CREDIT CARDS



Credit cards are plastic cards showing the card-holder's name, a 16-digit account number, an issue date, an expiry date and on the reverse, the signature of the card-holder and the security code. Credit cards can be owned by anyone. Their use worldwide is increasing rapidly. They are a permanent form of credit. The two best known cards are MasterCard and Visa. These credit card companies are linked to the banks that use their surplus funds for this profitable business. There are many types of card in use: credit, debit and cash cards. Debit cards are used as an alternative to cheques. When goods are bought using a debit card, the money is immediately transferred from the shopper's account to the store's account. Cash cards are used to obtain cash from a cash dispenser.

Credit cards, as the name suggest, enable people to obtain instant credit either against goods bought or for cash from a cash dispenser. Obtaining credit for goods involves the retailer filling in a docket either manually or by using the till and then asking the customer to sign the docket. If the card signature and the signature on the docket are the same then the customer is given the goods and the retailer sends the docket to the credit card company, where the transaction is recorded and the retailer paid. The cardholder receives a statement at the end of each month which outlines:

• The balance at the start of the month
• The interest payable on this outstanding balance
• The amounts and details of any transactions that have taken place during the month
• The balance owing at the end of the month

The cardholder is then able to make the decision on how much of the balance he wishes to pay off provided that it is greater than the minimum payment specified by the credit card company. It is now very common for there to be no documentation at the time of purchase, since so many goods and services are bought by phone with credit cards or debit cards.
 
A credit card company enrolls retailers, garages and other businesses that are prepared to accept its credit cards. It also invites applications from individual people who wish to use the card. These people must have a minimum level of income, e.g. $30 000 a year in Singapore. Each cardholder is given a credit limit. This is the maximum amount that the cardholder can have on credit. The credit limit may vary. New customers may have a low credit limit. As they use the card, the credit limit increases. The customer can, however, refuse to have an increased limit.
                                                                                                                                
The cardholder purchases goods and services using the card. He or she may sign a counterfoil but nowadays the chip and pin technique is becoming more widespread. This enables the card number to be validated - enough credit available to make the purchase - and to check that the card has not been stolen. The cardholder is given a copy of the bill. The retailer keeps a copy. Another, signed copy is sent to the credit card company. See the below diagram.


The credit card company charges the business commission on sales. It pays the business at regular intervals less the commission which may be as much as 3 per cent of the sales figure. The cardholder receives monthly statements showing the transactions for the previous month and the total amount owed. The cardholder can pay off the whole amount owed at the end of the month without paying interest or can pay a proportion. Interest is charged if the amount is not paid off in full and this is shown on the statement. If debts are carried over, there is usually a minimum repayment of 2-3 per cent of the balance each month.

It is also possible to obtain a cash advance using a credit card at a bank or using an Automatic Teller Machine (ATM). Interest is charged from the day the cash is withdrawn and a handling charge is also made. It is not advisable to use a credit card to obtain cash for these reasons but this service can be useful to obtain cash quickly and easily in a foreign country. MasterCard and Visa credit cards are issued by most of the major banks. They are also issued by other organizations such as large stores and charities. Some credit cards offer zero per cent or low rates of interest to new account holders for a limited period to attract new business. Some credit cards offer rewards, loyalty points or cash back in return for full payments each month.

Many credit cards offer extra benefits to cardholders. They may offer free purchase protection insurance which covers the consumer if purchases are damaged or stolen while being delivered. Credit card companies also offer 24 hour assistance if a card is lost or stolen. There may also be insurance cover offered to protect against cards being misused when lost or stolen.

Payments on credit cards can be made in person at a bank, by telephone or online. Some credit card companies charge an annual fee to cardholders. Extra payments are charged by the credit card company if the cardholder exceeds the credit limit on the card or if monthly payments are not made on time.

Most consumers in developed countries use credit cards. In some countries they are disliked for religious and moral reasons. However, across the world, the number of credit cards in circulation is steadily increasing as many countries move towards the cashless society. In China, there were 40 million credit cards in circulation in 2005. This rose to 56 million in 2006 showing an increase of 40 per cent.

Advantages to the Credit Card Holder

• Credit cards provide instant credit and are simple and quick to use.

• It is safer to carry a credit card than to carry a large sum of money.

• Free credit can be obtained for at least a month. It is possible to obtain up to eight weeks' free credit if purchases are made at a particular time in the month.

• Credit cards can be used in many different outlets, e.g. shops, hotels, garages, restaurants and in many different countries.

• Credit card companies may offer zero per cent interest for up to twelve months to transfer balances from another credit card. This may help people to avoid the interest payments on arrears.

• Credit cards can be used to obtain cash advances in the currency of the country you are in.

• If the cardholder is a business person, the credit card can be used to charge expenses. The business person does not have to use his/her own money and, hopefully, the expenses would be paid before the credit card payment is due.

Disadvantages to the Credit Card Holder

• Although credit cards are used worldwide, they are still not accepted in many outlets. For example, in Pakistan, credit cards are accepted in the top range of hotels but they are not accepted in the majority of budget hotels. The up-market shops and restaurants do accept them and cash advances can be obtained at some banks but not those in the smaller towns.

• The rate of interest charged is higher than that for other forms of credit and for a bank loan.

• Consumers tend to be tempted to spend more than they should and so are unable to pay off the debt at the end of the month.
             
Sometimes prices are higher because the retailer wishes to cover the commission charged by the credit card company.
• If a card is stolen or 'cloned' i.e. copied, many unauthorized transactions may result before the fraud is discovered.

• If a card is lost or stolen and the cardholder does not inform the credit card company, the cardholder could be liable for losses resulting from the misuse of the card.

Advantages to Businesses of Accepting Credit Cards

• Accepting credit cards usually means that a business increases sales. It may also give the business a competitive edge over any rival businesses that do not accept credit cards.

• The business does not have to hold too much cash on the premises which reduces the security risks to the business.

Disadvantages to Businesses of Accepting Credit Cards

• The businesses are charged some commission by the credit card companies.

• Accepting credit cards increases the paperwork and the records need to be kept.

• Extra time is needed to check for stolen cards and credit limits of customers.

• Businesses selling large quantities of goods on credit may experience delays in receiving the payments. This does not help their cash flow.

• Credit card fraud and bad debts may mean losses to the credit card company.

Credit cards should not be confused with charge cards such as Diner's Club or American Express. These organizations require cardholders to pay off their bills monthly by an agreed date. No arrears can be carried forward.

Security of Credit Cards and Credit Card Fraud

Credit card fraud is a major concern for most cardholders. In the UK, credit card fraud totaled over £200m in the first half of 2006 with online, phone and mail order fraud continuing to increase. It is estimated that one in ten of the people making online transactions in the UK is the victim of some kind of fraud, each losing £845 on average. Perhaps these figures are not surprising as over 26 million people shop online each year making an estimated 380 million transactions.

Credit card fraud costs the credit card companies hundreds of millions of pounds each year. It is not surprising that ways of reducing this fraud have been looked into.  One way around the problem is to authorize each transaction as it occurs by checking via the phone or a special terminal whether the card has been stolen. Another way is to make people key in their PIN at the checkout when making purchases using credit or payment cards.

To make shopping online more secure, Visa and MasterCard offer increased protection for credit card payments. Retailers are invited to participate in MasterCard Secure Code and Verified by Visa, security systems where the shopper has to register and is given an individual password. Online transactions cannot be made without the use of the password to authenticate the identity of the cardholder, thus protecting the cardholder against unauthorized use of the card.

The Chip and Pin system has also helped to reduce credit card fraud in the countries where it has been introduced. Credit card account holders are given a unique four-digit PIN number (Personal Identification Number) e.g. 1234. When the card is used, the pin number is keyed into the pin pad.

An authentication system based on Chip and Pin, for use both online and when buying on the telephone, has been developed. The system works via a cardholder inserting his/her chip and pin card into a hand-held card reader and entering the pin number. On validating the pin number entered, the reader generates a unique, one-time only password which the cardholder provides to the seller for authentication with the cardholder's bank.

Most credit card companies have fraud detection systems to check for any unusual activity (unusually large purchases) on an account. Zero Online Fraud Liability may also be offered. If a credit card is used to make payments online, the cardholder will not have to pay for online transactions made without the cardholder's authority.

Biometric testing can also be performed, whereby the user places an index finger into a machine which compares the fingerprint with one previously recorded. Another method looks at the way a person writes a signature by concentrating on the timing, the rhythm and the invisible pen movements. There are also systems which use the pattern on the retina of a person's eye or fingerprint being checked. Credit card companies also offer 24 hour worldwide assistance if a card is lost or stolen overseas. There may also be insurance cover offered to protect against cards being misused when lost or stolen.

Tips to Credit Card Holders to Reduce Fraud by:

• Never disclosing the pin number of the card to anyone.

• Not allowing card details out of sight when making a transaction (particularly in restaurants).

• Shredding all unwanted cards and credit card statements.

• Ignoring unsolicited emails about pin numbers.

• Shielding the screen when entering the pin number in a shop or cash machine.

• Giving card details on the telephone only when you have made the telephone call and when you are familiar with the company you are calling.

• Using only secure websites showing the security icon (locked padlock or unbroken key symbol). The beginning of the retailers’ web address will change from 'http' to 'https' when a purchase is made using a secure connection.

• Using a protected computer. The computer should have anti-virus software and a firewall.

• Opening a separate Internet-only credit card for online purchases only with a low credit limit.

Methods of Appeal in Advertisement

Methods of appeal are concerned with how the advertisement is presented. They are advertising techniques designed to associate a product or service with something that the consumer can relate to and make an impact on the consumer. They may be concerned with the content of the advertisement, the tone of the advertisement or the sound effects used in presenting the advertisement.  Many advertising devices appeal to people's emotions and play on their fears.  Professionals in the advertising industry believe that human beings are emotional creature’s first and rational creatures later. If you engage the emotions of the consumer, you will attract the attention of the consumer. The combination of the product to be advertised and the market to which the campaign is directed may determine the method of appeal used. Advertisements are often repeated to reinforce the message. They may be changed slightly to gain attention but the message in still the same.


Examples of Emotional Methods of Appeal in advertising

Affluence - some advertisements use the devices of extravagance, luxury and wealth - exotic locations, expensive jeweler, and very large houses - to persuade people to buy holidays, expensive cars and handmade fitted kitchens as well as banking and investment services.

Nostalgia - old fashioned or comfortable, warm surroundings, with a look of days gone by are sometimes used as the scene for an advertisement to sell holidays in luxury hotels, cheeses and soft furnishings.

Sexual attraction - this device is often used to advertise cosmetics, perfumes and cars. By owning the particular car or using the particular perfume, the user will be attractive to the opposite sex.

Masculine or feminine appeal - male characteristics such as a powerful body or strength are used to sell male cosmetic products and sports cars. Female characteristics such as softness, prettiness, gentleness are used to advertise chocolates, nightwear and cosmetics.
Romance - success with the opposite sex and the product advertised are put together in the consumer's mind. This is a widely used advertising device often aimed at younger age groups. Chocolates, soap and cosmetics are often advertised in this way.

Fear of being alone/need for social acceptance - advertisements implying that potential customers can join particular groups ('Join the Jet Set') if they buy a particular product are popular with manufacturers of soaps and deodorants. These advertisements play on people's fear of being alone and not being part of the crowd.

Love of children and babies - toddlers, babies and small children are often used in advertisements. They may suggest softness and protectiveness. Natural parental feelings and the desire for a happy family life may be used to boost sales of baby food, toys and games and breakfast cereals.

Fondness for animals - certain types of animals portray certain images. Puppies suggest playfulness and gentleness. This method of appeal has been used for toilet paper. Tigers exhibit strength and power. This image has been used to advertise petrol.

Fear of being ill - advertisers of medicines, cold remedies, slimming programs and health products sometimes use pictures or descriptions of people who are not well and who will be helped by using the products advertised. 'Healthy eating means a healthy family means eating Happy Henry Cornflakes'.

Cleanliness and hygiene - advertisements for domestic appliances, cleaning materials floor polishes and detergents often use sparkling rooms and very clean clothes as a way of showing what these products can achieve. The implication is that the consumer will not have such a clean house unless she buys these products.

Desire for an easy life (convenience) - advertisers of washing machines, dishwashers and other household appliances often show pictures of life made simpler and easier by the use of labor-saving machines. 'Use the new Wonder Cleaner from XYZ Ltd and sit down all morning'. This method of appeal may also be true for advertisers of convenience and ready-made meals who show how much time is saved by using a ready-made pizza or pie.

Love of a bargain - many people likes to feel that they are buying something at a cheap price. Slogans such as 'buy while stocks last' and 'bargain of the week' are likely to attract the attention of many consumers looking for value for money.

Hero worship - advertisers often pay famous personalities such as actors, pop stars or sports people to use a specific company's equipment or wear clothing showing a particular logo or brand or praise and recommend a product. Consumers who 'worship' the celebrity featured in the advertisement will want to use the same products. If you wear a certain type of sports shirt you might be able to play football like David Beckham.

Ambition and status - many advertisers appeal to people's desire to succeed in their jobs. The successful person in the advertisement uses the product, perhaps a particular model of a computer. If other people use it too, they will also be successful.

Other Methods of Appeal

Music - makes a television or radio advertisement more interesting. Lively music may make an advertisement exciting. Classical music may be seen as relaxing and be used for products such as designer clothes.

Movement - many television advertisements show people moving about and doing something to catch the audience's attention, e.g. having breakfast to advertise cornflakes, driving a car to demonstrate what it can do.

Humor - people like to laugh. Advertisers as often introduce humor into the situations shown in advertisements. They may make use of jokes, cartoons or amusing situations. Some of the most successful advertisements and most remembered are those that make people laugh.

Color - an advertisement in color appeals far more than one in black and white. Color used in newsprint (although not high quality reproduction) makes advertisements stand out from the newsprint. The use of color in glossy magazines adds to the appeal of the magazine for some readers. Advertisements for foods are made more appealing by the use of highly colored presentations. Color can convey all kinds of messages subconsciously about a product or service to the reader.

Color in advertising
Examples:
Possible Massage
Examples of products advertised
Red or gold
Richness, romance, luxury
Chocolates
Black or purple
Drama, mystery, luxury
Chocolates
Blue
Coolness
Soft drinks
White
Cleanliness
Household cleaners
Yellow
Sunshine and brightness
Breakfast cereal
Green
Nature and freshness
Foods

Durability - advertisers of cars, furniture and carpets sometimes stress the quality and reliability of their products saying that they will last for years. The most successful advertisements are those that people remember. They are usually remembered for their method of appeal or for the slogan used like “Beanz means Heinz”; “Go to work on an egg”; and “A Mars a Day helps you work, rest and play” etc

In Australia in early 2007, a poll was held to find out the advertisements that Australians loved the most and hated the most. Telstra's Big Pond Rabbits commercial showing a father telling his son that the Great Wall of China was built to keep out the rabbits was voted top television advertisement. Animal advertisements and those showing Australian past-times such as sailing and enjoying the beach also did well in the poll. The most hated advertisements were those that disfigured the human body in some way such as a tongue jumping out of its owner's mouth to advertise a brand of beer.

Advertisements need to be liked. If people like them, they will remember them. They will talk about them to friends and family and even switch from another brand to buy the advertised brand. It is not just the choice of media that is important but also the method of appeal or device used.

Automated Teller Machines (ATMs)



Automated teller machines (ATMs) are the 'hole in the wall' cash dispensers which many people use when the bank is not open or when they do not want to queue inside. Instead of queuing at a bank counter, customers visiting the bank branches are encouraged to use a range of machines. ATMs of various kinds enable customers to:

  •  Obtain cash
  • Pay in money and cheques
  • Obtain detailed bank statements and mini bank statements or request a bank statement by post
  • Change their PIN (Personal Identification Numbers)
  • Transfer money between accounts
  • Check account balances on screen
  • Top up mobile phones
  • Obtain quotations for loans but not apply for loans

ATMs are in widespread use in many countries. In Mauritius, they are located outside banks, at airports, the larger supermarkets and shopping malls. In the Maldives, they are found outside banks or in separate kiosks in busy areas in Male and also on the main atolls. In Bangladesh, ATMs are available in most cities and large towns. They are usually in open-all-hours booths that are guarded and that accept both credit and debit cards. In Pakistan, ATMs are available in the major cities and towns. They will accept Maestro debit cards and Visa and MasterCard credit cards but not always all these cards. Some ATMs do not accept foreign cards. Usually you can obtain cash free of charge from another bank's ATM e.g. customers of HSBC can obtain cash at a cash point provide by Standard Bank. Some ATMs are not provided by banks but are installed by independent cash machine operators who charge fees for people to obtain cash in motorway service stations, petrol stations and convenience stores. 


Why do Banks Provide ATMs?

ATMs provide easy access to some bank services and enable bank services to be available to customers after banking hours. ATMs are often available in a part of the bank's building separated by high security from the rest of the bank so that they can be used 24 hours a day. Banks are not available everywhere. ATMs enable banking services to be made available away from bank premises, e.g. in kiosks, foyers, garages and shops. ATMs help to save the labor costs of banks. They speed up banking transactions and reduce bank queues.
Staffs are freed from performing routine transactions so that more profitable sales-oriented work can be done. Fewer staff is needed since the computer does much of the routine work. A 24 hour per day service is provided to satisfy their customers' demands. The system makes it impossible for a customer to withdraw funds from their account unless they have the money in their account.

  
 Benefits to Customers of Using ATMs
  
  • No need to visit banks and waste time in queuing
  • Can pay utility bills easily
  • Can be used at any time 24 hours a day and 7 days a week; ideal for those people who work irregular hours. 
  •  Can use own PIN number which can be changed
  •  Many ATMs are available in many countries
  •  Varieties of services are available
  • Some customers prefer the anonymous nature of the machine since it cannot think you have stolen the cheque book or that you are spending too much,
  •  It is possible to park near the dispenser in the evening, so getting cash is a lot quicker.
  • There are fewer queues since-the transactions performed by the ATM are a lot faster.

Demerits to Customers of Using ATMs

  • Limit to the cash that can be withdrawn daily
  • Danger of theft/fraud/being mugged at ATMs
  • Have to remember the PIN number
  • May breakdown or run out of cash
  • Limited scope of some services, e.g. mini statements

Video on : 

How to Withdraw Money from ATMs ? 

Barcoding System


Bar-Coding is a computerized recognition of a product. A bar code is a set of bars and spaces of differing width which represent a number. A space is treated as 0 and a bar unit as 1. The code can be read optically as a bit pattern in which successive groups of bits are treated as BCD or some other numeric code. Bar codes appear on a variety of items - tags, tickets, plastic cards or on packets and cans in shops.

Many goods sold today are bar coded on their labels. Bar codes are a set of black parallel lines of varying widths with accompanying numbers (usually 13 digits). Bar codes give information about the goods such as the manufacturer's name or brand and the price. At the checkout, the label is read by a scanner or passed across a laser beam which reads the information and transmits it to a computer screen on electronic cash till. The cash till produces an accurate and detailed list of the items bought for each customer. This saves the cashier having to key in the individual items and speeds up the process of payment at the checkout counter. Using bar codes means that goods do not have to be priced individually. Often the price is shown on the display shelf. If prices change, the computer will be re-programmed. This way prices on individual goods do not need to be changed.

How a Computer Uses a Barcode?
The Bar-coding System

The above picture shows a barcode from a tin of Heinz baked beans. The number at the bottom is called the European Article Number (EAN); a number is allocated to all product manufacturers by the Article Number Association. The system works as follows:

       The first two digits represent the country where the goods are produced.

       The next five digits identify the manufacturer of the goods.

       The following five numbers identify the product.

       The final number is a check digit and is used to check that the other 12 numbers have been entered correctly.
 
Electronic Point of Sale (EPOS) is using electronic tills where bar codes are passed through a laser bean and read by a computer. The computer is able to provide management with information on the flow of sales - what is selling well and what is not - and also what kind of customers are buying what kind of goods. The computer can also provide a check on stock levels and can activate the need to order more stock. Electronic tills also provide customers with itemized bills. The name of the product and its price are shown on the receipt slip given to the customer. Using EPOS and bar coding requires a large capital outlay on buying equipment and training staff. The whole retail outlet must be fully computerized.

Most retail businesses make increasing use of computers to improve efficiency. They may use computers to prepare the documents they use, e.g. order forms and invoices. They may use Internet banking and computerized software to manage the accounts. They may have a database of customer details. They may use the Internet to view what their competitors are doing and to obtain information. They may use computerized means of communication to contact suppliers and customers and also within the business by means of the internal network or intranet. They may word process their correspondence and use desktop publishing to prepare advertising literature.

Example: Tesco is the largest food retailer in Britain. Tesco used to have many small shops on every high street, but the company has been concentrating on the development of the huge units we see today called superstores. Each superstore stocks over 14 000 food lines alone and has a sales area of over 25 000 square feet.

Using a Barcode reader in the desk of a point of sale terminal

Tesco was one of the first high street companies to use the barcode reader which is now called a laser scanner. The objectives of the scanning system are to improve the service to customers and to increase company productivity and profits. The above picture shows the scanning system used to scan in a barcode. The scanning system uses a laser beam to read the barcode on the goods. The bars contain the same information as the numeric code at the bottom of the barcode without the likely inaccuracies of typing the number in. As the barcode is passed across the scanner this number is read and the price and description of the goods are obtain from the computer, the sale registered and an itemized receipt produced.
 
Benefits of the Bar-coding system to the Customers

There are numerous benefits to customers and these include the following.

1.      With the old system, prices were entered into the cash register manually. With the scanning system this is done aid automatically, which eliminates typing errors, so accurate pricing is assured.

2.      The scanning till is estimated to be 15% more efficient, so customers will spend less time waiting to be served. No time wasted or mistakes made entering prices.

3.      Produce such as loose tomatoes are weighed at the checkout so customers no longer have to queue twice; once at the pricing point and again at the checkout.

4.      Customers can have their cheques and credit card vouchers automatic printed.

5.      Customers using a debit card such as Switch can withdraw up to £50 in cash from any checkout.

6.      More promotions may be offered, such as ‘buy two and get one free' (multisaver).

7.      An itemized receipt receipt is produced. This receipt will often include detailed information about what has been bought.

Benefits of Bar-coding System to the Company

Some benefits are easily quantified but others are more difficult.

1.      Checkout accuracy is improved. There are no longer any operator errors and fraud is limited, since in the past it was possible to key in a lower price and pocket the money.

2.      Throughput is faster and more efficient. There is, on average, a 15% saving in time to register the goods in a shopping trolley.

3.      Customer service can be improved. New services such as Clubcard, multisavers, etc., ensure customer loyalty.

4.      Productivity is increased. There is no need to price each individual article, as in the past. Prices are included on the edges of the shelves next to the articles. Weighing and pricing at the checkouts eliminates the need for separate pricing points.

5.      Sales information from the checkout is used to create the orders for stock replacement.

6.      Stock levels can be reduced. More efficient stock control means less money tied up in stock and less likelihood of running out of certain items on the sales floor.

7.      Wastage is also reduced. Perishable goods such as fresh meat and salads can be ordered accurately using the sales information obtained from the checkout.

8.      Promotional analysis and sales analysis are improved. Scanning data can be used to assess the effectiveness of special promotions and can provide important information about the sales of certain goods.

9.      The cost of adding a bar code to a label is tiny and there is saving on paperwork.
                                                                                                                                                    
Demerits of Bar-code System

Though bar-coding have many advantages, there are some disadvantages too. Such as:

1.      The cost of a point-of-sale system which does laser-scan bar codes and link into a computer system is still relatively high.

2.      Bar code scanners have reliability problems.

3.      Bar codes cannot be read by people.

4.      Only numbers can be coded.

5.      They are relatively fixed — so, for example, they are unsuitable for recording prices which can frequently