the actual requirement of the builder. That is why they take time to design the project
that is why some consumers get negative towards the brand.
Theme 4- Delay in construction project impact on brand image.
23
Strongly agree
Agree
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16 18
17
15
10
8
Column E

Yes 35
No 15
Interpretation: From the research it is analyzed that 35 out of 50 respondents believe that delay
in construction project impact on the brand image. They think that consumers expect to get
products on time with required quality. If firms fail to deliver them project on stipulated duration
then they become negative towards the brand and give negative feedback to others as well. It will
spoil the brand image of the corporation. On other hand 15 out of 50 respondents have viewed
that delay in construction project does not hamper the brand image of the organization. They
think that if firm is unable to complete the project on time then it makes contact with the clients
and make them understand about the reason of delay, some times due to the mistake of the
consumers firms fails to delivery it on time so that is not the mistake of company. In such case
clients feel guilty and do not get negative towards the brand. Apart from this in the n delay cases
cited firm compensate for the same to builder so they get calm and be loyal towards the brand.
Because they do not have to face any lose in delay situation. So it does not impact on the brand
image. From the discussion it can be interpreted that delay in the project impact on the brand
image to great extent. So it is essential for the Ameon group Ltd to pay attention on the given
time duration and they have to complete the project on time. By this way it will be able to satisfy
24
Yes No
0
5
10
15
20
25
30
35
40 35
15 Column E

its consumers and people will be loyal and satisfied with type brand. They will give optimistic
comment about the services of cited firm that will create a positive image in their mind and will
enhance the brand reputation in the industry.
Theme 5- Brand image influence the builders in the construction industry.
Yes 30
No 20
Interpretation:When researcher has asked that brand image influence the mind of builders or not
then 30 out of 50 said that yes it influences to great extent. They think that if company is having
strong brand image then it would be easy for the entity to make people loyal towards the brand.
By this way builders get attracted towards the brand and they give contract to the construction
organization. On other hand 20 out 50 respondents viewed that they are not agreed with this
point and they think that brand does not influence the consumers. From the discussion it can be
interpreted that if the entity is satisfying its consumers and meet with their needs and demands.
Then it would help in increasing brand image of the company. By this way satisfied clients will
be loyal towards the brand and they will give their contract to the firm again and again. On other
hand if firm has poor brand image then people will not trust on them that can help in increasing
revenue of the entity. Positive brand image attract consumers and negative image influence them
and they turn towards other brand. Construction industry is the big sector where builders give
25
Yes No
0
5
10
15
20
25
30
35
30
20
Column F

contract to such firm which is having strong reputation in the market. They think that these firms
are much more committed and they can complete the project on time. Whereas if the corporation
is not having strong image that means people are not satisfied thus, company is not able to
perform its responsibility on time. So it influences them and they go toward other organization.
Thus it can be said that brand image influence mind of builders to great extent.
Theme 6- Cause of delay of construction project in the Ameon group Ltd.
Confusing requirements of clients 15
Improper bidding process 8
payment delays by customers 17
Delay in site possession 5
Inadequate experience of staff members 2
Errors is designing documents 3
Interpretation: From the discussion it is found that 15 out of 50 respondents have viewed that
companies fail to understand the requirements of clients is the main cause of delay in the
construction industry. Customers confuse the management and it creates confusions in the mind
of firm. 8 out of 50 answers said that improper bidding process is main reason of delay. On other
hand 17 out of 50 payment delays by customers is another cause of delay of projects. Ameon
26
Confusing requirements of clients
Improper bidding process
payment delays by customers
Delay in site possession
Inadequate experience of staff members
Errors is designing documents
0 2 4 6 8 10 12 14 16 18
15
8
17
5
2
3
Column E

group Ltd takes half amount at the time of making contract with the builders. If client do not take
money on time then cited firm fails to start the business on time. By this way project gets delay
and complete after stipulated time duration. 5 out of 50 respondents have viewed that delay in
site possession is the main cause due to this project do not get completed on time. It is found that
supervisors sometimes do site possession too late that is why further activities get late. 2Out of
50 said that is poor skills and knowledge of staff members is another reason that causes delay in
the construction project. From the discussion it can be interpreted that confusing clients
requirement is the main reason that causes delay in the construction industry. It is found that
needs and desires of clients get changed every time and due to this, lots of confusions take place.
That is why firms like Ameon group Ltd has to understand the needs of users and accordingly
they have to design the whole project. In between if builders put new think into it then whole
planning needed to be done again. Thus, confusing needs of clients and payment in delay are the
main reasons that create issue of delay.
Theme 7- Harmful effect of delay in construction project.
Spoil brand reputation 18
Penalty pay to consumers 12
Loss of profit 15
No effect 5
27
18
12
15
5
Spoil brand reputation
Penalty pay to consumers
Loss of profit
No effect

Interpretation: From the research it is found that 18 out of 50 respondents have viewed that delay
creates problems for the entities. They said that it spoils whole brand reputation to great extent.
12 out of 50 said that firms have to bear financial loss to the customers. Because, they have to
penalty to the clients against late payment. 15 out of 50 said that it gives huge loss to the
organization, as because it will dissatisfy the consumers of Ameon group Ltd. That is why
number of users of the company will get reduced. That will harm the profit of the organization
and revenues will get down to great extent. 5 out of 50 viewed that it does not impact on the
corporation. From the discussion it can be interpreted that delay completely spoil the image of
the company. After that consumers do not trust on the entity and they do not give their
construction contract to such firm. But it is found that delay gives loss to the corporation.
Because they have to pay penalty to the consumers and they loos number of users of the entity.
By this way company fails to get further contract, that reduces profit of the firm and impact s on
the overall growth of the organization. It is necessary for the Ameon group Ltd that it pay
attention on timely delivery. By this way it will be able to attract more clients and that will
enhance the reputation of the entity. By this way revenues of the firm will get improved and it
will be able to sustain in the market for longer duration.
Theme 8- There is relationship between delay and brand image
Strongly agree 22
Agree 12
Disagree 10
Strongly disagree 6
28

Interpretation: From the research it can be said that 22 out of 50 respondents believe that there is
strong relationship between delay and brand image. 12 out of 50 managers of Ameon group Ltd
viewed that there is defiantly relationship between both of them. On other hand 10 out of 50
respondents have viewed that there is not link between both terms. 6 out of 50 are strongly
disagree with this point that there is any relationship between delay and brand image. From the
discussion it can be interpreted that delay and reputation are interrelated terms and impact on
each others. If cited firm deliver the projects on time then it will help in improving satisfaction
level of builders, by this way they will be loyal towards the brand and will give contract all time
to particular company. It will create positive image of the firm in front of consumers and it will
help min gaining comparative advantage to the organization. On other hand if Ameon group Ltd
do not deliver products on time then it will create negative image and will spoil the brand image
to great extent. Thus, it can be said that delay and brand reputation have strong relationship. If
company is committed towards its work then it will enhance it s reputation otherwise it will spoil
it s image. After that no builder will give contract to the organization thus it will have to face
huge loss.
Theme 9- Main complains of customers related to construction projects
Poor quality 12
Delay 15
Failed to met construction needs of consumers 18
29
Strongly agree Agree Disagree Strongly disagree
0
5
10
15
20
25 22
12
10
6
Column G

Poor services 5
Interpretation: From the research it is found that there are so many complains of consumers of
Ameon group Ltd . 12 out of 50 respondents have viewed that poor quality is the major complain
of the clients. Some times due to confusing needs of builders, management fails to understand
the requirement of customers. Sometimes it hampers the quality because clients do not give
timely payment so they use cheap material. 15 out of 50 respondents have viewed that delay is
the main complain of consumers. As it is found that due to involvement of so many people actual
project does not get completed on time and people complain for that. 18 out of 50 said that
consumers confuse the management and they do not understand what the actual basic need of
customers. By this way they fail to deliver final project as per the need of users. That creates
problems for the organization and people complain for it, that cited firm has not completed good
project. 5 out of 50 respondents have viewed that poor services is the major issue of the clients.
From the discussion it can be interpreted that Poor quality, delay are the main reasons of
complain in the organization. But it is just because clients change their needs every time and
management becomes confused to understand the necessity of builders. By this way they spent a
lot of time in understanding the basic needs of them. That creates situation of delay and poor
quality construction products. That demotivate the consumers and make them negative towards
the brand. Then after they complain to the firm and give negative feedback to other.
30
Poor quality
Delay
Failed to met construction needs of consumers
Poor services
0 2 4 6 8 10 12 14 16 18 20
12
15
18
5
Column G

Theme 10- Strategies through which Ameon group Ltd can minimize delay in construction
projects.
Training to staff members 12
Collection of proper information by clients 20
Well designed planning in the initial stage 10
Close monitory 8
Interpretation: When the researcher has asked about strategies that can minimize delay in the
Ameon group Ltd, then 12 out of 50 respondents have viewed that by giving training to staff
members company can enhance their skills, that would help them in understanding the needs of
clients and they will execute the activities soon. 20 out of 50 respondents have said that if
company collect the relevant information from the clients then it would be easy for them to
understand the requirement o the consumers. That would help them in making such strategies
that can help in meting the needs of users. By this way delay will be minimized. 8 out of 50
managers of Ameon group Ltd has viewed that if they plan the activities properly then they will
be able to manage the work effectively. That would help in monitoring the activities against the
set criteria thus, project will be completed on time. On other hand 8 respondent out of 50 said
that close monitoring is the great strategy that can minimize delay in the cited firm. From the
31
12
20
10
8
Training to staff members
Collection of proper information
by clients
Well designed planning in the
initial stage
Close monitory

discussion it can be interpreted that delay is the main issue in the Ameon group Ltd and it can be
minimized by gathering proper and sufficient information by the clients. By this way it will not
spend much time to discuss about design and quality of construction project again and again with
consumers. That would help in completing the project on time and it will raise satisfaction level
of the users to great extent.
32

CHAPTER 5- CONCLUSION & RECOMMENDATION
Conclusion
From the above dissertation it can be concluded that delay is the major problem in the
construct in industry. It has many reasons of delay such as confusion in understating needs and
desires of consumers, site inspection is time taking, late payment of clients etc. But the major
reason of delay is that firms. It is required that firms look upon these factors and work to
minimize this issue. It is found that insufficient knowledge is another reason of delay that causes
delay in the construction industry. It is because trends and needs of users get changed every time
so it is very difficult for the entity to train its staff for different needs so that they can understand
the issue and do timely delivery. It can be articulated that construction is the industry which has
high competition and it contributes well in the economic development of the country. But as if
companies deliver the final project late to the clients then it demotivates them and make them
negative towards the brand. They give negative feedback to others as well. That harm the overall
reputation of the organization. If company is unable to provide quality services on time to
builders then they will not get associated with the cited firm in future again because they think
that company is not committed towards its work.
From the discussion it can be concluded that Ameon group Ltd is much more concern
about their customers and work to satisfy them. It always tries to provide timely deliver to them
so that they be loyal towards the brand. It supports in increasing brand image of the organization
to great extent. Cited firm always takes relevant information from the clients so that it can find
out the needs of them and can provide them such products which can satisfy them. By this way
they will be loyal and will give positive feedback to others. Cited firm pay focus on its
consumers needs, understand them, collect relevant information on time so that it can start the
construction project on time and can complete it without any delay. If organization does not
focus on stipulated time them it will spoil its brand image and can also give financial loss to the
organization. In such situation company has pay penalty to the builders for late deliver, it gives
economic loss and builders give negative feedback to others as well. Thus, people do not trust on
the entity and they get influence easily. It can be concluded that there is strong relationship
between delay and brand image, if company concentrate on the stipulated time duration then it
33

would be able to perform between and that will enhance reputation of the corporation in
corporate market.
Recommendation
Delay in construction project is the major issue that can spoil the brand image of the
organization to great extent. It bis necessary for the entity to look upon this factor and try to
improve this situation. By this way it would be able to enhance its reputation in the corporate
market and it will give competitive advantage to the Ameon group Ltd. It will help in increasing
sustainability and profitability of the cited firm to great extent. For sustaining in the corporate
market for longer duration it is necessary that organization committed towards its work and try to
satisfy its users.
 Ameon group Ltd should give training to its staff members, by this way employees will
be able to gain knowledge and information about the latest trends and technologies. It
will help them in identifying the needs of client s and in satisfying them. By this way no
further confusion will take place and company will be able to deliver construction project
on time with quality to customers.
 Ameon group Ltd should plan properly and should design the activities effective. By this
way site possession and other activities will take place on time. Thus, cited firm will be
able to avoid delay and it will enhance the reputation of the organization.
 By developing relationship between team and management this issue can be minimized.
By this way it would be easy for the entity to supervise the employees thus they will
support each other and company will be able to finish the work on time without any
complications.
 Ameon group Ltd should improve communication process in the organization so that
workers and clients can discuss the topic significantly. It will help in getting relevant
information to the employees and managers and they will be able to provide final
product to the consumers on time. It will satisfy the users and make them positive
towards the brand. That will surly enhance the brand image and will minimize the issues
of delay and will make brand position more stronger.
 Time to time inspection is the great strategy that can avoid delay in the construction
industry. It will help in identifying the situation of site and draw back can be measured on
34

time so supervisors can manage the work accordingly and can deliver the final project on
time without any failure.
 Sometimes unfavorable weather condition and other issues can take place anytime that
can cause delay. But management should discussion upon these issue earlier with the
clients and extent the date accordingly so that they understand the problem and will
extent the date. It will not consider as delay and by this way clients will be satisfied and
they will give positive feedback to others. It will enhance brand image and will give
profit to the organization.
 Ameon group Ltd should communicate the delay reason to client on time so that
individual understand the fact and give extra time to the organization. It will improve its
brand image and people will be loyal towards the organization.
 Cited firm should forecast the things easily that would help in identifying the
uncertainties so corporation will be able to plan properly that can help in facing and
minimizing uncertain events. By this way delay will not take place and it will be able to
deliverer the final project on time.
35

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38

Appendix
1. Name
2. Gender
3. Age
4. Email address
5. Since how long you are engaged with Ameon group Ltd?
 Less than one year
 1-3 years
 3-5 years
 More than 5 years
6. In which type of construction project in which Ameon group Ltd is engaged?
 Residential construction
 Commercial construction
 Maintenance construction
 heavy construction
7. Do you agree that clients are satisfied with the quality and services of the company?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
7. Do you think, delay in construction project impact on brand image?
 Yes
 No
8. Does brand image influence the builders in the construction industry:
 Yes
 no
9. What is the main cause of delay of construction project in the Ameon group Ltd?
 Confusing requirements of clients
 Improper bidding process
 payment delays by customers
39

 Delay in site possession
 Inadequate experience of staff members
 Errors is designing documents
10. What is the major harmful effect of delay in construction project?
 Spoil brand reputation
 Penalty pay to consumers
 Loss of profit
 No effect
11. Do you agree that there is relationship between delay and brand image?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
12. What are the main complains of customers related to construction projects?
 Poor quality
 Delay
 Failed to met construction needs of consumers
 Poor services
13.How Ameon group Ltd can minimize delay in construction projects?
 Training to staff members
 Collection of proper information by clients
 Well designed planning in the initial stage
 Close monitory
40