Design of a product or service prototype (BUS CATCHER) Essay

Design of a product or service prototype (BUS CATCHER) - Essay ExampleThe paper tells that the use of humankind transport for commuting in the US is still very low compared to other countries. The estimated grant of public transport market share (motorized travel) is little than 4% barring exceptions like New York (9.6%) and San Francisco (5.0%), being as low as less than 1% in more than half the states. Small as this may be, the total amount of arouse saved from public transportation use currently is estimated to be equal to 1.4 billion gallons of gasoline (based on 2004 figures), In terms of total barrels of sore oil, this would be the equivalent of 33.5 million barrels of crude oil. Increase of commuting is a desirable goal and has policy support. Apart from this reasons like congestion on the roads, savings in commuting time would be seen as the chief reasons for a commuter to prefer public transport over using own cars. Typically a product or a service that gives enhanced value for a customer would what make a customer to switch to a service or a product. There is a big opportunity here for bus operators to name this critical additional value through use of ICT to induce commuters to switch over in a big way to using public transport like buses. Bailey estimates that for an US population of 7.2 million non-drivers, 50% 0f which is people above the age of 654, public transportation is the only alternative, when they are going somewhere out-of-door their immediate neighborhood. She also observes most U.S. residents still do not have the option of using public transportation to get places.

Writing for Different Cultures and Audiences Essay - 2

Writing for Different Cultures and Audiences - Essay ExampleA more well-rounded evaluation of the exhibition on Afghanistans hidden treasures were retrospectd through emphasizing the value of preserving ancient art. It was therefrom an opportunity for readers to appreciate realizing that contemporary art could still present and highlight ancient art as a means of sharing the legacy to current generation. The image taken and incorporated in the critique rationalized the theme which stipulates that A nation stays alive when its culture stays alive. The statement affirms the fascinate of ancient art as inspirational pieces in todays culture.The comments that were noted through think the exhibit were clearly structured to describe Juliens art work as totally modern and captivating. Through a new medium (single channel projection on a panoramic screen), the competency of the artist to put into screen an interplay of fragmented videos and sounds was deemed to be effective in capturi ng the audiences appeal. As such, one was intrigued by the information noted through the personal insights and interpretation of Juliens art

Final Exam Essay Example | Topics and Well Written Essays - 500 words - 6

Final Exam - judge ExampleBased on these theories, situational control and applying environmental factors to motivate the human resource while winning into account attraction behaviors, employee characteristics and leadership effectiveness are integral components of leadership success. I therefore instal that employing both the ideas of Fiedler and House depending on the situation would work. After all, the bottom line of these two theories of leadership is around understanding the prevailing situation and the probable actions necessary for the leaders to take.Personally, I always would make it a very important point to be extra sensitive to the actual situations in the future introductory to motivating the human resource. After all, leadership is about influence (Kreitner & Kinicki, 2010), so as a leader I need to understand the prevailing situations in order to create influential moves. So reference of this move is to always make sure leaders should take into account their a ctual behaviors, understand the alter characteristics of their employees, and evaluate the effectiveness of their employed leadership.2. Can managers be trained to be effective leaders? a.) train a leadership theory to support your answer. b.) Assuming you believe they can be trained, what would you include in your training program? (I have added a PowerPoint on Leadership that you might find helpful. Look in Course Documents.).Personally, I believe managers can be trained to be effective leaders as they always have a better chance to learn from the actual situations. What I am nerve-wracking to point out is the idea based on situational leadership that goes beyond traits and styles (Kreitner & Kinicki, 2010). In situational leadership, leaders provide always have a chance to evaluate prevailing situations making them more effective in their actual decision making, prior to building a strong

The Line between Reasonable and Unreasonable Force Essay

The crinkle between Reasonable and Unreasonable Force - Essay ExampleThe main argument would be that he/ she used more than reasonable force, but when we look at it in terms of punches and kicks, how is one suppose to tell how much force will stun someone, or kill an early(a) person. From this, one cannot friend but notice how sketch an equivocal the definitions can be. A real-life example of this is also seen in George Zimmermans case he was arraigned for murder because he shot to death a youth who was beating him up. harmonize to his lawyer, he will not go for the stand your ground law defense as many another(prenominal) expected which states that A person who is not engaged in an unlawful activity, and who is attacked in any other place where he or she has a secure to be has no duty to retreat and has the right to stand his or her ground and meet force with force, including deadly force if he or she passably believes it is necessary to do so to prevent death or great bodily harm to himself or herself or another or to prevent the commission of a forcible felony. Despite this law world more recent than the retrospective self-defense one, it still falls short in representing my hypothetical killer, as well as Zimmerman. This is because the use of the term reasonable assumes the participants will be in a set up or will have time to reason. In most cases, it comes down to the initial victims perception which is oft my life or theirs. It also does not protect one from the bias that often results based on the age, reputation an often the race of the final victim.

Reviewing and evaluating financial management processes Essay

Reviewing and evaluating financial management processes - Essay ExampleThe manager takes hard-hitting measures in view asling the budgets of the organization so that the cost does not exceed the estimated budget. The allowable cost helps in determining the allowability, reasonableness and allocability of costs for the managers. Cash management and compliance of the organization atomic number 18 supervised chthonian the surveillance of the manager of the organization for better mathematical process.Matching available resources to planned activities.The four main financial records are the trading account, the profit and loss account or the income controversy, the balance sheet and the cash flow statement of a company. These financial records provide accountability, reliability and privy even be used as reasoned evidence while taking decisions regarding the concerned organization. The financial records are tool which can constrain the individuals from sweet in corrupt practices . Conversely, the financial records can protect an innocent of false accusations. Implementation of the records management control is a must for the effective financial management process of the organization. The purpose of preparing financial performance root for the organization is to bring forth the core information which would otherwise be obscured, highlighting of strong items and relationships betwixt them, enhancing comparability and improving the understandability of the financials of the organization.The timing of the financial field is as important to the organization as that of the financial information.... Conversely, the financial records can protect an innocent of false accusations. Implementation of the records management control is a must for the effective financial management process of the organisation.2 Answer 3 The purpose of preparing financial performance report for the organisation is to bring forth the core information which would otherwise be obscured, h ighlighting of significant items and relation between them, enhancing comparability and improving the understandability of the financials of the organisation. Even the stability and the riskiness of the organisation can well be determined from the financial performance report of the organisation.3 Answer 4 A someone can verify the accuracy of the financial management report by4 Reviewing the financial documents in a apprehensible manner Monitor the preparation of budget of the organisation Calculate realistic funding needs and spot the appropriate sources Matching available resources to planned activities Establishing a centralized infobase of information Ensure that all data are consistently reported amongst subsidiaries Making executives accountable for the financial reports by personally verifying their accuracy. For slip The audited financial report of a company projected in the companys annual report portrays the present financial condition of the company. This annual repo rt is issued for all the stakeholders of the company who takes the decision of investment later on going through the financial report of the company audited by some external auditor. Answer 5 The timing of the financial report is as important to the organisation as that of the financial information. Timing has owing(p) influence in the financial reporting of an entity which constraint the official information

Cultural health style Essay Example | Topics and Well Written Essays - 500 words

Cultural health style - Essay ExampleAccess to highly go medical technologies and to good medical services are the two general health disparities quite habitual to African Americans. Quaye (2005) remarks that there are barriers in accessing medical care especially to the African-American cultural group. And these barriers go beyond the economic facet. Access to the health care system in America is racially embedded. particularly to pregnant women, African American women are twice as likely as whites to pose no health care at all (as cited in Quaye, 2005, p. 2). Cockerham further notes that if pregnant African American women were ever so to receive a medical care service, it only occurred in the last trimester of their pregnancies (as cited in Quaye, 2005). Johnson (1999) admits that it is not ever so possible for African Americans to access and receive medical services and even to obtain the care they exigency (p. 5). Besides the lack of accessing the health services character ized in the American medical setting, the African Americans hardly receive the services that are substantially high standard, let alone proper to their medical needs. For instance, African Americans put up with an amputation procedure which is 3.6 times as frequent among Blacks as whites (as cited in Quaye, 2005, p. 2).

Homework Essay Example | Topics and Well Written Essays - 250 words - 30

Homework - Essay ExampleThe incident that include non defineing birds when they were there all along stems from the inability to completely focus that could have helped in watching the organisms in the tree.The being analyzed work is discussing a reality that humanness tend to see what they cardinally expect to see and therefore, they do that anyway. In a mental hospital a man was sightedness eight fingers instead for four because he is willing to do that. However, the perception of the humans do not change the reality but does so with ones life as individuals are importantly noticed to base their decisions in life on their judgments which are dependent on their perception. In this way, humans create their own reality and very few of them are able to know what actually lies knocked out(p) there. The actual knowledge can be gathered with the help of following logic and realistic thought process and have you ever used them in order to find out the reality of the

Text Analysis essay Example | Topics and Well Written Essays - 1500 words

Text Analysis - try ExampleJust as Dassanowsky states, artists are not interested in picturing the reality nevertheless picturing the picture of reality. The duty of artists therefore is delivering the right information to the troupe without alteration of information for just critics. The most outstanding focused and engaging films by Tarantino is a clear indication of their roles. They serve as role models who al bureaus speak for the community (Dassanowsky, p.65). In this case, Tarantino talks about the World War II which degrades the human value and adjudicate through merciless killings. The mourning of writers mother and married woman indicates the condemnation of the society and this clearly indicates artists are the voice of the community (Dassanowsky, p.78). .However, the film has received much condemnation from the public which is the duty of the community to scrutinize the work of artists. This gives meaning to the existence of humankind and their core values. In this film, women are seen as victims of circumstances who go through rape and brutality. Though this is condemned, it is clearly brought out and it is upon the society to accept the truth and make the necessary changes. The society scrutiny is seen as ineffective since it does not select the truth brought out by Tarantino but criticizes that the film harshly judges the society (Dassanowsky, 125).The action of the author highlights the essence of existence of artists with the major roles they play in the society. It does not only bring out their purpose but also upgrades the production quality of other films which will try to meet the set standards. The predilection of having Hitler assassinated may be criticized as being against humanitarian laws but it is the only solution to the extirpate of World War II and the violence involved. It is evident that artists provide guidelines to the society in terms of way of living. Tarantino advices the society to forget about the World War II and move on and not to give mourning about the

Leading Global Workforce Assignment Example | Topics and Well Written Essays - 250 words - 1

principal Global Workforce - Assignment ExampleIn an attempt to develop a solution to this, I tried using electronic devices such as smartphone, iPad, and pocket computers. Using a smartphone, an individual contribute easily write memo nones or set reminders for a particular event so that he would not miss important meetings, functions, or other events. I have been using this strategy to get a line things and manage my time effectively for the last several months.According to Alidina and Marshall (2013, p. 168), it is vital for a someone to avoid multi-tasking and stay away from distractive environments. To illustrate, when an individual focuses on different tasks at time, he cannot concentrate right on any of those tasks. In other words, multitasking may cause one to compromise ones efficiency. Hence, it is advisable for individuals to concentrate on a single task at a time to break performance efficiency and gain improved outcomes. Finally, I will strongly recommend people n ot to put off tasks to a future time/date unless there is a valid precedent to do so (Forsyth, 2013,

Risk Management for Finance Sector Enterprises Essay

Risk Management for Finance arena Enterprises - Essay ExampleThese risk of infections affected the beach after the merging of banking and securities business. The ruin to manage these risks appropriately lasted to the develop of the bank. The failure of Barnings in early 1995 and the circumstances surrounding the discovery of large trading losses at Daiwa in New York in that year, as well as the more recent experiences of losses at Sumitomo, show that risk management must be made to work in practice as well as theory. The circumstances that led to the collapse of Barings bank are mainly the failure in managing the grocery store risks. The power to manage the activities of the bank in Singapore has remained concentrated in the work force of Nick Leeson, who worked in the Singapore stock trade and was able to deal from both sides. Leeson appointed sole(prenominal) few staffs in his office at Singapore due to the fact that it will offer him the tolerance for making the forgery . With this motive in mind, he projected a false impression of the market part by the use of cross-trade technique and created a profit of 50% during 1994. He started the forgery by creating to a false account and by the end of 1994 the actual state of affairs came into notice and the bank governing realized that they have sustained a loss of $296 million.... financial sector enterprises may come near from variations in market prices, consisting of alternative volatilities, change in interest rates, product costs and foreign switch over rates. Generally, the higher the cost volatility in any marketplace the greater the possible markets risk. According to Richard J. herring in his article called BCCI & Barings Bank Resolutions Complicated by Fraud and Global Corporate Structure, talks rough the Leesons intention of defrauding the bank. He says that his intention (Herring n.d.) has become successful mainly due to the lack of monitor of the daily internal activities. The bank over relied on its staffs and gave them freedom which enabled Leeson to misappropriate the money. An internal assessment of the Bank would have prevented the possibility of manipulation and the subsequent collapse. Inadequate allocation of funds was another failure in managing the market risk and this encouraged Leeson to continue his corruption. Adequate hedging the position was another market risk go about by the bank and it utterly failed in managing this risk. The position of Barings Bank in the stock market was also manipulated in the beginning of 1994, which prevented the bank from taking necessary action. The final market risk faced by the bank was the checking of the closing position and trading limits. The management of the dealings in stock market and of the dealing limits is an important function of a bank. However, the bank failed to manage this risk as Leeson controlled the activities of the bank in the stock market and the bank relied blindly on him. Thus, Barings Bank fi nally bore the brunt in call of its eventual collapse. Due to the unsuccessful management of risks relating to internal controls, an employee of the bank was able to tamper

A Physician Is Immune from Liability When a Patients Actions Assignment

A Physician Is Immune from indebtedness When a Patients Actions Contribute as Much to His Own Harm as the Physicians - Assignment ExampleIn cases of medical liability, informed refusal often arises in instances when longanimouss claim that they were not fully made aware of the accompaniment that by not fall outing the docs suggestions for either a screening regimen, appointments or taking their medication as ordered. Instead, they claim that doctors and nurses were not either clear or assertive (Martin et al, 2005). These patients seemingly agree to follow the doctors recommendations and then do not. Thereafter, these patients allege that the physician did not provide them with a full come across of the potential harm that could come to them from not following the recommendations put to them by the doctor (Lerner, 2014).The role of the physician in patient care is to actively determine what the most appropriate treatment for a patient is based on their medical problem determine d by the physicians knowledge, medical mind as well as experience (Furrow et al, 2013). Thereafter, his job is to present these recommendations to the patient for their consideration and ideally to compass consent that they will follow through on the treatment plan. As a general rule, the patient is the one who makes the ultimate decision with regard to their medical care and therefore has the final word on whether or not to carry on with the treatment recommended (Hoffman, 2011).If the patient elects to follow the recommendations put forward by the physician, then essentially the only thing that the physician can do is to provide helpful advice and to follow up on the missed appointments. Non-compliance is an issue that is well known and in many instances inevitable (Hoffman, 2011).

Environmental Influences Paper Essay Example | Topics and Well Written Essays - 750 words

Environmental Influences Paper - Essay ExampleThis is the reason why intellectual the demographics is of critical importance for an organization. According to the July 2008 estimates, the universe of Germany is approximately 82,315,548. (Central Intelligence Agency, 2008) The total population figure has in like manner been falling recently. For a company that produces or supplies necessary goods like food, clothing or shelter, this factor is truly important beca exercise the higher the population, the higher go away the demand and customer base for their products. Since the population in Germany is adept of the largest in the world, this country would positively affect selling. The male and female proportion in the population also affects merchandising of gender specific goods. Besides this the age social structure will also affect the merchandising of goods. For example, a company that wishes to introduce health care facilities for the old population of the country would nee d to sleep with if in that location is a need in the country. At present, the age structure if Germany is such that the most(prenominal) of the population lies between the ages of 0-60. (Federal Statistical Office, 2007) This is ideal for any type of company except for those who target older population. However, in Germany, the birth and death rates are decreasing, which increases the threat of aging population. This may also affect the marketing in the country.Social and cultural factors influence the consumers behavior to a g... For example, in Germany, most spoken run-in is German and no other language is preferred (German Culture, 2008). This factor may affect the approach that organizations use in order to market their goods and run. The social structure also determines the marketing strategy in a country. For example, a company producing luxury goods needs to make do the size of their potential customer base. The social structure in the country they are operating in will influence this. If the country has a piteous percentage of people in high class society, this country might not be the most ideal place for this company to launch this product. Germany is a modern and a cosmopolitan country and majority of the population lies in middle class. This may considered by companies while marketing their products. policy-making and Legal The Political and Legal factors of a country determine the marketing to a great extent. The company needs to know if there are any regulations set on production and marketing of any type of goods. For example, in Muslim countries such as Pakistan, alcoholic drinks are not allowed to be marketed. These factors affect the marketing of goods and services in a country. Also there are laws set by government and consumer protection agencies regarding the methods advertising. These will also affect the marketing strategy of an organization. There are no such legal or political factors in Germany that will greatly influence mark eting there. The political conditions are stable and there are no such legal requirements that hinder marketing in any manner. Production and marketing of all types of goods and services is promoted there. EconomicThe economic conditions influence the marketing in the

Country analysis Essay Example | Topics and Well Written Essays - 500 words - 1

Country analysis - Essay ExampleShimko attributes the scotch deterioration in Afghanistan to a soldiery strike and transformation that followed after 9/11 attacks. United States had resolved to fight terrorism by targeting heads based in Afghanistan. Military revolution) affect the economic situation of the country especially if one of the countries is master in terms of technology, military, and economically (Shimko 17.Afghanistan belongs to the periphery countries. It shares a small percentage of the global wealth in spite of owning oil ores. The outlandish, labor, and natural resource system of Afghanistan is dependent on the status of the government and the level of dependance on foreign aid. Shimko notes that the effect of post Middle-East American military action has resulted to a country that is struggle to get the economic condition on its feet. The country registered a slow economic growth regularize since 2013 due to weak governance capacity after the anti-terrorism wars. The country has failed to implement operations together because of without end wars since the invasion by Soviet Union in 1979 (Shimko 31).Afghanistan used to contribute an integral share to the agricultural sector of the world before the war and unending political instability. It used to export surplus arrive at to USA, France, India, and Pakistan before Cold War and US invasion in 2001. The insurgence of military forces does not and seek to boost security against terrorism, but also control mineral deposits that could turn the country into a world-mining center. However, the country is among the poorest countries in the global economic position platform.Afghanistan would subsidize and protect copper, iron, cobalt and lithium mineral deposit in a bid to boost its mining industry. The deposits remain unutilized because of the prevailing poor economic status. However, the country is struggling in weak government and post-terror

Opinion on Diop Essay Example | Topics and Well Written Essays - 250 words

horizon on Diop - Essay ExampleHe was obsessed by the same self serving misinformation held by racist white scholars implying that Africans had no significant civilization and strongly opposed their notion. He argued that the civilization was started by the Egyptians who were black and not by foreigners who trekked into Egypt as suggested by the white scholars. He proposed that Africans could not be categorise into one group that existed in the south of the Sahara. This was in opposition to the claim by white scholars that the inhabitants of Egypt in North Africa were white. He argued that rather, Africans had a wide variation in skin color, hair type and facial nerve shape just as happens among other human races.I believe Diop was as racist as the white scholars. His perception was that the scholars conveniently selected white pharaohs and ignored the original black ones to show Egypt as a white civilization.Diop did researches determined to prove that ancient Egyptians bore simi lar physical traits as present sidereal day black Africans. He went further to claim that, linguistically, ancient Egyptian was related to his contemporary Wolof language of air jacket Africa.In conclusion, I believe most of Diops efforts and work were aimed at wrestling civilization claims from the western world. He was filled with an inferiority complex and tried to overcome it by attempting to link his Wolof ethnicity with the Egyptians. I in addition believe that is the reason he insisted on placing the human civilization credit upon the Egyptians, whom he claimed to be black.

Stakeholder mapping Stakeholder analysis Essay Example | Topics and Well Written Essays - 2500 words

Stakeholder single-valued function Stakeholder analysis - Essay ExampleThe stakeholders can very well be appoint beyond the formal structure of the smart set. Therefore in order to find out all the stakeholders, the guild is also required to induce a look at informal and indirect relationships as well. The partnership management has to execute a balancing assessment and evaluate all such external forces in order to take them along with companys objectives. Two major elements for stakeholder management are Stakeholder mapping and Stakeholder analysis. By managing the interest of stakeholders an organisation can enhance the wealth in such a manner that economic benefits can be generated by positive relationships between the organisation and its stakeholders (Preston and Donaldson, 1999). This necessitates that the service values as perceived by stakeholders are determined in an objective manner. This includes determination of elements like information and familiarity sharing a bout the functioning of the company, joint ventures, acquisitions and mergers, complementary resources and capabilities.In fact, at times, the operational direction of the company is set by the manner in which the stakeholders perceive the company, its missions and objectives. Key stakeholders like shareholders, employees, financers etc. often make use of influencing strategies to guide the organisation or to set the priorities for the company (Frooman, 1999). Therefore while taking all important(p) corporate decisions, it is necessary to know about the expectations of different stakeholders and to determine the extent to which they could and would exert their influence. Mitchell et al (1997) fill out that an influential model of how stakeholders influence organisations is based on attributes of power, legitimacy and urgency. Johnson & Scholes (1999) define stakeholder as, Stakeholders are groups or individuals who have a stake in, or expectation of, the organizations performance. Besides the owners

Movie in 1980-1989 Essay Example | Topics and Well Written Essays - 750 words - 1

Movie in 1980-1989 - Essay physical exertionKrishna, a 10 year old kid lives in a remote rural knowledge base in India. Fed up of the bossing by his brother he sets his bike on fire and bears the ire of his mother. She takes him to a funfair and leaves him there asking him to earn Rs. 500 to repay for bike repair or not to come home. Krishna finds employment by doing petty jobs for the circus owner in hope of earning the add and returning home. One fine sidereal day the owner orders him to get local liquor from a out-of-the-way(prenominal) away shop. Its take tremendous time and energy for Krishna to find it buy it and get back to the circus site, by the time the circus had left. With only some change in pocket and no bravery to return to his mother, he sets out for the biggest city of India Bombay.On his arrival he meets some local goons and is robbed mop up his money in light of his powerlessness and innocence. He follows the goons with courage and eventually befriends th em. They lead him to the biggest brothel of Bombay at Falkland Road near Grant Road Railway Station. One of the goon and a drug addict, Chillum who is also one of the main characters in the movie helps krisna to get a job with a tea tie-up owner. Days become week, weeks turn into months and years in hope of returning home. Not a day passes when Krishna asks his boss if he has Rs. 500 in his account by now but is always sullen away.Change comes in his monotonous laborious life when a new prostitute, a virgin, Sola Saal is brought to the brothel. He is so infatuated with the 16 year old girl that he sets the brothel room to fire in order to elope with her but in vain. He loses his job and does odd jobs with Chillum to survive. Meanwhile his friend Chillum is deteriorating in health and moneywise and he keeps on helping him time and again. Life is again monotonous until one iniquity when he and his goon friends plan to rob an old Parsi man. While his life is being shown, a line of latitude story runs of another prostitute who has married with

The report of Lenovos marketing strategy Essay Example for Free

The report of Lenovos commercialiseing strategy experimentLenovo, one of the successful firms of China , has been a spheric company. To identity the reasons and factors of success, we handled the report. Through scanning the books and references about Lenovo, we m otherwise some conclusions and opinions. With its leading-edge technology, thriving to use, personalized design and wide range of solutions, the products are widely welcomed by users in China. Lenovo also has panoptic product line for the Chinese commercialise, including mobile handsets, servers,and digital products. Lenovo separates reading is broadly split into three stages the kickoff stage is the start-ups and survival stages The second stage is to solve the problem ofexis ecstasyce. the third is spending huge sums on the acquisition of IBMs PC division, and begin the development of international strategy.BRIEF INTRODUCTIONLenovo Group was established in 1984, invested 200,000 yuan by the CAS Institute of Computing, which 11 scientific and technical personnel founded. straightaway the company has sprain one of the lands leading PC companies, combining with the former IBM Personal Computing Division. Lenovos monetary year 2007/08 turnover of $ 16.4 billion. Since 1997 the sales of Lenovo in Chinas domestic market topped the first, and in the Asia-pacific market in successive years (except Japan) is among the best.Lenovo group was launched in 2004.In China, the market share of Lenovo PC products is nearly one-third. With its leading-edge technology, easy to use, personalized design and wide range of solutions, the products are widely welcomed by users in China. Lenovo also has extensive product line for the Chinese market, including mobile handsets, servers,and digital products. Lenovo Groups development is broadly divided into three stages the first stage is the start-ups and survival stages The second stage is to solve the problem of existence. the third is spending huge sums on the acquisition of IBMs PC division, and begin the development of international strategy.FINDINGSThe analysis of the marketing purlieu1.The macro instruction-marketing environmentThe macro external environment for the development of the Lenovo Group has an important influence. The integration and adaptation of macro scotch policy and social-economic environment ensures that the Lenovo Group can go better in the long-term strategic development of the road.1.1 Political environmentLenovos political background is strong like the national support. Lenovo is founded by the Chinese academy of sciences institute of computer, with every last(predicate) kinds of computer professionals with technical efficacy, known as the birthplace of Chinese computer technology.1.2 Economic environmentThe economic environment is good. The economic crisis lead to the overall economic environment tightening, but the development of computer laborchain to maintain good evolution momentum.1.3 Social e nvironmentChina even the whole world still has a great purchasing proponent. Once the opening enter the market, the value of the firm will show up.1.4 Technical environmentLenovo Group, founded by the Institute of Computer Technology, Chinese Academy of Sciences. And it stands for the countrys highest level in the field of computer technology.2. The micro-marketing environmentMarketing micro environment essentially refers to the the companys own environment and the care which is directly think to units or individuals formed environment.2.1 The threat of overbold distributors to potential assiduityNew competitors come in a certain ingredients of the market, can add new production capacity and a lot of resources, and exhort for market share. The key lies in wether the new competitors can easily enter the fine market. This is the mainly callable to the economies of scale, channel construction, the expected revenge factors. 2.1.1Possible dispatchers the first one is the digit al giants abroad which have not to that degree entered the Chinese market, and the others is downstream products, suppliers and retailers. 2.1.2The way of entrants the appearance of new products, and the establish of a new brand. 2.1.3Potential entry barriers to entrant economy of scale, product different barriers, capital demand barriers, the customer conversion cost, patent and proprietary technology.2.2 The competition in the industryThe product has a specific location, the users change to the existing brand are normally based on the disappointment. Because of the industry production capability, the computer industry is highly profitable high risk.2.3. comforterAs Chinas entry into the WTO, the competition will post the professional business enterprise the threat. 2.4 The negociate power of suppliersMost of the PC software is provided by the supplier, and not by the manufacturer production. PC manufacturer bargaining ability, but in foreignsuppliers, local brands has obvious advantages. The buyers bargaining powerThrough the analysis, Chinas PC industry has high barriers to entry so that there is no alternative goods and the purchaser bargain ability is low. For new entrants the competitive threat is various and widely effected, but due to a variety of reasons no outlet at present or in succeeding(a) there will be still a issuance of entrants.3. Lenovos SWOT analysisCombined with the present situation of the development of the industry Lenovo laptop on the button exist problems and should establish rational marketing decision-making plan.3.1. AdvantageMarket share Lenovo laptop channels end-to-end the whole of Asia market, market share to competitors than the other, with 30.6% of the market share comes to the first in line. Local brand get under ones skin and regional advantages Lenovo has decades of obtain in the Chinese mainland which can accurately grasp the local consumer demand, which is the strength of other brands do not have the advantag e. Brand advantage In the PC market, Lenovo brand of leadership in the Chinese market has more than many rivals, is the industry leader, and promoted step by step and accumulation.3.2 DisadvantageIn addition to the Chinese market and overseas market, especially the north American market the ability of growth is weak. International operation experience compared to the Dell and HP has a gap, form although international, but did not impinge on the system. A lack of international experience, especially to the international complex economic form ability, to the risk check over ability is not strong, it is the financial crisis led to Lenovo losses. Although the acquisition of the IBM PC business, full integration is not soon enough complete.3.3 opportunityThe development of the consumer PC market, along with the rise of the notebook market as well as the popularity of the PC provides a good opportunity to Lenovo notebook in the consumer market. And there is a sales manna from heaven a s Win7 listed the individual market. so Lenovo should seize the opportunity to capture the market. The Chinese government launch home appliance countryside sports, farmers for the PC has a strong demand. Lenovoan seize the chance to go to Chinas vast countryside market.The domestic market having the rapid development , more and more consumers to buy the computer.3.4 threatThe consumer market, facing the threat of the Hewlett-Packard, Dell is a strong competitor. A large number of new brand computer manufacturers produce cause sloppiness of market.The financial crisis is still not completely eliminate and global individual market is falling which demand the Lenovo shipments greatly since commercial personal market. 4. Lenovos market segments, the choice of target customers, market positioning (STP analysis) 4.1 Market segment despite Lenovo is an old computer, it seems that there is no market selection problem, but when profits to maximize the enterprise management of long-term hi ghest goal appeared.Lenovo will also can not bear the temptation of diversification, approach from the Internet, a series of new business, but soon found many new business body of water depth in waves, therefore decided to make strategic shrinkage and adjust. Later, Lenovo will and divided into two parts, one kind is small and long suit-sized enterprise and the average consumer, small and medium-sized enterprise and further divided into medium customers and scattered type customers. One kind is often tender for purchasing clients, and further divided into global big customers combined with local customers, and whether the commercial market or consumption market, desktop computer or the laptop.Lenovos market segmentation levels are quite clear, and in each segment the market established replacement brand. Through the in-depth market research, a series of specialized value recreation, make the brand to look brand-new.Thus, market segmentation for a brand the growing importance of the, Lenovo because timely see this, suit the remedy to the case. fit in to the growing small and medium-sized enterprise commercial computer demand, Lenovo won the unshakable market share. In the future a period of time, Lenovo brand value management and considerable ascension space, also can become more sales though driving force is strong.4.2. The market localizationAssociation with the main thin products and low-priced products to the aftermarket price of brand quality one-sided pressure to the other brands. Lenovo in the past ten years, has constant innovation and introduction ofmore advanced technology and electronic products, which are inextricably linked with Lenovos strong backing of the Chinese Academy of Sciences Institute of Computer Science. Lenovo has a high-quality technical team. They have a number of senior researchers and engineers with years of experience in technical strength with a large number of Hong Kong and Taiwan manufacturers.Lenovo can not be surmounte d, which proves the Chinese computer market leading brand strength is immeasurable.Lenovo chooses the low level of technology, and focus on market demand with the wide range of applications.The market is large, easy-to-commercialization of personal computer products in the product form, from the development version upgrade start, rather than to start on the development machine. This is the Lenovo Groups goal, so that companies can integrate into the community with the fastest speed, and lay a solid foundation for further development in the future.CINCLUSIONSLenovo, a global company, has gone through many challenges and difficulties. There are much experience in the growth of Lenovo. Although there are many reasons of the success, the main and crucial one is persistence. We are, of crouse, proud of the admirable achievement of Lenovo.

Clothing and Uniforms School Uniforms Essay Example for Free

Clothing and Uniforms School Uniforms EssaySchool uniforms argon a set of standardized clothes worn primarily for an educational purpose. Uniforms can range from dress to informal. The most popular uniforms include khakis and polo shirts of varying colors. Wearing school uniforms can reduce issues related to students wearing inappropriate app bel. Students argon less likely to be ridiculed by others due to the kind of clothes they wear. Uniforms ar cost effective and are less expensive than street clothes and wearing uniforms are a positive way to bridge the gap between social classes. We live in a nightclub where appearance is everything which makes kids feel pressured to fit in and dress a certain way. Money plays a liberal part in the clothing students wear. Not all(prenominal) styles are yieldable to everyone. Some students are criticized because they cannot afford the name brand clothes. This makes parents feel pressured to purchase the popular and more expensive clot hing just so there kids fit in. Some students may even feel the need to steal to get the in clothes. The average cost of a years worth of school uniforms is approximately $200 which is a lot less than name brand clothing.Uniforms can help reduce peer bullying and criticism, since all students are wearing the same thing. It also reduces stress and conflict to look a certain way. The striking thing about uniforms are they can be worn for more than one year (if they whitewash fit), making them even more cost effective and less expensive than regular clothes. There are many styles of clothes, some that are appropriate to wear to school and others that are not. Students are influenced by the clothing styles they see on television as thoroughly as the styles worn by their mentors and idols.Violence and stereo-typing are big concerns for schools. Clothes play a factor in what population who are part of a gang wear. These gang members wear specific clothing to identify themselves and e xpress their power as well as separate them from other gangs. Uniforms could help cut-down the growth rate of these gangs as they would be harder to recognize which could perish to less interest in them. Generally, uniforms are navy or white shirts and navy or khaki pants. These are pretty neutral colors that are not distracting. More than likely, they are colors a lot of students would where anyway.A lot of the popular styles are navy and khaki, which make uniforms more stylish. Many people think wearing uniforms are uncomfortable and boring. However, uniforms actually unite the school as a entirely and promote a team atmosphere. Placing less emphasis on clothes will only summation the entire academic outcome. Wearing school uniforms can derive students academically, financially, and socially. A person should not be defined by their clothes but by who they are as an individual. I think it would benefit all schools to have a school uniform.

Reign Over Me Evaluation Essay Example for Free

find all over Me Evaluation EssayDepression affects all stack. Reign Over Me is a movie that deals with a character in a grave state of depression. In Charlie Finemans (Adam Sandler) case depression hits hard and leads to a major behavioral change. Fineman blocks out major split of his life including his college roommate, Alan Johnson (Don Cheadle). After running into him on the street, it takes a while for this encounter to jog his memory of his dress hat friend. We learn later that this depression is due the death of his three daughters and wife in a even crash. The news devastates Fineman. He can non function in society the same and loses purpose in life, as healthful as belief in himself. Instead of letting this distress out and working to recuperate, Fineman shuts everybody out and tries to wrap up from the truth. This can be a serious problem in todays society. Many people ar embarrassed or too hurt to try to move on and they let what happened prescribe their ind ividual future. In this film, directed by Mike Binder and produced by Jack Binder and Michael Rottenberg, the centre of depression and its effects is relayed quite clearly. This movie relates to the real world very well it also helps blustering up the eyes of many who do not understand what depression can do.Reign Over Me deals with a character who has the biggest part of his life taken from him in an instant. While new(prenominal)s cannot govern how much Fineman is woeful by his actions, the loss of his family crushes him. Instead of mourning he falls into a deep state of defense force where he almost forgets their existence. An important theme throughout is Fineman trying to fix the wrongs he did to his family, like snapping at his wife about kitchen remodeling or not taking his shoes turned. Although they are just little things he makes sure nobody comes in his house with their shoes on and remodels the kitchen several times. These small acts show that he still remembers. T here is a pictorial matter in the movie where Fineman opens up to Alan, his former roommate. Although he would not open up to the therapist, he tells Alan all about what happened. It was in brief but in this scene you get to see how much recalling his past hurts. Just saying his daughters names makes him cry. This scene demonstrates how hard it is for Fineman to address about his life. Throughout the film, we learn little by little the eventsthat took place. Outsiders and even his in-laws think that he is disrespecting his dead person loved ones.They do not understand why he does not carry a imprint of his family with him or even get under ones skin one in his house. They take it to the point of wanting to have him perpetrate until he finally talks to them and explains how hard it is to live each day and how hard it is to see them or anybody because he sees his family everywhere. There are many critics and naysayer to this movie as well as supporters. Most of the reviews I rea d really concentrated on the part played by Adam Sandler. Adam Sandler shoulders a very dramatic character in this movie and this side of him is underappreciated. He is notoriously known for his absurd facial expressions and antics. This leads people to believe he cant play a serious occasion but in Reign Over Me he hits a home run. The same reviews were not so critical about Don Cheadle. He played a part he is used to vie combing a normal act with the occasional funny quote or joke to extend the viewers on board. The actors play out a very realistic scenario. Their parts are polish up to earth and put one acrosst undermine or take away from the message of the movie. From my own in the flesh(predicate) judgment the movie Reign Over Me takes the viewer into a world many people dont or wont ever see. It combines excellent acting with a reasonable story-line that relays a meaningful message.They story is not far-fetched and is very comparable to the realities of many people toda y. As far as the acting is concerned, twain actors play a side the viewer is not accustomed to seeing compared to other movies Adam Sandler and Don Cheadle are known for. Other movies like, Billy Madison (Adam Sandler) or Brooklyns Finest (Don Cheadle), these actors have very different parts. This movie shows the talent in each of the individual actors. Both actors play off each other during the movie which takes much skill and created a wholesome and tasteful production. Many scenes are not verbatim and the skill of the actors to improvise makes for an entertaining movie watching experience for the audience. I in person recommend this film to anybody from young adults to the elderly and all of the above. Reign Over Me doesnt only tell a story but will also tug the heart of the audience in a serious and dramatic rollercoaster ride. The movie may have many critics but I think both actors did a wonderful job throughout the film keeping the audience entertained for the entire ii hour s and forty minute movie. The debate is on Go watch the movie todayand take into status the many sides and create your own opinion.Works CitedInternet Source O., Scott. Who Else but an Old Buddy back Tell How Lost You Are?. New York Times 23 Mar 2007. 1. 2/9/11 . Movie Reign Over Me. DVD. Sony Pictures UK, 2007.

The Stages in the Process of Writing a Good Essay Essay Example for Free

The Stages in the appendage of Writing a Good Essay EssayThe process should be done step by step alternately. Firstly, you have to think nearly the affair and idea. Then you must analyze and identify the topic that you have chosen, and you sine qua non to get some keywords. The next step is you have to look for the information about the topic. There are many ways to search it, such as book, journal, the internet, newspaper, library, and so on.Then, you analyze the information or arguments from those sources that you have got, and you need to take some notes. If all of information is completed, you must organize it and save up a plan about every step that you will write in the essay. Besides that, you need to take form an outline for the essay as well. Then you can begin to write the essay. The important intimacy that you have to remember when you write the essay is you must be constant with the main idea and make your writing get fluent.So, you need to use linking words and must not forget to organize your paragraph. The paragraph consists of three parts, those are introduction, body, and conclusion. You must write it in the correct order. After finishing the essay, you have to teach it again and check every paragraph about the fluency. You also need to check your grammar that you use. Finally, if you have check out all of them and you feel satisfied with your essay, you need to submit it.

Role of ATP in Supporting Energy to the Body Essay Example for Free

Role of adenosine triphosphate in Supporting vigour to the Body EssayWhen fare is ingested, it is unkept down into components and utilized in a specific port in three study(ip) st solelyular path commissions to provide goose egg for the cells and the body. Ultimately, these path modalitys involve the disruption and utilization of provender, the utilization of O2 and the production of CO2, the generation and regeneration of ATP and the production of water. Therefore, these processes involve respiration as well as the breakdown and utilization of food and oxygen.Three major pathways atomic number 18 involved glycolysis which takes manoeuvre in the cellular cytoplasm and breaks down glycogen and glucose from food, the Krebs musical rhythm which conks in the mitochondrion and oxidative phosphorylation which march ons in the mitochondrion. These three pathways occur in deuce cellular locations. Glycolysis takes place in the cytoplasm and The Krebs Cycle and oxidative ph osphorylation take place in the mitochondria. During these three pathways, there is a utilization and production of ATP that biochemists follow closely. It results in the make production of 36 molecules of ATP. To understand the entire process that illust appraises how food is broken down and utilized in the body, it is instructive to follow a bolus, that is, food consumed, chewed and swallowed. Each step involves slightly aspect of digestion that breaks down tangled sugar and protein molecules into smaller units. Proteins are broken down into peptides and amino acids while starches and other complex sugars are broken down into glucose.The glucose undergoes glycolysis in the cellular cytoplasm beginning with the enzyme hexokinase, and the entire process of glycolysis is controlled by the rate limiting enzyme phosphofructokinase (PFK). Kinase enzymes (enzymes that break down ATP) are common all along the three pathways involved, glycolysis, the Krebs Cycle (also called the citric Acid Cycle and the Tricaroxylic Acid Cycle) and phosphorylative oxidization. Kinases are enzymes that break down or utilized ATP, automatic data processing and adenylic acid as their substrate or one of their substrates. Fiske and Subbarow discovered and char deederized ATP in 1929. At that time, the work of some demonstrated that the breakdown of ATP provided talent for muscle contraction, but other studies demonstrated that there was ATP synthesis during glycolysis and during negatron canalize. Although ATP is made throughout the cell, the cellular location of ATP synthesis varies with the biochemical pathways associated with ATP synthesis. Although one common pathway of ATP synthesis and breakdown is associated with the adenylate kinase reaction that forms deuce ADP molecules from ATP and AMP, studies in the late 1920s and beyond demonstrated that ATP synthesis was also associated with glycolysis and during electron transport. In 1949, Kennedy and Lehninger demonstrated that ATP synthesis and the citric acid wheel around occur in the mitochondria. We straight off recognize that ATP synthesis and breakdown can be associated with specific biochemical pathways in the cell cytoplasm and in the mitochondria. Some enzymes are crank to the ratio of ATP to AMP and to the presence of ADP. This identification led to the concept of the cipher charge, the relative concentration of ATP to ADP to AMP in the cell. An goose egg charge of 1.0 represents all ATP, and energy charge of 0 represents all AMP and an energy charge of 0.5 represents all ADP or equal amounts of ATP and AMP or some combination of the 2. These ratios, and thus the energy charge are important to the cell because many cellular enzymes such(prenominal) as PFK are sensitive to and regulated by the relative amounts of the adenine nucleotides, ATP, ADP and AMP.Glycolysis Glycolysis, also referred to as the Embden-Meryhof-Parnas pathway (figure 1), is essentially the breakdown of glucose in the cytoplasm of the cell. The glycolytic process can begin with glucose or glycogen. During the process, glycolysis generates the luxuriously energy escalates ATP and NADH that action as the energy sources in the cell. Among the many cellular roles for glycolysis, it serves three central cellular functions. First, it generates high energy molecules such as ATP and NADH.It also produces pyruvate for the Krebs cycle and a variety of three and sestet carbon copy compounds involved in the intermediary metamorphosis of the cell. The rate limiting enzyme for glycolysis, that is, the key enzyme that controls the glycolytic pathway, is phosphofructokinase (PFK). PFK is feedback inhibited by high levels of ATP which acts by lowering the affinity of the substrate F6P for PFK. AMP can reverse the inhibitory aftermath of ATP rendering PFK, and thus the control of glycolysis precise sensitive to the ratio of ATP/AMP in the cytoplasm. The final product arising from glycolysis depends on the c ellular conditions. Whereas glycolysis begins with glucose or glycogen, it ends with the production two molecules of the three carbon compound pyruvate. at a lower place anaerophilous conditions, pyruvate is reduced to form lactic acid or ethanol and under aerobic conditions pyruvate loses CO2 and forms the product acetyl-coenzyme A as a result of oxidisation of pyruvate to carbon dioxide and water in the citric acid cycle within the mitochrondia. Glycolysis occurs in the cellular cytoplasm and the Krebs Cycle and oxidative phosphorylation occur in the mitochondria. Glycolysis results in the formation of fructose from glucose and the formation of glyceraldehyde 3-phosphate, 3-phosphoglycerate and compounds along the pathway on the way to splitting the resulting 6-carbon compound into two three carbon units of pyruvate. In the process, NAD+ serves as a henry carrier and is reduced to NADH, the oxidized form of NAD+.In the cell, the oxidation of aldehyde to carboxylic acid is very complex and strongly exergonic and is generally coupled to ATP synthesis. Glucose goes to Glu-6-P to levulose with the breakdown of two ATP molecules. Fructose gives rise to glyceraldehyde-3-phosphate which is ultimately splite in a complex reaction chain to phosphoglycerate, phosphoenolpyruvate which is finally split into two molecules of pyruvate by pyruvate and the regeneration of the two ATP molecules previously utilized.GlycolysisFigure 1. Embden-Meryhof-Parnas pathway, also known as glycolysis. Reproduced from Michael W. King, Wednesday, 22-Mar-2006.The citric Acid Cycle The Citric Acid Cycle (Figure 2) is the most complex of the three components associated with carbohydrate metabolism and the consumption of food. It involves the following eight enzymes and the components they use as substrate Citrate Synthase, Aconitase, Iso change state Dehydrogense, alpha-ketoglutarate Dehydrogenase, Succinyl-CoA Synthetase, Succinate Dehydrogenase, Fumarase, Malate Dehydrogenase. The gen eration of acetyl-CoA from carbohydrates is a major control point of the Krebs cycle. Therefore, glycolysis and the rate limiting enzyme of glycolysis, PFK, play a role in the control of the Krebs cycle. The oxidation of an acetyl group is a difficult chemical process and may be the reason that record developed the Tricarboxylic Acid Cycle (TCAC), also known as the Citric Acid Cycle and the Krebs Cycle.The Krebs cycle begins when the products of glycolysis leave the cytoplasm (cytosol) and enter the mitochondria. Once glycogen or glucose have been broken down into two three carbon units of pyruvate, the pyruvate can be further broken down into a high energy compound called acetyl-CoA resulting in the production of CO2 and water. Acetyl-CoA compounds with oxaloacetate (also spelled oxalacetate) to form the 6 carbon compound citrate. From this densification reaction, a complex array of biochemical reactions take place that involve miscellaneous molecular transformations such as is omerizations and molecular rearrangements.These various steps result in transformations from the 6-carbon condensation that gave rise to citrate and incidental 6-carbon units of cis-aconitate, isocitrate to a five carbon unit of alpha-ketoglutarate to the four carbon units of succinate, fumarate, malate and oxaloacetate which, once regenerated is available to unify with another high energy acetyl-CoA and form another unit of citrate under the influence of the enzyme citrate synthetase. After citrate is formed, two carbon atoms are removed as CO2 as the various TCAC intermediates are formed leading to the regeneration of the 4-carbon oxaloacetate.There are several oxidation steps on the way to the reformation of oxaloacetate. Each step feeds reducing agents, either NADH or FADH, into the cycle on the way to regenerating oxaloacetate from citrate. The reducing agents (or reducing equivalents) remove hydrogen from the enzyme substrates. So, the reducing agents serve as a pool of hydr ogen carriers and allow for the further synthesis of ATP during electron transport. The TCAC results in the production of 2 ATP molecules, 10 carrier molecules and CO2 from each(prenominal) molecule of glucose.Glycolysis and the Krebs CycleFigure 2. Glycolysis and the Krebs Tricarboxylic Acid Cycle (TCAC). Reproduced from David R. Caprette, 2005.Electron Transport The complex molecules that were reduced during the Krebs Cycle are re-oxidized by means of the electron transport system. (Figure 3) Although TCAC results in the production of 2 ATP molecules from each molecule of glucose, electron transport gives rise to 34 ATP molecules and water from the carrier molecules. Therefore, the majority of the ATP in the cell must be produced in the mitochondria. The re-oxidation of reduced NADH and FADH2 by O2 involves a sequence of electron carriers in what has become known as the electron transport chain. It ultimately results in the generation of three molecules of ATP from ADP and inorga nic phosphate for either oxygen molecule involved.This process is called oxidative phosphorylation and is the principal source of usable energy (in the form of ATP) in the cell. It is provided by the breakdown of both carbohydrates and fats. In the process, reduced NADH transfers a hydrogen atom plus two electrons (a hydride ion and H-). Two complex molecules, NAD+ and FAD+, serve as the pool of hydrogen carriers and thus act reducing agents in the mitochondria NAD+ is reduced to NADH and FAD is reduced to FADH2. These compounds serve as electron carriers because their oxidation or reduction, the transfer of H+ (a proton), is accompanied by one or two of the electrons.The electrons donated from NADH or FADH2, upon immersion this complex, travel from one carrier to the next, with each carrier being a somewhat more(prenominal) all-powerful oxidant than the previous one. The hydrogen donated by the reducing agents combines with O2 such that with each molecule of O2 combines with 4 H+ to form water. Therefore, two molecules of NADH must pass four electrons down the electron transport chain for each reduced oxygen molecule (O2).The chemical structures of the components of the electron transport chain fall into several obvious figurees. Most are proteins that contain special coenzymes called prosthetic groups. Although they differ in chemical structure, a major difference between NADH and FADH2 is that NADH difuses freely between the dehydrogenases transfer hydrogen to it whereas FAD+ and FADH2 do not. Another class of electron carriers in the mitochondrial membranes is iron-sulfur Fe-S clusters that are bound to proteins and release Fe3+ or Fe2+ plus H2S when acidified. All of the carriers only out to mail one electron at a time. Ubiquinone or Coenzyme Q is a third hydrogen carrier localized in the mitochondrial membranes. It is a common electron carrier that collects electrons from three or more points of input along the electron transport chain and passes them to molecular oxygen. Unlike the other mitochondrial electron carriers, coenzyme Q is not uniquely associated with proteins. The cytochromes are a final class of electron carrier localized in the mitochondrial membrane. Cytochromes are small, chemically distinct proteins that contain heme. Like the other electron transport agents, the cytochromes only carry a single electron. Cytochromes pass electrons from cyt bcyt ccyt acyt a3O2Electron Transport/ aerophilic PhosphorylationFigure 3. Electron Transport during Oxidative Phosphorylation. Reproduced from M. W. King, 2001.Summary The pathways discussed here involve food consumption and energy utilization arising from food consumption. Once food is taken in and reaches the stomach, it enters the body and the cells of the body. Before digestion, food consists of complex, long chain molecules that must be broken during digestion beginning in the mouth and continuing in the stomach. Once digested food reaches the cells, long chain mol ecules such as starch and other complex carbohydrates are further broken down into glucose. Glucose, a six carbon compound, undergoes the process of glycolysis in the cellular cytoplasm to become two three carbon units of pyruvate.Under anaerobic conditions, pyruvate goes to lactic acid or ethanol, but in the presence of oxygen, pyruvate breaks down into a two-carbon compound, Acetyl-CoA and enters the Krebs Cycle. There, food can be used to form energy for the cell in the form of ATP. In the mitochondria, 36 molecules of ATP are formed for each molecule of O2. Two ATP molecules arise from the Krebs cycle and 34 molecules arise from electron transport for each molecule of oxygen. Thus, food consumed and oxygen taken in combine to replenish the energy supplies in the body in the form of ATP.ReferencesCaprette, David R. Substrate Oxidation Krebs Reactions. Experimental Biosciences 31 May, 2005. The Krebs Cycle http//www.ruf.rice.edu/bioslabs/studies/mitochondria/mitokrebs.html, Thursd ay, 7 June 2007.King, Michael W. Digestion of Dietary Carbohydrates. Wednesday, 22-Mar-2006 Glycolysis http//web.indstate.edu/thcme/mwking/glycolysis.html, Thursday, 7 June 2007King, Michael W. Principals of Reduction/Oxidation (Redox) Reactions. Friday, 30 Mar-2007. Oxidative Phosphorylation http//web.indstate.edu/thcme/mwking/oxidative-phosphorylation.html, Thursday, 7 June 2007.

Doctoral Program in Organizational Management Essay Example for Free

Doctoral Program in Organizational care EssayI believe that education and educating is a never ending knowledge sharing process. every moment is a moment of truth to gain experience. I have had the opportunity of learning many another(prenominal) key aspects of management in my graduation. My passion towards gaining expertise in organizational management and leadership change magnitude in my previous academics. To learn indepth with more focus on my core areas of interest, I prefer to be with the industry and academic experts of well known institutions, who not only cement my concepts but open these theory-based ideas in practical means of implementationOrganizational management is an unique area of academics and management land where we need to educate upon the practical experience of many business cases in real life. A doctorial program ordain open up many wakes of dimensions which otherwise cannot be shared. The doctoral program will provide me with time, space and exp ertise to explore the intricacies in drawing the excellence in the field. Using these resources I would like to investigate acceptable scholarly methodology to address applied and practical problems.My future scholarly endeavors would address needs identified by problematic conditions in the field and conversely, would be guided to research-based vanquish practices. University of Phoenix is a pioneer in management education imparting competence among the management students in front real time work experience in business environment. Thus Phoenix creates sets the ideology of students towards lead story an organization right from the academics. Phoenix offers flexibility in the scheduling the learning hours and the learning centers at the seduce of the students which provides ample opportunity to learn and leverage to the career path.

An analysis of why economic sanctions are good Essay Example for Free

An analysis of why scotch sanctions atomic number 18 good EssayA person whitethorn cause evil to differents non totally by his actions but by his inaction, and in either subject he is justly account competent to them for the injury. butt MillsOR Senator John Kerry once said We must re alikel our nation to prep atomic number 18 for the contend we already face to maintain our position in the global economy. And this much is certain America lead not have national security without economic security.Therefore, I negate the resolution thatResolved stinting sanctions ought not to be used to achieve opposed indemnity objectivesDefinitionsEconomic Sanctions- Economic penalties, such as stoppage of trade and financial transactions, imposed upon a country to force compliance with another countrys or UNs or WTOs demands. (businessdictionary.com)Ought- used to express obligation.Foreign Policy- the policy of a sovereign state in its fundamental interaction with other sovereign st ates.Objectives- an aim, goal, or end of action.(In case of argumentation relating to resolve not confined to U.S.A)Sovereign- unrivaled that exercises supreme authority within a limited sphere.All unspecified definitions argon from Merriam WebsterCore measure Societal Welfare- What is best for most of societyValue Criterion- The neg shall prevail if I can prove that economic sanctions are a worthwhile method to achieve unlike policy objectives. But the aff shall prevail if, and barely if he can prove otherwiseC1 Smart economic sanctions are needed to compel foreign leaders.The resolution calls for a general ban on economic sanctions in dealing with foreign policy objectives. One of the foremost arguments against sanctions is the harm they may potentially bring. But these potential harms are mostly caused the pain in the neck of broad, wide-ranging sanctions. But not all sanctions are harmful- in that respect are good sanctions. The sanctions in the twenty-first century are t argeted and narrow, not general. One of the common criticisms of economic sanctions is that they have injured civilian populations in the past. The problem with this line of reasoning is that it assumes that there is only one type of sanction to use, and that this type of approve must necessarily hurt civilians. Most countries now understand that wide, indiscriminate sanction use may be counterproductive, so they take a smarter, tailored approach to economic sanctions that make sanctions more than possible to achieve their policy objectives. Many countries now tailor their sanctions to specific goods. For example, many countries place specific sanctions on narcotics related items or on fabrics that could be used to make weapons.These tailored sanctions still allow civilians to control their basic needs, but also make it so that rogue states are unable to use their material resources to cause further harm. Additionally, economic sanctions are now being used to freeze assets and limit the motive power of high ranking state officials, which puts pressure only on them to change their countrys policies. These smart sanctions create an probability for change without the harms that occurred from past sanctions. Another line of argument for the Neg is the toolbox argument that the Affirmative would remove exact tools, including targeted sanctions, from the governments disposal. This would lead to a second dilemma, this time for the Affirmative without the carrot and stick of economic sanctions, the government is left(p) with a feather of non-economic sanctions and the bloody spike of war.C2 Economic sanctions are necessary foreign policy toolsSo what are the alternatives to sanctions? More diplomacy and military action. These have the problem of being two extremes meaning that there needs to be something in the middle.Diplomacy is the most obvious alternative. It would be lovely if all foreign policy objectives could be met simply by diplomacy but with contra dictory interests, this is never going to discover in all cases. Many countries, particularly dictatorships but quite often also democracies such as the US, feel they can just ignore diplomacy if it is not backed up by anything more than a verbal lashing. Diplomacy needs something backing it up. At the moment this is the brat of some tier of sanction (be it direct economic sanctions or more indirect be reducing the opportunities for that countries firms to operate in your market) or military action of some kind.Using military action as a threat can be extreme. How do you move between diplomacy and on to military action without something in the middle to show how serious your country is? If a country does not deal your threats, and you dont really compliments to attack him you have to be the one to back down. Providing economic sanctions creates a way of hurting him without having to go to the worse stage which is military action. Military action is the obvious hard alternative to sanctions. However it is not invariably possible. This could be because of domestic politics or because there is other significant actors in the internationalist system who would react unfavorably to you engaging in military action, or else the consequences might be too severe.There are quite a few problems with military action apart from that it cant unendingly be used due to politics. The most obvious is that it is an immense step up from diplomacy. The country you are going to attack needs to have done something serious to be able to justify an attack. level off if it is justifiable there are problems.Military action relies upon your country being powerful and being able to engage in military action whereas anyone can implement some form of sanctions and it is very costly. This is not only of course in terms of monetary cost to your country but also in lives lost and destroyed. There can also me many unintended consequences. You can intend the action to be a small police action but there is no guarantee that your opponent impart see it that way so he may well strike back escalating towards full outdo war. At the other extreme your actions my push a country towards falling apart and becoming a failed state.Yes it provides a very powerful tool for changing a states behavior- but most people would believe that it is not worth keeping the possibility of military action while getting rid of sanctions. embark on rid of both and you essentially have no stick at all. States do not always respond to carrots you need to provide a big enough carrot that they can forgo a national interest after all. In the case of two interests being diametrically opposed because this cost could be immense.C3 Violation of Human RightsNatural rights of citizens are selfishly violated by maculate leaders of governments. This impacts not only the natural rights of citizens from other countries it also affects the natural rights of their own citizens.a. Citizens of countries oppressed by economic sanctions suffer when intended relief efforts are suppressed by their own government intercepting supplies. The citizens are never the target, but rather the behaviors of indulge leaders.Natural rights of citizens are denied when a corrupt leader interrupts the harmonical relations and it becomes necessary to impose sanctions. Further, I extend my VPC in that when the naturals rights of other nations are infringed upon by these corrupt leaders, governmental justification demands punishment in the least destructive means after diplomacy has failed.b. Citizens are justified to demand their natural rights which are being denied to them by the very government which is supposed to nourish them. When corrupt leaders give in to decency and cooperate, the sanctions go away. Sanctions are nothing more than a current form of punishment to achieve a defined and acceptable code of behavior.Natural rights of citizens are denied when a corrupt leader interrupts the ha rmonious relations and it becomes necessary to impose sanctions. Further, I extend my VPC in that when the naturals rights of other nations are infringed upon by these corrupt leaders, political justification demands punishment in the least destructive manner after diplomacy has failed.Possible RebuttalAlthough careful studies of economic sanctions have cast doubt on their effectiveness, 1 anecdote can be powerful rhetorical tools. A single important case that demonstrates sanctions potential allows advocates to argue that their cause is more akin to the success than to the failures. Frequently, advocates point to the case of sanctions applied in the mid-1980s against the apartheid regime in in the south Africa as just such a case.On the face of it, South African sanctions appear to have been successful. In response to the outrages of apartheid, many countries adopted trade and financial sanctions and a significant amount of foreign investment was withdrawn from SouthAfrica. After the adoption of sanctions, South Africa experience economic difficulty and numerous domestic actors commented on how the economic situation was untenable and required political change. By 1994, Nelson Mandela had been elected President of SouthAfrica. He and other black leaders attributed to economic sanctions a significant role in bringing about the democratic transition.

Pain Leads to Growth Essay Example for Free

Pain Leads to Growth seek(Thesis Statement) In the Olive Ann Burns novel Cold Sassy Tree, bequeath Tweedy grows from a reasonably thoughtless fourteen-year-old boy to a more mature and compassionate person. (SO 1) Initially, ordain acts in a unpredictable manner, often hurting people without really understanding the effect of his actions. (SO 2) However, when Will encounters some hurtful experiences and grows from them, he starts to see situations from a new perspective. (SO 3) Subsequently, Will evolves into someone who c ares for others and learns to think for himself. (Concluding or Transitional Sentence) Much increase occurs in Will because he derives that there will be less hurt if people are more accepting of each other.(Transition + TS 1/SO 1) Early in his life, Will is somewhat of a prankster, not taking into consideration the feelings of the people he might be hurting. (Trans. + MS 1) In localize to release his anger, Will often uses r veritable(a)ge. (C+Q) gr amps Tweedy provokes such revenge when he does not take into account Will to take the fish he catches off of the hook because it is Sunday. In retaliation, Will plans to give his Grandpa a hornet chase. Will recalls Giving him just gigantic enough to set about settled good, he lets fly a rock and it hit that tin roof wish well a gunshot. Grandpa burst out of there in a cloud of hornet He know Id done it (107). (Analysis) Will probably does not even care that his Grandpa Tweedy could get stung. Because he does not like him, his welfare does not matter. Therefore, Will just evens things out. (Trans. + MS 2)Read more No Pain No Gain MeaningFurthermore, Will does not have a problem making up lies about others in order to get out of an uncomfortable situation. When Will goes on a camping trip with his friends, he feels as if he has to change the subject away from the controversial relationship between his Grandpa Blakeslee and his new young wife, dismiss Love. Will chooses his aun tie Loma, a rival of his, to humiliate I wasnt too worried about Aunt Loma. Those were whacking good stories, if I do say so myself Anyhow, it would be worth a flogging to see Aunt Lomas face after she heard (184). Will not only praises his great big businessman to lie, but thinks that his punishment will be worth the pleasure he will get from sightedness his aunt upset. He does not take into account how he would feel in her place or theembarrassment he may cause.Moreover, Will does not always seem to respect authority. For example, Will gets into a fight at school with a mill boy, Hosie Roach, and his punishment is to chop wood for Mr. Billy Whisnant, a man ailing from rheumatism. Will takes this opportunity to defy authority and to show disrespect for Mr. Whisnant What wed done, haw, and like I say it was my idea we had cut every stick exactly four inches too long for the Whisnants kitchen stove (267). Will does not take into account that Mr. Whisnant cannot chop wood for hims elf. Helping him would have been a kind and charitable thing to do. Instead, he feels that he is acting smart by finding a way to defy his punishment. Will does not try to be cruel he does not realize the impact that his actions can have on others. When he plays a joke on someone, makes up stories, or acts defiantly, he never looks at the situation from the other persons perspective.

Theory of Descriptions Essay Example for Free

Theory of Descriptions studyIt is a matter of fact that Russell signifi arsetly contributed the development of philosophical thin fairy by helping to interrupt m all philosophical problems. Furthermore, he offered theory of descriptions and analyzed logical structure of what people say. Theory of descriptions is the stovepipe application of the technique. Theory aims at denoting phrases in ordinary language and thus it has given rise to collar sorts of difficultiesExcluded middle. It means that the traditional principle is violated by suggestions such as either the present king of France is bald or the present king of France is not baldNon-existence assertions. They aim at denoting phrases which have referents.Furthermore, they argon saying of something, though this something doesnt exist The golden mountain does not existOpaque Contexts. alike expression can be substituted, but substitution doesnt preserve the truth of the statement Alan believes that Sarahs arrive is Joys so nRussell emphasized that descriptions are differently signified and they dont always suggest logically proper names. The referent is denoted directly and thus is carrying existential import, although the description is indirect denotation and has to be regarded differently. Russell suggested that denoting phrases cant be isolated otherwise they wont be understood correctly.Quine eliminated the ontological implications of descritions. For example, he stated that Pegasus wasnt actual, because it wasnt spatiotemporal object. He admitted that though Pegasus existed in mythology, in the imagination of every(prenominal) child and in philosophical disputes, it was not actual as it wasnt found in any zoo. Quine said the notion that Pegasus must be, because it would otherwise be nonsense to say even that Pegasus is not, has been seen to lead McX into an simple(a) confusion.ReferencesRussell The Theory of Descriptions. Encyclopedia od Philosophy. Retrieved November 7, 2006, from http//philo sophypages.com/ph/russ.html

Lessons in Pragmatism Essay Example for Free

Lessons in Pragmatism EssayHaving been a Para educator since 1994, serving both Special Education as well as General education children, I have had countless opportunities to observe incredible teachers in action. In fact, one of my most vital responsibilities is to perk observational data on various special education students and their IEP goals. This allows the teacher to generate reports of student win and to help in modifying goals and objectives as needed. It is unfortunate that the writing of this paper falls during the summer months making it unacceptable to conduct a formal observation of a specific lesson plan in corporeal time. Therefore, the pore of this presentation shall be a lesson plan which was located in the database of the National Council of Teachers of Mathematics, an organization dedicated to providing enriching, substantive mathematics curriculum while ensuring availability for all students. This ill-tempered lesson plan is a multi-dimensional lesso n, or a better an investigation, written by Laurie St. Julien (2008) and printed in the publication Teaching Children Mathematics. It has been generated toward third graders as a meaning to pose their own mathematical questions from real data (St. Julien, 2008, pg. 506)Before performing any critique of a lesson plan, it is first helpful to identify the basic philosophies that provide its foundation. In a course structured nigh empowerment through and through group dynamics conducted by Brunson and Vogt (1996), the results correlated with the theology that an empowering educational philosophy promotes trust, collaborative learning and tolerance for ambiguity. (Brunson Vogt, 1996, pg. 73) Pragmatism is a philosophy that centers not on the simple flying of knowledge from teacher to student, but around the teacher and student acting as co-learners in the educational work. Stallones, 2011)Pragmatic teachers believe that in order for children to flourish, they must be provided with o pportunities to create their own knowledge through experience with the real origination in a social context. This Pragmatic theology can be traced back to philosopher John Dewey (1859 1952). He saw education as the process of reconstructing knowledge through experiencing the real world seeing Philosophy as a discipline that required constant change, paradoxically requiring the aforementioned(prenominal) reconstruction in education. Neubert, 2009)Following this school of thought, students argon guided to generate their own questions, and to use scientific means to come to their own conclusions. This seems to go in tandem with the 7000 Pancakes lesson plan, centered on the theme of the incredible weekend output of the busiest International House of Pancakes in the country. This is quite pragmatic in that it clearly relates to a real world construct familiar to most children, as well as the fact that this particular griddlecake house just happens to sit next to Disneyland.The stude nts have not been asked to arrive at a singular conclusion, but rather to hypothesize and test their theories, problem solve solutions to and adjust their assertions. This is done in a systematic way over more than one period. (St. Julien, 2008) They are also asked to generate and theatrical role their own small group generated questions, This allows for the development of scientific analysis and critical thought, particularly when coupled with the prospect to scientifically attempt to answer each others questions through experience.In addition, Pragmatism favors the optical fusion of various disciplines, in this case the blending of mathematics and science. The lesson plan includes an element that focuses on the chunks that are needed to create various numbers of pancakes in various time increments however it also questions the properties of the egg and how they change when prepared differently embodying a scientific component to the lesson.This is accompanied by hands on demo nstration of all of the aforementioned components, even culminating in a pancake breakfast St. Julien, 2008) The real world connection in every feeling of this lesson, and the scaffolded guidance required by the teacher to implement it effectively, shows the true up pragmatic nature of the lesson and its creator. The strengths of the lesson in question are many. The social requirements within the various groups and in the numerous opportunities for open discussion provided a psychosocial aspect to this lesson. These social skills are vital in every aspect of adult life, beyond the practicalities of mathematics.This is support by Siegel (1995) in her assertion that learning is a social process in which learners actively construct their understandings. (Smith, 1995, pg. 407) By using the real world construct of the familiar pancake house, and the visual aids that the lesson facilitates the students in developing a vested interest in investigating the questions that naturally jump through scientific analysis. The hypothesis and analysis process that resulted were well established and right on backside for the inquisitive mind of a third grader.Allowing them to tactilely handle the different components of the pancakes allowed them to commit the information to memory in meaningful ways, allowing them to apply this new knowledge to other situations. The scientific component is also a major strength, however I believe yet another discipline could have been added to this lesson I would also ask them to keep a scientific journal chronicling the experience as well as write a short reflective essay at the end to tie in the language aspect as well. To find any other fault with the lesson plan in question or to better it would locate to be extremely difficult.

Understanding Health Food Drink Consumers

Understanding health provender whoop it up Consumers soundness Food DrinksI. Problem explanation1.1 BackgroundIndia, the worlds amplest malt- base sups commercialize, accounts for 22% of the worlds retail volume sales. These presents be tradition totally(prenominal)y consumed as milk substitutes and nutriment marketed as a nutritious make merry, classically consumed by the eldd(prenominal), the young and the sick.The health diet drinks course consists of white drinks and em brownness drinks. second and East India argon large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at well-nigh 90,000 ton and is estimated to be get triming at ab let on 4%. These Malt bever festers, though, be even-tempered an urban phenomenon.White drinks account for al around 2-thirds of the market. GSK Consumer wellness c atomic number 18fulness is the market leader in the white malt beverages category with a 60.7% everywhereall market piece. Heinzs Complan comes in warrant (in this piece, third overall) with a market sh atomic number 18 of 12-13%. Market leader GSK in addition owns other stains such as shape up, Maltova and Viva.Currently, brown drinks (which are cocoa-based) continue to grow at the put grim of white drinks manage Horlicks and Complan. The share of brown drinks has increased from ab let out 32% to 35% over the at long last quint years. Cadburys Bournvita is the leader in the brown drink plane section with a market share of around 15%.Other evidentiary players are Nestls Milo and GCMMFs Nutramul.1.2 Problem avouchmentThe project had been nether taken with an mark to menialstand the customer behaviour in the Health Food Drink (HFD) yield category. The objective of the athletic field overly included find outing the determinant grease ones palms factors, the customer segments and the sources of cultivation they rely on. The alive shoesing of pr ominent bell ringers and the intuitions among distinguishable segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project.II. Literature review living In IndiaAfter 4 years of age, a childs heftiness needs per kilogram of bodyweight are diminish nevertheless(prenominal)(prenominal) the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, in that respect is a period of slow exactly steady maturation. dietetic intakes of whatever children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in closely cases -as long as the energy and protein intakes are adequate and a variety of fodders, including fruit and vegetables, are eaten- deficiencies are un akinly.Regular meals and coatable snacks that include carbohyd position - affluent keeps, fruits and vegetables, dairy increases, break away meats, fish, poultry, eggs, legumes and nuts should contri barelye to proper growth and development without provide excessive energy to the diet.Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a wide-cut source of liquid and supplies fluid without calories. Variety is signifi buttt in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices contribute also be chosen to provide needed fluids.In India, apiece State is practically equivalent to a ground with its specific socio-economic level, discordent ethnic multitudes, fodder habits, health infrastructures and communication facilities. Thus, the dietal positioning of the quite a little shows pregnant variation amidst states since it results from a change combination of factors.In the last 20 years, in that respect has been an proceeds in the nutritional status of the Indian population. This improvement resul ts from non yet change overs in food intake but also socio-economic factors, increased availability of potable water, reject morbidity and improvement of health facilities.In children under five years of age, the pronounced improvement in nutritional status is shown by the decline of the prevalence of scraggy from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an measurable indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115 in 1994. til now, a multitude of infectious diseases such as respiratory and in outpouringinal infections as well as malaria re principal(prenominal) the main ca enforce of death in children under five, with malnutrition creation an aggravating factor. Measles, tetanus, typhoid and hepatitis are also condescend causes of death during infancy and childhood.In the last 20 years, on that point put up been no real changes in patte rns of dietary intake. Cereals remain the staple food in India providing about of the energy intake. Since the seventies the consumption of foods equal pulses, roots and tubers has fallen, small-arm those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables pass water meagerly increased. The average Indian diet form largely lacking(p) in green leafy vegetables, meat, and fish, milk and milk results. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron.Adolescents who are undergoing rapid growth and development are iodine of the nutritionally vulnerable groups who stick non standard the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and gestation period will perpetuate both motherly and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolesc ent obesity is increasingly become a problem.Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. everyplace the last twain decades there has been some improvement in energy intake and substantial decrease in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problemsAsia has the largest number of malnourish children in the world. The Double Burden of Malnutrition in Asia was shake by the massive challenge that this situation newly poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, trance desquamation light on the emerging double burden of co-existent underweight and overweight, and the linkages between these two distinguishable forms of malnutrition.thither are two types of nutritional problems one is under-nutrition and a nonher is over-nutrition. focus should be given not merely to food but also to care and health, the reason cosmos that even if children in the age group of 0-2 years are able to get food, they may expect mothers who do not pay off plenteous time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children match from diarrhoeal diseases, no amount of food will help prevent malnutrition.Over-nutrition, on the other hand, pith any too many calories or the wrong types of calories such as saturated fats or super processed sugar that lead to obesity, vascular diseases, etcetera Many developing countries have under-nutrition and those in europium and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for instance, around 50 per cent of its children under the age of five are undernourished or malnourished. and in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress.When there is malnutrition, there is a higher level of lower birth rate. One in three babies born(p) in India weigh significantly low because their mothers are undernourished. somewhat low-weight babies die and some defy and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains especial(a) weight even when he takes nevertheless normal amount of food because of the biological adaptation. defacement fealtySelling to brand loyal1 customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and C zepiel 1983)i. In addition, brand loyalty provides firms with terrific competitive weapons. Brand loyal consumers are less impairment sensitive (Krishnamurthi and Raj 1991)ii. A strong consumer claim gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single as coif.Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)iii The biased, lookal response, expressed over time, by some closing-making unit, with respect to one or to a greater extent alternate(a) brands out of a set of such brands, and is a function of mental (decision-making, evaluative) processes. Consistent with this definition are two broad categories of operational definitions. The first stresses the behavio ural response, expressed over timetypically a serial of barter fors. As Day (1979) noticeiv, however, the major limitation of behavioral measures is the sorrow to identify motive and the resulting confusion between brand loyalty and other forms of repeat purchasing. The major substitute operational definition is based on consumer attitudes, options, and corrupt intentions. These measures stress the cognitive bias, and the psychological (decision-making evaluative) processes underlying loyalty.Health Related ExpensesKSA TECHNOPAK has conceived an innovative overlap called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, bump off health profiling is also do for providing derived disease incidence and prevalence in the country.This Pan Indian look into model provides large research depths by covering intimately 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich responder profile includes SEC A, B and C giving a adept coverage for demographic types.Health Outlook shows that health enjoys to the highest degree 9.4 per cent share of the wallet of Indian consumer and is on the nobble for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc. close to 91 per cent of this was out-of-pocket expense and yet 9 per cent came from employers and insurance. abstract of the consumers drug obtain behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, marrow 88 cent of the consumers indulged in self-medication.Consumer attitudes to health drinks are mainly catchd by quality attributes. Ethical factors are grievous in some cases, but they may be overstated. The carnal knowled geships between consumers awareness of health drink, price and comprehend quality of food were canvassd by tests involving series of consumer panels and sensory(a) evaluation. Sensory responses were also matched to instrumental abridgment data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory comprehensions. Eighty pct of the panelists felt that organic harvest-times were too dear(predicate), but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their p insinuateence once they had make a product choice based upon sensory attributes. This has key implications, indicating that not only price, but also sensory quality of health drink must be considered in instal to keep back repeated purchases by most consumers.It is widely trustworthy that consumer acceptance of drinks is mainly pay backd by their sensory perception, while choice is strongly enamourd by the sensed value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been account for a range of attributes, measures of the quality of health drinks as comprehend by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products. just about two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers rarified health drinks by appearance or strain. Buyers of health drinks were more likely to indicate that the app earance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (pII. Approach to the problemObjective or theoretical fabricThe objective of this research is to identify the factors that act a person into making a decision to buy a certain brand of malt-based health drink.As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be on the job(p). Therefore, ideally, this research should be able to flirt to the fore, certain other factors that could lead to a growth of this segment.At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps heterogeneous players are taking to produce volumes are in the right direction, and would last lead to an increase in market share.Research QuestionsI. What are the variant node Segments depending upon the preferences?II. What is the perception of people towards the leading brands of Health Food Drinks?III. What are different factors that influence the customer when He/She buys a Health Food Drink?IV. Who are the major Influencers in the purchase decision of Health Food Drinks? denomination of information neededAfter fixing the objective, we started an extensive see on the topic. The very first suspense we needed to clear in our thought was What does Health Food Drinks designate?Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks.The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink.The study on Consumer Behaviour throws light on the prevalent consumer purchase influ encers like Price, eatable, Palatability, and advancement which are included in the purchase influence factors in the questionnaireThe Literature on Indian keep shows that the Indian consumer is getting more and more health certain and thus there is huge capableness for the health drinks in the Indian market.Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, cooks Advice, Peer Group negotiation ( word of lip) and choice of the children themselves.Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to take the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke uttermost salesAll pl ace factors were discussed and screened by the research team. In this process, factors that did not convey much, did not honest au thereforetic or did not differ much from other factors were eliminated.III. Research DesignThe methodology followed for analyzing the consumer behavior of health food drink customers.3.1 former InvestigationThis stage involved preliminary investigation of the divers(a) factors which could possibly affect the consumers perception about the heterogeneous brands and in turn influence the purchase decisions of the consumer. We primarily utilize three methods to identify the mixed factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analytic thinking of the secondary data also helped us watch different attributes which affect the health drinks segment.3.2 Collection of Quantitative data measuring and Scaling Procedures Non-Comparative Rating scale is utilise in which respondents asses s only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales.We have used continuous rating scale in localise to rate the choices for purchase considerations and the sources of purchase decisions.Questionnaire Design This phase involved the design of the questionnaire on the basis of the potential factors assign as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in wander to fulfill the information requirements as identified earlier.Survey Different Survey methods were used for collection of data. The rationale method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did prom Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we cond ucted a few telephonic interviews to maintain diversity in data.3.3 Sampling offshootTarget Population The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market.Sample Size It denotes the number of elements to be included in the study. Due to time constraints the stress size chosen is very small.Sampling technique A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. FieldworkThe survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby households to gather information from relevant people.V. entropy rendering and Analysis5.1 Data Analysis PlanThis chapter shows how the information needed to reply the three key research questions have been extracted via the questionnaire.Q1 explicitly investigateed the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned.Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family.Q7 explicitly asks the brand preference of the respondent about th e health drink.Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important)a) provisionsb) Colourc) Palatabilityd) sparinge) Shelf-presencef) Packagingg) Brand planh) PromotionsThese attributes were decided after a thorough secondary data compendium. However some of these attributes cogency have similar effect on the consumer preference. Therefore we conduct a factor analysis to discern out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the obtain Decision. The following sources were considereda) adb) Childrenc) Doctord) Familye) Past experiencef) retailerg) Word of mouthThe respondents were asked to rank the factors in order of importance.Q10 ask the respondents to pee each of the brands on the various product attributes on a scale of 1 5. quint major marketing brands were tested on the various product attributes mentioned. The brands included in the test werea) processionb) Bournvitac) Compland) Horlickse) MiloQ11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus communicate the switching pattern of the users.Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that Boost is the secret of my energy, but kind of the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that thei r promotions are not being effective and then this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliability, Sophistication, Toughness, and Ruggedness.5.2 methodologyQuestionnaire Checking/Editing The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision.Collation of Data The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis.Choice of Statistical Analysis TechniquesT-statistic A t-test was conducted on the results of the survey in order to compare the center of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for d ifferent brands.analysis of variance It is carried to study the part of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the loads of these 8 factors. mover Analysis The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour. flock Analysis The set of respondents was segmented on the basis of the demographic information to wit age-group, income-group, education, family size etc using clunk analysis so as to identify the distinct clusters depending upon these demographic factors.Multi dimensional Scaling This analysis was performed on the overall samples as well as on the 2 segments by the piece so as to gauge the rest in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically suppose at the segment or aggregate level.5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decisionh) adi) Childrenj) Doctork) Familyl) Past experiencem) Retailern) Word of mouthThe respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the let out 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence.The two most important factors that break through out of the tests overall are the Family doctor and the influence of the Family. This purpose is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particu lar age group. Doctors can also be an important influencer or tactual sensation leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors.A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the debunk 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are Family Doctor and Advertisement. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase DecisionThe following product attributes were identified as influencing the purchase decisions of the customersa) Nourish mentb) Colourc) Palatabilityd) Economye) Shelf-presencef) Packagingg) Brand Imageh) PromotionsThe respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3.We observe from the results that the two most important product attributes in making a purchase decision are the Palatability and the Nourishment perception in the minds of the customers. These factors turn out to be the same no matter of whether there are children in the family or not.We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various group s differentiated by the following factors-a) Incomeb) Educationc) Aged) Family sizeThe results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by Income, Education and Family size indoors a 95% confidence interval.However there is a significant different on the Nourishment and Economy product attributes of health food drinks. As is observed from the mean scores, the Nourishment aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45.The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase ConsiderationsThe factor analysis of the 8 product attributes yields the following 3 factorsFactor I Promotion, Shelf-Pres ence, Packaging EconomyFactor II Palatability, BrandFactor III Nourishment, Colour(For the output of factor analysis, refer to endanger 8.)As factor I dig the accessibility and affordability of the product, it can be termed as Purchase Feasibility.As factor II encompass the palatability and brand value of the product, it can be termed as Likeability.As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as Utility. Customer SegmentationThe set of respondents was segmented on the basis of the demographic information namely age-group, income-group, education, family size etc. The cluster analysis on these demographic variables yields the following 2 clusters* Cluster 1 The members are near uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a legal age of members having 1-2 child in the family. The cluster size is 27 res pondents.* Cluster 2 All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents.* As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is refer about economy.(For output of cluster analysis, refer to Exhibit 9).Thus, cluster 1 could be termed as value-seekers while cluster 2 could be termed as quality-seekers. Different Brands on Product AttributesFive major selling brands were tested on the various product attributes mentioned. The brands included in the test weref) Boostg) Bournvitah) Complani) Horlicksj) MiloThe respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11.The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is name to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey.The results of the various brands on different attributes are as followsa) Nourishment Horlicks scores well above all the bUnderstanding Health Food Drink ConsumersUnderstanding Health Food Drink ConsumersHealth Food DrinksI. Problem definition1.1 BackgroundIndia, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick.The Health food drinks category consi sts of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon.White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinzs Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva.Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadburys Bournvita is the leader in the brown drink segment with a market share of around 15%.Other significant players are Nestls Milo and GCMMFs Nutramul.1.2 Problem StatementThe project had been undertaken with an objective to understand the customer behaviour in the Health Food Drink (HFD) product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project.II. Literature review Nutrition In IndiaAfter 4 years of age, a childs energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as l ong as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely.Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should contribute to proper growth and development without supplying excessive energy to the diet.Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a good source of liquid and supplies fluid without calories. Variety is important in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices can also be chosen to provide needed fluids.In India, each State is practically equivalent to a country with its specific socio-economic level, different ethnic groups, food habits, health infrastructures and communication facilities. Thus, the nutritional status of the population shows significant variatio n between states since it results from a varying combination of factors.In the last 20 years, there has been an improvement in the nutritional status of the Indian population. This improvement results from not only changes in food intake but also socio-economic factors, increased availability of potable water, lower morbidity and improvement of health facilities.In children under five years of age, the marked improvement in nutritional status is shown by the reduction of the prevalence of underweight from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an important indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115 in 1994. However, a multitude of infectious diseases such as respiratory and intestinal infections as well as malaria remain the main cause of death in children under five, with malnutrition being an aggravating factor. Measles, tetanus, typhoid and h epatitis are also frequent causes of death during infancy and childhood.In the last 20 years, there have been no significant changes in patterns of dietary intake. Cereals remain the staple food in India providing most of the energy intake. Since the seventies the consumption of foods like pulses, roots and tubers has fallen, while those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables have slightly increased. The average Indian diet remains largely deficient in green leafy vegetables, meat, and fish, milk and milk products. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron.Adolescents who are undergoing rapid growth and development are one of the nutritionally vulnerable groups who have not received the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and pregnancy will perpetuate both materna l and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolescent obesity is increasingly becoming a problem.Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. Over the last two decades there has been some improvement in energy intake and substantial reduction in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problemsAsia has the largest number of malnourished children in the world. The Double Burden of Malnutrition in Asia was inspired by the massive challenge that this situation currently poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, while shedding light on the emerging double burden of co-existing underweight and overweight, and the linkages between these two different forms o f malnutrition.There are two types of nutritional problems one is under-nutrition and another is over-nutrition. Emphasis should be given not only to food but also to care and health, the reason being that even if children in the age group of 0-2 years are able to get food, they may have mothers who do not have enough time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children suffer from diarrhoeal diseases, no amount of food will help prevent malnutrition.Over-nutrition, on the other hand, means either too many calories or the wrong types of calories such as saturated fats or highly processed sugar that lead to obesity, vascular diseases, etc. Many developing countries have under-nutrition and those in Europe and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for inst ance, around 50 per cent of its children under the age of five are undernourished or malnourished. But in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress.When there is malnutrition, there is a higher level of lower birth rate. One in three babies born in India weigh significantly low because their mothers are undernourished. Some low-weight babies die and some survive and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains extra weight even when he takes only normal amount of food because of the biological adaptation.Brand LoyaltySelling to brand loyal1 customers is far less costly than converting new custom ers (Reichheld 1996, Rosenberg and Czepiel 1983)i. In addition, brand loyalty provides firms with tremendous competitive weapons. Brand loyal consumers are less price sensitive (Krishnamurthi and Raj 1991)ii. A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single asset.Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)iii The biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological (decision-making, evaluative) processes. Consistent with this definition are two broad categories of operational definitions. The fi rst stresses the behavioral response, expressed over timetypically a series of purchases. As Day (1979) observediv, however, the major limitation of behavioral measures is the failure to identify motive and the resulting confusion between brand loyalty and other forms of repeat buying. The major alternative operational definition is based on consumer attitudes, preferences, and purchase intentions. These measures stress the cognitive bias, and the psychological (decision-making evaluative) processes underlying loyalty.Health Related ExpensesKSA TECHNOPAK has conceived an innovative product called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, complete health profiling is also done for providing derived disease incidence and prevalence in the country.This Pan Indian research model provides large research depths by covering about 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich respondent profile includes SEC A, B and C giving a good coverage for demographic types.Health Outlook shows that health enjoys about 9.4 per cent share of the wallet of Indian consumer and is on the rise for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc.About 91 per cent of this was out-of-pocket expense and only 9 per cent came from employers and insurance. Analysis of the consumers drug purchase behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, meaning 88 cent of the consumers indulged in self-medication.Consumer attitudes to health drinks are mainly influenced by quality attributes. Ethical factors are important in some cases, but they may be overstated. The relationships between consume rs awareness of health drink, price and perceived quality of food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory responses were also matched to instrumental analysis data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory perceptions. Eighty percent of the panelists felt that organic products were too expensive, but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their preference once they had made a product choice based upon sensory attributes. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consumers.It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethica l factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products.About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protec tion was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (pII. Approach to the problemObjective or theoretical frameworkThe objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink.As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment.At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share.Research QuestionsI. What are the differe nt Customer Segments depending upon the preferences?II. What is the perception of people towards the leading brands of Health Food Drinks?III. What are different factors that influence the customer when He/She buys a Health Food Drink?IV. Who are the major Influencers in the purchase decision of Health Food Drinks?Identification of information neededAfter fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was What does Health Food Drinks mean?Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks.The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink.The study on Consumer Behaviour throws light on the prevalent consumer purchase influencers like Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in the questionnaireThe Literature on Indian Nourishment shows that the Indian consumer is getting more and more health conscious and thus there is huge potential for the health drinks in the Indian market.Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, Doctors Advice, Peer Group talks ( word of mouth) and choice of the children themselves.Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to determine the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke maximum salesAll identified factors were discussed and screened by the research team. In this process, factors that did not convey much, did not sound authentic or did not differ much from other factors were eliminated.III. Research DesignThe methodology followed for analyzing the consumer behavior of health food drink customers.3.1 Preliminary InvestigationThis phase involved preliminary investigation of the various factors which could possibly affect the consumers perception about the various brands and in turn influence the purchase decisions of the consumer. We primarily used three methods to identify the various factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analysis of the secondary data also helped us find different attributes which affect the health drinks segment.3.2 Collection of Quantitative dataMeasurement and Scaling Procedures Non-Comparative Rating scale is used in which respondents evaluate only one object at a time, and for this reason noncomparative scales are often refer red to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales.We have used continuous rating scale in order to rate the choices for purchase considerations and the sources of purchase decisions.Questionnaire Design This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier.Survey Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did Mall Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we conducted a few telephonic interviews to maintain diversity in data.3.3 Sampling ProcessTarget P opulation The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market.Sample Size It denotes the number of elements to be included in the study. Due to time constraints the sample size chosen is very small.Sampling Technique A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. FieldworkThe survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby hous eholds to gather information from relevant people.V. Data Interpretation and Analysis5.1 Data Analysis PlanThis chapter shows how the information needed to answer the three key research questions have been extracted via the questionnaire.Q1 explicitly asked the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned.Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family.Q7 explicitly asks the brand preference of the respondent about the health drink.Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important)a) Nourishmentb) Colourc) Palatabilityd) Economye) Shelf-presencef) Packagingg) Brand Imageh) PromotionsThese attributes were decided after a thorough secondary data analysis. However some of these attributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considereda) Advertisementb) Childrenc) Doctord) Familye) Past experiencef) Retailerg) Word of mouthThe respondents were asked to rank the factors in order of importance.Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 5.Five major selling brands were tested on the various product attributes mentioned. The brands included in the test werea) Boostb) Bournvitac) Compland) Horlickse) MiloQ11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users.Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that Boost is the secret of my energy, but rather the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from sp iritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliability, Sophistication, Toughness, and Ruggedness.5.2 MethodologyQuestionnaire Checking/Editing The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision.Collation of Data The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis.Choice of Statistical Analysis TechniquesT-statistic A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands.Anova It is carried to study the variance of the factors or product attributes that influence the most among th e various demographic groups by conducting the one way Anova test on the scores of these 8 factors.Factor Analysis The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour.Cluster Analysis The set of respondents was segmented on the basis of the demographic information namely age-group, income-group, education, family size etc using cluster analysis so as to identify the distinct clusters depending upon these demographic factors.Multi Dimensional Scaling This analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically formulat ed at the segment or aggregate level.5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decisionh) Advertisementi) Childrenj) Doctork) Familyl) Past experiencem) Retailern) Word of mouthThe respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the Exhibit 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence.The two most important factors that emerge out of the tests overall are the Family doctor and the influence of the Family. This finding is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particular age group. Doctors can also be an important influencer or opinion leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors.A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the Exhibit 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are Family Doctor and Advertisement. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase DecisionThe following product attributes were identified as influencing the purchase decisions of the customersa) Nourishmentb) Colourc) Palatabilityd) Economye) Shelf-presencef) Packagingg) Brand Imageh) PromotionsThe respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3.We observe from the results that the two most important product attributes in making a purchase decision are the Palatability and the Nourishment perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not.We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors-a) Incomeb) Educationc) Aged) Family sizeThe results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by Income, Education and Family size within a 95% confidence interval.However there is a significant different on the Nourishment and Economy product attributes of health food drinks. As is observed from the mean scores, the Nourishment aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45.The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase ConsiderationsThe factor analysis of the 8 product attributes yields the following 3 factorsFactor I Promotion, Shelf-Presence, Packaging EconomyFactor II Palatability, BrandFactor III Nourishment, Colour(For the output of factor analysis, refer to exhibit 8.)As fac tor I encompass the accessibility and affordability of the product, it can be termed as Purchase Feasibility.As factor II encompass the palatability and brand value of the product, it can be termed as Likeability.As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as Utility. Customer SegmentationThe set of respondents was segmented on the basis of the demographic information namely age-group, income-group, education, family size etc. The cluster analysis on these demographic variables yields the following 2 clusters* Cluster 1 The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The cluster size is 27 respondents.* Cluster 2 All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of th e members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents.* As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy.(For output of cluster analysis, refer to Exhibit 9).Thus, cluster 1 could be termed as value-seekers while cluster 2 could be termed as quality-seekers. Different Brands on Product AttributesFive major selling brands were tested on the various product attributes mentioned. The brands included in the test weref) Boostg) Bournvitah) Complani) Horlicksj) MiloThe respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11.The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey.The results of the various brands on different attributes are as followsa) Nourishment Horlicks scores well above all the b