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
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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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