Research Project: Gender Equality and Employee Morale in UK Retail

This research project, conducted by a student, investigates the critical importance of gender equality in the workplace and its direct impact on employee morale, specifically within a UK-based retail company. The study begins with a comprehensive background study highlighting the underrepresentation of female employees in senior roles and the resulting gender inequality issues. The research aims to understand the concept of gender equality, determine its benefits, identify organizational challenges, and assess the impact of leadership. The methodology includes content and thematic analysis to gather and interpret data from various sources. The literature review explores the concept of gender equality, emphasizing equal opportunities and fair treatment for all employees, regardless of gender. The research also addresses the challenges organizations face in maintaining gender equality and the crucial role of leadership in managing these issues. The project concludes with recommendations and conclusions based on the findings, emphasizing the importance of fostering an inclusive and equitable work environment to enhance employee motivation, reduce turnover, and improve overall organizational performance. The study uses various research methods, including questionnaires, to gather relevant data and determine the best practices for the organization. The research underscores the importance of gender equality for creating a healthy work environment, increasing productivity, and achieving business success. This study provides valuable insights into the significance of gender equality in boosting employee morale and improving the overall performance of the company.

Table of Contents
Background study............................................................................................................................4
Research aim...............................................................................................................................5
Research objectives.....................................................................................................................5
Research questions......................................................................................................................5
Rationale of research...................................................................................................................5
According to Williamson and Baird (2014) gender equality is one of the significant aspects for
every business organisation as it helps in improving the overall productivity level of the
company...........................................................................................................................................6
LITERATURE REVIEW................................................................................................................6
Concept of gender equality in the workplace..............................................................................6
Importance and benefits of gender equality within the organisation..........................................7
Challenges faced by the organization in maintaining gender equality at workplace..................8
Impact of leadership in managing gender equality at the workplace..........................................9
RESEARCH METHDOLOGY ....................................................................................................10
Content analysis it is a method in which investigator determine the patterns in recorded
communication. With the help of this, investigator systematically gather data from texts. It also
determines the relationship of different concept, theme and words that help in attaining positive
and reliable outcomes....................................................................................................................14
Thematic analysis is effective in which researcher is trying to evaluate or find out the actual
information that is based on views, opinions and knowledge. Mainly it is appropriate analysis
within the quantitative research that includes analysing, determining and interpreting the pattern
of meaning. This will assist in gathering valid and depth information about the research topic...14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................19
CONCLUSION AND RECOMMENDATION.............................................................................34
Recommendation.......................................................................................................................34
Conclusion.................................................................................................................................35

…………………………………………………………………………………12
Appendix ………………………………………………………………………………,,,,,……15
Research Ethics approval form....................................................................................................16

Abstract
Current research is based on the equality gender female as it is one of the major concerns
for every business organization to manage their workplace. As, it also motivates employee at
working area that directly contributes in enhancing overall performance of the company. along
with this, company also focus on treating male and female workers in equal manner by providing
them equal opportunities at working area. This may assist in maintaining positive and healthy
relation among all the workers within the company. In addition of this, while undertaking this
investigation researcher also includes various methods and techniques to gather relevant data and
information about the specified topic and area. As questionnaire is prepared by the researcher
that provide vast information and also assist in determining the accurate decision at the end of
the investigation. Maintaining proper equality among male and female workers assist in reducing
the employee turnover and at the same time also may contributes in promoting healthy working
environment.
Research Proposal Form
Student Name : NICOLETA NITU Student ID : 16025
Centre Name : ICON COLLEGE OF TECHNOLOGY AND MANAGEMENT
Date :11/01/2020
Unit : RESEARCH PROJECT
Proposed Title: To investigate the importance of equality gender female at workplace in
improving employee morale in retailer from United Kingdom.
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Background study
The study is about the most prestigious retailer of clothing, food, home products, financial
service from United Kingdom which has been created in 1894 guided of strong principle:
integrity, equality, diversity, inspiration, innovation. In this company there is a majority of male
employees with the 58%senior managers and 67% of the board members as me. The female
employees in this organisation are under-represented in the senior role where the remuneration is
more.
Gender inequality admit that the women and men employees are not treated equally and this
has impact on a person experience (Wu and Cheng, 2016). In this company women employees
are not able to move up with high paid positions as comparison to men.
The organisation faces many different issues from the gender equality at work place to give the
less pay and responsibilities to female staff also impact on leader ship in managing gender
equality at work place.
In an organization, the role of equality plays a vital role as it directly impact on employee's
performance and organizational working culture. If company treat all the workers equally then
they feel their importance within the organization and tries to give their endeavour for attaining
set objectives Weeks And et. al. (, 2014). It will immediately contribute in improving
performance of business and its workers also. In this regard, equality in the working area helps in
bringing all the workers together from different backgrounds. As it directly promotes intra
company networking and boosts employees morale by builds cohesive teams focus on attaining
positive and predetermined targets of company in stipulated time frame Alderden and Skogan,
( 2014). Thus, it is crucial for a business organization to build optimistic and healthy
surroundings wherein each employee get equal opportunities to show their talent and
capabilities. This can be effective for making workforce strong and capable to attain their goals
in effectual way. By this, organization can boost it productivity level and attain higher success at
market place. Implementing equality at working area is consider as a crucial activity within the
company that help in motivating employees to do their best and accomplish their set goals in
stipulated time frame. Furthermore, promoting equality is significant for company as it
responsible for providing equal pay, fair treatment, positive working environment and so on.
These are directly contributing in making employees more productive and efficient towards the
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company and its activities as well TEKER, (2016). It may assist in retaining workers and
established their famous brand image as well.
Research aim
“To investigate the importance of equality gender female at workplace in improving
employee morale”
Research objectives
 To understand the concept of gender equality in the workplace.
 To determine the importance and benefits of gender equality among female and male
employees within the organization.
 To ascertain the challenges faced by the organization in maintaining gender equality at
workplace.
 To evaluate the impact of leadership in managing gender equality at workplace.
Research questions
 What is the concept of gender equality in the workplace?
 What is the importance and benefits of gender equality among female and male
employees within the organisation?
 What are challenges faced by the organization in maintaining gender equality at
workplace?
 What is the impact of leadership in managing gender equality at workplace?
Rationale of research
The primary explanation behind selecting this investigation is to analysis the value of
equality at workplace and its impact on employee's morale. This investigation provide vast
information towards the specified topic through which investigator can easily improve their skills
and knowledge Shan, Fu and Zheng, (2017). Mainly, it provides in-depth information about how
equality help employees in enhancing their motivation level and improve their performance as
well. In this regard, research is beneficial for both the researcher and organisation as well Anitha,
(2014). In context of organisation, it helps in identifying the importance of equality that support
in making employees productive. By this, workers can reach their targets in stipulated time.
Through this, organization can achieve success by keeping workers within the firm. On the other
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side, current research is also helpful in enhancing career growth of researcher by which they
carry out same research in an effective manner and attain positive and reliable outcomes
Shagvaliyeva and Yazdanifard,( 2014).
Gender equity is one of the important activities for retail industry in making employees
productive as it helps in reducing the chances of arising issues at workplace and improve their
effectiveness, this will enhance overall productivity of retail industry.
According to Williamson and Baird (2014) gender equality is one of the significant
aspects for every business organisation as it helps in improving the overall productivity level of
the company.
This is the reason this research selects the project on the basis of gender equality in order to
improve their skills and knowledge (Breza, Kaur and Shamdasani, 2017). With the help of this
learner easily understand about how gender equality is important for any business. Along with
this, the researcher is also carried out this topic for their self-interest. It may support in attaining
the positive and reliable outcomes at the end of the research.
LITERATURE REVIEW
This writing shows a critical function in carry out research as it provides detailed
information towards the specified research theme. By this investigator take right and accurate
decision to draw an (effectual decision. Mainly, it is based in viewpoints of various writers
towards the research topic and area. This will impart in making the entire inquiry more effective
and dependable as well Arora and Malam, (2018). It is portion of secondary method in which
researcher collect data from published papers and articles that may support in attaining positive
outcomes so that investigation can be successfully done. The main focus of this chapter is to
determining the impact of gender equality within the business organization and its impact over
the employee productivity and motivation level. Providing equal opportunities to male and
female workers at working area may assist in creating healthy working environment that may
reduce the employee turnover of company at market place.
Concept of gender equality in the workplace
According to Wu and Cheng (2016) gender equality is all about ensuring that each
employee has an equal opportunity at workplace and not treated discredited based on their
characteristics. It is one of the important practices for business organisation to improve their
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worker’s morale and make them motivated so that they can easily maintain positive relation at
workplace. Promoting equality help company in removing discrimination within the organisation
and at the same time also support workers to enhance their performance and working
environment as well .For attaining the same, company always focus on creating an inclusive
culture for each staff member in which they can share their views and opinions and develop a
healthy working environment
According to Lucas, (2019), in business organisation, gender equality is considered as an
activity that provide equivalent attention and access to make and female workers to possibility to
show their abilities in-front of company. Mainly, it considers equal chances of promotions, pay
raises and inclusion in decision making process. This will aid in making workers more
amentiferous and valuable for company. In addition of this, in dynamic business environment
attaining gender equality is one of the important factors for company in attaining
competitiveness and growth as well Warin and Adriany, (2017). For developing as well as
creating an inclusive and dynamic work place, it must be ensured that each worker got equal
opportunities to attain success so that they can perform their task and activities. Furthermore,
both male and female workers get equal chances and fair treatment at a working area and does
not discriminated based on pay, gender, background and many other elements Dutta and
Banerjee (,2014). This will provide growth level to employees in improve their performance
level within the company and create positive working environment. In companies, female
workers are still paid significantly less than male employees as it creates issues among both that
may put negative contact on the performance of organization and its workforce. Therefore, it is
significant for company in determining the factors that directly contributes in promoting equality
at workplace and improve productive workforce. At workplace, if all the employee whether they
are male, or female get equal pay and opportunities then they always try to put their best at
workplace. This can be effective in enhancing company growth by bear worker within the
company for longer period Svensson, (2019).
Importance and benefits of gender equality within the organisation
According to Conrad, Ghosh and Isaacson, (2015), Gender equality play a significant role
in preventing violence against women within the business organisation as it is a human right and
good for company in attaining growth or success. Workplace gender equality can be attained
when all the employees are able to effectively access or enjoy the same rewards and
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opportunities. This can be beneficial for company and its workers to attain their targets in
stipulated time frame.
According to Mahoney (2015) gender equality is an aspect wherein employees should be
treated fairly and does not discriminated at workplace on basis of their characteristics. This will
improve the chances of increasing worker’s performance. If company effectively implement the
equality at working area then, it can easily motivate and encourage its employees at workplace.
With the assistance of this, company can maintain a positive relation with employees and
improve their performance as well. For this various laws and regulations are also followed by
business organisation to improve their working activities and will directly contribute in
enhancing the overall performance of company and its workers as well.
There are some benefits of gender equality within an organisation:
Varied Viewpoints: Implementing gender equality at the workplace is beneficial as it
includes different opinion of employee that help in attaining set goals and objectives in an
effective manner. Various viewpoints help the company in increase innovation because it
promotes skilled and capable workers through which firm can improve their productivity level
and make workers more productive.
Gain a great reputation is showing a vital function in company because it gives equal
and fair opportunities to every employee in which they execute their best to accomplish their set
targets. With the assistance of this, company can attain great reputation and invite more and
more talented workers Fergus and Collier, (2014). This will contribute in enhancing overall
performance of business and its workforce as well.
Challenges faced by the organization in maintaining gender equality at workplace
According to Wilson, (2019), in business organisation, managing gender equality is one
of the crucial activities as it helps the company in developing their positive performance. The
main reason behind implementing gender equality is to promote equal opportunities to all the
workers at workplace so that they can easily maintain positive relation with each, and every
employee perform in business organization. In context of this, there are different challenges
faced by company while managing or maintaining gender equality at workplace are as follows:
Unequal pay it is one of the major issues that faced by company in maintaining gender
equality within the organisation Breza, Kaur and Shamdasani, (2017). As a female employee get
less pay as compare to male that negatively impact on their performance level and reduce their
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productivity as well Landy and Conte, (2016). Thus, it is important for business to provide equal
pay to both male and female employees so that they can maintain a positive relation and enhance
their productiveness level Abraham, (2017).
Pay gender within the business organisation is the main issue that faced by workers at
workplace. This can be negatively impact on employee's performance Durbin, Page and Wallaby
(2017). The main reason behind this is that company provide less to women as compare to men
that may reduce their productivity to do their task and activities at workplace.
Promotion of women is less than men: In business organisation, female workers are getting less
promotion as compare to male Kunz and Lautenbacher, (2017). This type of discrimination can
be put negative impact on employee's performance. Due to this, workers can create issues that
may reduce effectiveness of team working. For this, company is responsible for treat all the
workers equally and so that they can easily improve their efficiency at workplace Joseph,
Saravanabavan and Nisker,( 2018).
Unethical behaviour of employees is it if workers are not getting equal treatment then
they reduce their motivation and does not take involvement within the business activities
Greenbaum and et. al., (2017). Due to which company may fail in accomplishing their targets in
stipulated time frame Foster, (2015). This will put negative contact on performance of
organization and at the same time also cut down their profitability level at market place Harrison,
Summers and Mennecke, (2018).
Impact of leadership in managing gender equality at the workplace
According to Mayhew (2019) managing gender equality is consider as an important
activity for leaders to improve employee's performance. The leader is responsible for promoting
equality by influencing workers to perform their task in a team. Along with this, they also
motivated employees to participate within the business activities with the aim of creating
positive and healthy working environment. This can be effective for company in enhancing
employee performance. With the assistance of this, firm can enhance the chances of attaining
success at market place. For attaining the same, leader also use effective leadership approaches
that help in making them able developing positive relation with each other at working area.
According to Norris, (2019), leadership is one of the important activity or procedure that
help company in managing gender equality at the workplace as it helps employees in improving
their performance within the business organization. By this, firm can improve profitability at
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market. In this regards, manager of the company is responsible for implementing effective
leadership through which they can lead and motivate all the employees at workplace Curtis,
(2017). It may improve the possibilities of increasing employees' performance and also
encourage them to perform their best to attain their set targets. Furthermore, leader is responsible
for providing better training that support begins with accelerative awareness of gender bias
within the company and also tries to eliminate the same. By this, firm can develop positive
working environment wherein male and female employees perform in a team and share a healthy
relation. Leader also play a crucial role in influencing workers to take initiatives to communicate
and also tries to develop ethical behaviour. This will support in reducing or eliminating the issues
related with the gender inequality Gu, B., (2016). It may aid in improving both male and female
performance and at the same time also retain them for within the company. By this company can
easily accomplishing success at the market Potvin et. al., (2018).
RESEARCH METHDOLOGY
It is considered as a process of gathering, analysing and interpret information in order to
get reliable data. This will contribute in developing study in systematic manner so that positive
and authentic results can be easily attained. Furthermore, it considers different tools and
techniques applied by researcher for collecting detailed information towards the particular
research topic and area as well Dutta and Banerjee, (2014). Hence, it is crucial for investigator to
selected suitable method for undertaking investigation so that they can easily attain reliable
outcomes in effective manner.
Research philosophy: It is incidental to the beliefs in which information should be
gathered. In this regard there are two type of research philosophy such as interpretivism and
positivism Wiek and Lang, (2016). For undertaking this research, investigator will use
interpretivism research philosophy as it assists in evaluating the information in an effective
manner.
Advantage: The main benefit of using this method is to analyse the facts that is based on the
primary aspects. It helps in gathering valid and depth analysis to draw a valid conclusion.
Disadvantage: Major drawback of using this method is that primary data generated in
interpretivist studies as it fails in determining the reliable outcomes within the research
(Dougherty, Slevc and Grand, 2019).
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JUSTIFICATION: The main reason behind selecting this method is it allow an investigator to
effectively interpret all the elements of the research and also integrated human interest that
support in attaining actual outcomes.
Research approach has two type of research approaches like inductive and deductive.
These are effectual but at the same time for this research, researcher will use deductive each
approach as it support in providing detailed data towards the research objectives Fergus and
Collier, (2014). By this, researcher take right and valid judgement within the research.
Advantage: The main benefit of inductive research approach is that it is very limited that may
reduce the chances of any kind of error and inaccurate in collecting data.
Disadvantage: Another side, it is incomplete as it may reach false and inaccurate conclusion
along with accurate observation. This is the reason that researcher some time fail in attaining
positive results (Kumar, 2019).
JUSTIFICATION: The reason behind using the deductive research approach is that it permits
flexibility and support to generation of the new theory. It is helpful in providing the relevant
information an getting positive outcomes.
Research choice it is essential for the investigator to choose best and suitable technique
of undertaking study as it assists in accomplishing positive outcomes. In this regard, there are
two type of research like qualitative and quantitative Walliman, N., (2017). According to this
investigation, researcher will apply quantitative research in determining the accurate response of
selected respondents on the basis of research topic and area as well.
Advantage: One of the main advantages of quantitative research is to provide measurable data as
it is effective in understanding the behaviour of selected respondents towards the specified topic
and area as well.
Disadvantage: In this selected sample size can be big issue that reduce the reliability within the
provided information (Basias and Pollalis, 2018).
JUSTIFICATION: As this choice of research is linked with positivism research philosophy
because it focuses on human interest and behaviours towards the selected topic.
Time Horizon is one of the crucial aspects of research as it assists the investigator in
evaluating starting and ending time period that support in completing the research activities. For
this, Gantt chart is appropriate graphical tool by which researcher can complete whole research
in stipulated period of time. In cross sectional studies data are collected just for once in order to
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answer the question in effective manner. Whereas, longitudinal studies are important wherein the
investigator might want to analyse people or phenomena in more than one points in order to
answer the research questions. By this, research activities can be completed successfully and also
improve the chances of attaining positive results.
Research design play a significant role as it is an effective plan and procedure of
organising and controlling research in effective way. Mainly, it considers three type of design
such as descriptive, exploratory and experimental Gu, (2016). For this investigation, expert will
adopt exploratory research design as it is providing accurate information towards the research
topic.
Advantage: Exploratory research design is effective because in which data is obtain from large
population that can be reliable in nature.
Disadvantage: Some time results may reflect certain level of bias because of absence of
statistical tests and evaluation.
JUSTIFICATION: As it also observes as well as measuring without manipulating variables on
the basis of research theme. This will aid in attaining more authentic outcomes (Liedtka, 2018).
The exploratory research design is effective in examine the non-quantified issues. This helps in
give the detailed information and give the answers to whole research questions.
Source of data for collecting information there are two type of sources such as primary
and secondary. For this explore, investigator will use primary and secondary source of data by
which investigator came easily collect detailed and authentic data. By primary method,
researcher develop a questionnaire that includes various questions asked from selected
respondents.
Advantage: One of the main benefits of using primary method of data collection is that it is
based on real data that provide by selected participants towards the research topic.
Disadvantage: The major drawback of this method is that it is more time-consuming method as
compare to secondary method of data collection (Mohajan, 2018).
JUSTIFICATION: This type of method is used by research because it is help in analysing facts
on the basis of actual respondents that is reliable in nature.
On the other side, secondary source of data collection help in undertaking literature
review that includes views points of various authors based on specified research topic. By using
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