Morality of Drug Use

  In his book entitled â€Å"Thinking Critically About Ethical Issues,† Vincent Ryan Ruggiero formulated a criteria consisting of three elements, which criteria relates to respect for persons as a theoretical construct and a practical ethical standard for everyday decision making (Ruggiero, 78). These three criteria are obligations, moral ideals and consequences, which are all applicable to the determination of proper conduct in relation to drug use (Ruggiero, 79).Moral Ideals.Ruggiero explained his concept of moral ideals as distinct from obligations. For him, ideals are goals that characterize excellence, which goals are aimed at by different individuals (Ruggiero, 78). In particular, and in relation to respect for persons, he discussed that moral ideals assist a person in achieving respect for persons (Ruggiero, 80).He also explicated that moral ideals could be composed of various categories, such as the â€Å"cardinal virtues† of old and the theological virtues of religious thinkers. He likewise posited that moral ideals could vary from person to person, or from culture to culture (Ruggiero, 81). This is an important proposition, because the differences in moral ideals determine the differences in treatment given by each person on varying actions. Thus, one person could regard a moral ideal as more than just that, for example as an obligation that requires compliance.Applying this concept to the ethical issue of drug use, it would be concluded that the perspective could be viewed from a number of different perspectives, which also have varying moral ideals. This means that drug use could be viewed positively or negatively by different cultures or population, depending on their respective moral ideals.For example, a population of medical practitioners such as doctors would hold on to the ideal that drug use is necessary in certain cases, such as in situations of a disease or illness that could only be cured by the administration of particular drugs. On the other hand, a population consisting of the religious whose faith dictates the avoidance of drugs would hold on to the exact opposite moral ideal. Thus, an ethical decision hinges on the moral ideals to which the population concerned adhere, because such moral ideals determine the kind of ethical decision that would probably be made in any given situation.Obligations.Ruggiero also discussed the notion of obligations as a criterion for determining respect for persons. His concept of obligations refers to the element of compulsion into doing a certain act, as determined by the situation involved or the relationship between or among parties (Ruggiero, 80). He likewise explained that different kinds of situations and interpersonal relations dictate the kind of obligations that are imposed on a person.Viewing drug use in the light of Ruggiero’s concept of obligations, drug use could be ethically justified by formulating a situation such that the administration or pre scription of medicinal drugs and the corresponding use is seen as an obligation on the part of the doctor and the patient to maintain the latter’s good health and long life.Consequences.Finally, Ruggiero discussed the concept of consequences, which refer to the effects of an action on a person (Ruggiero, 81).   He states that the effects could be classified into beneficial or harmful effects, or grouped according to kind, such as whether they are physical or emotional (Ruggiero, 81).The most important aspect of Ruggiero’s discussion of the topic is his position that the benefit or harm caused by a specific act is determined by the impact of such an act on all persons involved, including the actor (Ruggiero, 81).This criterion is relevant in the issue of drug use, because ultimately, any ethical decision on this matter hinges on its effects on the user. Therefore, drug use could be ethically justified if it is shown that there are health benefits that could favor the user or his community. On the other hand, proof that drug use only leads to individual or collective harm would tilt the favor against drug use.In sum, Ruggiero’s three criteria are relevant in any discussion of the morality of drug use. These criteria provide practical knowledge with regard to the things that one should be looking at, prior to making an ethical decision.Works CitedRuggiero, Vincent Ryan. Thinking Critically About Ethical Issues. 6th ed.

Consumer Behavior Study Notes

MKTG 4150 STUDY NOTES Chapter 1: An Introduction to Consumer Behaviour What is Consumer Behaviour? Consumer Behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer behaviour is a process Buyer behaviour: the interaction between consumers and producers at the time of purchase. * Exchange (two or more organizations or people give and receive something of value) is an integral part of marketing Consumer behaviour involves many different actors Purchaser and the user of a product may not necessarily be the same person * Another person can also act as an influencer when providing recommendations for or against certain products without actually buying or using them Segmenting Consumers Market Segmentation: process of identifying groups of consumers who are similar to one another in one or more ways and devising marketing strategies that appeal to one or mo re groups Demographics: statistics that measure observable aspects of a population (i. e. birth rate, age distribution, income, etc. * Changes and trends revealed in demographic studies are of great interest to marketers since it can be used to locate and predict the sizes of markets * Markets can usually be segmented by age, gender, family structure, social class and income, ethnicity, geography, and lifestyles Chapter 2: Perception Exposure Exposure: the degree to which people notice a stimulus that is within range of their sensory receptors Sensory Thresholds Psychophysics: the science that focuses on how the physical environment is integrated into our personal, subjective world The absolute thresholdAbsolute threshold: the minimum amount of stimulation that can be detected on a sensory channel The differential threshold Differential threshold: the ability of a sensory system to detect changes in a stimulus or differences between the two stimuli Just noticeable difference (JND): the minimum change in a stimulus that can be detected * The ability to detect a difference between two stimuli is the relative difference between the decibel level of the message and its surroundings Weber’s Law The stronger the initial stimulus, the greater its change must be for it to be noticed K= ? II where:K = the constant increase or decrease necessary for the stimulus to be noticed (this varies across the senses) ?I = the minimal change in intensity of the stimulus required to be just noticeable to the person (JND) I = the intensity of the stimulus before the change occurs * Retailers generally use a markdown rule of at least 20% to make an impact on shoppers Subliminal Perception * Another word for â€Å"threshold† is limen and stimuli that fall below the limen are called subliminal Subliminal perception: occurs when the stimulus is below the level of the consumer’s awareness Subliminal techniquesEmbeds: tiny figures that are inserted into magazine adver tising by using high speed photography or airbrushing (supposedly exert strong but unconscious influences on innocent readers) Does subliminal perception work? Evaluating the evidence Factors why subliminal messages do not work: 1. There are wide individual differences in threshold levels. For a subliminal message to affect all individuals, it must be able to target ALL thresholds (which is impossible) 2. Advertisers cannot control the consumer’s position and distance from the screen (not everyone will have the same amount of exposure) 3.Consumers must pay absolute attention to the stimulus (not everyone does, most people are distracted) 4. Even if there is an effect, it only operates on a general level (can’t get a specific message out) Attention Attention: the extent in which the brain’s processing activity is devoted to a particular stimulus Multitask: the ability to process information from more than one medium at a time Perceptual sensitivity: process in wh ich people attend to only a small portion of the stimuli to which they are exposed Personal selection factorsPerceptual vigilance: consumers are more likely to be aware of stimuli that relate to their current needs (i. e. if you are hungry†¦ you will notice more food signs) Perceptual defence: people see what they want to see – and don’t see what they don’t want to see. If a stimulus is threatening to us in some way, we may not process it or we may distort its meaning so that it is more acceptable (i. e. smokers ignoring the warning on the cigarette package) Adaptation: the degree to which consumers continue to notice a stimulus over time (the more exposed to are, the less sensitive you are to it)Factors leading to adaptation: * Intensity (less intense stimuli habituate because they have less of a sensory impact) * Duration (stimuli that require lengthy exposure to be processed tend to habituate because they require a long attention span) * Discrimination ( simple stimuli tend to habituate because they do not require attention to detail) * Exposure (frequently encountered stimuli tend to habituate as the rate of exposure increases) * Relevance (stimuli that are irrelevant or unimportant will habituate because they fail to attract attention)Stimulus selection factors Factors that allow stimuli to be noticed: * Size * Colour * Position * Novelty (stimuli that appear in unexpected ways or places tend to grab attention) Chapter 3: Learning & Memory Learning: relatively permanent change in behavior that is caused by experience. Incidental learning: unintentional acquisition of knowledge. Behavioural Learning Theories Behavioral Learning Theories: assume learning takes place because of responses to external events. Classical ConditioningClassical conditioning: when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this 2nd stimulus (UCS) causes a similar respons e because it is associated with the first stimulus (CS). Unconditional stimulus (UCS): a stimulus naturally capable of causing a response (i. e. flavouring) Conditioned stimulus (CS): a stimulus that causes a response because of a learned association (i. e. bell) Conditioned response (CR): a new or modified response elicited by a stimulus after conditioning (i. . drool) Repetition * Repeated exposures increase the strength of stimulus-response associations and prevent the decay of these associations in memory * Most effective repetition strategy seems to be a combination of spaced exposures that alternate in terms of media that are more or less involving * Lack of association can be due to extinction (when the effects of a prior conditioning are reduced and finally disappear) Advertising wearout: repeated similar advertisements will lead to consumers tuning outStimulus generalization Stimulus Generalization: tendency of stimuli similar to CS to evoke similar conditioned responses Ma sked branding: strategy used to deliberately hide a product’s true origin Applications: * Family branding (capitalize on the repetition of a company name) * Product line extensions (related products are added to an established brand) * Licensing (well-known names are rented by others) * Look-alike packaging (distinctive packaging designs create strong associations with a particular brand)Stimulus discrimination Stimulus Discrimination: stimulus similar to CS is not followed by a UCS -> causes weakened reactions Instrumental Conditioning Instrumental Conditioning: known as operant conditioning, individual learns to perform behaviors that produce positive outcomes and avoids negative ones. There are 4 types: positive/negative reinforcement, punishment, extinction Shaping: process of rewarding intermediate actions (i. e. customers are rewarded with discounts in hopes of them coming for a second visit) 1.Positive Reinforcement: rewarding, response is strengthened and appropriate behavior learned. RECEIVES A REACTION AFTER DOING SOMETHING, SIMILAR TO PUNISHMENT. (i. e. getting a cookie for every A+) 2. Negative Reinforcement: the avoidance of a negative outcome by doing said behavior, NOTHING IS RECEIVED AFTER DOING SOMETHING. This is different from punishment, which doesn’t use avoidance to learn. (i. e. getting compliments from wearing nice perfume) 3. Punishment: a response is followed by unpleasant events. RECEIVES AN UNPLEASANT REACTION. (i. e. lap on the hand for eating without utensils) 4. Extinction: removal of positive event weakens responses, which are no longer followed by positive outcome. Consumers learn that responses no longer produce positive outcome. (i. e. woman no longer receives compliments on her perfume) Key for marketers is determining the most effective reinforcement schedule (amount of effort and resources they must devote to rewarding consumers to condition desired behaviours): * Fixed-Interval Reinforcement: A reward is made after a specified time period has elapsed. i. e. mouse hitting a button for food that will only come in intervals of 2 minutes, they'll realize that and only begin to hit the button as every 2 min. mark looms but will not do anything right after that mark has passed. textbook uses an example of holiday sales season * Variable-Interval Reinforcement: Time before reinforcement varies around some average but not specified. i. e. mystery store check ups by management, induces staff to always maintain a high-level of service as opposed to only when â€Å"check up† periods loom * Fixed-ratio Reinforcement: Reinforcement occurs after a fixed # of responses. . e. royalty programs, getting a prize for hitting a button 10x * Variable-ratio Reinforcement: Reinforcement occurs after a certain number of responses, but he/she does not know how many are required. Produces very high and steady rates, behavior is very difficult to distinguish. i. e. slot machines, you know you'll win eventua lly, just don’t know exactly how many tries Frequency Marketing: reinforces behavior of regular purchasers by giving prizes in line with amount purchased. i. e. royalty programs, frequent flyer programs. is building a database for refining product mixes, marketing strategies, tailoring communications – makes retention programs more effective, product launches/redesigns more successful, blunders prevented. Cognitive Learning Theory Cognitive Learning Theory: contrasting behavioral theories of learning, this focuses more on internal mental processes, i. e. creativity and insight. Views people as problem solvers and we actively use info to master the environment. Is Learning Conscious or Not? Mindlessness: the ability to process information in an automatic/passive manner * Argument as to whether or not learning is conscious.There are arguments that some people do things mindlessly and rely on their â€Å"adaptive unconsciousness† Observational Learning Observationa l Learning: occurs when people watch the actions of others and note the reinforcements they receive for their behaviors; learning vicariously rather than directly; AKA Modeling Lesson: marketers can show consumer a model + reinforcement without having to directly reward/punish the consumer to influence behavior The Role of Memory in Learning Memory: process of acquiring information and storing it over time for future availability The way info is encoded is important, if data can be associated with other info in memory already, better chance of new data being retained Sensory Meaning: a stimulus may be interpreted in terms of the senses it evokes, such as colour or shape Semantic Meaning: symbolic associations, i. e. rich people drink champagne Episodic memories: memories that relate to events that are personally relevant. + motivation to retain these memories Flashbulb Memories: memories that are triggered by a stimulus, i. e. (wedding) song that reminds them of their wedding Memory Systems 3 Types of Memory Systems: 1. Sensory Memory: permits storage of info received from our senses – very temporary, i. e. the smell of a bakery when we walk by. If info warrants further investigation, it passes through the attentional gate and xferred to STM. a. Capacity: High b. Duration: < 1 second (vision), few seconds (hearing) 2. Short-Term Memory/working memory: stores info for limited time, capacity is limited. Holds info that we are currently processing c.Capacity: Limited d. Duration: < 20 seconds e. Chunking: combining small pieces into larger pieces to store info 3. Long-Term Memory: a system that allows for long-term retaining of info f. Requires elaborative rehearsal: thinking about meaning of stimulus and relating to other information in memory Storing Information in Memory Activation Models of Memory: depending on nature of processing task, different levels of processing occur that activate some aspects of memory rather than others, +effort, +likely of LT M storage Associative networksAssociative Network/Knowledge Structures: a spiderweb of links containing info for a set of concepts (brands, stores, manufacturers), a storage unit * Info are placed into nodes, connected by associative links. Pieces of info seen similarly are chunked in some abstract form Hierarchical Processing Model: info is processed bottom-up, begins basic then increases to complex processing, if it fails to evoke further processing, info is terminated and capacity allocated elsewhere Evoked Set: a list of recallable information pertaining to a questioned category (i. . perfume). Implication: position itself in the right categories by providing cues (luxury for ex. ) Spreading activation Spreading Activation: as one node is activated, associated nodes are as well through links. = recalling competition/relevant attributes of brand, such as * brand-specific – claims of brand * ad-specific – claims of ad * brand identification * product category  œ how product works, where to be used, experiences with it * evaluative reactions – â€Å"that looks like fun† Levels of knowledgeLevels of Knowledge: Meaning Concepts > Proposition > Schema Script (schema): sequence of procedures expected from an individual Factors influencing forgetting Interference: stimulus-response associations will be forgotten if Retroactive: learning new responses to same/similar stimuli Proactive: prevent new learning as a result of past learning Chapter 4: Motivation and Values The Motivational Process Motivation: processes that cause behavior, occurs when need is aroused and consumer wants to satisfy it Utilitarian: desire to achieve some functional/practical benefit. i. e. cquiring a pair of durable running shoes Hedonic: experiential need involving emotional responses/fantasies. i. e. a special pair of running shoes for triathlon Goal: the desired end state Drive: the difference between a consumer's present and desired state creates tensio n. The magnitude of this tension determines the urgency of the consumer to reduce this tension. That degree of arousal is drive Want: a manifestation of a need (basic needs such as hunger); particular form of consumption to satisfy a need (such as eating hamburgers or hotdogs or chicken wings or caviar to satisfy hunger) Motivational Strength degree to which a person is willing to expend energy to reach a goal as opposed to another reflects his/her underlying motivation to attain that goal Drive Theory Drive Theory: biological needs that produce unpleasant states of arousal (stomach growling). We are motivated to reduce tension * marketing: tension = unpleasant state – desired state :. achieve balance = homeostasis Expectancy Theory Expectancy Theory: behavior is largely pulled by expectations of achieving desirable outcomes, positive incentives. It is a cognitive theory rather than biological Types of Needs think Maslow's hierarchy of needs Biogenic: elements necessary to ma intain life (water, air, shelter) Psychogenic: culturally related, as belonging to groups, having status, power, affiliation Motivational Conflicts Valence: a goal can be either positive or negative Approach-approach conflict * choice between two desirable alternatives i. e. go home for holidays to see family or ski with friends Theory of Cognitive Dissonance: when picking between two products and one is selected, inherently you'll lose on the benefits of the other and gain the negatives of the one chosen.People will start to rationalize their purchase, as a marketer, you can aid this conflict by bundling several benefits in your communications to help Approach-avoidance conflict * desire a goal but wish to avoid it as well i. e. want a goose to look cool, don't want to be labeled Canada douche, bag of chips * marketing implication: overcome guilt by convincing luxury is worth it, remove the negative aspects (fake fur) Avoidance-avoidance conflict * choice between two undesirable al ternatives i. e. throw + money at old car vs. buying a new one marketing implication: help them realize the unforeseen options of one option Maslow’s Hierarchy of Needs Consumer Involvement Involvement: a person's perceived relevance of the object based on their inherent needs, values and interests. object = brand, product, advertisement or purchase situation Level of Involvement: * can range from simple processing to elaboration (info is related to pre-existing knowledge systems) * a continuum * low end = inertia (decisions = habit because consumer lacks motivation to consider alt) * high end will find passionate intensity for people objects that carry great meaning Flow state: when consumers are truly involved with a product, ad, or website Characterized by: * sense of playfulness * feeling of control * concentration/highly focused attention * mental enjoyment of activity for its own sake * distorted sense of time * match between challenge at hand and one's skills * Another view is the type of involvement: cognitive or affective (rational/emotional) Cult products Cult Products: commands fierce loyalty, devotion and worship by consumers who are highly involved with brand i. e. Apple fanboys The Many Faces of InvolvementProduct involvement Product Involvement: a consumer's level of interest in a particular product. It can increase by having consumers involved in designing/personalizing. Mass customization: customization on mass production prices i. e. t-shirts, Dell computers Message-response involvement Message-Response Involvement: level of interest within a medium of communication i. e. tv = low, print ad = higher (can pause and reflect) Tactic: spectacles or performances, where message is also entertainment Marketing performances: turn public places into advertising stages, such as flash mobs. x. Sony BMG hired a group of passengers to burst into Thriller dance to promote MJ's 25th anniversary of Thriller album Interactive mobile marketing: particip ation in real-time promotional campaigns through cell phones Purchase situation involvement Purchase Situation Involvement: differences that may occur when buying the same object in different contexts i. e. when trying to impress someone you may buy a nice brand to reflect good taste, but if buying for your hated cousin, you may buy something shit because you don't care ValuesValues: a belief that some condition is preferable to its opposite. a function of individual, social and cultural forces Core Values Value System: a culture's ranking of universal values, such as health, wisdom, or world peace Socialization Agents: institutions/people that teach us beliefs, like parents, teachers or friends Enculturation: process of learning beliefs and behaviors endorsed by one's own culture Acculturation: learning of another's culture How Values Link to Consumer Behaviour * Cultural values (i. e. security or happiness) * Consumption-specific values (i. . convenient shopping or prompt service) * Product-specfic values (i. e. ease of use or durability) Hofstede’s cultural dimensions Hofstede's Cultural Dimensions: scores a country based on its standing of 5 dimensions so users can compare/contrast values * Power distance – extent of expectations and acceptance of unequal power distribution by less powerful members of organizations/institutions (like a family) * individualism – degree to which an individuals are integrated into groups * masculinity – distribution of roles between genders uncertainty avoidance – society's tolerance with uncertainty & ambiguity * long-term orientation – values of; long term = thrift/perseverance; short term = tradition, fulfilling social obligations, protecting one's â€Å"face† The Rokeach value survey Rokeach Value Suvery: set of terminal values (end states) and instrumental values (actions required to achieve terminal values) i. e. American's love for freedom (freedom to bear arms, expressi on, etc. due in large to history of wars for freedom, Canadians love equality The list of values (LOV) scale List of Values (LOV) Scale: developed to isolate values w/ more direct-marketing applications. Identifies nine consumer segments based on values The means-end chain model Means-End Chain Model: products are valued as a means to an end (they have abstract value beyond its bare product state) Laddering: consumers â€Å"climb† a ladder of abstraction that connects functional product attributes to desired end states i. . diamond ring for wedding = size of paycheque = size of love = size of self-worth Means-End Conceptualization of the Components of Advertising Strategy (MECCAS): 1st map relationship of product to terminal values, then employ: * message elements – specific attributes/features to be depicted * consumer benefits – + consequences of usage of product * executional framework – overall style/tone of ad leverage point – the way message will link terminal value with features * driving force – end value upon which advertising focuses on Syndicated Surveys Syndicated Surveys: large-scale, syndicated surveys to track changes in values Voluntary Simplifiers: believe once basic material needs are met, + income adds no value Conscientious consumerism: a new core value? Conscientious Consumerism: a value related directly to consumerism (ex. green) LOHAS: lifestyles of health and sustainabilityThe carbon footprint and offsets Carbon footprint: measures (in units of carbon dioxide) the impact human activities have on the environment in terms of the amount of greenhouse gases they produce Primary footprint: measure of our direct emissions of CO2 from the burning of fossil fuels Secondary footprint: measure of the indirect emissions of CO2 from the whole life cycle of products we use Materialism: importance of which people attach to worldly possessions Chapter 5: The SelfPerspectives on the Self Self-Concept Self-Conce pt: beliefs a person holds about his attributes and they evaluate these qualities Self-esteem Self-esteem: the positivity of your attitude toward yourself Social Comparison: a process where person evaluates themselves by comparing to others/media images; a basic human motive * High Self Esteem = takes more risks, expect success, *accepted socially, center of attention * Low = avoids risks, embarrassment, failures, or rejection Real & Ideal SelvesIdeal Self: conception of how they’d want themselves to be Actual Self: more realistic appraisal of qualities we do/don’t have * Purchase products in line with our qualities and others to help us attain our ideal self Impression Management: a process of managing how others think of us Multiple Selves Role Identities: different roles, such as husband, father, boss, student, etc. Virtual identity Virtual Identity: fictional depictions in a real-time, interactive virtual world (WOW) Computer-Mediated Environments (CME): virtual ro le-playing worlds Symbolic interactionismSymbolic Interactionism: relations with others play large part in forming â€Å"the self† * Who am I in this situation? And what do others think I am? * Pattern behavior on the perceived expectations, self-fulfilling prophecy * By acting the way we assume others expect us to act, we conform to those perceptions^ The looking glass self Looking-Glass Self: imagining the reactions of others towards us * Reflexive evaluation occurs when someone attempts to define the self; â€Å"bouncing† signals off others and trying to project the impression they have of us Self-Consciousness High Self-Monitors are more likely to evaluate products in terms of public impressions Consumption and Self-Concept Products that Shape the Self: You are What You Consume Symbolic Self-Completion Theory: predicts that people with incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it (i. e. adolescent boys purchase macho products to complete their masculinity) * Prisons remove personal objects to reduce personal identity and create group identity * Burglary victims feel alienation, depression, or feeling â€Å"violated†Self/Product Congruence Self-Image Congruence Models: predicts that products will be chosen if their attributes match some aspect of the self * Ideal self more relevant for highly expressive social products like perfume * Actual self more relevant for everyday, functional products The Extended Self The Extended Self: Props or settings (external objects) considered to be a part of us i. e. my computer is an extension of myself, it represents me 4 levels of the extended self: Individual Level: Personal possessions, such as jewelry, cars, clothing * Family Level: A consumer's residence and furnishings. House = symbolic body of family * Community Level: Neighbourhood or town of origin * Group Level: Attachment to social groups, such as landmarks, monuments, spor ts teams Gender Roles Gender Differences in Socialization Agentic Goals: stresses self-assertion and mastery; pertains mostly to males Communal Goals: affiliation and fostering of harmonious relationships; females * Every society creates a set of expectations of behaviour for men/women.Starts early with stories * Biological gender =/= sex typed traits, characteristics stereotypically associated with a gender * Masculinity and femininity are NOT biological characteristics; culturally determined Sex-Typed Products: products that take on mascu/feminine attributes Androgyny: mascu/femininity are not opposites (duality); can possess both at the same time * like Korean doods * *guys typically influenced by overall theme of message, girls = specific pieces of info Chapter 6: Personality and Lifestyles Personality Personality: person's unique psychological makeup + how it consistently influences responses to environmentFreudian Systems Freudian Systems: consists of 3 â€Å"systems† I d: entirely oriented toward immediate gratification – â€Å"party animal† * Pleasure Principle: behaviour = desire to max pleasure and avoid pain Superego: counterweight to id. The â€Å"conscience†, internalizes societal norms and prevents id from seeking selfish gratification Ego: system that mediates id and superego * Finds ways to gratify id that is socially acceptable (reality principle); unconscious * Marketing Implication: consumers cannot tell us motivation as it may be unconscious * Product represents socially unacceptable, true id goal.By purchasing, live vicariously through it Trait Theory Trait Theory: identifiable characteristics that define a person * consumption differences between idiocentrics (individualist) vs. allocentrics (collective) * Contentment: idios are more satisfied with the way their life is * Health Consciousness: Allos avoid poor food choices * Food Preparation: Allo's spend more time preparing meals * Workacholics: Idios more like ly to say they work harder and stay later for work * Travel and Entertainment: idios interested in other cultures, travelling, movies, libraries Problems with trait theory in consumer research Scales for measurement are not valid/reliable * Tests are developed for specific populations then adopted to general population ultimately how individual decisions add up to society’s well-being * Consumer Confidence: optimism/pessimism of economic future Social Class: * Standing in society * Pecking Order: social hierarchy determines in ranking, the access to resources such as, education, housing, and consumer goods * People belonging in the same class share roughly the same occupations, lead similar lifestyles by virtue of income, tend to socialize and share many ideas and values regarding lifestyle. Homogamy: tendency to marry someone of same social standing * Social Stratification: process in which social system distributes scarce resources unequally amongst social classes in a rela tively permanent manner * Reputation Economy: â€Å"currency† people earn when they post comments online and others recommend their comments * Ascribed Status vs Achieved Status: those who were born with it vs. those who earned it Blurring Social Classes * increasingly harder to link brands/stores to specific class, i. e. affordable luxuries†, university kids who splurge on clothing (Burberry, etc. ) but eat KD * Mass Class: those with purchasing power that allows for high quality goods, except for big ticket items such as cars, American colleges, luxury homes (Zara, H&M) Components of Social Class * Occupational Prestige: worth derived from what they do for a living (i. e. white vs blue collar) * Income * Social Class better predictor of purchases with symbolic aspects and low-moderate price * Income better predictor of major expenditures with no symbolic meaning (major appliances)How Social Class affects purchase decisions * Attitudes towards luxury (consumers): * Fun ctional: buys things that will last/enduring value. Conducts extensive research & logical decision making * Reward: typically younger than first group and older than 3rd group. A way of saying â€Å"I've made it† * Indulgence: smallest group. owning luxury items is to be lavish and self-indulgent – to express individuality and make others take notice. ery emotional approach * Old Money: old money families distinguish themselves NOT ON WEALTH, but on history of public service, philanthropy, and tangible markers (Ivey Business School) * Taste Cultures: differentiates in terms of aesthetic and intellectual preferences * it's like saying upper/upper-middle likely to go to museums, middle like camping and fishing. It's like saying that you're less sophisticated * Codes: ways consumers interpret and express meanings restricted codes: focus on content of objects, not relationships amongst objects * elaborated: more complex and depend on a more sophisticated worldview (p. 417) * Pierre Bourdieu concluded that taste is a status-marking force, or habitus * social capital: organizational affiliations and networks (connections) * cultural capital: set of distinctive and socially rare tastes and practices. basically the culture of the rich that allows them to stay within the upper echelon of society because they keep passing it downStatus Symbols * we purchase products not to enjoy them, but to let others know that we can afford them * isn't the same across all cultures. Bulky phones are more â€Å"luxurious† than slim sleek phones compared with the Western world. * invidious distinction: to inspire envy in others through display of wealth/power (reason for consumption) * conspicuous consumption: people's desire to provide prominent, visible evidence of their ability to afford luxury goods * parody consumption: to seek status by mocking it and avoiding status symbols. i. e. frayed edges of denim clothing, wins with irreverent labels Chapter 14: Age Sub cultures Subculture: group whose members share beliefs and common experiences that set them apart from others Microculture: a subset of subculture, which is based on lifestyle or aesthetic preference Age and Consumer Identity * era in which we grow up bonds us will millions of others from the same age * identity may become stronger when the beliefs/goals of one age group conflict with another * Age cohort: group of consumers of same/approximate age who have gone through similar exp. Marketers often target products to specific age cohort b/c possessions play key role in identity with others of a certain age and express priorities/needs of each life stage * Multigenerational Marketing Strategy: use imagery that appeals ;1 generation Chapter 15: Canadian Identity and Ethnic Subcultures Ethnic Subculture: self-perpetuating group of consumers who share common cultural/genetic ties recognized by both its members and others as a distinct category High-Context Culture: group members tend to be tightly knit, infer meanings that go beyond spoken word. x. symbols, gestures carry much more weight than spoken word (Koreans respecting elders) Low-Context culture: more literal. like Caucasians as opposed to minorities De-ethnicitization: occurs when detaches from roots (original ethnicity) and appeals to other subcultures Ethnicity as a moving target * becoming harder to target distinct ethnic groups: greater immigration and interracial marriage and cultural blending * Ethnic Stereotypes: you know what it is. Negative feedback in recent use Level of Acculturation: Acculturation: process of movement and adaptation to a cultural environment from another * Movement: factors that motivate people to uproot themselves physically from one to another place * Translation: to master a set of rules for operating in a new environment (fashion, social meaning) * Adaptation: process of forming new consumption patterns * assimilation: adopting new products, habits, and values identified wi th mainsteam culture * maintenance: retaining practices associated with culture of origin * resistance: resent pressure to submerge their cultural identities and take on new roles * Raymond Ng's five phases of adjustment * Honeymoon: immigrant marvels at wonders of new environment * Culture Shock: reality of situation sets in * Superficial Adjustment: immigrant forays into new culture/manages day2day life * Stress and Depression: immigrant disparages aspects of new life: lack of high paying job opportunities, taxes, cold and wet weather. Intergenerational conflicts arise, often over career choices of kids * Integration: immigrant moves through society with degree of ase comparable to that of native born * Progressive Learning Model: assumes that people gradually learn new culture as they increasingly come in contact with it. Therefore, mix original culture with host culture Chapter 16: Cultural Influences on Consumer Behaviour UNDERSTANDING CULTURE: * culture – abstract ideas and material objects/services making up a society’s personality – determines the overall priorities s/he attaches to different activities and products – mandates the success/failure of specific products/services – a product that provides benefits consistent with those desired by members of a culture at a particular time has a much better chance of attaining acceptance in the marketplace * aspects of culture: ecology – the way in which a system is adapted to its habitat; this area is shaped by the technology used to obtain and distribute resources * social structure – the way in which orderly social life is maintained; includes dominant domestic and political groups * ideology – mental characteristics of a people and the way in which they relate to their environment and social groups; revolves around the belief that members of a society possess a common worldview and share ethos (a set of moral principles and aesthetic principles) Cul ture: is a concept to understand consumer behavior as society’s personality. It includes: Abstract ideas, Material objects and service. * Culture is the lens through which people view product. The relationship between consumer behavior and culture is two way street. Products relates to priorities of a culture being accepted more by consumer * Product, successfully produced by culture, provide a window onto the dominant cultural ideal of that period Culture system contains 3 functional areas 1. Ecology: which a system adapted to its habitat. 2. Social structure: the way which orderly social life is maintained. 3. Ideology: the mental characters of a people relate to their environment and social groups. Different dimensions on culture 1. Power distance – how much power 2. Uncertainly avoidance – degree people feel threatened 3. Masculinity and femininity – gender roles 4. Individualism – individual vs groupNorms – rules dictating what is right or wrong, acceptable or unacceptable * Enacted norms – explicitly decided upon * Crescive norms – imbedded in a culture and discovered through interaction with other members of that culture * Custom – norm handed down from the past that controls basic behavior, such as division of labour in a household, or practice of particular ceremonies * When to eat * More – custom with strong moral overtone, often involves a taboo, or forbidden behavior, such as incest or cannibalism * What kind of food is permissible to eat * Convention – norms regarding the conduct of everyday life, correct way to furnish house, wear clothes, host a dinner party * how to eat the food Myth and ritualsMyth: is a story containing symbolic elements that express the shared emotions and ideals of a culture * Often features some kind of conflict between two opposing forces, outcome serves as a moral guide for people * Provides guidelines about their world Functions of myths * Meta physical – explain origin of existence * Cosmological – emphasize all components of the universe are part of a single picture * Sociological – maintain social order by authorizing a social code to be followed by members of a culture * Psychological – provides models for personal conduct Monomyth – common to many cultures Ritual: is a set of multiple, symbolic behaviors that occur in a fixed sequence and tend to be repeated periodically Ritual Artifacts: items used n the performance of rituals – to consumers, ex. birthday candles, diamond rings Types of ritual * Grooming rituals – purpose ranging from inspiring confidence before confronting the world to cleansing the body of dirt and other profane materials * Gift giving rituals – promotion of appropriate gifts for every conceivable holiday and occasion, three stages * 1. During gestation, giver is motivated by an event to procure a gift * 2. Presentation or process of gift exch ange * 3. Reformulation, bonds between the giver and receiver are adjust to reflect the new relationship that emerges * Re-gifting is unwanted * Holiday rituals Rites of passage: a special times marked by a change in social status, three phases * Separation – detaches from original group or status, ex. leave home for school * Liminality – person literally in between status, ex. arrival on campus tries to figure out what is happing in O week * Aggregation – when person re-enters society after the rite of passage is complete, ex. returns home for summer vacation as university â€Å"veteran† Sacred and Profane Consumption Sacred Consumption – involves objects and events that are set apart from normal activities and are treated with degree of respect awe Profane Consumption – Involves consumer objects are ordinary, everyday things we do Domains of Sacred Consumption Scared places – set apart by society because they have religious or mysti cal significant, or because commemorate some aspect of a country’s heritage * Home can be sacred place, represents a crucial distinction between the harsh, external world and consumers â€Å"inner space† * People – idolized and set apart from the masses, ex. celebrities * Event – world sports is sacred and almost assumes the status of religion, ex. Olympics * Souvenirs are big industry Desacralization: occurs when a scared item or symbol is removed from its special place becoming profane as a result * Can be religion itself, the crosses are in mainstream fashion, Christmas is more materialistic Sacralisation: When events, people take on scared meaning to a culture or a group within a culture, ex. Stanley cup, or collections Chapter 17: The Creation and Diffusion of CultureCultural Selection – how the culture in which we live creates the meanings for everyday products and how these meanings move through a society to consumers * Linking back to Chapt er 1, people buy things for what they mean, not what they do * Though it seems like we have so many choices, our options only represent a small portion * Selection of certain alternatives is the culmination of a complex filtration process resembling a funnel * Cultural selection – many possibilities initially compete for adoption slowly winnowed down to make their way along the path from conception to consumption * Our tastes and product preferences not formed in a vacuum, * Choices are driven by images presented in mass media, observations of those around us, our desire to live in a fantasy world created by marketers * Constantly evolving and changing – what is hot one year may be out the next * Characteristics of fashion and popular culture include: * Styles often rooted in and reflect deeper societal trends, ex. olitics and social conditions * Styles usually originate as an interplay between deliberate inventions of designers and businesspeople and the spontaneous a ctions of ordinary people, help fuel fire by encouraging mass distribution (those anticipate what consumers want succeed) * Trends can travel widely, often between countries and continents * Influential people in the media play a large role in deciding which trends succeed * Style begins as a risky or unique statement by a relatively small group of people spread to others increase aware of the style feel confident about trying it * Most styles eventually wear out, as people continually search for new ways to express themselves and markers try to keep up * Cultural selection process never stops, when styles become obsolete others wait to replace them in popular culture Culture Production Systems – set of individuals and organizations responsible for creating and marketing a cultural product * No single designer, company or ad agency is totally responsible for creating popular culture, may different factors * Important factors include the number and diversity of competing syste ms and the among of innovation vs. conformity that is encouraged Components of a CPS – has three major subsystems: 1. Creative subsystem – responsible for generating new symbols or products ex. singer 2.Managerial subsystem – responsible for selecting, making tangible , mass producing, and managing the distribution of new symbols or products, ex. producer/distributor of CD 3. Communication subsystem – responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers, ex. advertising agencies hired to promote music Cultural Gatekeepers – judges or â€Å"testmakers† influence the product that are eventually offered to consumers * Filter the overflow of information and material intended for consumers, ex. movie, restaurant, car reviewers * Collectively called – throughput sector Changed from top-down to bottom up, companies listen to everyday consumers; due to factors su ch as social networking * We now live in consumerspace – where customers act as partners with companies to decide what the marketplace will offer * Xerox uses voice of the consumer data in its R&D – feedback from end customers well before it put new product on the market * First make prototype, then gets feed back â€Å"customer-led innovation† High Culture and Popular Culture * Culture production systems create many diverse kinds of products, basic distinctions through characteristics * Art Product – viewed primarily as an object of aesthetic contemplation without an functional value * Original, subtle, and valuable elite of society * Craft Product – admired because of beauty with which it performs some function, ex. ceramic ashtray * Permits rapid production High Art vs. Low Art (high and low culture) * We assume rich have culture and poor do not * Blended together in interesting ways, ex. fine art at Costco * We appreciate advertising as an art form The arts are big business, marketers often incorporate high art to promote products Cultural Formulae * Mass culture churns out products specifically for a mass market * Aiming to please average tastes of undifferentiated audience * Predictable because they follow certain patterns * Usually a formula followed because roles and props occur consistently * This means that we â€Å"recycle† images * Creative subsystem members reach back through time and remix the past, ex. Gilligan’s Island Brandy Bunch Reality Engineering – elements of popular culture are used and converted to promotional strategies * Many consumer environments have images/characters spawned by marketing campaigns or are retreads, ex.Real like Kwik-E-Mart * Hard to tell what is real – â€Å"new vintage† (used jeans) * Cultivation hypothesis – media’s ability to distort consumers’ perception of reality * Media tend to exaggerate or distort the frequency of beh aviours such as drinking and smoking Product Placement – inserting real products in movies, ex. E. T and Reese’s pieces Advergaming – online games merge with interactive advertisements that let companies target specific type of customers Plinking – embedding a product or service link in video (you-tube) The Diffusion of Innovations – process whereby a new product, service, or idea spreads through a population * New products and styles constantly enter the market * Occur both consumer and industrial setting Form of clothing, new manufacturing technique or novel way to deliver a service * If innovation is successful it spreads through the population * First bought or used by few people more and more consumers decided until everyone has bought or tried innovation Adopting Innovations * Resembles decision-making sequence, moves stages of: Awareness, information search, evaluation, trial, and adoption * Importance depends on how much is already known ab out product as a well as cultural factors that affect people’s willingness to try new things * Not al people adopt an innovation at the same rate (some never do) * Consumers can be placed into categories based on likelihood of adopting to innovation can be related to product-life-cycle) * 1/6th of population very quick to adopt new products (innovators and early adopters), 1/6th are very slow (laggards) * 2/3rds are somewhere in the middle majority represent mainstream public * interested in new things, but do not want them to be too new, wait for technology to improve, or price to fall * Innovators – brave souls, first to try new offering (maybe innovator on one thing, laggard in another) ex. fashion, vs. recording technology, highly educated, and high income levels, and socially active * Early Adopters – share similar characteristics, but difference is – degree of concern for social acceptance (20% of pop. ), use magazines to learn about new trendsTypes of Innovations – can be categorized in terms of degree to which they demand change in behavior from adopters, three categories: * Continuous innovation – modification of existing product, set one brand apart from competitors, most products this type, evolutionary * Small changes made to position, to add line extensions, or merely alleviate consumer boredom * Dynamically continuous innovation – more pronounced change in an existing product, ex. touch-tone telephones, creating some behavior change * Discontinuous innovation – major change in the way we live, ex. airplane, car, TV Prerequisites for Successful Adoption – several factors required for new product to succeed * Compatibility – compatible with consumers’ lifestyle * Trialability – more likely to adopt of they can experiment with it prior to commitment, reduce risk, ex. ree â€Å"trial-size† samples * Complexity – should be low in complexity, easier to und erstand chosen over competitor * Observability – innovation easily observable, more likely to spread, ex. visible fanny packs * Relative Advantage – most important, should offer relative advantage over alternatives The Fashion System – consist of all those people and organization involved in creating symbolic meaning and transferring those meanings to cultural goods * Fashion affects all type of cultural phenomena, including music, art, architecture, and even science * Fashion as code/language for meanings * Terms * Fashion – process of social diffusion by which a new style is adopted by some group(s) of consumers * A fashion(style) – particular ombination of attributes * In fashion – this combination is currently positively evaluated by some reference group Cultural Categories – How we characterize the world reflects the meaning we impart to products * Culture makes distinctions between different times, leisure and work, and gender * Dominant aspects/themes of culture are reflected in design/marketing of items * Costumes of politicians, rock/movie stars * 1950s/60s: â€Å"space-age† mastery * Fashion colours for each season * Creative subsystems attempt to anticipate the tastes of the buying public * Collective selection – process in which certain symbolic alternatives are chosen over others, ex. New Wave, Danish Modern, The Western Look, Nouvelle CuisineBehavioural Science Perspectives on Fashion – major approaches to fashion * Psychological Models of Fashion – explain why people are motivated to be in fashion * Includes conformity, variety seeking, personal creativity, and sexual attention, ex. consumers seek need for uniqueness, want to be different, but not too different (conform to basic guidelines but improvise and make personal statements) * Also early theory of fashion â€Å"shifting erogenous zones accounted for fashion change, different zones become the object of interest because they reflect societal trends (pg. 536) * Economic models of Fashion – terms of supply and demand * Items limited supply have high value, while readily available are less desired (rare items command respect and prestige) * Ex. wear expensive clothing to show prosperity Though in contrast – parody display 0 which they deliberately adopt low-status or inexpensive products * Prestige-exclusivity effect – high prices create high demand * Snob effect – lower prices actually reduce demand (if its cheap it isn’t good) * Sociological Models of Fashion – focuses on initial adoption of fashion by subculture and is diffusion into society as a whole * Ex. Goth culture into mainstream or hip – hop * * Trickle-down theory – important! * States that there are two conflicting forces that drive fashion change 1. Subordinate groups try to adopt the status symbols of groups above them – try to climb the later of social mobility (thu s dominant styles originate with upper classes and trickle down) 2. Those superordinate groups are constantly looking below them on the ladder to ensure they are not imitated, they adopt newer fashions * Self-perpetuating cycle of change of fashion Harder in modern times because of new developments in mass culture * Advance in technology to make people instantly aware of latest styles and trends * Each social group has own fashion innovator, trickle-across effect – fashion diffused horizontally among members of same social group * Current fashions often originate with lower classes, trickle up- less concern with maintaining status quo, more free time to innovate, take risks A â€Å"Medical† Model of Fashion – why do style diffuse through the population so quickly? * Meme theory explains the idea, meme – idea/product that enters the consciousness of people over time – includes tunes, catchphrases, or styles like Hush Puppies * Memes spread among con sumers in a geometric progression, like a virus, starts off small and steadily infects increasing number of people until it becomes epidemic * Leap from brain to brain via processes of imitation To survive must be distinctive and memorable * Tipping point – when process reaches the moment of critical mass Cycles of Fashion Adoption * Fashion cycle – much similar to product life cycle, progresses through birth to death * Fashion acceptance cycle * Introduction stage – a song is listened to by smaller number of music innovators * Acceptance stage – song enjoys increased social visibility and accepted by large segments of population, wide airplay on Top 40 Stations * Regression stage – item reaches a state of social saturation, becomes overused, sinks into decline and new songs take its place * Different classes of fashions can be identified by considering relative ength of the fashion acceptance cycle * Classic – fashion with extremely long ac ceptance cycle, low risk * Fad – very short-lived fashion, usually adopted by relatively few people, trickles across common subculture, rarely breaks out of specific group, ex. hula hoops, snap bracelets, and pet rocks, or streaking in mid -1970s * Non-utilitarian – not performed any meaningful function * Adopted on impulse * Diffused rapidly, gains quick acceptance, and is short-lived Fad or Trend * Guidelines for long-term trends: * Fits with basic lifestyle changes * A real benefit should be evident * Can be personalized * Not a side effect or a carryover effect * Important market segments adopt change

Impact of Organised Retail Chains on Unorganised Retail Sector

â€Å"A COMPARITIVE STUDY ON PREFERENCE OF SOFT DRINKS IN YOUTH REPORT Submitted to: Submitted by: DR. RAJKUMARCHIRAG GUPTA Roll no. 5382 MBA 5. 4 MASTER OF BUSINESS ADMINISTRATION [pic] INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH MDU,ROHTAK 2010-2011 DECLARATION I Chirag Gupta, student of 5 year M. B. A 4th semester of Institute of Management Studies and Research hereby declare that the project report titled â€Å"Preference of soft drink in youth† is a code of critical & independent work carried out by me under supervision & guidance of Dr.Raj Kumar. This has not been previously submitted for the award of any other diploma, degree or other similar degree. The feasibility suggestion has been duly incorporated in the consultation with the supervisor. Signature of the Candidate EXECUTIVE SUMMARY Soft Drinks were common preference among all the individuals, irrespective of their age groups as it had great brand value and great advertisement.Market Research is based on some und erlying parameters like: †¢ Changing consumption pattern †¢ Advertisements †¢ Taste †¢ Status consciousness †¢ Varying lifestyle The study starts with determining the major players in the soft drinks, their overall consumption pattern among the people and ends up with the conclusion as per the state of mind of the average rational human being.Consumer preferences are changing towards healthier food, and thus such a trend will carry on for some time to come. In the soft drinks market of late, most recent new products launched have been focused on the health benefits of the soft drinks, like pomegranate juices, calcium-fortified bottled water and a series of reduced-sugar alternatives, with such features not previously so readily available to or heavily promoted at the target audience.TABLE OF CONTENTS SERIAL NO. TITLE PAGE NO. 1) INTRODUCTION 1) Industrial profile 01 2) Major players in soft drinks segment 04 3) Study of growth of soft drink market 09 2) RE SEARCH METHODOLOGY ) Purpose of the study 10 2) Objectives of the study 10 3) Scope of the study 10 4) Research Design 11 5) Sampling Technique used 12 6) Selection of Sample Size 12 7) Sources of Data collection 12 8) Statistical Tools Used 12 3) DATA ANALYSIS AND FINDINGS 13 ) LIMITATION OF THE STUDY 24 5) CONCLUSION 25 6) ANNEXURE 6. 1) Questionnaire 26 7) BIBLIOGRAPHY 28 INTRODUCTION INDUSTRIAL PROFILE The soft-drink industry comprises companies that manufacture nonalcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages.Naturally occurring bubbling or sparkling mineral waters have been popular for thousands of years: the ancient Greeks believed that such waters had medicinal properties and bathed in them regularly; the Romans established resorts around mineral springs throughout Europe. In the 1500s the village of Spa in Belgium became famous for its waters, which by the early 1600s were sold, in bottles, as far away as London, Eng. Development of the first man-made sparkling or carbonated water is credited to Joseph Priestley, the British scientist who discovered oxygen.In 1772 he invented a method of â€Å"pushing† carbon dioxide into water by dissolving it under pressure, thus creating fairly long-lasting bubbles. The technique led to development of the soft-drink industry. By the beginning of the 19th century, carbonated water was being made commercially in France and North America; shortly thereafter, flavours (normally fruit concentrates) were added to enliven the taste. In the 1820s, small carbonated bottling operations were established in Canada, producing carbonated drinks in refillable bottles which were merchandised as medicinal elixirs or tonics.Most soft drinks are still carbonated to give drinks a â€Å"tangy bite† and to stimulate the tongue. Furthermore, because scent is an important part of taste, the flavours carried as vapours in the bubbles enhance taste. T he principle of â€Å"pushing† carbon dioxide is still used, but now the water is first purified in a process known as â€Å"polishing. † Cooled carbon dioxide is then injected at pressures of 275-550 kilopascals. Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer, Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda.The first carbonated beverage or â€Å"pop† bottles were sealed with corks held tightly in place with a wire binding. Because they had to be stored neck down so that the cork would not dry and allow the carbonation to leak away, they were manufactured with rounded bottoms. By the mid-1800s, soft drinks sold in Canada were packaged in 8-ounce (227. 2 ml) round-bottom bottles for about 25 cents a dozen, except ginger beer, which was sold in draught form from wooden kegs. Wired cork closures were used until about 1884 with Codd's Patented Globe Stoppers (25 types in all). Such closures were replaced by the Hutcheson Spring Stopper.The crown cap was introduced around 1905 and improved versions are still widely used, although they are gradually being replaced, especially on larger containers, with reclosable screw caps. Other packaging innovations since the mid-1960s include canned carbonated beverages, nonreturnable glass bottles and containers made from rigid plastics. However, an effort is being made, often through provincial legislation, to increase the use of returnable glass containers. In the industry's early years the number of carbonated-beverage plants increased steadily, most serving small regional markets.In 1929 the industry was made up of 345 production plants and the value of shipments reached $12. 3 million. By 1960 the number of plants had increased to 502 and the value of sales to $172. 7 million. Subsequently, consolidation began, prompted by improved production, packaging and distribution facilities. By 1973, 337 plants were in production and the value of shipments was $484 m illion. In 1985, with sales of about $1. 8 billion, the industry had 187 plants in production: Newfoundland had 3; PEI, 1; Nova Scotia, 7; New Brunswick, 8; Quebec, 66; Ontario, 58; Manitoba, 7; Saskatchewan, 10; Alberta, 13; and BC, 14.Production volume has also increased dramatically: in 1939, soft-drink bottlers produced about 162 million litres of carbonated beverages; by 1967, production passed 758 million litres; in 1986, shipments were estimated at over 2. 1 billion litres; and in 1998 that figure rose to 3. 5 billion litres. The industry is regulated by both federal and provincial agencies, 3 of the most important being CONSUMER AND CORPORATE AFFAIRS (responsible for the Consumer Packaging and Labelling Act), HEALTH CANADA (which administers the Food and Drugs Act) and Environment Canada (which focuses on environmental matters).The industry is represented by the Canadian Soft Drink Association in Toronto and by several provincial associations. The introduction of diet carbon ated beverages has changed the industry's profile. Several years ago, in response to increasing consumer diet consciousness, the industry introduced the first successful sugar-free diet drinks using the artificial sweetener cyclamate. But questions were raised about the safety of this additive and, based on existing scientific data, Health Canada banned its use in Canadian commercial FOODS AND BEVERAGES.This decision, estimated to have cost the industry more than $15 million, was a setback to diet-drink development. The industry turned to saccharin, but this too was eventually banned. Now, a new sugar-free additive, aspartame, has been approved for use in diet soft drinks, and the cyclamate/saccharin situation is not expected to recur because aspartame consists of amino acids, which occur naturally. Aspartame-sweetened diet drinks have had a dramatic effect on the Canadian carbonated-beverage industry.Just before the saccharin ban in 1977, diet drinks accounted for about 10% of the soft-drink market; following the ban the diet share dropped to about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982, the first full year that aspartame was used in Canada, diet drinks increased by 15. 2% of total soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales increased 5. 3% over 1986, while diet soft-drink sales increased by 10. 7%. This single development has encouraged strong growth in the industry.MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA [pic] â€Å"thanda matlab coca cola!!! † Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993. and made significant investment to ensure that the beverage is av ailable to more and more people in remote as well as inaccessible parts of the world.Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,†Thanda Matlab coca cola†. in 2003,coke was available for just rs,5 crores in the country. FANTA GHOONTH BHAR SHARARAT KAR LEY!!! [pic] Fanta entered the Indian market in year 1996 under the coca cola brand . ver the years, Fanta has occupied a strong market place and is identified as â€Å"the fun catalyst†. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA â€Å" LIME AND LEMONI!!! [pic] Drink that can cast a tangy refreshing spe ll on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country.Dive into the zingy refreshment of limca and walk away a new person. THUMS UP TASTE THE THUNDER!!! [pic] Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys. SPRITE â€Å"SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!! [pic] World wide sprite ranked as no. soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, l eading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust their instincts, influence them to be true who they are and to obey their thirst. MAAZA YAARI DOSTI TAAZA MAAZA!!! [pic] Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category.Over the years, maaza has become synonymous with mango. â€Å"Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam†. consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, â€Å"yaari dosti, and taaza maaza†. PEPSI YEH DIL MAANGE MORE!!! [pic] Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890’s in North Carolina.The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years. †¢ Diet Pepsi †¢ Crystal Pepsi †¢ Pepsi twist †¢ Pepsi max †¢ Pepsi samba †¢ Pepsi blue †¢ Pepsi gold †¢ Pepsi holiday spice †¢ Pepsi jazz †¢ Pepsi x(available in Finland & brazil) †¢ Pepsi next(available in Japan & south Korea) STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used.MARKET †¢ Cola products account for nearly 61-62% of the total soft drinks market. †¢ Two global majors’ Pepsi and coke dominate the soft drink market. †¢ NCAER survey sa ys 91% of soft drink in the country is in the lower, lower middle and upper middle class people. †¢ The market is worth around Rs. 5000 crores with growth rate of around 10-15%. †¢ The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. †¢ The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source. Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. RESEARCH METHODOLOGY PURPOSE OF THE STUDY The main aim of this research study is to analyze the preference of youth on consumption patterns and preference of Soft Drinks. OBJECTIVE OF THE STUDY †¢ To study the preferences of the youth for soft drinks. †¢ To find out the factor(s) that influences the consumer’s consumption of soft drinks. †¢ To test the know- how of the consumers regarding the various existing brands of soft drinks. To know the size of the soft drink purchase for personal and household purpose. †¢ To know the frequency of consumption of soft drink. SCOPE OF THE STUDY †¢ This study is confined MDU campus Rohtak. †¢ Seasonal drinks are not considered in the study. †¢ We are considering only canned and bottled drinks. †¢ We are not considering health & alcoholic drinks. RESEARCH DESIGN A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem.On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehe nsion of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types:- †¢ Descriptive †¢ ExperimentalThe research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use varies with income, age, etc. SAMPLING TECHNIQUE USED: This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.SELECTION OF SAMPLE SIZE: For the study, a sample size of 60 has been taken into consi deration. SOURCES OF DATA COLLECTION: Research will be based on two sources: 1. Primary data 2. Secondary data 1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATA: Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way.STATISTICAL TOOLS USED The main statistical tools used for the collection and analyses of data in this project are: †¢ Questionnaire †¢ Bar Diagrams DATA ANALYSIS & FINDINGS |Statistics | | | |Statistics | | | | | | | | | | |Statistics | | | |Who decide the |Do you read | | | |selection of soft |instruction written | | | |drink for household? on the packaging of | | | | |soft drink? | |N |Valid |60 |60 | | |Missing |0 |0 | | |Mean |2. 8167 |1. 6167 | | |Median |3. 0000 |2. 0000 | | |Mode |3. 0 0 |2. 0 | | |Variance |. 356 |. 240 | | | | | |Do you like soft drink? | | | | | | | | | | | | | | | | | | | | | | | | [pic] LIMITATIONS OF THE STUDY LIMITATION OF THE STUDY ? The study was confined to University Campus MDU Rohtak only. ? Chances of some biasness could not be eliminated. ? Youth are assumed to be between the age 15 to 25 ? Time was the major constrain. Only limited sample size (60) was possible for such a vast research on such a period of time . i. e. one month ? Interaction with the respondents was also limited due to their busy work. Due to the changing life style and preferences, it was not necessary that they will consume same soft drink every time. ? There was a chance that respondent will make assumptions while filling the questionnaire. CONCLUSION CONCLUSION Following are the concluding points taken into consideration after the conduct of the research study: ? An important finding that emerged out of the survey was that 91%of youth like to have soft dri nks while 9% not like. ? Through the research it was conveyed that weekly consumption of soft drinks is more than daily consumption. ? Most of the respondents took soft drink without any reason. ? Remaining majority of the respondents consume soft drinks at the time of parties & celebrations. Most of the respondents consume soft drinks because of its taste. ? Most of the respondents were of the neutral view that advertisements affect their purchases. ? Most of the respondent likes Dew. ? Most of them consume 300ml pack for personal usage. ? Packaging doesn’t influence the purchase of most of the respondents. ? Most of them don’t read instruction written on the package of soft drink. ANNEXURE QUESTIONNAIRE Respected Sir/Madam A Research Project is being pursued in IMSAR on â€Å"Preference of soft drink in youth†. Kindly extend your cooperation & enable us doing the project successfully. This information is used for academic purpose. PERSONAL DETAILS Name  œ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.Age – †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Gender – ? Male ? Female Qualification – ? Graduate ? Under Graduate ? Post Graduate ? Other (Specify) 1) Do you like soft drinks? Yes No 2) Where do you mostly consume soft drink? PartyCafeHome 3) Frequency of consumption of soft drink in a week? Daily 2-4times more than 4 times once in a week 4) On what occasions, do you often consume the Soft Drinks? Feeling Thirsty Without any reason (just like that) ? Parties / Celebrations ? Others, please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5) What induces you to buy Soft Drinks?Price with quantity Health Drink Status symbol Taste Variety Advertisement 6) Which soft drink do you like more? Dew Sprite Cocacola Pepsi Limca Maaza Other (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7) Do advertisements influence your purchases? Strongly Agree ? Agree Neutral Disagree Strongly Disagree ? 8) Do you agree that packaging influence consumer purchase decision? Strongly agree Agree Neutral Disagree Strongly disagree ) Please tick the size of soft drink you purchase for personal consumption? 200 ml 250ml 300ml500ml other (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10) Which soft drink is served to the guest in your home? Dew Sprite CocacolaPepsi LimcaMaazaOther (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11) Who decide the selection of soft drink for household? FatherMother Himself/Herself Other(Specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12) Do you read instruction written on the packaging of soft drink? YesNo BIBLIOGRAPHY BIBLIOGRAPHY †¢ http://en. wikipedia. org/wiki/Beverage †¢ www. foodindustryindia. com †¢ http://fnbnews. com/article/detarchive. asp? articleid=25105=3 †¢ http://fnbnews. com/article/detarchive. asp? rticle id=24983=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=24965=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=24849=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=25039=3 †¢ http://www. foodindustryindia. com/newfood/detailnews. jsp? n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market=598 †¢ http://fnbnews. com/redfr. asp? fn=/other/aboutus. asp=About%20Us#Food †¢ www. google. com †¢ Kothari C R, â€Å"Research and Methodology- Methods & Techniques†, New Age International (P) Ltd. , 2004 [pic] ———————– 1 2 3 4 5 6 8 9[pic][pic] 24 27 25 12

Management Environment Research Paper Example | Topics and Well Written Essays - 1000 words

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Marketing Channels Essay Example | Topics and Well Written Essays - 2000 words

Marketing Channels - Essay Example The factory gate is the point at which the product is fully assembled and ready to be sent to the retailer's distribution center (Factory Gate Pricing 2004). Under FGP, the retailer takes over the primary distribution from the supplier which means the retailer no longer has to pay the cost of transportation that was previously included in the price the supplier charged for product. The retailer buys the product "at the factory gate" and arranges transport. Instead of several separate vehicles making delivery to a central point, one vehicle can make several stops to pick up goods from suppliers in a specific geographical area. Also, goods can be collected at port of entry into the UK which will cost less, and collecting goods at a manufacturing site located outside the UK could create additional savings. FGP has been in use in the UK by a number of grocery retailers and, as stated earlier, offers component costs of product with transportation costs separated. According to Scottish Food and Drink, there is a lack of knowledge about FGP among suppliers, but the majority of those suppliers using FGP have had a positive experience and believe it is here to stay (How Do I 2004). According to them, certain areas need exploration in deciding whether FGP is the right solution. According to Potter (2003), FGP was first introduc... Understanding supply chain costs Having thorough understanding of logistics operations Putting cross-functional teams in place Making top-level commitments between organisations, for instance, CEOs Once these factors have been considered and FGP is put in place, it becomes obvious that transportation costs are a key area of concern. Effect on Supply Chain Partners and Customers According to Potter (2003), FGP was first introduced in the UK by the fashion and automotive sectors in order to establish organisation and optimisation of transport by purchaser to point of delivery. Applying FGP in the UK grocery sector, however, is probably its most complex application. Tesco was the first to implement it, then Sainsbury's, Asda and Carrefour. A Tesco case study realized the following FGP benefits: 1. Reduction in transport miles 2. Reduction in transport costs 3. Supply chain visibility Aware of orders being placed on suppliers Analyses of the extra costs of demand amplification on transport Better use of transport through backloading Higher service levels The more consolidation, the more savings on wider scale Potter, p. 20 Collaborative Planning, Forecasting and Replenishment: What Is It According to the Grocery Manufacturers association, collaborative planning, forecasting and replenishment (CPFR) is a revolutionary business process wherein trading partners use technology and a standard set of business processes for Internet-based collaboration on forecasts and plans for replenishing product (Collaborative Planning 2002, par. 1). Because it is a new process within the industry, intended to develop a collaboration strategy among trading partners, a study was undertaken by GMA outlining basic tenets

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Loss in Baldwins Music - Essay Example As the discussion highlights the reason why music is represented is his brother was jazz musician and his life takes a turn once he gets addicted to drugs. The story The Mambo Kings Play Songs of Love by Hijuelo is almost similar to that of Baldwin’s. The stories are similar in many ways, as this story also revolves around a musician and his losses in life. In this story, Castillo, the main character loses his friends, brother and collaborators of his band. The loss is personal and similar to the one that Baldwin faces. Music plays a major role in this novel too, as Castillo is one of the most renowned musicians of the band, Mambo Kings. This paper outlines that when comparing these two novels, it is certain that music has been used as a toll to represent their loss in life. The next story, Accordion Crimes by Annie Proulx revolves around the instrument which survives for a longer period of time. This instrument’s journey is certainly remarkable, but the saddest part is the death of people who acquire the instrument. When compared to the other two stories, Accordion Crimes describes about the loss of people who sacrifice their life for the sake of music. The experience is societal, as many people, irrespective of their caste and creed are involved in this journey.

John Wycliff's contribtions to the christian religion Term Paper

John Wycliff's contribtions to the christian religion - Term Paper Example Other individuals believed in giving out offerings so that they can receive forgiveness for their sins (McDonald 139). John Wycliffe acquired his college education at Morten College at Oxford, which acted as a fundamental tool in his career. This is becoming a significant and reputable icon towards building Christian faith. During Wycliffe’s time, the church had a dominant force in almost all areas of life. The church utilized its power to exploit fellow Christians in a variety of ways. For instance, Christians were to pay for their sins whereby mode of payment was money or gifts meant for the ministers (Phillips 26). Most people were in bondage of the church and its sacraments based on how it expressed and ensured its power manipulated Christians. This prompted Wycliffe turned out to be the then fearless critical of the church’s abuse of power (Davis 98). Hence, becoming popular due to his stern stand and criticism on the church though he based his arguments on the word. The then secular government was an example of a reputable organization that boosted and sided with him in its quest to reveal how the church had become and taken advantage of its congregation’s ignorance. Government’s support was in form of preventing the church from directly condemning the emergent critic whose arguments were justifiable besides the church some of the dealings being unbiblical. Wycliffe was also a significant workforce in the reformation of the church. During his time, the church seemed own a large area of England besides having an unconquerable influence (Lavinsky). Instances of corruption characterized the mainstream church more so the clergy taking advantage of the ignorant faithful. In addition, the clergy contrary to what their vows stated proved to be immoral besides sometimes allowed to pass certain stages without accomplishing the required measures, hence the church during then producing illiterate priests (McDonald

Infosys in China Essay Example | Topics and Well Written Essays - 1750 words

Infosys in China - Essay Example It suggests measures for a better development in China and also other emerging countries. Â  Infosys was started by a group of seven members in the year 1981. It incorporated with the name Infosys Consultant Private Ltd. From the very beginning, Infosys was depended on the overseas business. The founder of Infosys, Narayana Murthy operated its business in India while the other seven went to the US and started working for their corporate clients. Reebok was Infosys first US based client. The company earned revenue of Rs 1.2 million in 1981. 1981 was a period when India did not experience the growth of computers, so licensing of computers would take a longer period. Infosys did not have the space needed to install a computer, thus it hired a premise of a customer where the new employees would be provided training. It also concentrated in the fields like retailing, distribution, finance and telecommunications. Infosys has entered into a joint venture with Kurt Salmon Associate (ICMR, 2006, p.2). Â  Infosys is the first company to get listed on NASDAQ stock exchange. It accounted a net profit of $US 152.1 million at the end of the quarterly result. The USA is its main source of revenue; it is planning to expand in Europe and Asia. Infosys in China is merely focusing on its local clients. It has been recognized as one of the fastest growing companies (IBEF, n.d., p.1). Â  In the year 2000, 78% of revenue came from North America, 14.8% from Europe and only 1.4% from India. By 2005, Infosys mode of operation was proximity development, which consisted of 9 and offshore software development about 17, mainly operating in India. Infosys is also facing a tough competition from other It giants because of the liberalization that has affected India and its economy (ICMR, 2006, p.3). Â  

Behavioural Economics Coursework Example | Topics and Well Written Essays - 4000 words

Behavioural Economics - Coursework Example Economics by definition involves a study in which the structures, manners, standards, and trends through which resources are allocated. Organization in economics is debatable, as there is no limitation to the strategies that may be employed by stakeholders to gain an edge over the competition. Economics is perceived as being a practice and academic undertaking. Economics has varied interpretations and in some instances, perceived as a theory. The most popular definition of economics is a discipline that studies â€Å"the organisation of economic activities in society†. There are several queries that arise from the definition of economics concerning the elements and aspects of the discipline, such as the production quantities limits, pricing of products, and generally how one may make money from engaging in such activities. Considering the definition provided, the ‘economics’ of regions vary depending on the values, virtues, and preferences of the society in questi on. This draws interest to the concepts of capitalism and socialism, among others. The mode and trends of decision-making is a determinant of the economic system in the society. The ‘economic problem’ is sourced from this approach instilled in society. The concept of the economic problem involves â€Å"how to satisfy desires, and/wants with scares means. Be it as stated above, institutions operating under a similar economic model may not share the economic problem, as each institution has a different perception. The meaning of this argument is that economics is a rationalized concept that is predetermined by the subject. The definition of the economic problem is parallel to the definition of an economic good. An economic good is defined as anything that is both scares and desirable, which further complicates the concept of economics, since even straightforward

Consider the Young Turk proclamation in light of the Declaration of Essay

Consider the Young Turk proclamation in light of the Declaration of the Rights of Man - Essay Example It also controls their term. Description of citizens with the right to guidance on free formation of political groups. The rule on what the official language the Ottoman citizens should use. Rules on citizen’s employment rights, right to liberty and the right to equality, irrespective of religion, and nationality Rules on religious privileges. Guidance on what should be done when it comes to reorganization of state forces. Property rights rules. Education and operation of educational institutions. The responsibility of the state in school operations. The law on the country’s welfare and measures taken to improve its wealth. Declaration of the Rights of Man – 1789 This is a document formed to help reduce public calamities and corruption of governments. It is a formal declaration of the privileges of human race that should be respected. The purpose of the declaration is to remind all the supporters of the social sector of their privileges and moralities in the soci ety. It is to ensure there is respect for the acts of executive and legislative power. The formal declaration was also developed in order to maintain the constitution and ensure happiness for all citizens. Contents about the rights of man include: Inborn rights and social distinctions. The role of political associations in preservation of the rights of human race. The rules on principles of sovereignty. What liberty is and the exercise of natural rights. It also offers guidance on limits of exercise of natural rights. The laws guiding the exercise of natural rights, what is prohibited and what is not. Equality in expression of law. Rules guiding imprisonment, arrests and accusations. Laws guiding provision of punishments. The role of the law on repressing harshness in securing a prisoner. Freedom of expression of opinions and views. Free communication laws. Requirements of security rights. Rules about management of public forces and administration. Rules guiding the right to decisio n making. The rights of the society. Rules about the constitution and the society. Laws about acquisition of property. Demand of the Two Documents The tradition springing from the French revolution is evident in the, ‘declaration of the rights of man.’ In this document, corruptions in government and public calamities have motivated the formation of rules. The rules are based on the assumption that people’s neglect, ignorance and disrespect of the privileges of man were the causes of public disorder. The rules preserving the rights of man were formulated to inform and remind people in order to reduce public calamities and corruption. They were meant to develop respect for the executive and legislative powers and to maintain the constitution to ensure happiness of all. Focus of such a declaration is totally different from the focus of the proclamation of Young Turks. Young Turks proclamation has covered various areas. It has focused on leadership matters, their rei gn and powers; the rights of the citizens to vote, constitution of political groups; official language of the nation; citizen liberty and equality rights. At the same time, it covers their duties relative to the state and rights to employment; issues concerning religion privileges and freedom of expression; organization and management of state forces. That is why it unveils property rights, acquisition of lands, government services such as

Memories of childhood in Looking For Dad Essay Example for Free

Memories of childhood in Looking For Dad Essay Memories from our childhoods are often remembered for the rest of our lives. They can range from small things like playing in the park or a birthday party to important milestones such as a first kiss or the first day of school. Now matter how small or insignificant these events seemed at the time, they will be treasured for ever and looked back on as some of the best times of your life. The memories are normally reminders of good times and the joys of childhood. But for some people, their childhoods are looked back on in sadness and remorse. In the poems Looking For Dad, My Grandmother and The Sick Equation, the narrators explore the darker sides of childhood. Each poem tells a different story, but are all about tragic memories from shattered childhoods that will scar forever. Looking For Dad is about a boy whos father leaves home. I think the author chose the title because not only does it explain the main theme of the poem, but the phrase looking for maybe refers to the soul searching the boy has to do while looking for what is missing in his life. When reading the poem, you notice that it is written in quite an upbeat tone even though it is obviously a sad poem. I think the narrator has done this because the poem is from a childs perspective. The main themes of this poem are dis-functionality and grief. Lines such as I had not tidied up my room, because I was too full of gloom and hope he will come back soon clearly show the despair that is put across by the narrator. Another theme of the poem is self-denial. The narrator doesnt want to face up to the fact that his dad has gone. Dad was hidden beneath the things Id been given and flying about my underwear but could not find him anywhere are two quotes that show that the character still believes his dad is still apart of his life even thought it is obvious he is not. The fact that he dreamt about his dad not being with him anymore shows that sub-consciously he knows his dad has gone forever and isnt going to return. The character believes that his dad simply vanished because he didnt tidy his room. At the end of the poem it says hope he will come back soon and admire my very tidy room. This shows the self-blame the character has put upon his conscience and how he now regrets taking his father for granted. The structure of the poem is strange. It has a nursery rhyme feel to it and this feel good rhythm doesnt really fit in with the other wise sombre mood of the poem. This could however represent the fact that the poem is seen through a childs eyes and he maybe does not fully understand what is going on around him. The quick feel to the poem is mainly down to the fact that it has a loose rhyming scheme and short lines. The Sick Equation is also written by Brian Patten. It is about a broken home and tells us how the narrator has been scarred for life due to his home situation. The title of the poem can be looked at in many different ways. I feel the author chose this title because people often think an equation will be confusing and complex. This is exactly what the narrators life is like. He may also have chosen to use the word equation because it can represent that when all these different factors are added together there can only be one outcome. Unlike Looking For Dad, the rhythm of this poem is slow and the lines are a lot longer with no real flow. One of the themes represented in this poem is isolation. With his parents fighting all the time, the narrator was convinced that it is better to stay one. The narrator decided to grow up alone and if anyone tried to get close to him he would make sure they quickly disappeared. The phrase I came to believe how it was best, that one remained one not onl y backs up my point, but also shows that he is maybe scared of love. Another theme which is shows quite a lot in this poem is regret. As the poem goes along, you can slowly notice how the narrator changes his attitude towards love. In the first paragraph, lines such as For by becoming two, one at least would suffer so shows that he is strongly against being loved or loving anyone at all. In the final stanza the line I am better off for knowing now, that given love, by taking love all can in time refute proves that the narrators mood towards love has changed dramatically as he has now learnt that not all love is painful. The second stanza really shows regret and anger. Believing this I threw away so many gifts- I never let love stay long enough to take roots but by thinking myself of too little worth, I crushed all its messengers. It shows that the narrator feels he has missed out on so much and is angry that he didnt learn his lesson sooner. I was wrong of course, just as  those who brought me up were wrong is another quote that shows anger and rese ntment towards his childhood, in particularly the way his parents brought him up. I grew or did not grow is a phrase that shows that the narrator feels that while he was un-loved, he could not grow as a person. It could also mean he thinks he has missed out on his childhood and started off with the harsh feelings only and adult could understand and no child should have to feel. And as you cannot grow past being an adult, in that sense he has not grown. The narrator also tells of how even a new couple cannot possibly, in his mind, escape the shadow of divorce. When conveying this view, he makes reference to an albatross. This could also have different meanings. The most obvious meaning that springs to mind is because the albatross has the biggest wing span, it would create a huge shadow over any marriage. But a more in depth analysis could link the albatross back to the poem Rhyme of the ancient mariner. The tone of the poem is a lot more depressing than the first poem. The structure is also cleverly devised by the author. The first stanza has a disorganised and erratic rhyme scheme which represents the confusion and disorder in the narrators life. But as the poem progresses, a more organised rhyme pattern starts to appear and the emergence of rhyming couplets maybe shows the narrators life is calming down and becoming more organised. The narrator also uses irony when he says home, sweet home. The final poem I studied was My Grandmother. This poem is about the narrators grandmother. The title was chosen mainly because it explains what the poem is about. The word my may seem small and unimportant, but when people are proud of something they often emphasise and make it known they are linked with the person or object by using this technique. For example, when people use the phrase Thats my boy it is a way of saying, hes with me and I want everyone to know. The title could therefore mean the narrator is proud of his Grandmother and wants everyone to know this. Once again the main theme of this poem is regret. I remember how I once refused, to go out with her, since I was afraid and Though she never said, that she was hurt, I could still feel the guilt are phrases that back up this point. Another theme of the poem is isolation and loneliness. She kept an antique shop   or it kept her and She watched her own reflection is the brass are quotes that show the Grandmother was lonely and obviously didnt have any close friends or family. I think the use of an antique shop is meant to represent old age. When reading the poem, you notice it is quite fast and up beat. This is because of the rhyme scheme A, B, A, B, C, C, which is used in each stanza. The poem also uses iambic pentameter. This gives it a quick tempo and makes it free flowing. The speed of the poem is again in contrast with the themes of the poem. This is maybe due to the fact that the narrator admits when she died, I felt no grief at all. This means that the narrator has nothing to be sad about and therefore keeps the poem quite up beat. Each stanza tells a different part of the story and the first and third stanzas are explaining events, where as the second and fourth and primarily about the feelings of the narrator. Each of these poems outlines different experiences of childhood. Looking For Dad talks about divorce and separation, The Sick Equation discusses the affects of domestic arguments and My Grandmother is about the death of a loved one. But the themes that are constantly mentioned in all the poems are regret and isolation. This shows that maybe bad memories are more memorable than the good ones and the scars left by these experiences will always remain fresh in the minds of the characters