The Relationship Between Staff Motivation and Incentives at Burberry

This report presents a comprehensive analysis of the relationship between staff motivation and incentives within Burberry, a prominent British luxury fashion house. The research begins with a research proposal outlining the project's aims, objectives, and the factors influencing its selection, followed by a literature review exploring the concepts of employee motivation, incentive schemes, and their significance in the branded fashion retail sector. The methodology section details the research approach, philosophy, data collection methods, sampling techniques, and data analysis procedures. The findings, derived from the analysis, reveal insights into employee stability and satisfaction levels within Burberry, highlighting the effectiveness of current motivation schemes and workplace environment. The report concludes with recommendations for enhancing staff motivation and incentives to further improve employee performance and organizational outcomes. The study utilizes both primary and secondary data to support its conclusions and provides a detailed action plan to ensure the research's chronological progression.

The relationship between staff motivation and
incentives at branded fashion retailers: A Case
Study of Burberry

Table of Contents
RESEARCH PROPOSAL...............................................................................................................1
Research Title..............................................................................................................................1
Research project description........................................................................................................1
Research aims and Objectives.....................................................................................................1
Factors that contribute to the process of research project selection............................................2
Literature review..........................................................................................................................2
Research methodology.................................................................................................................4
Action plan...................................................................................................................................5
CHAPTER 1: INTRODUCTION....................................................................................................7
1.1 Background of the study........................................................................................................7
1.2 Rationale of study..................................................................................................................8
1.3 Aims, objectives and research questions...............................................................................8
1.4 Ethical issues.........................................................................................................................9
1.5 Brief summary of business unit............................................................................................9
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Concept of employee motivation and incentive schemes....................................................10
2.3 Importance of motivation within branded fashion retailers.................................................10
2.4 Link between staff motivation and incentives.....................................................................12
2.5 Recommending the ways to motivate staff..........................................................................13
CHAPTER 3: RESEARCVH METHODOLOGY........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research type.......................................................................................................................14
3.3 Research approach...............................................................................................................14
3.4 Research philosophy............................................................................................................15
3.5 Data collection.....................................................................................................................15
3.6 Sampling..............................................................................................................................15

3.7 Data analysis........................................................................................................................16
3.8 Reliability and validity........................................................................................................16
CHAPTER4: DATA ANALYSIS AND FINDINGS....................................................................17
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................25
5.1 Conclusion...........................................................................................................................25
5.2 Recommendations................................................................................................................25
REFERENCES..............................................................................................................................26

RESEARCH PROPOSAL
Research Title
To analyze the relationship between staff motivation and incentives at branded fashion
retailers: A case of Burberry.
Research project description
Incentive is one that possess the potential to attract one to perform something which
someone else wants them to perform. In case of job incentive can be in form of money or
promotion. On the other hand motivation is regarded as the tool that is being utilized for the sake
of inspiring someone to carry out actions. The role of incentive is effective in motivating
someone by the means of benefits or freedom that is attained from threats or consequences which
can happen. Incentives are regarded as motivational (Abdulsalam and Mawoli, 2012). There is
presence of other ways that can assist in motivating than just by the means of incentives only.
In the present era there is greater role of motivating the employees in order to carry out
the performance within the organization in an effective manner. Today the firms are making use
of several tools with which staff motivation can be enhanced. One of this is considered as
incentive. It is regarded as effective means through which the employees morale can be boosted
and they are encouraged to carry out the performance in an appropriate way. It has been assessed
that there is greater relationship among staff motivation as well as incentives. When the incentive
whether financial or non financial are offered to the employees then this results in increasing
their level of motivation to perform the job with full zeal and enthusiasm. Such is effective in
assisting the organization to attain the targets with effectiveness. In the proposed research the
organization that is being chosen is Burberry (Mawoli and Babandako, 2011). The firm is one of
the British luxury fashion house that is being headquartered within London. It majorly makes
distribution of Trench coats, ready to wear outerwear, fashion accessories, sunglasses as well as
cosmetics etc. In the proposed investigation includes aim and objectives upon which the whole
investigation would be based. Along with this it demonstrates the methods that would be used in
carrying out the research in an appropriate manner.
Research aims and Objectives
Research aim: To analyze the relationship between staff motivation and incentives at branded
fashion retailers: A case of Burberry.
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Research objectives:
 To explore the concept of staff motivation
 To assess the importance of motivation within branded fashion retailers
 To examine the link between staff motivation and incentive
 To recommend the ways in which motivation among the staff can be enhanced
Factors that contribute to the process of research project selection
The selection of the proposed investigation would be done on the basis of several criteria.
It has been assessed that there is greater importance towards making appropriate selection of the
subject as it helps in carrying out the investigation in suitable direction. With the assistance of
such the study is conducted in an appropriate way (Mubyazi and et.al., 2012). In the proposed
investigation the factors that have contributed in selection of the research project are presented in
the manner stated as under: Interest of the investigator: The selection of the subject is done on the basis of
researcher's interest. The investigator possess greater interest in making determination
link among incentive and staff motivation thus such is being chosen for the purpose of
carrying out the investigation. It is important that topic selected must be of the interest of
researcher. This is because it is effective in carrying out the investigation in an effective
manner. Further the approach towards conducting the research is also appropriate.
 Scope of the research: It is being assessed that scope of the investigation plays an
important role in making selection of the topic for the research project. It has been
assessed that as scope for the present research is wider thus choosing thus would be
beneficial. Also not much of the investigation have been performed with respect to
particular topic thus due to this selection of this subject is made (Hense and et.al., 2014).
Literature review
Concept of staff motivation
According to Gordić and et.al., (2010) Employee motivation is a factor, that influence the
employees to pursue work tasks and goals. It is a level of energy, creativity that a company's
workers bring to their jobs. Motivation is two type: Monetary motivation and non-monetary
motivation. In monetary motivation it includes all such plan like giving discount, rebate etc. to
influence the retailers. But in non-monetary motivation it includes giving the seller of there
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moral values, focus on there need and preference etc. are included in non-monetary motivation.
Hence motivation plays an important role to motivated the fashion retailer to there products.
Importance of motivation in branded fashion retailers
Motivation to the fashion retailers in there branded products can be done in various ways.
As per the Lambrou, Kontodimopoulos and Niakas, (2010) technological development plays an
important role in fashion retailer. By giving technological advancement such that online selling,
guiding the seller about the techniques are the form of motivation that motivate the retailer in
branded fashion products. To motivate the fashion retailer in there branded product will create
the brand equity and loyalty of the products. It also give opportunities to the retailers to raise
there luxury fashionable products into the markets. By giving positive motivation, it will create
the value to there products by giving power to the fashion retailer. Personal styling motivate the
others with the ability to create fun and intimate experience for the both staff and there customers
too. According to. ABZARI SHAEMI POURMIRI and AZARBAIJANI, (2011) Motivation also
develop the creativity among the retailers so that they think innovative things which are
beneficial to them. They can train there staff so that they could understand the body shape
styling. It also Create a culture and reality where the retailer's shop is a place of discovery for
there customer and an exciting place for budding stylists to work. motivation also train the
retailer to become a stylists so that they can make a good first impression.
Link among staff motivation and incentive
As per the Kaplan and et.al., (2011) motivation includes training there staff to have a
better understanding of the style. It also try to make stylists so that they can make first good
impression in front of others. In this way, if the staff members can perform well they should be
rewarded as per there work. Motivation includes two type of motivating activity. In positive
motivation, it includes training, developmental programs held for there staff members, by hiking
there salary, giving promotion, bonus etc. are motivate the employees so that they can work more
effectively. But in opposite, non-monetary position/ negative motivation is a kind of fear. Fear
related to the job, earning etc. In negative motivation it includes hiking of the job, salary
reduction, decremented etc. are the part of the negative motivation. As per... both the motivation
styles effect the staff and there incentives as per there performance. So that the ability of the staff
member give them opportunities to get better rewards and bad performance are the result of less
rewards opportunities to the staff members.
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Research methodology
In the particular section the selection of the tools of research would be made. Further the
justification to the selection of the particular topic is carried out. Research methodology is
effective in providing direction towards carrying out the investigation in an effective manner.
This has been enumerated in the manner stated as under: Research Philosophy: It is one that provides the manner in which the information in
relation with particular target is gathered, assessed and used (Herzberg, Mausner and
Snyderman, 2011). The categorization of the research philosophy is being done into two.
This includes interpretivism and positivism. In the proposed investigation interpretivism
research philosophy would be used as assist in integrating the intention of the person
within the investigation. Research approach: The division of the research approach is done into two. This is
comprised of deductive and inductive. In the proposed research that aims at analyzing the
link among staff motivation and incentive inductive approach would be used. Such is due
to the reason that it starts with observation and further comprised of generalizing the
theories. Data collection: For the sake of attaining the outcomes from the investigation data needs
to be collected from the sources that is primary and secondary. Under primary sources the
collection of information is carried out initially. However in case of secondary sources
information is gathered through books, literature and data that has already been
published. Sampling: It is regarded as the tool which is used in order to determine the needs of the
whole population. When carrying out the survey various issues are determined when
providing questionnaire to entire population. In the present investigation simple random
sampling would be used. The size of sample that is taken is 50. This is comprised of
employees of Burberry.
 Data analysis: It is considered as the most significant part of the investigation. There are
two methods for data analysis that includes qualitative and quantitative. In the proposed
investigation qualitative method would be used. Under this analysis would be done
through thematic technique.
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Action plan
The tool that is Gantt chart is used for the sake of making development of action plan.
Such demonstrates the time scale in which specific activity will begin and finish. This is
considered effective in making sure that research is conducted in chronological order. There no
delays have been determined when conducting the investigation.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Drafting of research proposal
Defining aims and objectives
of research
Carrying out literature review
Research methodology
Primary data collection
Analysis of data and
interpretation
Conclusion
Recommendations
Submission to tutor
Changes Based On responses
5

Final Submission
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CHAPTER 1: INTRODUCTION
1.1 Background of the study
The motivation can be understood as a factor that drives an urge of a person to do
something in a better way. The importance of motivation has been noticed in each and every
field of the business where employees use to execute different functions of a business. Through
motivation, the company aims at improving the performance of each workers so that the level of
firm in market can be uplifted. It is apparent that employees are the valuable assets of an
organisation who use to apply their skills and talents so as to give a good output in business. The
retail companies in fashion sector use to make approaches that can help in fostering the urges of
their workers so that they cannot find their work monotonous or unsatisfactory
(Panagiotakopoulos, 2014). Therefore to motivate the workers in a business it is necessary to
give them incentives or apply any other strategy that can help in making them satisfied with their
job. This motivation among employees can be developed through many financial or non financial
ways so that the balance can be maintained in the workplace. The use of financial incentives like
incentives, bonus, pay raise etc. can help in increasing the level of motivation among workers of
a business. Similarly, the use of non financial motives like promotion, greater responsibilities,
recognition etc. can be used as a strong motivators among staff. Further, it is essential to pay
attention that each person has a different motivating factor. Each persons gets motivated through
different ways which must be analysed by a manager so that management within business can be
done in a better way. Apart from this, the use of various techniques like assessment of needs that
motivate a person, theories of motivation which can be applied within workplace so as to get
desired objectives must be done in a proper way (Okorley and Boohene, 2012).
The present research has been done on staff motivation with special reference to fashion
retailing company in UK. As per this, the selected organisation is Burberry which is a well
known brand in the fashion retail business. The mentioned firm has its operations in various parts
of world. As per this, it has employed a large number of employees in its enterprise who are
recruited on the basis of their talent and skills required for the position. Besides this, it has been
found that as the entity use to operate at a very big level, it is essential to retain workers in the
business so that the sales volume and revenues of company can be maintained with maximum
customer satisfaction. The stated venture use the strategy of both financial and non financial
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methods which help the company in satisfying employees and helps them in providing various
perks and benefits from the firm (Knight, Self and Kennedy, 2013). This include the ways of
pension plans, flexible working practice, compensations etc. The present research will make a
focus on all these aspects in context of Burberry company where a discussion will be there over
different techniques that are used for the purpose of motivating the staff. In addition to this, the
report will conduct a research according to which there will be an attempt to find the motivation
level of staff from incentive schemes of stated venture.
1.2 Rationale of study
The present study has focussed on motivation level of staff in fashion retail sector. The
said topic has been chosen for the study as it is a most recent subject in the current environment
where a large number of industries are facing the issues related to employees turnover. As per
this, the firms are making a number of strategies that can help them in accomplishing the
objective of retaining workers so that the work within organisation can be continued
uninterruptedly. As per the chosen topic, a discussion over various ways that can help in
motivation of workers has been discussed. In context of chosen firm, Burberry which is a fashion
retail company has used some good methods that helps in maintaining positive environment of
workplace and make them satisfied.
1.3 Aims, objectives and research questions
Some aims and objectives in the present study has been framed so as to make research
relevant and able to cover the broad range of study. The aim of present study is
'To analyze the relationship between staff motivation and incentives at branded fashion retailers:
A case of Burberry. '
Objectives: According to above stated aim, several objectives have been created in the report
that will help in developing the understanding of the project. The following objectives have been
set for study:
 To explore the concept of staff motivation
 To assess the importance of motivation within branded fashion retailers
 To examine the link between staff motivation and incentive
 To recommend the ways in which motivation among the staff can be enhanced.
Research questions
 What is the concept behind staff motivation?
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 What is some major importance of motivation in fashion retailers?
 What is the link between staff motivation and incentive?
 What are the ways through which motivation among the staff can be enhanced?
1.4 Ethical issues
The ethical issues related with approval from the respondents have been taken into account
so that fair practices while carrying out the investigation can be demonstrated. Along with this
confidentiality of the information gathered from respondents is maintained.
1.5 Brief summary of business unit
Burberry Group is British luxury fashion house that is being headquartered within London
England. The major fashion house is laying emphasis on as well as makes distribution of trench
coats, ready to wear outwear, fashion accessories , sunglasses and cosmetics.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review may be defined as a process which in turn helps ion preparing brief thesis
about topic. In this, researcher presents positive and negative aspects related to research issues by
taking into account books, journals and scholarly articles.
2.2 Concept of employee motivation and incentive schemes
Incentives are designed to motivate the employees in order to increase productivity and
loyalty towards the employer. According to Osakwe, (2014) employees plays a vital role in the
overall success of the organization. Therefore, incentives act as a motivation for the employees
so as to improve the performance level. It is a commonly adopted techniques by the employer.
Burberry believes in giving incentives to its employees as and when required according to the
achievements of the employee. According to Afful-Broni, (2012), incentives can be based on
weekly sales target, encouraging customer feed backs etc. It is an a\effort to reward success by
allowing employees to earn prizes or recognition. Incentives are important to make the
employees feel that they are valuable. As per Abdulsalam and Mawoli, (2012) act as a source of
encouragement which make them more productive. It results in the profitability of the
organization. Burberry use the incentives as a tool to increase their productivity. It also help in
attraction and retention strategies of the management.
The compensation can be tangible in the form of free food coupons, picnics, extra paid
leaves, movie tickets, profit sharing plans. It can be intangible in the form of appreciation,
recognition, growth opportunities etc. Burberry is involved in both types of incentives, it reward
its employee both in monetary and non monetary terms. According to Mawoli and Babandako,
(2011) salary plays a vital role in influencing career choices. Profit sharing plans proves to be an
effective incentives strategy. However it is difficult for Burberry to lie only on monetary benefits
due to the financial limitations it carry. Right environment and extra efforts made by the
employer do yield higher profits. In order to achieve this, Incentives do carry a strong source of
motivation to the employees of Burberry in order to boost the productivity.
2.3 Importance of motivation within branded fashion retailers
The organisations which are operating in a competitive market always need to be
efficient in applying the practice of motivation among employees. As per Mubyazi and et.al.,
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(2012), the workers performing their jobs in a company always need to get motivated with the
help of different factors so that they can execute allotted tasks with greater commitment and
enthusiasm. This helps the firms as well in retaining the workers who are the vital assets of an
enterprise. The fashion retailing sectors are very trend driven sectors who work in a highly
competitive and dynamic environment. As per this, it is necessary for a company to retain their
staff as they may easily get frustrated with work which keeps on changing as per the situations.
In this purpose, motivating employees through attractive incentive schemes is like a boon for the
entities as they can use it as a powerful tool for fostering and boosting morale of staff. The
practices of motivation among the employees who are working in fashion retail companies is
equally important as in any other retail organisation (Hense and et.al., 2014). It has been noticed
that in Burberry, the organisation make use of a number of ways through which employees can
be motivated and can be encouraged for performing in a way that can help in retaining customers
within an enterprise.
The HR department of a company is highly responsible for this task where they are
expected to make strategies that can help in fostering the motivation level of all workers. Gordić
and et.al., (2010) has stated that the work of motivation among staff can be done through an
analysis where they can adopt some measures according to which each person's motivating
drivers can be identified. Along with this, in cited company this work is done by giving financial
and non financial incentives. Many of the employees' main drivers of motivation was career
growth. While some of the staff were seeking higher pays and bonus in addition of salary. As per
this, mentioned venture has developed many practices which can make the employees to feel
their worth for enterprise. Many performance driven packages are given to workers like pension
plans, healthcare related schemes, discount coupons for purchasing from stores etc. The firm use
to focus on all those strategies that can help people of mentioned venture in development of a
positive environment full of energetic level of performance. They are given training and
development sessions so that each worker may remain up to date with all latest trends in market
and can attend the queries of their customers with confidence. Each staff of stated firm make use
of their talent and skills for attracting the clients and attending them warmly which can help in
increasing sales volume of the retail business. As per Lambrou, Kontodimopoulos and Niakas,
(2010) the employees can be best motivated when they feel homely environment at workplace.
They must be provided with all those benefits which they deserve as per their performance.
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Following this, quoted entity makes an approach towards the motivation of staff where each
person is encouraged for giving an outstanding performance so that they can be rewarded with
financial or non financial incentives.
2.4 Link between staff motivation and incentives
Staff motivation and incentives plays an important role in achieving success and the long
term goals in an organization (Kaplan and et.al., 2011). Common link between staff motivation
and incentives is that when management encourage their employees towards their work and give
incentives for their excellence so that it gives a boost to the development of the company and
increase the production rate and quality rate as well. Management of Burberry follows effective
rules to improve the growth rate and use planning and methodology itself. For motivating their
employees, they use Maslow's hierarchy and Herzberg's motivation hygiene theory or more so
that these theory will help to their management in increasing the performance of each employee
towards their work. Incentive pay is majorly known as additional pay or higher wage paid by the
organization to give the boost to the productivity of an employee. There are several terms of
incentive pay like merit pay, pay for excellence, individual and group bonus plans, profit-
sharing, gain-sharing and salary raise (Herzberg, Mausner and Snyderman, 2011). Burberry is
the biggest fashion house located in UK and serves best quality product and services and also
maintain their business rate or development as well. Burberry also understand needs of their
employees and plan strategy accordingly so that they increase their business rate with the help of
employee's satisfaction towards their providing facilities. Motivation incentives is mainly used
for improving the performance of the employees and it is known as a reward given by the
management to their employees. The need of incentive and staff motivation can be many:
 To increase productivity and quality
 To enhance commitment in work
 Increase job satisfaction
 Motivation is used to improve the excellency of each employee
Staff motivation include the several terms like encouraging each employees so that they can
improve their business growth rate and also improve the excellence of each individual as well.
Moreover, the classical reinforcement theory mainly focuses on the relationship between staff
motivation and the incentives under the assumption of wages and salary as well
(Panagiotakopoulos, 2014). Mainly incentive pays would lead to increased the motivation of
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each employee indirectly. This motivation also increase the job performance as well as
individual performance. Burberry follows different strategy and theory for different people so
that they can manage their work performance or growth rate and stand in the current market
trend as well. Incentives and motivation increase the high level productivity and satisfaction
about their work so because of that company get benefited.
2.5 Recommending the ways to motivate staff
To motivate staff, there are several ways followed by the Burberry likewise empowering,
provide incentives, offer opportunities, better communication or more (Okorley and Boohene,
2012). Motivation is the best way to improve the excellency of each individual and also improve
the growth rate of the firm as well. Few points related to motivating the staff are given below: Reward great work: Burberry has to follow this rule ion which they focuses on the
employee's performance and give reward for their excellent performance. This term is
indirectly gives the boost to the business performance as well as individual performance.
Reward system is majorly applied by these companies so that they can improve their
growth rate and develop their production at extreme level. Surprise your staff: This term includes that management surprise their employees by
giving positive incentives and also make sure that your employees doesn't get stuck in
their daily routine. Invest in training: Training is most important to give the boost of their work towards the
firm and manage the skills and performance in the organization as well (Knight, Self and
Kennedy, 2013). Closing thoughts: In the way of motivating peoples there is always need of specific
thoughts so that employees apply that thought in their work and improve the performance
as well. Burberry apply an effective strategy to motivate their employees by managing
the thoughts of each individual and improve their performance towards their work as
well.
 Lead by example: In this term, company use the motivational poster and gives seminar to
their employees for improvement of their individual performance. Burberry has biggest
brand and effective quality management and workforce as well so that their business rate
at extreme level and provide best services according to the demand of customers
(Osakwe, 2014).
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CHAPTER 3: RESEARCVH METHODOLOGY
3.1 Introduction
It may be served as a collection of tools and techniques which are undertaken by the researcher
to address the research issue. Hence, research methodology is highly significant which in turn
helps in finding suitable solution of issue (Robson and McCartan, 2016). Hence, following tools
and techniques have been employed by the scholar to assess the impact of incentive plan on
motivational aspect of staff are:
3.2 Research type
Qualitative and quantitative are the main two research types that help in assessing the
best outcome from research issue which is going to be investigated. However, selection of
research type is highly based on the information which needs to be evaluated for getting suitable
results. Moreover, in quantitative investigation researcher identifies solution by evaluating the
set of numeric facts and figures (English and Kirshner, 2016). On the other side, underlying
reasons in theoretical terms are identified in qualitative research. In order to examine the impact
of incentive plan or system on motivational aspect of Burberry’s employees qualitative research
type has been selected. Thus, by evaluating the underlying facts, reasons and motivations
associated with staff motivation and incentives appropriate results has been determined.
3.3 Research approach
For conducting research in the best possible manner scholar is required to select suitable
approach either inductive or deductive. Both such approaches provide direction to the researcher
about the manner in which data will be gathered and analyzed to analyze issue or problem.
Under inductive approach, researcher lays emphasis on building new theories or framework by
conducting evaluation of qualitative data set (Gray and Malins, 2016). On the other side,
deductive approach researcher finds solution by doing analysis of quantitative figures. Hence, in
the case of deductive approach scholar determines solution by testing the hypothesis. With the
motive to evaluate the impact of incentive plans on motivational level of Burberry’s personnel
inductive approach has been selected. In accordance with such aspect researcher will frame new
by making assessment of viewpoints of employees.
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3.4 Research philosophy
Philosophies of research can be distinguished into two types such as interpretivism and
positivism. In interpretivism philosophy, researcher presents solution by undertaking theoretical
aspects. On the contrary to this, under positivism philosophy researcher finds outcome through
evaluating actual facts and figures. Selection of philosophy is also highly influences from the
type of investigation conducted (Cuomo and Massaro, 2016). Hence, interpretivism philosophy
of research has been chosen by the researcher to assess the extent to which incentive plan or
system has an impact on motivational aspect of Burberry’s human resources. Thus, by
interpreting the view of employees and supporting the same with the theoretical aspects impact
of HR strategies on employee motivation has been assessed.
3.5 Data collection
Primary and secondary are the main two types of data that can be gathered and
undertaken for resolving the issue. Further, sources from which primary and secondary data can
be collected differ to the significant level. Information which is obtained for the first time
through the means of survey, observation and focus group is known as primary data. On the
other side, books, journals and scholarly articles provide detailed information regarding the topic
or research area. Hence, data which is gathered from such sources is considered as secondary. In
order to get deeper insight about the extent to which incentive plan influences employee
motivation data has been collected from primary and secondary sources (Wiek and Lang, 2016).
Thus, survey has been conducted by the researcher on the employees of Burberry to identify the
extent to which incentive plan affects their motivation level. For this purpose, questionnaire has
been designed by the researcher. Hence, by sending questionnaire to the selected respondents
through online means primary data has been collected. Besides this, data regarding employee
motivational theories and HR strategies related to incentive plan also has been collected. By
using such data findings scholar would become able to determine the relationship takes place
between incentive plan and personnel on the basis of employee’s views.
3.6 Sampling
For conducting survey in the best possible manner researcher is required to select suitable
sample on which study will be focused. To select suitable sample researcher can undertake
either probabilistic or non-probabilistic technique. In the case of probabilistic technique, each
individual gets equal chance to being selected as sample. Simple random, strata, systematic and
15

cluster are the main examples of probabilistic techniques. On the other side, convenience,
purposive and snow-ball are the main sampling techniques which come under the category of
non-probabilistic. In the current research, 50 employees of Burberry have been selected by using
simple random sampling technique. Hence, by sending questionnaire to such personnel
researcher has evaluated the extent to which incentive plan or system has an impact on their
motivation as well as work performance.
3.7 Data analysis
Data can be analyzed by the researcher by undertaking suitable tools and techniques such
as thematic perception test, SPSS. Selection of suitable technique is highly based on the nature or
type of research. SPSS tools such as chi-square, regression, descriptive statistics is used by the
researcher to get solution from numeric set (Hussain and Khuddro, 2016). On the other hand,
scholar can get best solution in a structured way when qualitative investigation is conducted.
Thus, researcher needs to keep in mind the type of investigation when analysis technique is
going to be selected. Hence, for analyzing the impact of incentive plan on motivational aspect of
personnel thematic perception test technique has been selected by the researcher. Hence, by
preparing several themes according to questionnaire viewpoints of employees have been
evaluated.
3.8 Reliability and validity
In order to ensure high level of reliability and validity proper referencing has been done
by the researcher. Hence, authentic reference list has been prepared by the researcher from where
data has been gathered. This aspect shows that all the data has properly been rephrased by the
researcher (Kondziella and Bruckner, 2016). Further, latest data sources have been used by the
researcher to ensure high level of reliability and validity. Besides this, specific data has been
collected regarding motivational theories and aspects. By using such data researcher can present
the fair view of investigation.
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CHAPTER4: DATA ANALYSIS AND FINDINGS
Theme 1: Major number of employees have worked in company for 1 year.
Q.1 How long you have joined and worked within Burberry? Frequency Percentage
Ø Less than one year () 6 12
Ø 1 year () 15 30
Ø 1.5 year () 10 20
Ø 2 years () 11 22
Ø More than 2 years () 8 16
Ø Less than one year ()
Ø 1 year ()
Ø 1.5 year ()
Ø 2 years ()
Ø More than 2 years ()
0
5
10
15
20
25
30
35
12
30
20 22
16
Q.1 How long you have joined and worked within Burberry?
Percentage
Findings and analysis: The above theme has focussed on making an analysis of employees
stability in the mentioned organisation Burberry. As per the analysis, it has been found that large
number of workers have served in the firm for about one year. As per this they are satisfied with
the motivation schemes and workplace environment prevailing in the company. Besides this,
there are 22% employees who are working with the mentioned enterprise for about 2 years. This
number shows a good stability of workers within a firm. In addition to this, there are 20%
workers who are working in the said firm for about 1.5 years. As per this, they have been giving
17

their services with maximum job satisfaction among them. Further, the 16% of workers in
Burberry are working with same firm for more than 2 years. While, only 12% workers are those,
who are freshers and they working for less than 1 year in enterprise. As per the analysis, it is
clear that strategy of motivation is effective which has helped the company in retaining workers.
Theme 2: Most of the employers are satisfied with the policies and plans framed by employer.
Q.2 Are you satisfied with the policies and plans framed by employer.
Frequenc
y
Percentag
e
Ø Satisfied () 15 30
Ø Highly satisfied () 13 26
Ø Neutral () 8 16
Ø Dissatisfied () 9 18
Ø Highly dissatisfied () 5 10
Ø Satisfied ()
Ø Highly satisfied ()
Ø Neutral ()
Ø Dissatisfied ()
Ø Highly dissatisfied ()
0 5 10 15 20 25 30 35
30
26
16
18
10
Q.2 Are you satisfied with the policies and plans followed by employees?
Percentage
Findings and analysis: The above theme has made a discussion over the satisfaction level of
workers through the policies framed by employer organisation. As per this, it has been found that
56% of employees are satisfied with their job and motivation policies that have been framed by
the company. As per this, there are about 16% workers who have given their views in neutral
way according to which they have stated that they do not have any particular view about this
18

notion. Apart from this, 28% of workers are those who have said that they are not satisfied with
the policies of mentioned company because of which they do not feel much motivated at
workplace. As per the above analysis, it is clear that the policies framed by Burberry are efficient
according to which the people or staff of organisation feel good and motivated at workplace and
they are satisfied with the job they are performing in the premises.
Theme 3: Employees agree that motivation and incentive plan are highly associated with each
other.
Q.3 Do you agree that both employee motivation and incentive plan are highly
associated with each other?
Frequ
ency
Perce
ntage
Ø Agree () 17 34
Ø Strongly agree () 16 32
Ø Neither agree nor disagree () 6 12
Ø Disagree () 5 10
Ø Strongly disagree () 6 12
Ø Agree ()
Ø Strongly agree ()
Ø Neither agree nor disagree ()
Ø Disagree ()
Ø Strongly disagree ()
0 5 10 15 20 25 30 35
34
32
12
10
12
Q.3 Do you agree that both employee motivation and incentive plan are highly associated with each other?
Percentage
Findings and analysis: As per the above analysis, it has been found that the 66% of the
employees are agree to this fact that they motivation and incentive plan are linked with each
other. As per this, the 12% of workers have given their response in neutral way. As per this, they
19

have stated that they do not have any particular thought related to the incentives' link with
motivation. Apart from this, there are about 22% people, who think that there is no relation at all
between incentive and the motivation of workers.
Theme 4: Incentive plan encourages you to make best efforts while performing business
activities.
Q.4 Do you agree that incentive plan encourages you to make best efforts while
performing business activities?
Frequ
ency
Perce
ntage
Ø Agree () 15 30
Ø Strongly agree () 13 26
Ø Neither agree nor disagree () 8 16
Ø Disagree () 9 18
Ø Strongly disagree () 5 10
30
26
16
18
10
Q.4 Do you agree that incentive plan encourages you to make best efforts while performing business activities?
Ø Agree ()
Ø Strongly agree ()
Ø Neither agree nor disagree
()
Ø Disagree ()
Ø Strongly disagree ()
Findings and analysis: The above theme has focussed on discussion where it has been attempted
to get the response of staff about their thinking towards encouragement that is achieved through
incentive plans. As per this 56% of workers are agree to the fact that they good incentive
schemes help them in performing their business activities in well manner. Besides this, there are
about 16% people who are neutral on this subject. Apart from this, there are 28% of people in
20

Burberry who think that incentive plans has no role in getting any motivation for better
performance.
Theme 5: Employees think that incentive plan offers opportunity to you earns more and
fulfils needs.
Q.5 Do you think that incentive plan offers opportunity to you earns more and
fulfils needs?
Frequ
ency
Perce
ntage
Ø Yes () 35 70
Ø No () 15 30
Ø Yes () Ø No ()
0
10
20
30
40
50
60
70
70
30
Q.5 Do you think that incentive plan offers opportunity to you
earns more and fulfils needs?
Percentage
Findings and analysis: The above analysis states that 70% of the employees are agree that the
incentive plan framed by stated company helps them in earning more and fulfilment of their
needs. As per this, it has been found that 30% of the staff does not believe on this notion and
they are in view that incentive plans does not help in errning more or in fulfilling the needs.
Theme 6: The employees think that Burberry's policies of incentives are excellent.
Q.6 How do you rate the current incentive plan of Burberry?
Frequ
ency
Perce
ntage
Ø Good () 14 28
Ø Better () 7 14
21

Ø Excellent () 15 30
Ø Average () 8 16
Ø Poor () 6 12
Ø Good ()
Ø Better ()
Ø Excellent ()
Ø Average ()
Ø Poor ()
0 5 10 15 20 25 30
28
14
30
16
12
Q.6 How do you rate the current incentive plan of Burberry?
Percentage
Findings and analysis:The above theme represent that 30% of the workers have rated the current
policy of incentives by Burberry at excellent level. While, 28% have rated as good. Further,
about 16% of the workers in said company have rated it as average policy in motivating. On
other hand, 14% are stating it as a better policy. Among these , about 12% of the workers have
responded that the policy framed by mentioned company is poor.
Theme 7: Monetary benefits are more satisfactory among workers.
Q.7 Which kind of benefits evolve high level of satisfaction among you?
Frequ
ency
Perce
ntage
Ø Monetary () 40 80
Ø Non-monetary () 10 20
22

80
20
Q.7 Which kind of benefits evolve high level of satisfaction among you?
Ø Monetary ()
Ø Non-monetary ()
Theme 8: Incentive plan places positive impact on employees performance.
Q.8 Do you agree that incentive plan places positive impact on your performance?
Frequ
ency
Perce
ntage
Ø Agree () 15 30
Ø Strongly agree () 13 26
Ø Neither agree nor disagree () 8 16
Ø Disagree () 9 18
Ø Strongly disagree () 5 10
23

Ø Agree ()
Ø Neither agree nor disagree ()
Ø Strongly disagree ()
0
5
10
15
20
25
30
30
26
16
18
10
Q.8 Do you agree that incentive plan places positive impact on your performance?
Percentage
24

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
By summing up this project report, it has been concluded that most of the employees are
satisfied with the plan and policies undertaken by Burberry. It can be seen in the report that
incentive plan enables personnel to realize their dreams and enhance living standard
significantly. Besides this, it can be inferred that incentive plan and motivational aspect of
personnel is highly associated with each other. This in turn may result into high employee
motivation and satisfaction. Moreover, incentive plan enables individual to raise their living
standard. Moreover, individuals become able to spend more when their disposable income is
high. By considering such aspect it can be stated that by undertaking suitable incentive plan
Burberry can motivate its personnel to make hardest efforts. It also has been articulated that large
number of personnel said that current incentive plan of personnel is rated as average. Further, it
can be summarized from report that incentive plan and policies place positive impact on
employee motivation as well as performance. Along with this, it also has been presented that
needs, wants and expectation level of employees arise in a sequential order.
5.2 Recommendations
 It is recommended to Burberry to continuously take feedback from personnel regarding
the areas in which they are facing difficulties. In this way, by assessing training
requirements and conducting suitable session fashion retailer can improve performance of
employees and thereby motivational aspect.
 Further, it is suggested to Burberry to make continuous review of incentive plan
according to inflationary trend and other aspects. By doing this, business entity can
motivate workforce to a great extent. Such measure will help in retaining the talented
workforce for long time frame.
 Along with this, it is advised to fashion retailer to lay emphasis on setting highly realistic
and achievable target. This in turn helps in motivating personnel significantly. Moreover,
in the case of unrealistic targets employees discouraged to perform better because under
such situation they are not in position to earn high.
25

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Questionnaire
Q.1 How long you have joined and worked within Burberry?
Less than one year ()
1 year ()
1.5 year ()
2 years ()
More than 2 years ()
Q.2 Are you satisfied with the policies and plans framed by employer?
Satisfied ()
Highly satisfied ()
Neutral ()
Dissatisfied ()
Highly dissatisfied ()
Q.3 Do you agree that both employee motivation and incentive plan are highly associated with
each other?
Agree ()
Strongly agree ()
Neither agree nor disagree ()
Disagree ()
Strongly disagree ()
29

Q.4 Do you agree that incentive plan encourages you to make best efforts while performing
business activities?
 Agree ()
Strongly agree ()
Neither agree nor disagree ()
Disagree ()
Strongly disagree ()
Q.5 Do you think that incentive plan offers opportunity to you earns more and fulfils needs?
Yes ()
No ()
Q.6 How do you rate the current incentive plan of Burberry?
Good ()
Better ()
Excellent ()
Average ()
Poor ()
Q.7 Which kind of benefits evolve high level of satisfaction among you?
Monetary ()
Non-monetary ()
30