Themes in of Mice and Men - 1614 Words

Themes, Motifs Symbols Themes Themes are the fundamental and often universal ideas explored in a literary work. The Predatory Nature of Human Existence Of Mice and Men teaches a grim lesson about the nature of human existence. Nearly all of the characters, including George, Lennie, Candy, Crooks, and Curley’s wife, admit, at one time or another, to having a profound sense of loneliness and isolation. Each desires the comfort of a friend, but will settle for the attentive ear of a stranger. Curley’s wife admits to Candy, Crooks, and Lennie that she is unhappily married, and Crooks tells Lennie that life is no good without a companion to turn to in times of confusion and need. The characters are rendered helpless by their isolation,†¦show more content†¦Motifs Motifs are recurring structures, contrasts, and literary devices that can help to develop and inform the text’s major themes. The Corrupting Power of Women The portrayal of women in Of Mice and Men is limited and unflattering. We learn early on that Lennie and George are on the run from the previous ranch where they worked, due to encountering trouble there with a woman. Misunderstanding Lennie’s love of soft things, a woman accused him of rape for touching her dress. George berates Lennie for his behavior, but is convinced that women are always the cause of such trouble. Their enticing sexuality, he believes, tempts men to behave in ways they would otherwise not. A visit to the â€Å"flophouse† (a cheap hotel, or brothel) is enough of women for George, and he has no desire for a female companion or wife. Curley’s wife, the only woman to appear in Of Mice and Men, seems initially to support George’s view of marriage. Dissatisfied with her marriage to a brutish man and bored with life on the ranch, she is constantly looking for excitement or trouble. In one of her more revealing moments, she threatens to have the black stable-hand lynched if he complains about her to the boss. Her insistence on flirting with Lennie seals her unfortunate fate. Although Steinbeck does, finally, offer a sympathetic view of Curley’sShow MoreRelatedTheme Of Loneliness In Of Mice And Men998 Words   |  4 Pages In Of Mice and Men, John Steinbeck utilizes loneliness as an overarching theme, there is however one character that is noticeably longer than the others in Steinbecks novella. This character is Crooks, a bitter and aloof man, he used to have a family with brothers and a 10 acre chicken ranch. Now he lives the life of a stable buck isolated by his race (he is the only African American on the ranch) among other things (Steinbeck,2002). This loneliness truly characterises him and causes no end toRead MoreTheme Of Foreshadowing In Of Mice And Men1219 Words   |  5 PagesIn the book, Of Mice and Men, foreshadowing is used all the way from the title of the book to the last sentence. Of Mice and Men was written by Nobel Prize for literature winner, John Steinbeck. The book is about two migrant workers with the fantasy of a place to call their own. When George and Lennie end up traveling together to a new town to find work, new challenges await them there that are disastrously worse than the ones they faced in their former town, Weed. How does Steinbeck use foreshadowingRead MoreTheme Of Loneliness In Of Mice And Men1368 Words   |  6 PagesOf Mice, Men and Loneliness John Steinbeck is the author of the story Of Mice and Men. He grew up in the Salinas River Valley in California, where Of Mice and Men takes place. Steinbeck grew up in 1929 when the Great Depression was going on. Of Mice and Men also takes place during the Great Depression. There were many migrant workers during the Great Depression. Migrant farm workers are men who move around the country working and earning wages and then moving to the next farm. These migrantRead MoreThe Theme Of Loneliness In Of Mice And Men816 Words   |  4 PagesGreat Depression. He dropped out of college to pursue his passion for writing. In 1937, he wrote Of Mice and Men, one of his more serious novellas. In his novella, Of Mice and Men, John Steinbeck uses the characters Crooks, Curleys wife, and Candy to contribute to the overall theme of loneliness. To begin, Steinbeck uses Crooks, the stable hand who is discriminated against, to contribute to the theme of loneliness. Crooks is so highly discriminated against because he is the only black man on theRead MoreOf Mice and Men - Theme of Loneliness1641 Words   |  7 PagesOF Mice and Men - Theme of Loneliness Controlled Assessment - Of Mice and Men Of Mice and Men’ is written by John Steinbeck. The novel is set in the 1930s during the great depression in California, America. Loneliness is the consistent theme running through the novel, relating as it does to the other themes namely: broken dreams and prejudice. Steinbeck illustrates through Curleys wife, Candy, and Crooks, three main characters of the novel the great negative effect of lonelinessRead MoreTheme Of Isolation Of Mice And Men868 Words   |  4 PagesIsolation â€Å"A guy needs somebody—to be near him. A guy goes nuts if he ain’t got nobody,† says one of the characters in the story (Pg. 72). Loneliness and isolation are two of the main themes in John Steinbeck’s novel Of Mice and Men. Throughout this story, it is clearly shown that even if someone is in a crowd, it does not mean that they feel included. In fact, it is even easier to feel excluded by the cause of discrimination, racial hate, and fear. Although countless characters in this book tryRead MoreThe Theme Of Loneliness In Of Mice And Men1919 Words   |  8 Pageslonely an’ he gets sick†(Steinbeck 72-73). While an African American man named Crooks made this comment in Steinbeck’s novella Of Mice and Men, this sentiment can also be applied to anyone who is lonely, especially if they lived through the Great Depression. In the 1930s’, many people experienced awful circumstances that forced them to resort to desperate measures for money. Men often deserted their families and became , migrant workers, travelling from job to job in order to survive. In the novella, CandyRead MoreThe Theme Of Adversity In Of Mice And Men1350 Words   |  6 Pagessocieties. The theme of adversity and how it affects characters discussed in class can be seen clearly within the novel Of Mice and Men by John Steinbeck, and the graphic novel of Persepolis by Marjane Satrapi. The fictional novella Of Mice and Men - based in 1930’s California during the Depression - demonstrates the struggles of adversity distinctly through the characters of Curley’s Wife and Crooks, and the non-fictional story of Persepolis – a story narrating the author’s childhood during theRead MoreTheme Of Loneliness In Mice Of Men725 Words   |  3 Pages †You never realize how lonely you are until it’s the end of the day and you got a bunch of things to talk about and no one to talk to.† In the book Mice of Men by John Steinbeck he expresses loneliness through many of his characters in his book. Loneliness is a theme that is throughout the story that so many characters had. Their loneliness can let us see that characters in a different light and Steinbeck wants the reader to see. George, Crooks, and Curley’s Wife are characters that have lonelinessRead MoreOf Mice And Men And The American Dream Theme756 Words   |  4 Pageswords, themes, characters, and events. It is based upon the time period of the great depression, where many people were poor, had no self courage, and especially, had dreams that seemed impossible. Of Mice and Men creates a world of gloom, sadness but also joy. The novella specifies many problems that the world had and still has in modern day. The novella is driven by a common theme tha t shows the flaws and strengths of the characters. The American Dream is an important theme in Of Mice and Men because

The Hobbit Movie Vs Movie Essay - 1473 Words

The thought that is running through all our heads when we are in English class is, can t we just watch the movie? The answer is no, we can t just watch the movie because the book has many major details that the movie does not include. For our age, reading the book will have a major impact on our life ahead, how we look at the world, and how we look at others. Some of us may be unhappy that we are reading the book and not just watching the movie, but we need to realize, that not only with The Hobbit but with all movies, they are vastly different from the books. In chapter one of the book An Unexpected Party compared to the first part Hobbit movie, (An Unexpected Journey) there were many very noticeable differences. Such as the way the†¦show more content†¦Such as how they escaped from the Goblin tunnels. In the book, they Just took the chance when none of the Goblins were looking and ran. In the movie, they had to defeat the Goblin King in order to escape. For Bilbo, escaping was a slightly different journey in this section of the book compared to the movie. For Bilbo in the book he had gotten hit in the head and was lost. He found Gollum s ring and played his game of riddles then escaped. In the movie the goblins did not see Bilbo, so he was not captured. He had fallen off of one of the walk-ways and saw Gollum s ring and took it. He had his game of riddles and then escaped. Chapter six Out of the Frying-Pan into the Fire and the last part of the first movie there were some minor differences that will impact the rest of the book and the next movies. In the book, once Thorin and company escaped the goblin tunnels, Bilbo told the others how he had escaped using this magical ring. However, in the movie, he did not mention using any magical ring while escaping Gollum. In the start of the second movie, (The Desolation of Smaug) compared to the seventh chapter of the Hobbit Queer Lodgings, there were many very noticeable differences. In the start of the second movie, Peter Jackson added a scene where Gandalf and Thorin were talking in a bar about the journey they would venture together. That scene was not in the book. How the company met Beorn, (a shape-shifter) was also vastly different fromShow MoreRelatedReflection Paper On My Writing5143 Words   |  21 PagesRebottaro ENG 131.72 Nicole Brake Reflection Essay Throughout my semester in English 131, I have gained many improvements to both my writing skills and my writing process. One such improvement was making me think critically on my essays in both this class and another class where we had to write essays. On all of my later self-reviews, I constantly gave way below what I was eventually given, and that helped me so much, by changing my essays so much more than what I would have done originallyRead MoreInvestigating Lord of the Rings: The Fellowship of the Ring Essay1850 Words   |  8 PagesInvestigating Lord of the Rings: The Fellowship of the Ring English essay The filmmakers of the lord of the rings use presentational devices to give an idea what the characters, themes and the action to the audience. In order to understand the interpretation of the good vs. evil is given in the film the fellowship of the ring, we will be analyzing and also reviewing on the use of the films language we will be focusing on our own opinions. We will be focusing

Consumer Behavour Free Essays

string(38) " evaluating the various alternatives\." Models of Consumer Behaviour UNIT 9 Objectives MODELS OF CONSUMER BEHAVIOUR After reading this unit, you should be able to: †¢ †¢ †¢ †¢ identify the different levels of consumer decision-making explain the process of consumer decision-making differentiate between types of buyer decision behaviour describe the buyer behaviour with the help of an input, process, output model Structure 9. 1 Introduction 9. 2 What Is a Decision? 9. We will write a custom essay sample on Consumer Behavour or any similar topic only for you Order Now 3 Levels of Consumer Decisions 9. 4 Process of Decision- Making 9. 5 Types of Purchase Decision Behaviour 9. 6 Stages in the Buyer Decision Process 9. 7 Models of Buyer Behaviour 9. 8 Summary 9. 9 Key Words 9. 0 Self-assessment Questions 9:11 Further Readings 9. 1 INTRODUCTION In this unit we shall examine how a consumer actually arrives at the decision to purchase a specific product or brand out of the so many available in the market. Or, in other words, we shall study the process of consumer decision-making. In the previous unit we had discussed a simple model of consumer decision-making, comprising an input, process and an output. A consumer receives stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds to these stimuli in terms of either buying or not buying the product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision. 9. 2 WHAT IS A DECISION? A decision is the selection of an alternative out of the several number of alternatives available. It is only when theme are two or more alternatives available that there is the need to make a choice. In the field of consumer behaviour, we are only concerned with situation in which the consumer has to take a purchase decision where there is a choice available. 27 Understanding Consumers 9. 3 LEVELS OF CONSUMER DECISIONS As a buyer or consumer you are all the time making decisions such as what product to buy (a book or a shirt as a birthday present for your friend), Which brand (Lux, Liril, Hamam, Rexona or OK toilet soap) from where (Super Bazar, nearby corner shop, chemist), etc. Table 1 presents a summary of the different levels of purchase related decisions most commonly encountered by consumers. The table highlights the broad range of choices the consumers have to select from when making a decision, starting from the generic product category level to the brand level and retail outlet level. 9. 4 PROCESS OF DECISION-MAKING The most basic and important requirement for the marketer is to understand how consumers make choices. Ajzen and Fishbein have attempted to explain human choice behaviour in their theory of reasoned action which states that: â€Å"Generally speaking-human beings are usually quite rational and make systematic use of information available to them. People consider the implications of their actions before they decide to engage or not to engage in a given behaviour. † Thus, making a decision is a rational and conscious process in which the consumer evaluates each of the available alternatives to select the best amongst them. Each decision you make involves an elaborate mental thought process, a degree of active reasoning, though on the surface it may not always seem to be so. This may be because over a period of time you have taken certain decisions so many times that they now seem to be made almost automatically but that is not true at all. Even your daily decision of buying a loaf of bread involves the element of active reasoning as buying a new sofa set for your drawing room. However, in the former case, the extent and intensity of active reasoning may be much less as compared to the latter case. 28 In the case of bread, the only decision variables may be which brand, quantity and retail outlet. But in case of buying a sofa set the decision variables are far more in number. These may be: †¢ †¢ †¢ †¢ †¢ ready-made or made to order from a furniture shop or to be built at home type of material for frame: Wood, Steel, Aluminium type of material for cushion: cloth, rexine, leather design: with or without arm-rests, height, depth of seat, seating capacity, loose or fixed cushion. Models of Consumer Behaviour Thus, depending on the type of decision being made, the degree and strength of active reasoning will vary. There are three factors which influence the degree of active reasoning that is undertaken by the consumer in his process of decision-making. These are: i) involvement, ii) alternative differentiation, and iii) time pressure i) Involvement: When a product is perceived to be of great personal importance to the customer, such as personal clothing, or its purchase involves a great deal of money or risk such as jewellery, car, house, company shares, the level of involvement in making the decision is likely to be very high. The consumer is likely to spend a great deal of time before arriving at the final decision. In contrast, when buying items which do not reflect much on the consumer’s personality or their purchase involves small amounts of money . or the risk associated with them is not high, the degree of involvement of the consumer is likely to be low. Products such as shoes, polish, toilet soap, toothpaste, biscuits etc. would fall in this category. i) Differentiation: When the consumer perceives that the various alternatives which are available are very different from one another in terms of their features and benefits offered, he is likely to spend more time in gathering information about and evaluating these different features. On the other hand, in case of products which are not very different from one another either in terms of their features or benefits offered, the consumer is bound to perceive them as being almost the same and buy the first available product/brand which satisfies hi s minimum expectation. He will not like to spend much time in evaluating the various alternatives. You read "Consumer Behavour" in category "Papers" The various brands of washing powder available in the market today are an excellent example of low level of differentiation with the consumer perceiving the different brands to be offering almost identical benefits. All the brands, such as Nirma, Vimal, Vijay, etc. look similar with identical packing and carry almost the same price tag. Till a few years ago, the two wheel scooter market in ,India was highly undifferentiated with Vespa and Lambretta offering almost identical scooter to the consumers in terms of basic features. But today the same market is highly differentiated. The consumers have a wide range of brands to choose from such as Kinetic-Honda, Lohia, Bajaj etc. each offering a variety of shapes, horse power and many other innovative features to choose from. A potential consumer of scooter would have to spend considerable time in evaluating each brand before he is in a position to make his decision. iii) Time Pressure: When you are under pressure to make a decision quickly, you cannot afford to spend a long time finding out about the various products or brands. You would probably buy whatever is readily available. While traveling in your car to a hill station your car tyre bursts and you need to buy a new one. At that time you would buy the brand that is available at whatever price without giving it too much thought. But under a different situation, when you need to buy new tyres, you would certainly like to find the features of nylon and radial tyres and evaluate various brands e. g. Modi, MRF, Dunlop and Apollo etc. on their individual advantages and disadvantages. 29 Understanding Consumers Activity 1 a) For each of the products/services written below, identify whether the purchase decision involves a high or low degree of involvement under normal circumstances: i) ii) iii) iv) v) vi) vii) viii) ix) x) Scooter Tyre Steel almirah Transistor radio Bicycle Shirting material A pair of shoes Toothpaste A family planning device such as Nirodh Restaurant Voltage stabiliser. b) In respect of the above products, record which differentiated alternatives (brands) are available in the market. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9. 5 TYPES OF PURCHASE DECISION BEHAVIOUR Consumer buying behaviour varies with the type of buying decision. Earlier, we stated that while a decision for buying bread was almost made automatically, the decision for buying a sofa set was more deliberate and time consuming. Similarly, there is a great deal of difference in buying a tube of toothpaste, clothes for yourself and a refrigerator for your home. We shall now distinguish three types of buying behaviour: i) Routinised response behaviour, ii) Limited problem solving, and iii) Extended problem solving. ) Routinised response behaviour (RRB): This occurs when the consumer already has some experience of buying and using the product. He is familiar with the various brands available and the attributes of each and has a well establ ished criteria for selecting his own brand. Consumers do not give much thought or time when buying such products and already have a preferred brand. The degree of involvement in buying such products is low. Frequently purchased and low cost products such as razor blades, coffee powder, toothpaste, soap, soft drinks, etc. fall in this category. Marketers ealing in products involving routinised response behaviour must ensure the satisfaction of existing customers by maintaining consistent quality, service and value. Also, they must attempt to attract new customers by introducing novel features, using point-of-purchase promotional material and special displays. ii) Limited Problem Solving (LPS): In this type of buying behaviour, the consumer is familiar with the product and the various brands available, but has no established brand preference. The consumer would like to gather additional information about the brands to arrive at his brand decision. For instance a housewife buys refined vegetable oil for her cooking. She is familiar with the concept of vegetable oil (as opposed to say vanaspati and ghee) and also knows that Postman, Dalda and Ruby are some of the prominent brands available. But to establish her choice of brand, she would like to check with her friends and regular shopkeeper about the attributes of each. Limited problem solving also takes place when a consumer encounters an unfamiliar (or new) brand in a known product category. The housewife who buys refined 30 vegetable oil, on her next visit to the market, sees a new brand of oil, Saffola. Apart from being a new brand, this brand of oil also claims the unique attribute of being low in cholesterol. To arrive at a decision, whether or not to buy this brand, the housewife needs to gather information about the new brand which will allow her to compare it with the known brands. The marketer’s task in a situation where he is introducing a new brand in a well known product category is to design a communication strategy that gives complete information on all the attributes of the brand, thus increasing the consumer’s confidence and facilitating his or her purchase decision. ii) Extensive Problem Solving (EPS): Extensive problem solving occurs when the consumer is encountering a new product category. He needs information on both the product category as well as the various brands available in it. This kind of decision is by far the most complex. For instance, you are thinking of buying a Flat colour television to replace your existing black and white TV set. You do not have much idea about how to judge the quality of a, colour TV set. You have heard about the various rands, such as Videocon, BPL, Samsung, LG, Sony, Thomson etc. but you do not know what t heir respective quality ranking is in colour TV. Each brand makes claims of foreign technology, latest features such as flat square tube and channel display. Further, t here is a range of models to choose from within each brand, models with remote control . different cabinet colour finish, vertical monitor styling etc. To arrive at a decision, you have to gather information at three levels and also establish a criteria for evaluating this information. The three levels of information gathering and evaluation are at generic product level, brand level and model level within each brand. The marketing strategy for such buying behaviour must be such that it facilitates the consumer’s information gathering and learning process about the product category and his own brand. The marketer must be able to provide his consumer with a very specific and unique set of positive attributes regarding his own brand, so that the purchase decision is made in his favour. The concept of EPS is most applicable to new products. The product may be new at the generic product concept level (such as Maggi noodles) or it may be an established product concept but new for a particular consumer. In case of a new product concept such as ready to cook instant snack, the entire consumer universe is unfamiliar with the product. The marketer has to spend large amounts of money in educating the consumers about his product. The consumers in turn need a great deal of information before they can take a decision; and the decision process takes a long time. On the other hand, you may have the situation where the product concept is well understood by a majority of the consumers, but it is being bought or used by a particular consumer for the first time. To take a very simple example, a tribal who is exposed to the concept of toothpaste for the first time in his life will seek a lot of information and take a long time to decide. For him, buying a toothpaste is a EPS behaviour, whereas for most of us it simply requires a routinised response behaviour. Models of Consumer Behaviour 9. 6 STAGES IN THE BUYER DECISION PROCESS Even buying decision involves an element of active reasoning. The manner in which this active reasoning manifests itself is illustrated in Figure I. In making a purchase decision the consumer goes through the five stages of: i) ii) iii) iv) v) problem recognition, pre-purchase information search, evaluation of alternatives, purchase decision, and post purchase behaviour. However, in case of routine purchases, the consumer may skip the second and third stages and straight away go to the stage of purchase decision. But in case of purchase 31 Understanding Consumers decision involving extensive problem solving, the consumer is likely to go through all the five stages in the specified sequence. The important point to note is that the buying process starts much before the actual purchase and has implications even after the purchase has been made. This should give ideas to the marketer as to how he has to start designing his marketing strategy in order to achieve his specified marketing objectives. Figure I: Stages in the Buyer Decision Process Let us understand the stages in decision-making process with the help of a Mr. Rao’s specific decision to purchase a briefcase. i) Problem Recognition: The buying process starts with the buyer recognising a need or problem. Mr. Rao feels very uncomfortable carrying his papers, files and lunch packet in his hand or in a plastic bag to his work place. Sometimes, the papers and even files from his hand and get spoiled Mr. Rao feels the need for a suitable receptacle to carry papers to and fro from his office and has identified a briefcase as the solution to his problem. i) Pre-Purchase Information Search: In response to the stimuli provided by the need for a briefcase, Mr. Rao starts searching for information on the kinds of briefcases available in the market. Search can be of two types: internal and external. Internal search refers to recalling relevant information stored in the memory. For instance, Mr. Rao may recall having seen the different kinds of briefcases used by his co lleagues. Or he may recall having seen some advertisements for briefcases on the television or in some magazines and newspapers. External search refers to the deliberate and voluntary seeking of new information regarding the product/brand under consideration. Mr. Rao can seek information from the following three sources: †¢ †¢ †¢ Personal sources: family, friends, colleagues, neighbours. Commercial sources: advertisements, retailers, salesmen. Public sources: seeing others, consumer information centres. By tapping all these sources of information, Mr. Rao is able to identify the different types of briefcase on the basis of material, branded versus unbranded, high-mediumlow priced. A wide variety of materials are used for making briefcases ranging from the best leather to rexine to plastic. There are branded briefcases available and Mr. Rao can choose from the well known VIP, Safari and Aristocrat and some less known local brands, or he can choose to buy an unbranded briefcase. The price ranges from Rs. 125 to Rs. 1200. Also, there are a number of other features which can influence the choice, such as type of lock, and number of partitions and pockets for keeping different documents. By the end of this stage, Mr. Rao has gathered enough information about different kinds of briefcases available and has narrowed down his alternatives to moulded plastic, branded briefcase. Within this broad range there are various brands and price ranges to make the final choice from. Evaluation of Alternatives: Mr. Rao will make his final decision using certain evaluative criteria. The most commonly used criteria are: (i) product attribute, (ii) the relative importance of each attribute to the consumer, (iii) brand image, (iv) attitudes towards the different brands or alternatives under considerations. For instance, the product attributes of the (Plastic branded briefcase) alternatives identified by Mr. Rao are: , unbreakable, lightweight, spaciousness, reliability of locking system, colour, price. Mr. Rao attaches maximum importance to the product attributes of light weight and spaciousness as compared to other attributes. He already has some kind of attitude towards the various brands developed in the stage of information search which will affect his final decision. 32 This stage of the buying decision process gives the marketer a chance to modify his product offering in keeping with the relative importance attached to each attribute by various consumer segments, altering beliefs and attitudes about his own brand, and calling attention to neglected product attributes, Purchase Decision: In the evaluation stage, Mr. Rao has ranked the various brands in terms of his first, second and third preference. In short, he has made up his mind about which brand he wants to buy. However, Mr. Rao may finally end up buying a brand which is not his most preferred. This may happen because attitudes of others and †situational factors. For instance, when Mr. Rao goes to the shop to make his purchase, the shopkeeper’s negative remarks about his (Mr. Rao’s) most preferred brand may make him change his mind. Also, it is possible that Mr. Rao’s preferred brand is not available, or there is a very attractive price discount on the brand ranked third by him which eventually makes him change his mind. Post Purchase Behaviour: After purchasing the briefcase, if Mr. Rao finds that its performance or utility matches up to his expectation, Mr. Rao will feel satisfied with his purchase. The satisfaction will reinforce Mr. Rao’s perceived favourable image of the brand, which is likely to be extended to the entire range of products manufactured by the Company. Also, Mr. Rao is likely to strongly recommend the brand when his friends ask his advice for buying a new briefcase. A satisfied customer is thus a very powerful source of influence for potential customers. However, if Mr. Rao feels that the briefcase which he has purchased is not upto his expectation, then he is likely to feel dissatisfied. The gap between expected (or perceived) and the actual performances causes discomfort or dissonance to the buyer. As a result of this, Mr. Rao may decide to stop buying other products sold by the same Company and also warn his friends about the poor utility of his briefcase. To reduce his own state of discomfort or dissonance arising from the feeling that he has not made the right choice, Mr. Rao can: (i) re-evaluate the unchosen brands and downgrade their desirability by identifying some negative features, and (ii) search for information to confirm his choice. Models of Consumer Behaviour Activity 2 a) Consider the case of a consumer durable which you may have recently purchased. Try to recall the actual process you might have undergone in buying that. Write down the specific activities you undertook at each stage of the decision-making process. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ b) Do you find any differences in the approach described above and the approach that you may have followed? What could be the reasons for these differences? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 33 Understanding Consumers 9. 7 MODELS OF BUYER BEHAVIOUR Consumer behaviour is a process and purchase is only one stage in that process. There are many underlying influences ranging from internal motivations and attitudes to social and external influences of many kinds. Having explained the consumer decision. making process, now let us turn our attention to the process of consumer or buyer behaviour. We shall explain the process of buyer behaviour with the help of four models. The first two models describe the decision process as applicable to individual consumer. The third model explains the decision-making process of a group, namely the family. The fourth model explains the decision-making process in the context of an organisation. Howard-Sheth Model This model explains the buyer decision process using four major sets of variables as presented in Figure II. The four sets of variables are: (i) inputs, (ii) perceptual and learning constructs, (iii) outputs and (iv) exogenous or external variables. i) Input: The input to the customer decision process is provided by three distinct types of stimuli. Of these two types of stimuli are provided by the marketer in the form of physical, tangible product characteristics known as significative stimuli, and intangible, perceptual product characteristics known as symbolic stimuli. To return to the example of Mr. Rao, while the physical appearance, sturdiness, finish, and spaciousness would constitute the significative stimuli for quality, the overall quality that Mr. Rao perceives in his briefcase connotes the symbolic stimuli. The actual price paid for the briefcase is significative stimulus while the perception that the price is reasonable, or too high or is a good bargain is the symbolic stimulus. The third type of stimuli is provided by the consumer’s family, reference groups and social class to which he belongs. 34 How to cite Consumer Behavour, Papers

Change Management Employees and Teams

Question: Discuss about theChange Management for Employees and Teams. Answer: Introduction Change Management is quite crucial for organizations; it can be defined a transition for organizational teams, employees, teams from the current state to a future state so as to ensure they meet their Companys vision (Cameron Green, 2004). It is happening almost daily; organizations are doing this to maximize profits, improve performance and to gain competitive advantage. Most organizations have had their success because of embracing positive change. Positive change is, therefore, necessary for organizations. For my assignment, I will focus on the Sunny Maldives Company. I chose this company as it is one of the leading enterprises in the tourism industry. In Maldives tourism is the primary economic activity, this is because it is an island. Many people choose their getaways in islands hence Maldives has been very many tourists. It is owned by a group of companies namely Maldives deluxe resorts, book Maldives resort and Maldives dive boats (Cameron Green, 2004). Sunny Maldives Background Sunny Maldives was registered in the year 2000. It was known as Marvelous Maldives and later rebranded to Sunny Maldives. The aim of the organization is to run any business involved in tourism. It is recognized by the ministry of education of the state. It started as a company for booking hotels and reservations for tourists; customers were quite satisfied with this service as they offered them professionally. After six years the company had a management reshuffle so as to make sure it gained a competitive advantage over its competitors. After the reshuffle, the organization was able to hit a high target of customers, gain competitive advantage, develop companys mission and vision statements. Today Sunny Maldives is one of the most reliable and trusted companies in the state; it also gives a variety of services bookings, resort allocation and resorts total allocation. The success of this organization has been linked to change management and diversification of products. They diversify their products by supplying fish and resort supplies. The company stands out from other enterprises by producing quality products and services. Importance of Change Management Sunny Maldives Company performed better after an organizational change, re-engineering of their workforce was quite crucial to ensure that they gained a competitive advantage, and they were able to stand out from other organizations in the same sector. They can bridge the gap between what their customers needed and the results. Today they offer the best services on the island. The main aim of changing management was to ensure they deliver expected results. Realistically, before 2006, they used to deliver expected outputs materials but not outcomes. It is expensive funding an organization that does not provide results (Change management, 1989). Another importance of change management in the company was to mitigate the missions critical risk. It is paramount for all agencies to have a mission statement. It guides them by showing them what is expected of them shortly ("Change of editorial address", 1985). When an organization fails to work towards achieving its mission statements or fails to control possible risks, they increase their costs of rework, redesign, retrain and in some other cases it may result to retreat. Change management in the Sunny Maldives Company was also to ensure that they treat their employees right. Treating employee's right is important. In most successful organizations, they treat them as their most valuable asset. By treating them right, one creates a conducive environment for working and motivates them ("Change of editorial address", 1985). Motivation is quite crucial as it makes them work to produce results not just to finish the job (Change management, 2007). Another important reason for change management is to enhance innovation. Sunny Maldives change management system was of great success as it assisted the company in coming up with better ways of customer satisfaction. Sunny Maldives introduced a new type of super boats that increased was well accepted in the market. It was evident after the turnaround of management in 2006 (Change management, 2007). The new leaders came sat down, brainstormed and they came up with good ways of diversifying their products and ensuring that their customers are satisfied (Change management, 2007). It is evident that the new team had a lot of innovativeness that was important for the company to move forward. Change management makes customers, suppliers and employees support and understand the need of change (Change management, 2007). In most cases, if we do not manage change customers will not be aware of what is happening. It is, therefore, crucial to inform them so that they can support change and embra ce it (Green, 2007). Identify the Management Changes you Would like to take Place in the Organization. Management changes have already been taking place in this group. There are few changes I would like to make. However, I would like to make slight changes to the FB supervisor. There have been complaints on trip advisor on setting of the dining. Orders were slow, and there was limited list of breakfast foods to choose. In hotels, customer satisfaction is usually gained through good food and excellent service. The customer appreciates the site at the hotel, but they did not get a variety of food which was not what they expected. It is always good to go beyond customer expectations; this is the only way to satisfy customers. I would recommend change management here so as to ensure that the clients get what they expect. Change management does not mean downsizing an employee just because of one complaint. I would recommend training, an increase of people in the department or a reshuffle. In most cases, we find that people may be useful in other fields not only what they have studied in sc hool. Another important change would be the maintenance team. They have a responsibility of maintaining clean, clear water. Most tourists visit this place expecting drinking water, marine flora, and fauna. Marine organisms cannot survive in areas where water is not crystal clear. For this reason, the maintenance team needs to improve and perform their job in a better way (Green, 2007). I would apply change management in this department. I would only reshuffle the structure of the department and ensure they have a retrain on how to do their job. A warning and a reshuffle is a good way of introducing change to an organization (Green, 2007). I find change only necessary in areas which are not performing to their maximum and that are having a lot of complaints. Other complaints on the team include; lack of powdery sand, adamant tides and few marine organisms in the beach. I find this as uncontrollable because they occur naturally. On the other hand, a sound management system should find a way of converting their threats into opportunities. It should also be innovative by coming up with a way of the customers not noticing these cons (Green, 2007). For instance, they should know when the tides are quite high and encourage the tourists to do another activity during this time. Challenges that may Hinder Change Management. We all agree that change is quite difficult to embrace. Most people fear that change may bring us more bad than good. Positive change is of great essence to an organization (Mabey, Skinner, Clark, 1998). There are various challenges that managers face when they are trying to embrace change. Those barriers include; involving employees in the change management process. Realistically, employees always do all the work for the organization while management makes the decisions. For this reason, it is important to involve employees in the change process because at the end of the day change hits them harder than the management (Mabey, Skinner, Clark, 1998). Employees often have better views because they are usually on the ground performing these tasks. Research shows that those who engage employees in the change process are likely to get positive results on change. Effective communication is paramount for all organizations (Murthy, 2007). The basis of success in business is good communication. In change management, an effective communication strategy is vital. Some managers may introduce change, read it to employees and expect them to follow what they have said. As a real Human resource manager, it is important to communicate effectively on change (Murthy, 2007). One should make employees aware that their management is going to be modified in the way of doing things in advance. Employees do not only need to know that the organization will change, but it is also vital for them to know why it is necessary and how they will adapt to change when it comes (Murthy, 2007). Most organizations have a bad shifting plan (Powell, 2014). They fail to introduce change the right way. Immediately they talk about change; they expect everyone to follow the procedures. Introducing change is a challenge, but it only becomes a problem if there are improper planning strategies. Planning on how to conduct change is a good way of planning on how the change will be of success to the organization (Powell, 2014). Planning to change and executing programs as required is planning to be successful bit failure to plan is planning to fail. Some organizations are too involved. In such scenarios, change is usually difficult since they require complex processes (Pagano, 2006). Such situations make it hard to adapt to change and therefore making the organization quite rigid. It is, therefore, important to create systems that can be understood quickly and that are not resistant to change. Complexity does not always lead to success; in fact, the key to success is simplicity and flexibility (Pagano, 2006). A good example is Sunny Maldives which adapted to change management in 2006. Due to its simplicity, it was able to respond to change positively which later resulted in their success (Pagano, 2006). Before applying the change to an organization, it is important to know the team's current state (Pugh, 2009). When an organization is maximizing profits, and it is yielding as much as it can with the input it needs, then it might be unnecessary to introduce change (Pugh, 2009). In other cases is when an organization has just begun, and one is not aware of whether the new body structure is doing good, it may be unnecessary to change it. It is crucial to apply change when the customers know to avoid customer disappointments and so that they may be in the know of what is going on. I believe that change should only occur when it is necessary not because it is working in other organization (Pugh, 2009). We all know that one shoe does not fit all so it is quite essential to consider the current state and whether the organization is in an ability to respond to the change positively. In most cases, external threats are sources of management changes (Pugh Mayle, 2009). Technology is fast growing and for this reason, companies have to be at par with the fast moving technology. Other external forces include; competition, market conditions, and economic forces. As stated earlier organizations embrace change management so as to gain a competitive advantage making them stand out in their target market (Pugh Mayle, 2009). It is a challenge as organizations may not be having enough funds to be like their competitors, another instance is that technology is fast growing hence it may be expensive to change as technology changes (Pugh Mayle, 2009). Another challenge is that when a company executes necessary change, it may lack project evaluation techniques (Pugh, 2007). Change is not all about implementing plans; it involves project evaluation so that an organization can see whether the project of change is of any relevance to the organization or it requires further change (Sadler, 2003). Most companies have a well-established change schedule; they communicate to their employees effectively on the modification procedures nut they fail on evaluating the project. The most important stage is that of evaluation (Pugh, 2007). For instance, if you plant something on good soil, water it once but you fail to check on it, it may not grow because it lacked proper monitoring. Sunny Maldives has been performing well after change management because it had proper techniques of control change (Sadler, 2003). How to Overcome Challenges Facing Change management in Organizations. Every challenge has a solution. There are various ways one can overcome these barriers so as to ensure that the organization embraces change in the right way. A negotiation is a valuable tool ("Special Issue of Strategic Organization: "Strategic Management Theory and Universities"", 2015). It is important for an organization to research whether there are other ways of implementing change. In this case, it is important to talk to employees and assess their views. Managers should also hold interdepartmental meetings so as to ensure that all managers are aware of the process. They later brainstorm so as to check whether there is a better solution so as to make sure the companies take the best step to improve its output and to satisfy their customers ("Special Issue of Strategic Organization: "Strategic Management Theory and Universities"", 2015). Considering effective communication is important. It is only through communication that an organization can be successful (The effective change manager, n.d.). When information is incorrect, it can cause misinformation about change. A team can quickly adapt to change when necessary information is laid down, and employees are aware of what is expected of them. In most cases, effective communication leads to positive change (The effective change manager, n.d.). Leadership is also necessary in overcoming change management barriers (The effective change manager, n.d.). Good leadership will ensure that employees have enough motivation and guidance of leadership. It also helps in driving employees to focus on change. If managers show the importance of change, then employees will be more than willing to follow change. Leadership should be accompanied with adequate communication, and they should be influential enough. If the If the lack any of the above then they cannot influence change (The effective change manager, n.d.). Employee involvement is imperative (The effective change manager, n.d.). Without employees, the workforce cannot be available. It is through employees that most companies achieve success. If employees are involved, they can embrace change positively. Sunny Maldives has had a reshuffle twice (Webb, 2007). I believe that the success of the reshuffle has been due to employee involvement in change. For this reason, they have been able to embrace change successfully. Another way of ensuring that a company overcomes the challenge of complexity in change management is by making sure that the organization has straightforward and untestable processes and organization structure (Webb, 2007). Organizational complexity makes enterprises very rigid to change, and it is hard to apply challenge. If organizations set up proper structures and simple ones, they can adapt necessary change. As stated earlier, Sunny Maldives was able to adapt to change because it has a natural organization structure (Webb, 2007). Conclusion In conclusion, it is crucial to managing change. Change management is vital as it makes it possible for organizations to reduce risk, maximize profits and improve returns. Sunny Maldives has been a very successful company because it has incorporated change as an active strategy of developing the companys profile. Today it is one of the best tourism organizations in Maldives. The company has been able to gain a competitive advantage in the market by producing quality services and products. On the other hand, there are barriers to change; it is not as easy as it seems to implement change successfully. These barriers include employee dissatisfaction, external force effect, organization complexity and ineffective communication. I would urge all agencies to embrace change and strive hard to make sure companies pick up change management for the right reasons. It is also evident that most companies that are picking up as a strategy for beating competitors. Through change, we have been able to have efficient and effective enterprises. References Akingbola, K. (2006). Strategic choices and change in non-profit organizations. Strat. Change,15(6), 265-281. https://dx.doi.org/10.1002/jsc.772 Argyris, C. (1993). Knowledge for action. San Francisco: Jossey-Bass. Cameron, E. Green, M. (2004). Making sense of change management. London: Kogan Page. Change management. (2007). Oxford. Change of editorial address. (1985). Accounting, Organizations And Society, 10(4), 379. https://dx.doi.org/10.1016/0361-3682(85)90001-7 HISS management of change. (1996). [London]. Murthy, C. (2007). Change management. Mumbai [India]: Himalaya Pub. House Pvt. Ltd. Pagano, B. (2006). The importance of constituency management. Handbook Of Business Strategy, 7(1), 369-374. https://dx.doi.org/10.1108/10775730610619098 Powell, T. (2014). Strategic management and the person. Strategic Organization, 12(3), 200-207. https://dx.doi.org/10.1177/1476127014544093 Pugh, D. (2009). Change management. Los Angeles [u.a.]: Sage. Pugh, D. Mayle, D. (2009). Change management. Los Angeles: SAGE. Pugh, L. (2007). Change management in information services. Aldershot, Hampshire, England: Ashgate. Sadler, P. (2003). Strategic management. Sterling, VA: Kogan Page. Special Issue of Strategic Organization: "Strategic Management Theory and Universities".(2015). 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