Emergence of Confucianism Assignment Example | Topics and Well Written Essays - 250 words

Emergence of Confucianism - Assignment Example He is well celebrated for coming up with the textual traditions of china. The texts became the foundation and the state ideology of the Chinese dynasties. The texts were mastered by few in the society but penetrated deep in the society and are held sacred by the members of the Chinese community (Xinzhong, 2005). Confucius is locally known as the king qui the founder of the school of thought that is well studied and celebrated. Every country and nation experiences a financial depression at a certain period. It is up to the government to make sure that the situation is well handled and make sure that the financial position is restored as quickly as possible. In Britain, the financial hurricane hit in the year 2008.The financial advisor suggested that they should shrink the government. However, this did not work and led to high taxes and strangled and weakened the economy of Britain. The repercussions were loss of jobs and income to the people, high taxes, high interest and many more effects which that are detrimental to any state. As explained in the documentary, mandate of heaven is a myth and ideology the Asian empires of ancient times grant that they have the right to govern and lead the nation. Heaven is said to bestow the mandate to an individual to be a leader and the ruler of the people in question. Mandate of heaven does not require a leader with the royal blood but rather id concerned with the unique qualities of the person. If a ruler was overthrown, he is considered as have lost the mandate of heaven. This ideology is common in china and was used to support the kings and the rulers of the Shang and Zhou dynasties. The past of the Chinese society is vet strong and influences them greatly. They development is hindered by their retention of tradition practices and philosophies. Culture mix refers to the mixing together of different groups of people with differences in art and

Where Are You Going Where Have You Been by Joyce Carol Oates Essay

Where Are You Going Where Have You Been by Joyce Carol Oates - Essay Example This story narrates the sexual advances in the midst of a time that represents the idea and philosophy of the beat culture along with its attempt to change and ignore all traditional concepts. However, what comes out of the story is the lust of Arnold and the opportunity to blend the nihilist ideology of the era into personal satisfaction. This process of seduction is well documented in this story and it reflects the complex nature of the juxtaposition within traditional moral and rebellious nature of the generation of the beat culture. It should be mentioned that Larry Rubin's assertion that Connie's encounter with Arnold Friend is only "a dream-like projection of her erotic fantasies" (Rubin, 202) is mistaken for several reasons. Firstly, it is not desperately required for a person of that generation to fantasize when the elements are readily available. Secondly, there is no single instance where it is hinted that Arnold is a metaphor or result of a fantasy. He appears completely real and menacing all the while. Thus it cannot be stated that critic Larry Rubin is correct when asserting that Connie's encounter with Arnold Friend is only "a dream-like projection of her erotic fantasies" (Rubin, 202). It is true that Joyce M. Wegs mentioned that "Arnold is clearly a symbolic Satan" (Wegs, 202) but it appears that he is the product of the era itself. Arnold is no different and his character is well depicted in the story where his ability is low and he seeks a benefit of low interest and he is satisfied with his gains. It can well be stated that are always some negative points in the time of change and people like Arnold are the individuals who are instrumental in incorporating those negative for their momentary and intangible benefits. The doubts, dilemmas, and confusions of the beat culture were gradually, quite slowly indeed, giving way to a new and unique cultural revolution. It was happening all across the Western world and the characters of the story find themselves in the midst of it. People suddenly seemed to realize that there was enough of political warfare to disgrace humanity. The prevailing standards suddenly seemed to be meaningless, and the insurgent youths wanted something different to happen. This 'something' took place in the form of nihilism and beat movement and the story depicts exactly this mood when an opportunist like Arnold took full advantage of the situation of Connie. He tried to justify his acts by yielding bizarre psyche and philosophies, actually fallacy, that was so relevant at the time among mass culture. Arnold's approach to Connie was planned but he placed like an artistic jest with fallacies of philosophy. "Now, put your hand on your heart, honey. Feel that That feels solid too but we know better. Be nice to me, be sweet like you can because what else is there for a girl like you but to be sweet and pretty and give in-and get away before her people come back" (Oates, 388-9) or for that matter lines like "I'll have my arms tight around you so you won't need to try to get away and I'll show you what love is like, what it does. The hell with this house! It looks solid all right". (Oates, 388) It is evident from these words that the actual intention was to emulate the philosophical concept of the time but the situation and the intention was completely materialistic in nature. No matter how much Arnold poses as a carefree beat and a nihilist by uttering unconventional and anti establishment ideas like "The place where you came from ain't there any more, and where you had in mind to go is cancelled out. This place you are

Learning Journal Summary Assignment Example | Topics and Well Written Essays - 1250 words

Learning Journal Summary - Assignment Example The main concepts learnt pertains the process of making goals achievable and measurable. Goals keep on pushing us to achieve something, failure to which we lack the direction that we should be taking. I learnt that when setting goals they have to be specific; this helps in narrowing down to a particular goal that one wants to achieve. To make this to be clearly appreciated in the classroom setup we clearly defined our learning objectives. After going through the teachings on setting goals, it became absolutely clear that writing down the goals is not enough in helping us achieve our goals. The specificity of the goal has to be defined based on the specific interventions that can be done in order to ensure that the goal is achieved. In addition, the measure of the goal has to be there in order to monitor progress. I also learnt that the goals set should be evaluated from time to time; the individual or system of evaluation has to be defined. For the successful implementation of the la id down goals, a strategy is necessary in order to achieve them. The strategy acts as the road map that directs the actions of the goal. In order to gain hand-on skills, I participated in the group work deliverable, in which case, I engaged in developing strategies and actions that facilitated an understanding of the topic addressed in the group work. Through the processing of setting up goals in real-life, I was able to meet the challenges that come with establishing and implementing goals. In addition, the learning goal setting provided an opportunity for me to develop self-awareness especially on how I ought to approach goals and the most appropriate strategy of implementing them. The table below shows some of the goals that I set and will use the lessons learnt in this module to successfully implement them. They are achievable, specific, measurable, realistic, and fall within set periods: The second class provided an opportunity to learn more on presentation skills. I have

Business Strategy in a Global Environment Case Study

Business Strategy in a Global Environment - Case Study Example Case study "Bussiness strategy in a global environment" is kind of work that includes everything that may characterize meaning ''academic appliance". Author overviewed lots of qualified literature in order to make structured and complex answer on next question: "What is actually business strategy and how it interacts with the global environment?". The author thinks that the first step of each successful strategy is a choice, which is based on the foundations that have been laid by the SWOT matrix. This notion postulates that the observations of the SWOT matrix can be explored further through the application of the TOWS matrix whereby the integration of both external and internal factors that are associated with the organization can guide Farstad Shipping towards the achievement of its long-term goals and objectives. The application of this technique of situational analysis with regards to the company under discussion is an acknowledgment of the importance of this tool in strategic planning. This is essentially the point where a global business strategy differs from a national business development strategy as different other factors such as product standardization and adaptation come in. Global business strategies have emerged as a result of globalization and internationalization of established domestic companies which is purpo rted to increase the value of the company in question. This work contains the title, table of contents, a bunch of tables and diagrammes, main part and reference list. ... Therefore, the available options that have come under consideration are presented through the Business-level Matrix and the Product/Market Matrix below: Table 1.1.2 Business-level Matrix (Adapted from: Goldman and Nieuwenhuizen 2006) Table 1.1.3 Product/Market Matrix Products/services Existing New Markets Existing Market penetration New products/services New Market development Diversification (Adapted from: Johnson, Whittington & Scholes 2011) The viable strategies for Farstad Shipping which have been selected through the examination of the TOWS Matrix, the Business-level Matrix and the Product/Market Matrix are: cost leadership, differentiation, new products/services, market development and market penetration. These strategies will be assessed in greater detail in the following sections of the report. 1.2 Strategic Choice As per the company’s long-term objective, Farstad Shipping aims to become the foremost supplier of offshore tonnage to the businesses operating in the oil a nd gas industry (Farstad 2012a). The organization understands that it conducts operations in an industry which is marked by the presence of intense competition which is why it categorizes innovative process and technology as the main tools which can guide the organization towards success. In order to attain its long-term objectives Farstad Shipping faces the selection of a combination of five distinct business-level and corporate level strategies which must be thoroughly examined, analyzed and evaluated by keeping in view the dynamic nature of the industry in which the organization conducts its activities. Consequently, assessments on strategic choice are also pivotal to the attainment of a competitive advantage. 1.2.1 Cost Leadership The

Grade Retention for Struggling Students Essay Example for Free

Grade Retention for Struggling Students Essay The use of ABA principles and techniques to treat people with Autism live happy and productive lives has grown quickly in recent years. According to information provided by the Autism Organization, ABA is used all over the world and is recognized as a safe and effective treatment. http://www.autismspeaks.org/whatisit/index.php There have been many studies done in a variety of settings all examining effects of ABA methods on social behaviors. Donald Baer completed the first published study on ABA in 1968 and there was another study by O. Ivar Lovaas done in 1987. These studies both took a look at using behavior modification interventions on Autistic children. The idea was to use early intervention to teach alternate, socially appropriate behaviors. In the study by Lovaas, subjects were assigned to one of two control groups, one that received 40 hours per week of one-to-one treatment, and the other 10 hours or less. Both treatment groups received treatment for at least two years. The follow up indicated the groups that received the additional treatment did much better in achieving normal intellectual and educational functioning (Lovaas, 1987). Much of the data I reviewed revealed great success in implementing applied behavior analysis in treating Autistic children in replacing or reducing inappropriate behaviors. According to many reports, ABA is considered by many researchers to be the most effective therapeutic approach in treating children with Autism, but in order for the program to be effective, both parents, educators, and other care providers need to be trained (http://autism.healingthresholds.com/therapy/applied-behavior-analysis-aba). How effective is ABA in reducing aggressive behaviors in Autistic students? There’s actually quite a bit of interest in ABA, an increase in demand for the service, and several universities across the United States are involved in studies on the use of ABA. In a THE FIVE W’S OF CULTURAL DIVERSITY 4 paper published just a decade ago, Tris Smith carefully studied outcome investigations of ABA programs and found convincing evidence that ABA treatment programs have increased adaptive behavior and reduced inappropriate behavior. He also mentioned that this program may raise IQ and other standardized scores, and even reducing the need for special services. Mr. Smith suggest research is needed to confirm results on IQ and test scores (Smith, 1999). The organization, Autism Speaks, has grown into the nations largest autism science and advocacy organization, dedicated to funding research into the causes, prevention, treatments and a cure for autism; increasing awareness of autism spectrum disorders. With several medical professionals with field experience in Autism and behavior intervention programs, they support the use of ABA with children of all ages, with and without disabilities, in many different settings (Green G, Brennan L., and Fein, D. 2002) Several studies have been done on the effectiveness of ABA. My particular interest is will ABA work with aggressive behavior in Autistic students and I found no study that targeted aggression specifically but targeted social behaviors in general. There is a gap in the literature because I found no study that focused specifically on aggressive behavior and provided the data to support that. I will use the data from the student records at my school to fill in the gap. Reviewing the Literature ABA is using what we know about behavior to bring about change; to increase or decrease a particular behavior, to improve the quality of a behavior, to stop an old behavior, or teach a new. The number of children being diagnosed with Autism Disorder each year has increased significantly over the past decade. These students’ social behaviors are affected in various THE FIVE W’S OF CULTURAL DIVERSITY 5 degrees from mild social awkwardness to extreme physical aggression towards themselves and others. It’s extremely important to find successful interventions which can help autistic students improve these socially significant behaviors which include Reading, Academics, Social skills, communication, and adaptive living skills. Keep in mind that adaptive living skills include things like fine and gross motor skills, eating and food preparation, toileting, dressing, personal self care, money and value, and the list goes on but these skills are detrimental to these students future success, not only in school, but in life. I will be using pre-existing data on students who have attended the school where I work. These student s have moved on but their records are still assessable. I will have to use fictitious names and delete personal information due to privacy. My plan is to use the correlational research method. I will gather the data from my students as well as looking at studies recorded at the Cambridge Center for Behavior Studies, The New Jersey Education Association, and a study published by McEachin S.J., Smith, T., and Lovaas, O.I. in the American Journal of Mental Retardation. Theory The theory behind ABA is that you can teach children with autism, as well as others, appropriate social behaviors with simplified instructional steps and consistent reinforcement. There are actually a number of techniques that follow the ABA principal. I suggest that we can use the same approach to reduce aggressive behaviors. Studies directly related I did find studies related to my question of what effect ABA has on aggressive behavior in Autistic students, even though aggression was not the focus of the study. These studies both used the same ABA principles but with some differences in technique. O. Ivar Lovaas was THE FIVE W’S OF CULTURAL DIVERSITY 6 interested in ABA and wanted to see if it was effective in treating children with Autism. Many autistic children show minimal emotional attachment, absent or abnormal speech, retarded 1Q, ritualistic behaviors, aggression, and self-injury. The prognosis is very poor, and medical therapies have not proven effective. (Lovaas, 1987) He wrote a detailed article about a study and provided a close look at how the study was conducted. In this study, intensive ABA treatment was provided to one control group of autistic children under the age of 4, but minimal treatment was provided to the other control group. A variety of ABA techniques were used to try and reduce self stimulatory and aggressive behaviors, building compliance to verbal requests, teaching imitation, and to begin teaching appropriate toy play in the first year. The study continued to address significant behaviors over a period of time. When the study was completed, a follow up assessment was conducted and the control group that received the intense treatment had better scores on their IQ tests had higher educational placement, with 47% of them completing normal first grade in a public first grade. Ann M. Baer, Trudylee Rowbury, Donald M. Baer did a similar study that uses a variation of an ABA. The subjects used in this study were not just Autistic but all students had behavior problems. These students were between the ages of 4 and 6. The study examined the possibility of instructional control over extremely non-compliant children. In this study, a token reward system was used to reinforce appropriate behaviors. The classroom was divided into two sections, one for pre-academic tasks where tokens can be earned, and the other section was a play area where students could exchange their tokens for free time. The students were allowed to choose the task they complete but earned more points or tokens for completing a task the teacher suggest. As a students’ compliance increases, time outs were introduced. When THE FIVE W’S OF CULTURAL DIVERSITY 7 this happened, compliance increased significantly. This study demonstrated two procedures that can be effective in increasing childrens compliance but keep in mind there are many variables that come into play. (Baer, Rowbury, Baer) Studies tangentially related All the studies I found were relevant to my question and were also based on the question of whether or not ABA methods were effective in improving behavior. Method The subjects in this study were students at my school. There were 9 total, 8 males and 1 female. Each of these students had been diagnosed with Autism. None of these students had received any type of behavior intervention prior to this study. The students were tracked for three months prior to receiving treatment (the first 3 months of school). We were measuring the number of aggressive behavior episodes each school day. After recording incidents in the students for 3 months, ABA treatment on all 9 students began. The treatment was provided at school by a teacher who was also a certified behavior specialist. The treatment began the 1st of December and we began measuring the behavior incidents two weeks after treatment started. Aggressive behavior was described as behavior that causes, or is intended to cause pain, harm, or damage to oneself, to another person, or to property. Aggressive behavior can be described as mental, verbal, or physical. Inappropriate behavior is when the student is not following rules, is loud or unruly, disruptive, offensive, refusing to complete work, not listening, not cooperating with authority figures, etc. Results The design I used was a One-Group Pretest-Posttest. I used a single group and measured THE FIVE W’S OF CULTURAL DIVERSITY 8 them before and after they received applied behavior analysis treatment. I used the T test and paired two samples for means and the results indicated a â€Å"t† statistic of 5.199 and a p value of .0004 which is less than 0.05. There is a significant difference between the two means. So what does all this mean to me and my research? It appears as though applying applied behavior analysis techniques may have a positive effect on reducing aggressive behaviors in students with Autism. Of course, there are many factors that can also affect the results such as whether or not students care providers receive in home training, what kind of training have the teachers had, and how many hours of treatment is each student receiving? The research I’ve done so far did suggest that by providing intense treatment over long periods of time, by ensuring that all care providers and teachers working with the students are highly trained, and these techniques are used consistently and appropriately, the number of behavior incidents will decrease significantly. As I was reading all the literature about ABA and how important it is for individuals implementing these techniques to receive specialized training, and how intense the training should be in order to achieve the optimal results, I became more interested. As I was recording the results after the treatment and in some students I saw really big changes, but in other students the changes were minimal. I also knew that some students care providers had received in-home training while others had not so I was not really surprised by the results. My data analysis findings are pretty much what I expected in some ways but surprising in others. Discussion Both studies done by Lovaas, and several others related to using ABA techniques for behavior intervention therapy, had more control over the variables. In the study done at my school, we did THE FIVE W’S OF CULTURAL DIVERSITY 9 not get to select our subjects based on any specific criteria other than their diagnosis of Autism and no previously recorded ABA treatments were received by the subject prior to our study. Many experts believe that parents and other care providers should receive intense training on ABA techniques in order for the treatment to help. Lovaas devoted an entire study on the importance of parental factors in the success of treatment. He noted that the role parents play is crucial in determining how much progress a child makes. I noticed in our study, the students who had a more significant change in the number of behavior incidents after treatment, also received in home training/treatment. Our district offered in home training to parents as well as treatment . Most of the parents refused the training. I’ve been working with the Autistic students this year and I noticed that at the beginning of the school year, they all have a lot of difficulty, and many have several behavior incidents. Autistic students need lots of structure and routine. As the students get settled into the routine of being in school, they get used to their new environment, and transitioning around campus, the incidents for most students decrease, even without a certified behavior therapist on site. It’s the more severe students who continue to show the least amount of progress. In Lovaas’s study, he began treatment very early in the child’s life. Even with the child find program, many times, we don’t get to start any type of behavior intervention until 5 or 6 years of age. Many behaviors are already in place by then. Most of my students came from single parent homes, and more than one child with a disability in the home. Most of our parents had little education and even less training on how to help a child with Autism. There are new studies being done every day in this area. I look forward to finding â€Å"easier ways† to teach these students. It is very challenging, frustrating, and extremely exhausting, but since the number of people being diagnosed in the Autism spectrum is growing THE FIVE W’S OF CULTURAL DIVERSITY 10 Baer, D.M., and Wolf, M.W., Some still current dimensions of Applied Behavior Analysis. Journal of Applied Behavior Analysis, 1987, 209, 313-327 Baer, A. M., Rowbury, T., and Baer, D. M. The development of instructional control over classroom activities of deviant preschool children. Journal of Applied Behavior Analysis, 1973, 61, 289-298 Green, G., Brennan, L., and Fein, D. Intensive behavioral treatment for a toddler at high risk for autism. Behavior Modification, Vol. 26 No. 1, January 2002, 69-102 Koegel, R. L., Russo D. C., and Rincover A., Assessing and Training Teachers in the Generalized use of Behavior Modification with Autistic Children. Journal of Applied Behavior Analysis, 1977, 10, 197-205 Lovaas, O. I., Behavioral treatment and normal educational and intellectual functioning in young autistic children. Journal of Consulting and Clinical Psychology, 1987, Vol 55, No. 1, 3-9 Lovaas, O. I., Koegel, R. L., Simmons, J. Q., and Stevens, J. Some generalization and follow up measures on autistic children in behavior therapy. Journal of Applied Behavior Analysis, (in press) Smith T. (1999). Outcome of early intervention for children with autism. Clinical Psychology: Research and practice, 6, 33-49

Leadership And Management At Apple Corporation Management Essay

Leadership And Management At Apple Corporation Management Essay Those in management position must develop a leadership style. The selection of styles is contingent on the leaders personal traits. Ultimately, the leader has to select a style that will be most effective for the situation at hand. The general leadership style includes: autocratic, democratic, participative, and laissez faire. Autocratic leaders  tend to tells subordinates what to do and expect them to do it. The subordinates of an autocratic leader are not involved in decision making and have little if any autonomy. Democratic leaders  seek input from subordinates and do what the majority of subordinates want. Some argue that a democratic leader is more of a facilitator than a leader.  Participative leaders  tend to involve subordinates in leadership activities and decision making, but ultimately they retain final authority. A  laissez-faire leader  takes a hands-off approach to leadership, allowing subordinates to make decisions. The mantra of a laissez- faire leader is Hire good people and get out of their way. In this assignment I will focus on just one type the autocratic leadership style its strenghts and weakenesses and when to use this leadership style. To support that, I will also be writing about the Apple Corporation, which includes the CEO of the Corporation Steve Jobs leadership styles and the problems he face. Autocratic leadership Autocratic leadership is an extreme form of transactional leadership, where leaders have absolute power over their workers or team. Staff and team members have little opportunity to make suggestions, even if these would be in the teams or the organizations best interest. Most people tend to resent being treated like this. Therefore, autocratic leadership usually leads to high levels of absenteeism and staff turnover. For some routine and unskilled jobs, the style can remain effective because the advantages of control may outweigh the disadvantages. Aurocratic leadership is a more traditional and classical approach to management relying upon threats and punishment to influence its employees. This style is often called the hard approach to leadership. This method, according to UT (2001) is effective for many reasons; When there is limited time to make a decision. -When there are new and untrained employees who do not know how to perform certain tasks. -When effective supervision can be provided only by orders and instruction. -When employees do not respond to other leadership styles. When work must be integrated with other departments. Mintzberg (1979) described situations in which an autocratic style was most applicable. Entrepreneurial organisations are normally smaller businesses which develop from the ideas and entrepreneurial spirit of one person. This person is responsible for their organisation and makes all the decisions the characteristics of an autocrat. The nature of these smaller organisations and the relative lack of formalisation mean that autocratic leadership is commonplace in this particular part of industry. Another situation where the autocratic leadership style proves appropriate is while doing group projects. Many group projects tend to fail because group members depend on each other to make decisions. Such situations demand the need of an authoritative leader who can make decisions for the group. The leader should determine the ways in which the project would be done, divide the job among the members, and also set a deadline for completion of the project. Though there have been cases where adopting an autocratic leadership style has led to the success of the company, it is very rare for such leaders to remain popular among the employees and workers. In a nut shell, it can be said that autocratic leadership can be accepted when the need arises, while a good leader would be a person who respects the opinions of his employees while making a decision. Autocratic leaders in the work place Autorcratic leadership in the work place will permit quick decisions, facilitates speedy implementation of plans, leaders are highly satisfied. It will also be effective when subordinates are less knowledgeable and experienced, and in case of extreme crises, this style may be the only solution. However some studies suggest that organizations with lots of autocratic leaders have higher turnover and absenteeism than other organizations.   With todays emphasis on joint decision making and empowerment, employees just entering the workforce will be highly resistant to this management style. So the autocratic leadership style should be not be used when you want to get your employees engaged in the decision making process.   Autocratic leaders are also not very effective in situations where your employees might become resentful or fearful. Finally, if your company is struggling with low morale or is interested in building employee relationships, an  autocratic leadership style  will only make things worse. The Apple Corporation Apple was launched successfully in 1976 by Founders Steve Jobs and Steve Wozniak, with the company initially growing at a tremendous rate -led by the Apple II and other state of the art computer products. In September 1997, Steve Jobs was appointed the interim CEO of leading information technology (IT) company, Apple Computers (Apple), by the Apple board. Considering the fact that the companys board itself had ousted Steve in a coup in 1983, this development was watched with interest by media and industry observers. Steves comeback was being seen as Apples desperate attempt to survive one of its worst phases: losses for 1997 amounted to $ 1.6 billion. The company reportedly needed a charismatic leader who could steer it back to profitability and revive its fortunes. Those who had followed Steves career graph over the decades were not too surprised at these developments. Steve made a successful business out of creating PCs that were not only user friendly but were also aesthetically pleasing, unlike the dull models available those days. Steves research on the Macintosh resulted in the creation of the windows interface and the mouse technology, which went on to become standards in the s oftware industry. Steve was named the Entrepreneur of the Decade in 1989 by Inc magazine. He was also placed 39th on the Advertising Age Top 100 Advertising People list. Internally Steve Jobs tends to be very authoritative, His decisions were made with minimal consultation, and his decisions were made quicker allowing him to respond to changes in the business environment more quickly. The Environmental changes which includes facing their competitors, such as Microsoft. On the other hand, because of his manipulative behavior he is considered by some of his employees as authoritative. His behavior and Autocratic style in meetings for instance is described as being rude, and obnoxious. Because of his quest for perfection he has domineering presence which makes some of the employees fear him. Figure 1.1 Apples Biggest Competitors remains to be the Microsoft Corporation. Although Bill Gates Leadership style was democratic and participative, Steve Jobs was autocratic and efficient in a way. His work is a demonstration of both innovation and creativity. He is responsible for the creation and release of the iPod and I Phones. Most people do not know this, but Apple Inc. put up overwhelming resistance when Jobs proposed the iPod idea. For Apple, that represents an impressive 250 percent revenue growth. And Due to Steves speedy decisions, Figure 1.1 shows that Apple could catch up with Microsoft as early as 2010 or 2011, given the current growth rates. Pros and Cons of Autocratic Leadership In fact we might not think there are a lot of good things to say about autocratic leaders. This style of leadership is often very stressful on fellow employees and makes the  work environment  itself not such a fun place to be.   But like all leadership styles, there is a time and a situation where the style is appropriate. style pros cons Autocratic Effective for theory X Workers Gives leader control over decisions Loses effectiveness over time Theory Y workers may not respond Does not develop future leaders Pros of Autocratic Leadership In the workplace, some conditions may simply call for urgent action, and in these cases an autocratic style of leadership may be best style to adopt. Surprisingly, most workers have already worked for an autocratic leader and therefore have little trouble adapting to that style. In fact, in times of stress or emergency some subordinates may actually prefer an autocratic style they prefer to be told exactly what to do.   So to summarize the autocratic leadership style is very effective when times are stressful, but very stressful during those times when the pressure is off the followers or coworkers. Steve Jobs in the Apple Corporation for instance preferred the autocratic style for quicker decision making and also control over his decisions. Steve Jobs is demanding both towards himself and towards his employees. His deadlines often seem impossible to meet, but is constantly moving, moving towards improvement in all spheres and fields of his work. Due to Steve Jobs high Autocratic leadership style, some ways Apple might be better off without Steve Jobs. But case in point, the rapid decisions and invention of such items as IPods, I Phones were very difficult and complex in implementation. Only an autocratic leader like Jobs could ever withstand the public outcry for such basic functionality. Cons of Autocratic Leadership The communication style of an autocratic leader is usually described as one way.   They tell you exactly what they want done.  The feedback you would get from this type of leader would generally be unplanned.  They would simply tell you when youve made a mistake. The decision making process is usually unilateral and they accomplish goals by directing people.   Now that might not sound like the type of leader youd follow. Although Steve Jobs way of leading autocratically will enable faster decisions to be made in the short term, but this will deprive subordinates of the opportunity to gain experience and start on their own leadership development, (Does not develop future leaders). The subordinates cannot learn from their mistakes, and the manager is actually de-skilling their workforce which will lead to poorer decisions and productivity in the long run. Figure 1.2 Apple Inc Vs Microsoft Company. How did Bill Gates and Steve Jobs Differ in their Leadership Style? Well, Bill gates leadership is participative style because he involves his subordinates in decision making. He is a flexible person and he recognized his role was to be visionary of the company. Whenever needed, he bring professional managing and well structure of the organization. His motivating power and involving friends to working with him became the success of Microsoft. On the other hand, Steve Jobs leadership is autocratic style, because he centralizes the authority, he never given a chance to subordinates to involving decision making. He thinks that whatever he do is right. His relation with employees is not good; he fails to motivate them in many times. His conceited and self-satisfied attitude and lack of management skills became a threat of Apples success. Conclusion So, does an autocratic style of leadership always ensure organizational success? The simple answer is no. A style of leadership can never ensure success but what it can do is to aid that process and compel it into being a success. Autocratic styles of leadership are becoming less and less applicable but there are still many contexts in which they work. Entrepreneurial organizations especially in their early and formative years rely upon this style as without it there would be no conviction and effective decision making. Where it fails is in larger organizations where employees hold greater power and there is a more formalized culture. Democracy in decision making and involving them is a key to maintaining employee motivation which is vital for the productivity of the company. Leadership is action, not position.   Donald H. Mcgannon

Factors Influencing Brand Loyalty Among Notebook Users

Factors Influencing Brand Loyalty Among Notebook Users In this new era of globalization, the rapid development of the technology is growing so fast and more challenge to manufacturers or marketers. A huge number brand of notebook was in the market and more competitive among the manufacturer. It is easily to customers or users to switching to another brand if they feel not satisfied with current brand and choose the better notebook brand. So this study was to determine the factors that influencing brand loyalty among notebook users. The data was collected by questionnaire survey at Universiti Utara Malaysia. This study found that satisfaction is the most factors that can influence users loyal to the notebook brand. CHAPTER 1: INTRODUCTION 1.1 Background of Study In this era of globalization, rapid development in technology is not something strange and familiar to us. Advances in telecommunications, information system and society knowledge is in line with changes occurring in technology. Furthermore, in this 21st century, the international community has shifted from the industrial era into the era of information technology without borders. As well as the growth of new technology devices such as mobile phones, laptops, cameras, and others where many additional features offered in these devices. Once a notebook may be categorized as luxury goods, but with the times as well as improved quality of life we can have it. Notebook technology is one of the tools that community choose because of the characteristics who are always renewed by the marketers. Notebook are designed as a tool that is easy to carry anywhere, small and light to be placed on a individual lap when using it. Manufacturers often refer to laptop as notebooks, this is to avoid warm thigh complaints from customers and consequent opportunist liability suits (Wikipedia, 2007). The use of laptops is very wide so that the whole world. The rapid growth in the technology sector is also effect increasing the number of competitors in the market. This cause-marketers and also academicians or practitioners focus on customer decision making in the purchase of a portable PC industry (Nasir, et al., 2006). To satisfy the customer would be something quite challenging in the modern business world. What customers want and how they think are the questions often played in the minds of marketers or companies. Complex in users mind contribute to volatility in profits. When customers loyal to a brand or company, they indirectly help them expand market share, increase bottom line and sustain companys advantage. Brand shows a reputation of a companys through their products or services. Brand is also a sign that memorable in the minds of customers. The American Marketing Association defines a brand as a name, term, sign, symbol or design, or a combination of prototype, intended to identify the goods or services of one seller or group of sellers, and to differentiate from bear fight them of the competitors (Kotler, et al., 2009). Brand can become the heart of marketing and business strategy. Success of the brand is able to generate profits by attracting new customers and retain existing customers. With the brand, it is a sign of the signal in some level of quality which the buyer is satisfied with the easy to choose any of the products. Brand loyalty provides a forecast of demand for the company and may also explain the willingness of customers to pay for higher price. Although competitors are easy to duplicate the process and product design, they are not easy to match the description in the individual and the organization from year to year in any marketing and product development. Therefore, the brand became a very influential in the world competition. ListenRead phoneticallyAccording to Malaysia Laptop (2008), top ten notebooks for October 2008 are: Compaq Presario CQ40 Acer Extensa 4620Z Acer Aspire One Acer Aspire 2920Z HP Pavilion dv5 HP Pavilion dv2700 Acer Aspire 4530 Apple MacBook ASUS Eee PC 1000H Dell Latitude E6500 In 1986, battery powered portable computers had just 2% worldwide market share. But today, notebooks are becoming increasingly popular, both for business and personal use (Economics, 2005). In 2008, it is estimated that 145.9 million notebooks were sold and in 2009 the number grow to 177.7 million. The third quarter of 2008 was the first time when notebook PC shipments exceeded desktops, with 38.6 million units versus 38.5 million units. 1.2 Problem Statement Notebook were originally considered to be a small niche market and were thought suitable mostly for specialized field applications such as the military, accountants and sales representative. But today, notebooks are becoming more popular for student and general use. In addition, new products of notebook launches to the market, acquisitions and mergers in the sector, rapid developments in the nano technology, integrated wireless networking and decreased price make the customer are more influence to buy a notebook (Nasir et al., 2006) which at the same brand or may switch to other brand. This study intended what are the factors that influence notebooks users to be loyal of the notebook brand. 1.3 Research Questions Bases on the discussion earlier in the background of the problem, the research question developed will be: Does price influence brand loyalty among notebook users? Does brand name influence brand loyalty among notebook users? Does promotion influence brand loyalty among notebook users? Does features influence brand loyalty among notebook users? Does satisfaction influence brand loyalty among notebook users? 1.4 Research Objective The objectives of this research are: To determine whether Price influence brand loyalty among notebook users. To determine whether Brand Name influence brand loyalty among notebook users. To determine whether Promotion influence brand loyalty among notebook users. To determine whether Features influence brand loyalty among notebook users. To determine whether Satisfaction influence brand loyalty among notebook users. 1.5 Significance of Study In general, this study is to help marketers and consumers in order to develop more effective marketing strategies. This study also allows us to identify what is the real motivation that exists inside of every made of purchase and what is needed by the user. Therefore, more efficient marketing activities will be implemented. Marketers also can predict the reaction shown by the user of their marketing strategies that has been implemented. And marketers can look whether the strategies that are practiced can maintain the customer that are loyal to their products and also can attract other customers to buy their products. This study is expected to provide useful information in marketing to attract the loyalty to the brand. 1.6 Scope of the Study The study was conducted that involving notebook user. In this study, questionnaire will be formed and it will be complemented by the notebook user. In addition, the collection of secondary sources is also used in this study. This includes the findings of several studies carried out by several previous researchers, journals, books and resources derived from electronic media such as the internet. 1.7 Limitations of the Study Since this study includes some students at the Universiti Utara Malaysia (UUM), the results of this study is more relevant applied to the student in UUM. These findings did not reflect the entire population of notebook users in Malaysia as a whole, the factors influencing brand loyalty among notebook users. This study was carried out in a relatively short period, time constraints also exist. If this study can be implemented in the longer term, the material or related information can be increased in further. CHAPTER 2: LITERATURE REVIEW 2.1 Introduction This chapter review literatures in the context of this study. In this section, discussion will be based on the brand loyalty and factors that influence brand loyalty such as price, brand name, promotion, features and satisfaction among notebook users. Research framework and research hypothesis are also discussed in this chapter. 2.2 Brand Loyalty Loyalty reflects the strength of the relationship between individual attitudes and repurchase. It contains a number of objectives in planning marketing strategies and describes the development of fundamental importance in maintaining a competitive advantage. For example, customers remain loyal to the brand of the same product, the suppliers or services providers in the long term and not easily changed. They also showed their loyalty to the brand by spread kindness to others. Listen Read phonetically Brand loyalty is a commitment by consumer to repurchase or continue to using the current brand. It can be look by the repeated buying in a variety of market context such as product, service, and store. Loyalty is thought to be important for market practitioners for a number of reasons such as generating greater profits, brand extension and increase market share (Thiele Mackay, 2001). Building brand loyalty requires investment in marketing programs that are target to the current and potential customer. Consumers that are loyal only repurchase the same brand even there is an alternative brand in the market. Marketers often pay attention to identify the characteristics of brand loyal consumers and the degree of brand loyalty of consumers so that they can directly and effectively focus their marketing and promotional strategies on these consumers who share similar characteristics among the large population (Lau, et al., 2006). Previous study shows that the brand loyalty is measured by behavioural and attitudinal loyalty. Typically, brand loyalty is defined with reference to either attitudinal or behavioural components (Bennett, et al., 2007)). Behavioural loyalty measures defined brand loyalty in terms of the actual purchase observed over a time period and attitudinal loyalty measures are based on stated preferences, commitment or purchase intention (Thiele Mackay, 2001). A variety of factors also have been found to impact the development of brand loyalty. Lau, et al., (2006) found that brand name, style and promotion are the key brand factors of customer loyalty. Others authors have reported that advertising, price and brand have a significant impact on brand loyalty (Othman Ping, 2006). Sales encounter satisfaction, in turn, leads to brand loyalty by enhancing brand attitude and salesperson loyalty (Brexendorf, et al., 2009). 2.3 Factors of Brand Loyalty 2.3.1 Price Price is one of the important factors that affect on brand loyalty. Consumers with high brand loyalty are willing to pay for a high price for their favourite brand, so their purchase intention is not easily affected by price. In addition, customers have a strong belief in the price and value of their favourite brands so much so that they would compare and evaluate prices with alternative brands (Sidek Yee, 2008). Dovaliene Virvilaite (2008), state that price is one of the most flexible marketing mix elements that can be quickly changed, after changing specific product and service characteristics. People with higher incomes and higher product involvement willingly pay more for features, customer service, quality, added convenience and the brand name (Kotler, et al., 2009). Price variations for consumers favourite brand may only affect their purchase quantity but not their brand choice decision. Consumer satisfaction can also be built by comparing price with perceived costs and value (Lau, et al., 2006). The results from the previous study show that price have a significant to influence on brand loyalty (Lau, et al., 2006; Sidek Yee, 2008; Othman Ping, 2006). Based on the above discussion, the first hypotheses should be as follows: H1: There is significant and positive relationship between price and brand loyalty among notebook users. 2.3.2 Brand Name The brand name is quite often used interchangeably within brand, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a brand name constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. Famous brand name can disseminate the benefit of product and lead to higher recall of an advertised benefit than a non-famous brand name (Kotler, et al., 2009). They are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust the major famous and popular brand name (Lau, et al., 2006). These prestigious brand names and their image attract consumers to purchase the brand, affect repeat purchasing behaviour and reduce price related switching behaviours. Consumers are more sensitive to brand name and usually used it in buying decision. This lead to the second hypothesis: H2: There is significant and positive relationship between brand name and brand loyalty among notebook users. 2.3.3 Promotion Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision. Promotion includes the use of advertising, sales promotions, personal selling and publicity (Kotler, et al., 2009). Promotion is an important element of a firms marketing strategy. Advertising induces brand loyalty in consumers who would otherwise purchase the cheapest alternative on the market. Firms first invest in advertising, and then compete in prices for the remaining brand indifferent consumers (Chioveanu, 2008). Sales promotions are typically viewed as temporary incentives that encourage the trial of a product or service (DelVecchio, et al., 2006). Promotion was considered as one of the most important factors in determining a consumers brand loyalty (Sidek Yee, 2008). Therefore, the third hypothesis is developed as follows: H3: There is significant and positive relationship between promotion and brand loyalty among notebook users. 2.3.4 Features Features are qualities or characteristics of the product or service. According to decision making model, consumers process the environmental cues; the physical factors of the product, psychosocial cues such, such as advertising, and consumers put these cues into a set of perceptions that shape their preferences (Hong Lerch, 2002). Based on these preferences, consumers make their choices subject to situational constraints, such as price and people evaluate various objective features when buying an IT product (Hong Lerch, 2002). Nasir et al., (2006) find that features are a factor that influences consumers laptop purchase decision. Hence, the fourth hypothesis shall be as follows: H4: There is significant and positive relationship between features and brand loyalty among notebook users. 2.3.5 Satisfaction Satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. The impact of satisfaction on loyalty has been the most popular subject of studies. (Ha, et al., 2009) state that power of satisfaction significantly lies in its ability to reinforce brand loyalty formation. Similarly, the satisfaction had a significant influence on loyalty (Kuusik Varblane, 2009). A minor change in satisfaction can lead to a substantial change in loyalty increment. Moreover, a small increase in customer satisfaction boosted customer loyalty dramatically (Bowen Chen, 2001). The customers will feel satisfied when the goods are beyond their expectation and otherwise when their expectations are beyond the goods actual condition (Sheng Liu, 2010). The discussion leads to the development of the fifth hypothesis: H5: There is significant and positive relationship between satisfaction and brand loyalty among notebook users. 2.4 Theoretical Framework The dependent variable in this study is brand loyalty. The independence variables are price, brand name, promotion, features and satisfaction. CHAPTER 3: METHODOLOGY 3.1 Introduction The research methodology involved the administration of questionnaire on a sample of accounting students. This section outlines the operational definition, instrument and measurement of variables, data collection and sampling 3.2 Research Design Aspects of the study include demographic factors like gender, race, education level, age, and notebook brands that respondent have (Part 1) while Part 2 is to assess the factors influencing brand loyalty among notebook users. The questions in part 2 are divided into six key dimensions of price, brand name, promotion, features, satisfaction and brand loyalty. Unit of analysis in a study comprised of individuals, groups, organisations and societies. Unit of analysis is a key feature that will be analyzed in an investigation. Individuals selected as the unit of analysis in this study in which students from UUM, Sintok. It is to examine the factors that influence them to be loyalty to the notebook brand. This study using a survey method whereby questionnaire form will be used because it is more beneficial than other methods of data collection such as interviews and observations. Questionnaire will be distributed to UUMs students because most of the UUM students use notebook for their learning. 3.3 Operational Definition Price the degree to which the notebook users that price  can influence them be loyalty to notebook brand. Brand Name the degree to which the notebook users that brand name  can influence them be loyalty to notebook brand. Promotion the degree to which the notebook users that promotion  can influence them be loyalty to notebook brand. Features the degree to which the notebook users that features can  influence them be loyalty to notebook brand. Satisfaction the degree to which the notebook users that satisfaction  can influence them be loyalty to notebook brand. 3.4 Instrument and Measurement of Variables The questionnaire was divided into two parts. Part 1 of the questionnaire consists of demographic information such as gender, age, and education level. Part 2 contains questions on factors which influence brand loyalty such as price, brand name, promotion, features and satisfaction. It also contains a question on brand loyalty. The entire question in Part 2 using a five point Likert scale (1= strongly agree to 5 = strongly disagree). 3.5 Data Collection Data collection is divided into primary and secondary data. Primary data is from original source. Secondary data is data collected by previous researchers. In this study, data secondary as journals, reference books and the Internet data collected to obtain an overview of the study. Secondary data also provide an initial overview for researchers and makes a deeper study. Primary data is used to help answer research questions and test hypotheses based on studies objectives. So, to test this hypothesis, a questionnaire was chosen as the primary method of data collection. Beneficial uses of these questionnaires are: Help researchers get the data easily. Information in a simple questionnaire to be encoded. Advantages to the scientific research on which measurements are valid and reliable. Easily answered by the respondents. Data can be obtained by mail, this means that research can be conducted even though the extent of geographical breadth. More efficient when compared to the interview method. Respondents answer truthfully honest answer without fear (Hair, et al., 2007). 3.6 Sampling Hair, et al. (2007) defined a few procedures in the sampling process. The procedures are: Defining the target population. Choosing the sampling frame. Selecting the sampling method. Determining the sample size. Implementing the sampling plan. The population in this study consisted of all students of UUM with the number of 31, 251 students are PhD students from about 1,186 students, a total of 44 Graduate Diploma students, Graduate After Diploma total of 780 students, a total of 4,030 Postgraduate students and the Undergraduate student is about 25,211 students. The sample in this study is the Undergraduate and Postgraduate students of UUM COB. Respondents were selected by convenience sampling in which samples are available to choose to participate in this study and may provide necessary information. Convenience sampling was chosen because of time constraints inherent in this study. The population or the unit of analysis for this research will be the College of Business (COB) students in Universiti Utara Malaysia (UUM). These COB students of UUM were chosen because COB has a large number of students under them. 3.7 Data Collection Method The questionnaire will distribute to COB students. Responses given by COB students in answering questionnaire is the most important resource in term of data collection. Findings of this study are one of the instruments that can measure the factors influencing brand loyalty among notebook users. 3.8 Method of Data Analysis Some statistical analysis was used to analyze the data in this study. All data were analyzed using the statistical package for social science (SPSS) software version 12.0. Descriptive analysis was used to see or understand the demographics of the respondents in this study. This method was also used to examine the dimensions of the study variables. To test the reliability of each factor influencing brand loyalty, the Cronbach coefficient alpha is used. The size of the correlation coefficient is used to quantitatively describe the strength of the association between two or more variables. The Pearson correlation was also used to measure the relationship between two variables. This analysis explains the positive or negative relationship between the two variables. Multiple regression analysis was used to analyze the dependent variable and several independent variables. It determine the relative importance of others independent variable in predicting the dependent variable. CHAPTER 4: RESULTS AND ANALYSIS 4.1 Introduction This chapter discusses the findings derived from data collected by the respondents who participated in this study. This chapter will also discuss the descriptive analysis for respondents demographic, the reliability of the factors and multiple regression analysis. 4.2 Respondents Demographic This study has a total of 31 respondents. Respondents demographic were asked in Part A that is gender, race, education level, age and notebook brand. The summarizing of the result from this part is show in Table 4.2.1 below. The table show that the ratio of both genders is 25.8% for male and 74.2% for female. So the percentages of female students are higher than male students. The results also show the race of the respondents where Malay consists of 17 students (54.8%), Chinese consists of 9 students (29.0%) and Indian consists of 5 students (16.1%). In education level, the number of undergraduate students that involves in this study is 22 students (71.0%) and postgraduate are 9 students (29.0%). And in age distribution, Table 4.1.1 shows that the higher percentage was 74.2% for 24 years and below, 22.6% for 25-35 years and 3.2% for 45 years and above. The result also show that most of the respondents use Compaq brand that consist of 9 students (29.0%) followed by Acer brand that consist of 8 students (25.8%). For HP brand consists of 5 students (16.1%), Dell brand consists of 3 students (9.7%), Toshiba and Lenovo brand consists of 2 students (6.5%) and last one is FTEC and Sony brand that only 1 students (3.2%). Demographic Variables Frequency Percent (%) Gender Male 8 25.8 Female 23 74.2 100.0 Race Malay 17 54.8 Chinese 9 29.0 Indian 5 16.1 100 Education Level Undergraduate (degree) 22 71.0 Postgraduate (master) 9 29.0 100.0 Age 24 years and below 23 74.2 25-35 years 7 22.6 45 years and above 1 3.2 100 Notebook Brand HP 5 16.1 Compaq 9 29.0 Dell 3 9.7 Acer 8 25.8 Sony 1 3.2 Toshiba 2 6.5 Lenovo 2 6.5 FTEC 1 3.2 100.0 4.3 Reliability Tests In this study, the reliability test is used to measure the coefficient and consistency each variables. The internal consistency reliability showed by coefficient alpha, also referred to as Cronbachs alpha. Hair et al., (2007) show the guidelines for the reliability as rules-of-thumb to interpret alpha values (Table 4.3.1). Table 4.3.1 Roles of Thumb about Cronbach-Alpha Coefficient Alpha Coefficient Range Strength of Association Poor 0.6 to Moderate 0.7 to Good 0.8 to Very good > 0.9 Excellent From the test, it was found that the Cronbach alpha for price factor is 0.567 from 4 variables item. For brand name factor, each of the 4 variables item to total correlation at moderate strength is 0.655 and for promotion factor the Cronbach alpha is at 0.635 from total correlation of 4 variables item. In features factor, each of the 4 variables item to total correlation was at moderate strength is 0.692. The Cronbach alpha for satisfaction factor is 0.909; total correlation of 5 variables item and for brand loyalty, the Cronbach alpha was 0.943 from 4 variables item. Table 4.3.2 illustrates the Cronbach alpha of the variables. Table 4.3.2 Cronbach Alpha of Variables Variable Cronbach Alpha Price 0.567 Brand Name 0.655 Promotion 0.635 Features 0.692 Satisfaction 0.909 Brand Loyalty 0.943 4.4 Hypotheses Testing To test the hypotheses in chapter 2, the Pearson correlation was use. This Pearson correlation can measures the linear association between two metric variables. It was range from -1.00 to +1.00 and zero representing no association between the two metrics variables. -1.00 and +1.00 show the perfect correlation or association between the two metrics variables. The correlation can be positive or negative depending on the direction of the relationship between the variables (Hair et al., 2007). 4.4.1 First Hypotheses H1: There is significant and positive relationship between price and brand loyalty among notebook users. The result show that correlation between price and brand loyalty is -0.641 and the significance level is 0.000. It is found that price have a negative relationship with brand loyalty which the significance level is small (p If the notebook providers increase the value of the price, it influenced the notebook users not to stay or loyal to the same brand because the price is more expensive that before and price not the factor that influencing brand loyalty among notebook users. Table 4.4.1 Correlation between Price and Brand Loyalty Price Loyalty Price Pearson Correlation 1 -.641(**) Sig. (2-tailed) . .000 Loyalty Pearson Correlation -.641(**) 1 Sig. (2-tailed) .000 . ** Correlation is significant at the 0.01 level (2-tailed). 4.4.2 Second Hypotheses H2: There is significant and positive relationship between brand name and brand loyalty among notebook users. The result show that correlation between brand name and brand loyalty is 0.538 and the significance level is 0.002. It is found that brand name have a positive relationship with brand loyalty which the significance level is small (p In other words, if the notebook providers more emphasizes on their notebooks brand name it can increase the users loyalty to the brand because they believe that the brand is reputable, prestigious and attract them more to purchase from the same brand. So brand name can influenced brand loyalty among notebook users. Table 4.4.2 Correlation between Brand Name and Brand Loyalty Brand Name Loyalty Brand Name Pearson Correlation 1 .538(**) Sig. (2-tailed) . .002 Loyalty Pearson Correlation .538(**) 1 Sig. (2-tailed) .002 . ** Correlation is significant at the 0.01 level (2-tailed). 4.4.3 Third Hypotheses H3: There is significant and positive relationship between promotion and brand loyalty among notebook users. The result show that correlation between promotion and brand loyalty is 0.422 and the significance level is 0.018. It is found that promotion have a positive relationship with brand loyalty which the significance level is small (p Promotion is need for all the marketers to introduce their product or services to the customer. So, if the notebook provider more emphasis on their promotion, the number of loyal customer to their brand more increases. It shows that promotion one of the factors that influencing brand loyalty among notebook users. Table 4.4.3 Correlation between Promotion and Brand Loyalty Promotion Loyalty Promotion Pearson Correlation 1 .422(*) Sig. (2-tailed) . .018 Loyalty Pearson Correlation .422(*) 1 Sig. (2-tailed) .018 . * Correlation is significant at the 0.05 level (2-tailed). 4.4.4 Fourth Hypotheses H4: There is significant and positive relationship between features and brand loyalty among notebook users. The result show that correlation between features and brand loyalty is 0.383 and the significance level is 0.033. It is found that features have a positive relationship with brand loyalty which the significance level is small (p < 0.05). This means it is failed to reject the hypotheses of there