Impact of Gender Discrimination on Workplace Performance: A Study on ASDA

This research project aims to investigate the impact of high gender inequality on the performance of employees in managing workplace discrimination, with a focus on ASDA. The study will analyze the concept of gender discrimination, its impact on productivity and profitability, challenges faced by ASDA in managing workplace discrimination, and recommend measures for improvement. The research methodology includes qualitative research, inductive approach, interpretivism philosophy, and thematic analysis. The study findings will contribute to understanding and addressing gender discrimination in the workplace.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY....................................................................................................6
DATA ANALYSIS AND INTERPRETATION.............................................................................7
CONCLUSION AND RECOMMEDNAITON............................................................................15
REFLECTION...............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Background
Equality is referred to as promoting of equal and same opportunities for all the employees
present in the company irrespective of their age, gender, education and all other differentiating
points. Diversity is defined as the fact that the company hires employees from different cultures
and this increase the ability of company as people of different cultures comes together to work
(Heilman and Caleo, 2018). The current report is based over ASDA which is a British retailer
and supermarket chain founded in 19494 and headquartered in Leeds UK. The current issue in
managing equality and diversity is the gender discrimination which is defined as the
differentiation which is done on basis of gender. The current research will be directed for
analyzing the gender discrimination taking place in ASDA and what can be the challenges faced
at time of reducing the gender discrimination.
Aims and objectives
“To investigate the impact of high gender inequality on performance of the employees with
respect to managing workplace discrimination. A study on ASDA.”
Objectives
 To understand the concept of inequality of basis of gender.
 To evaluate the impact of high gender discrimination at the workplace on the productivity
and profitability with reference to ASDA.
 To analyze the challenges being faced by ASDA in managing workplace discrimination
in order to manage equality and diversity.
 To recommend some measure for improvement in gender discrimination for the
increment in the productivity and profitability of the company.
Research question
1. What is the concept of discrimination on basis of gender?

2. What is the impact of high gender discrimination over productivity of company?
3. What are the challenges being faced by company in managing gender discrimination?
4. What are some corrective actions recommended to the company for improvement in
equality and diversity?
Rationale
For the research to be done on gender discrimination is because of the fact that this is a
latest problem which is faced by many of the companies. Hence, this was the major reason
behind the use of gender discrimination as a research topic. Also, this research will assist the
companies in finding strategies for the removal of the discrimination. Also, the other reason for
this topic was the personal interest of researcher in the topic of gender discrimination.
Literature review
In the words of Cavalcanti and Tavares (2016) gender discrimination is defined as the
difference created among the employees on the basis of the gender that is males being preferred
over the females when it comes to growth and development. The impact of gender discrimination
is negative over the working of the company. This is mainly due to the reason that this
discrimination demotivates the employees within the company and this result in the decrease in
the efficiency of the employees. Also, Heilman and Caleo (2018) articulated that the major
challenge faced by the company in managing the equality and diversity is the thinking of the
people that women cannot work in the corporate world. This is not at all correct that the females
are less competent and knowledgeable as compared to the males.
Research methodology
Methods of research Description
Research type Qualitative research
Research approach Inductive approach

Research philosophy Interpretivism philosophy
Data collection Mix of primary and secondary sources
Sampling 20 manager of ASDA
Data analysis Thematic analysis
LITERATURE REVIEW
As per the views of Parker and Funk (2017) the inequality has a major issue and problem
over the working of th company. This is majorly pertaining to the fact that the inequality is
referred to as treating all the employees within the workplace. This inequality can be based on
many different factors but the major difference is caused on basis of gender only. Hence, gender
discrimination is defined as the differentiation among the employees on the basis of the gender
that is male and female. Also, the gender inequality and discrimination is very growing and
spreading over many companies as most of the people think that the gender discrimination is not
wrong as people has feeling that the females has low knowledge of the market and thy cannot
handle the working of the corporate world.
In against of this Dubbelt, Rispens and Demerouti (2016) argues that the impact of high
gender discrimination in the company is very negative over the productivity of employees. This
is majorly because of the reason that if the employees within the company will not be treated in
equitable manner then the productivity of employees will automatically decrease. Another major
impact of gender discrimination is the decrease in goodwill. This is majorly because of the
reason that if the employees will not be treated in good and effective manner then the market
value and position of the company will also decrease. In addition to this another major impact of
the gender discrimination is that this increases the conflict among the employees. This is majorly
because of the reason that when some of the employees are given privileges and other are not

then this result in conflicts among the employees and this ultimately result in the decrease in
productivity of employees.
As per the thinking of Hardies, Lennox and Li (2018) the major challenge in the
management of equality and diversity is the mentality and thinking of the people working in the
company. This is majorly because of the reason that most of the people think that females are
less competent as compared to the men. Hence, because of this conservative thinking of the
people the employees the equality cannot be managed in effective manner. Another major
challenge is the cultural difference among the people working in a company. This may also pose
a problem for the company in managing the equality and diversity in the workplace.
RESEARCH METHODOLOGY
Type of research- for the present study the researcher has used the qualitative research because
of the reason that this research type will help the researcher in deeply learning about the concepts
of gender discrimination and its impact over productivity of employees (Verniers and Vala,
2018). Thus, for this deep understanding of the concept of gender inequality and discrimination
qualitative research has been used.
Approach of research- for carrying on with the present research the use of inductive approach is
made as this is an approach which assists the researcher in focusing on the existing theory and
developing the aims and objectives for the study. Thus, because of this reason researcher has
made use of inductive approach of research.
Philosophy of research- in the completion of this project use of interpretivism philosophy was
used. This was selected by the researcher as this combines the human interest within the research
and this is also more suitable with the qualitative research.
Collection of data- this is the most important stage in the whole research as the research cannot
be completed without the data (Wiek and Lang, 2016). Hence, for this mix of primary and
secondary data was used as this help the researcher in getting more relevant and reliable data
which will make the research more good and effective.

Sampling- this is the process through which some of the people or participant are selected who
are asked questions in order to reach to some conclusions (Bresler and Stake, 2017). For the
current study the researcher has asked to around 20 employees of the company. The researcher
has asked questions to these samples and then conclusion was drawn.
Analysis of data- this is also an important stage in the whole research process. This is majorly
because of the reason that of the data will not be analyzed on proper manner then no effective
solutions will be made. For this the researcher has used the thematic analysis as this is more
presentable method as it involves use of charts and tables which make the data more presentable
and attractive (Kumar, 2019).
DATA ANALYSIS AND INTERPRETATION
Questionnaire
Name:
Age:
Gender:
1. Are you familiar with the concept of discrimination taking place on basis of gender?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagreed
2. According to you is your company taking any measure in reducing the gender inequality
and discrimination?
 Yes
 No
3. What is the major impact of the high gender discrimination over productivity of

employees?
 Positive
 Negative
 No impact
4. From the following what is the major impact of high gender discrimination on the
company and its productivity?
 Reduction in market share
 Low employee motivation
 Decrease in productivity of employees
 All of the above
5. From the following which is the main issue being faced by the company in promoting
equality and diversity?
 Low salary to women
 Myth that female has low market knowledge
 Egoistic nature of males
 All of the above
6. What are the major challenges is being faced by company in reducing the gender
discrimination at the workplace in order to manage the equality and diversity?
 Cultural difference
 Mentality of people
 Conservative feelings
 Acceptability to the fact that women can work in corporate level
7. Recommend some of the measure to the company to manage these challenges and
improve the productivity of employees?
Theme 1: Highly agreed that the employees are familiar with the concept of discrimination on
basis of gender.
Particular Respondent % of
Respondent
Highly agree 15 75
Agree 2 10

Neutral 0 0
Disagree 1 5
Highly
disagreed
2 10
Total 20 100
Highly
agree Agree Neutral Disagree Highly
disagreed
0
10
20
30
40
50
60
70
80
% of Respondent
% of Respondent
Interpretation: with the help of the above information it is clear that the employees within the
company are familiar with the concept of equality and diversity and gender discrimination. This
is agreed by the 70 % of the participant that they agree with the fact that company employees
know that what gender discrimination is. But some of the participant reacts to this question in
negative manner and does not agree to this fact.
Theme 2: Yes, company is taking measures in reducing the gender discrimination within the
workplace.
Particular Respondent % of
Respondent
Yes 16 80
No 4 20
Total 20 100

Yes
No
0 10 20 30 40 50 60 70 80
80
20
% of Respondent
% of Respondent
Interpretation: with the analysis and evaluation of the above data it is clear that the company is
trying to take measures in order to remove the high gender discrimination taking place at the
workplace. Hence, this is agreed by the 80 % of the participant states that because the company
is trying to manage the high gender discrimination so that they can manage the equality and
diversity within the workplace. However, this is agreed by the rest of the respondent hat
company is making any measure in the betterment or removal of the gender discrimination
present in the workplace.
Theme 3: Negative impact is there of high gender discrimination over the company and its
productivity.
Particular Respondent % of
Respondent
Positive 2 10
Negative 16 80
No impact 2 10
Total 20 100

Positive Negative No impact
0
10
20
30
40
50
60
70
80
10
80
10
% of Respondent
% of Respondent
Interpretation: from the above analysis and evaluation the above data reveals that the majority of
the participant that is 80 % agrees that the major pact of high gender discrimination is negative
over the working and productivity of company. This is majorly because of the reason that if the
employee will not be happy and satisfied with the working of the company then they will not
work up to their maximum efficiency. However, rest of the participant neither does nor agrees to
this act as they have no say over this fact.
Theme 4: All of the above is the major impact of high discrimination within the workplace over
the working.
Particular Respondent % of
Respondent
Reduction in market share 1 5
Low employee motivation 2 10
Decrease in productivity of
employees
1 5
All of the above 16 80
Total 20 100

5 10 5
80
% of Respondent
Reduction in market share
Low employee motivation
Decrease in productivity of
employees
All of the above
Interpretation: from the above analysis of the information and facts and figures is clear that the
gender discrimination has a very negative impact over the working of the company. Maximum of
the respondent that is 80 % agrees that all of the above is the major impact of high gender
discrimination over the company and its productivity. This is because of the reason that all of the
above includes the impact like reducing the market share, low employee motivation and decrease
in the productivity of employees. However, rest of the participants agrees to this on the
individual basis that is some agree to lower in employee motivation or reduction in market share.
Theme 5: Myth that female has low market knowledge is the main issue being faced by the
company at time of managing equality and diversity.
Particular Respondent % of
Respondent
Low salary to women 2 10
Myth that female has low market
knowledge
12 60
Egoistic nature of males 4 20
All of the above 2 10
Total 20 100

10
60
20
10
% of Respondent
Low salary to women
Myth that female has low
market knowledge
Egoistic nature of males
All of the above
Interpretation: with the analysis of the above data and information it is interpreted that maximum
of the participants feel that the myth that women has low knowledge relating to the market is the
major issue faced by ASDA. This is majorly because of the reason that most of the participant
feels that women cannot work in corporate world as they have less knowledge. However, rest of
the participants states that egoistic nature of men cause problem to the management of equality
and diversity. But some of the participants say that low salary to women is also an issue which is
faced by ASDA at time of managing equality and diversity.
Theme 6: Conservative thinking and cultural difference is the major issue being faced by the
company at time of managing the equality on basis of gender.
Particular Respondent % of
Respondent
Cultural difference 6 30
Mentality of people 4 20
Conservative feelings 6 30
Acceptability to the fact that women can work
in corporate level
4 20
Total 20 100

30
20
30
20
% of Respondent
Cultural difference
Mentality of people
Conservative feelings
Acceptability to the fact
that women can work in
corporate level
Interpretation: from the above discussion it is analyzed that the there are many challenges which
the company faces at time of managing the equality and diversity. With the analysis it was
inferred that 60 % (30+30) agrees that cultural difference and conservative feeling are major
challenges faced by the company for managing the equality. This is because of the reason that
this possesses challenge when ASDA takes any step in managing the equality and diversity. But
in contrast to this some of the participants state that mentality of people and acceptability to the
fact that women cannot work in corporate level.
Theme 7: Some of the recommended measures for the improvement of the company.
Interpretation: with the help of the above data and its analysis it is inferred that it is very
necessary for the betterment of the working of the company. Some of the participants state that
providing training and personality development classes necessary for grooming the personality
and changing the mentality of the employees will be helpful. The major reason underlying this
fact is that this personality development programs will help in developing the personality of the
employees and change their conservative thinking. Another recommendation for the company is
to abide by all the laws and rules and regulations which need to be fulfilled in order to manage
the equality and diversity.

CONCLUSION AND RECOMMEDNAITON
Conclusion
From the above study it was analyzed that the management of equality and diversity is very
necessary for the company to be successful. With the help of the research it was concluded that
gender discrimination is the differentiation which is taken on the basis of the gender that is male
and female. This is majorly because of the reason that if the equality is not there in the company
then the employees will not work in effective manner. The present research helps in
understanding the fact that this will help in formulation of aims and objectives as this provides
for the direction in which the researcher has to study. Thus with the help of the research it was
outlined that just collecting the data is not enough rather it is very essential for the person to
properly analyze the data so that proper and accurate recommendation for the development of the
conclusion of the research.
Recommendation
With the help of the study it was analyzed that there is a great need of improving the state of the
company so that company can reduce the gender discrimination. These recommended measures
are as follows-
ASDA must provide for its employees so training and development programs so that the
employees within the company can learn about the principles of working in ethical and effective
manner. This is necessary as this will train the employees and help them change their mentality
that females can also work in corporate world.
Another recommendation to the company is that they must abide by all the laws of equality and
diversity. This is necessary because of the fact that this will help the company in protecting the
rights of the female and other employees within the company.
In addition to this another recommendation to the company is that they must treat all the
employees at equal level and they must promote males at time of growth and development
opportunities.

REFLECTION
From the above it is reflected that this research was a good experience of learning for me
and this is because this helped me in enhancing my knowledge relating to the equality and
diversity and gender discrimination. This research helped me in learning the importance of
formation of aims and objectives (Attia and Edge, 2017). Also, with this research I learnt that
listing all the research methods is very necessary as this will help the researcher in gaining
knowledge in advance that which methods they have to use. Also, with the help of this research I
learnt that for a research to be successful two most important thing is the collection of data and
the analysis of that data.
Also, this was a good learning experience as I was able to learn many different types of
skills and attributes. The major skill which I learnt with help of this research was the
communication skill. This was major because of the fact that without communication no work
can be done and no data can be collected. Also, with this research it was outlined that another
major skill learnt was coordination as all the activities are interrelated with one another and for
the successful completion of the research this was necessary. All these skill are helpful for me to
conduct future research and also in other activities of life.
In addition to this in place of the qualitative research the researcher could have used the
quantitative research. This is majorly because of the reason that this will bring in more practical
and correct results. Also, in place of inductive approach the deductive approach could have been
used as this is more reliable as it deals with setting up of the hypothesis. Even for the collection
of data the more preference must be given to the secondary sources as this will provide a more
good set of data as the secondary data has already being used in some other research. Also, in
place of thematic analysis the researcher could have used the SPSS or some mathematical or
statistical tool for analyzing the data. This is because this will provide a more clear and good
results.

REFERENCES
Books and Journals
Attia, M. and Edge, J., 2017. Be (com) ing a reflexive researcher: a developmental approach to
research methodology. Open Review of Educational Research. 4(1) pp.33-45.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Cavalcanti, T. and Tavares, J., 2016. The Output Cost of Gender Discrimination: A Model‐based
Macroeconomics Estimate. The Economic Journal. 126(590). pp.109-134.
Dubbelt, L., Rispens, S. and Demerouti, E., 2016. Gender discrimination and job
characteristics. Career Development International.
Hardies, K., Lennox, C.S. and Li, B., 2018. Gender Discrimination? Evidence from the Belgian
Public Accounting Profession. Evidence from the Belgian Public Accounting Profession
(October 1, 2018).
Heilman, M.E. and Caleo, S., 2018. Combatting gender discrimination: A lack of fit
framework. Group Processes & Intergroup Relations. 21(5). pp.725-744.
Heilman, M.E. and Caleo, S., 2018. Gender discrimination in the workplace.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Parker, K. and Funk, C., 2017. Gender discrimination comes in many forms for today’s working
women. Pew Research Center. 14.
Verniers, C. and Vala, J., 2018. Justifying gender discrimination in the workplace: The
mediating role of motherhood myths. PloS one. 13(1).
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.