A Study on the Demographic Factors Influencing the Adoption of E-Banking in India Essay

E – Banking has become a rising concern for academics. It is the innovation of e- banking that has resulted in cost and time reduction for the employees and consumers for the completion of their banking transactions. Banks have now devised more internet based solutions. The research has a wide scope as it focuses on the factors that influence the acceptance of the software offered by banks. Overview In the recent years information technology has fundamentally changed the banking industry worldwide. The innovation of internet banking has changed the way banking is being done and has offered the banks with a lot of challenges and opportunities. Banking industry faces a critical challenge in the adoption of online banking as the knowledge is very limited in India and there is an essential need to study that. The slow adoption of e- banking in India can also be because of poor education, economies, infrastructure and trust also plays an important role. This research will help in understanding the factors that affect the adoption of internet banking such as social, demographic and customer attitudes and perception which will enable banks to find out solutions to attract the customers through the e- banking services and hence gain a high market share in the banking industry. The motivation for this research arose because there has been a rapid development of e- banking in India but the concern is that whether customers demand for these services based on their income, education, internet usage and levels of customer ownership and acceptance. There has been an increase in the number of internet users but a very small fraction of those do their banking transactions online because of lack of trust and several other factors. This study will explore e- banking facilities through the consumer’s eyes and seek to understand the attitude and behavior of consumers towards e-banking which will help the banks to formulate campaigns to encourage the adoption of e-banking. Research Question This research will examine the factors playing an important role in the adoption of e- banking by the people in India. This report will give a recommendation on the improvement of the banks future course of action for the increasing use of e- banking. The final report will benefit the bank in improving the accessibility of the service to improve the adoption of e- banking which will form the basis of the research. The research includes the following questions: 1. What are the drivers for the adoption of e- banking in India? 2. What is the influence and role of age on the adoption of e- banking? 3. What is the influence of education and its role on adoption of e- banking? 4. What is the influence of income and its role on adoption of e- banking? 5. What is influence of trust or social influence or social status in accepting internet banking? 6. What are the steps recommended that should be undertaken by banks to improve the adoption among customers? Aim The main aim of the research is to point out on the barriers and benefits of adopting e-banking services in India and enriching the understanding and knowledge of factors influencing the adoption of e- banking services. Objectives 1. To examine the role of income, age, education, social status and their impacts on adoption of e- banking in India. 2. To understand other factors responsible for the acceptance of e – banking. 3. To understand the importance of e- banking in the improvement of banking facilities provided to the customers. 4. To understand the risks faced from e – banking  5. To describe the demographic difference between the users of e-banking and the nonusers, this will help understand the behavioral strategies of the customers. 6. Develop recommendations for banks on improving the accessibility and security for the customers. 7. To analyze the factors that discourages the customers from using e- banking services. Literature Review The research is based on theory testing. A number of factors have been identified that are responsible for the hampering or proliferation of adoption of technology among general public (Kumbhar, 2011). Recently, internet has been found as the prime channel for devising banking solutions for general public (Kumbhar, 2011, Tan et al., 2009). This popularity of internet has made the global and local competition very fierce (Gan.C, Mike.C, Limsombunchai.V.et.al 2006). The behavior or intentions of people have been considered as the main determinant in successful adoption of internet and technology (Fishbein and Ajzen, 1975). Researcher in the past have paid attention to the factors such as convenience, trialability, compatibility and relative advantage for the adoption of new technology, with almost less attention towards the demographic factors and their influence (Or et al., 2011, Rogers,1995). There are very few who have identified factors of age, income and education level and gender on the acceptance of the banking technologies (Al-Gahtani and King, 1999, Al-Somali et al., 2008). Moreover, age, accessibility of internet, education and the awareness of electronic banking and resistance of users were of paramount importance (Sohail and Shanmugham, 2004). Others have identified age, marital status, ethical background, qualification, income and residence area as the drivers (Gan et al., 2006). The disparities among the adoption of male and female users were deemed to be varying according to studies (Sharman and Kirsty, 2006). Many of the researchers have based their findings on the empirical evidence that acceptance of electronic banking is more in cases with higher level of education and higher level financial status in consumers or general public (Kolodinsky et al., 2000). Individual attitudes that consumers have and their beliefs are of more importance that factors of demographics for the adoption of new technology (Kolodinsky et al., 2000). Other factors such as privacy, security and convenience were found to be more prevalent among female users than males (Shergill and Li, 2005). Context The banking industry has revolutionized with the advances in information technology and the emergence of electronic banking. Increase in the competition and globalization has resulted in the change of the banking and the financial services. There is a rapid change in the demand of these financial services and the consumer’s behavior towards these services. It has become necessary to adopt new strategies with the change of traditional banking to electronic banking. Studies show that the awareness of new technologies and software in India is less which is the biggest obstacle. Though the e- banking system has reached globally there is huge gap in the adoption of these services between the developed countries and the developing countries. (licker and Motts, 2004). The problem in India is that the customers have not transferred their attitude towards using bank operations over the internet they believe in the old traditional way of banking. Some customers do not know how to use a computer others do not like the technology. There is lack of proper infrastructure and the internet connections are broken and slow in some places. Customers are not very confident using ATM machines. They are afraid of making purchases over the internet as they think that any small error will result in loosing money. Many people find the internet connections costs expensive. Despite of having such easy and better internet banking services the customers do not use it therefore the customer’s acceptance of e- banking need to be understood and the factors affecting the intention of their use of e – banking. The issue is critical as the answer to it will help in promoting a new form of e – banking system in future.

Syllabus Risk

BADM 574 – MSTM Simulation and Risk Analysis Spring 2013 Lectures: ADV: TR 9:30 am – 10:50 am in 2043 BIF GRD: TR 11:00 am – 12:20 pm in 2043 BIF Final Exam: 7-10 pm, Tuesday May 7, 2013 ADV: 2041 BIF GRD: 2043 BIF Instructor: H. Dharma Kwon, Assistant Professor of Business Administration, College of Business, University of Illinois Of? ce: Email: Phone: Of? ce Hours: 365 Wohlers Hall [email  protected] edu 217-333-3522 Tuesdays 2 – 4 pm or by appointment Note: When you send email to the instructor, your subject line must contain the course title. During the of? ce hours, you can call my of? ce.Course Objectives: This course is about using numbers to make better decisions. The focus will be on â€Å"handson† use of quantitative tools for solution of management problems often involving risk and uncertainty. Speci? c course objectives: (1) Introduce you to practical yet sophisticated tools suitable for modeling and solving complex managerial problem s with risky outcomes, and (2) improve 1 your skill and experience with the use of spreadsheet tools for analysis of management decision problems. We will learn to mathematically model business decision problems and apply their analytical skills to realistic business contexts.The material covered is useful for executives in all professional areas of business, including but not limited to accounting, ? nance, marketing, information systems, operations management or any other area where it is important to combine quantitative analysis with expert intuitive judgment. Prerequisite: This course builds upon some rudimentary knowledge of mathematics (probability and statistics) and basic pro? ciency with Microsoft Excel. Required Materials: 1. To purchase the required electronic course pack, go to https://create. mcgraw-hill. com/shop/ and search for the following ISBN number: 1121833926.The course pack contains all required cases and some readings. 2. TreePlan, RiskSim, and SensIt (provid ed by the MSTM program and downloadable from Compass 2g course website) 3. A laptop and Microsoft Excel 2010 (for Windows) or 2011 (for Mac) installed in your laptop Evaluation Methods: There are four components to the evaluation: Case Summary: Minicase Analysis: Group Project: Final Exam: Cases Summary: Roughly every week, individual case summary assignment(s) are due. We will discuss cases in class, so it is important to read and understand the problems posed by the cases before coming to the classroom.The summary of each case must not exceed one page, and it must be submitted on-line via Compass. (PDF format is strongly preferred). It will be graded on a pass/fail basis. In order to pass a case summary assignment, you must show suf? cient evidence that you have read the case and understood the gist of it. 2 10% 30% 15% 45% Minicase Analysis: Minicase analyses (problem sets) will be assigned roughly once a week and graded. The minicases are designed to help you learn the mechanics of the methods covered in class and to give you an opportunity to apply the concepts in simple and illustrative contexts.Please note that minicase assignments require careful interpretation and analysis of the given problems. Points will be deducted if you misinterpret the information given in the case assignments. Discuss your assumptions and clearly explain your quantitative reasoning. Answers (even correct answers) without logical and quantitative reasoning will not receive credit. Minicase analysis assignments will be posted on Compass. This is sometimes an individual assignment but sometimes a team assignment. Late assignments are generally not accepted. Group Project: In the last week of the course, each team will submit an original minicase.The minicase should be based on a real business situation (in the past, in the present, or in the future) and must be analyzed using one or more of the methods or concepts discussed in this course. If you’d like, you can also add o ther methodology that is not discussed in class. Each case must consist of two parts. In part 1, a business decision problem must be presented with essential information. It can be a ? ctional situation, but it must be based on a real business situation. Part 1 might look like one of the short cases that we analyze in this course and the text (excluding exhibits) must not exceed 5 pages typed ingle-spaced in 12 pt font. (See Darden’s cases for the document format). In part 2, the solution to the problem posed in part 1 must be given. When you construct the minicase, you should have pedagogical values in mind, i. e. , think of writing a teaching case or an open-book exam for future MSTM students at the University of Illinois. Your submitted work will be evaluated based on how well the decision analytical framework is utilized to solve a given (hopefully non-trivial) problem (50%) and its pedagogical value or the practicality of the problem (50%).Final Exam: There will be an in -class 3-hour-long open-book, open-notes, and open-laptops ? nal exam. You are NOT allowed to share your laptops with other students or send/receive emails during the ? nal exam. If you miss the ? nal exam without prior discussions with the instructor or without university-authorized emergencies, then you will receive zero credit. 3 Practice Problem Sets: Practice problem sets and their solution keys will be regularly posted on Compass. They are designed to help you understand the material and to provide practice using various concepts and techniques discussed in class.These assignments will not be collected or graded. However, these problem sets will be helpful for the quiz and the ? nal exam. Some practice problems will be discussed as examples in class. Grades: The ? nal letter grade will be based upon each individual’s level of understanding and learning evidenced by the weighted cumulative points from all four components shown in Evaluation Methods. Laptop and Electronic Communications Policy: You are required to bring your laptop to each class; you will have to use your laptop to download ? es and participate in problem-solving activities in class. You are not allowed to check e-mail or send text messages using your cell phone or laptop. Set your cell phone to silent mode. Academic Integrity and Honor Code: You are expected to behave ethically throughout the term and follow the norms and guidelines outlined by the University on academic integrity. 4 Course Modules: Module 1 Topic Reading Cases Module 2 Topic Reading Cases Module 3 Topic Reading Cases Module 4 Topic Reading Cases Module 5 TopicReading Cases Module 6 Topic Reading Cases Module 7 Topic Reading Cases Value of Information and Control Risk Management Harimann International Optional module (if time permitted) Downstream Decisions – Merck & Co. ; International Guidance Control Sensitivity Analysis Sensitivity Analysis Using SensIt CyberLab (A), Supp, (B); Liquid Gold Probability As sessment from Historical Data Probability Distributions Commerce Tavern Simulation Analysis Monte Carlo Simulation Using RiskSim George’s Revised Forecast and Addendum Sampling and Statistical Inference – Jade Shampoo (A) and (B) Decisions under Uncertainty DTP Ch. George’s T-Shirts DTP: Decision Tree Primer (http://www. public. asu. edu/~kirkwood/DAStuff/decisiontrees/index. html) Monte Carlo Simulation Using RiskSim (http://www. treeplan. com/chapters/RiskSim-Guide243. pdf) Sensitivity Analysis Using SensIt (http://www. treeplan. com/chapters/SensIt-Guide-145. pdf) 5

Research methodology design and process Essay Example | Topics and Well Written Essays - 6000 words

Research methodology design and process - Essay Example In this context, the need for research in nursing is no longer just driven by the epistemological requirement of the field, but it is also necessitated by the perceived need for policies that will enhance patient satisfaction. In this regard, this paper will look into research and research methodology as it is adopted in some studies within nursing. This paper will be divided in to six sections. The first part is the introduction. This section presents the focus of the paper as well as the structure of the entire study. The second segment deals with the identification of the area, which is to be researched or audited and the justification for the choice of the topic. This part will present the rationale behind the chosen topic for the research. The third part will be discussing the search strategy used in identifying sources of research. Continuing, the fourth part will deal with the research methods adopted by some studies within nursing regarding the issue of nursing led care in ca ncer health services. The fifth part will look into the impact of the selected studies to the field of nursing. Finally, the sixth section will present some research suggestions pertinent to the topic chosen. At the end of the paper, a better understanding of the rudiments of research and research methodology as it is adopted and applied in nursing is attained. 2. The Identification of the Topic and the Justification for the Choice As the field of nursing is wide and various issues are being raised, the researcher decided to look into the topic of nurse led care in cancer with focus on adult patient’s satisfaction. There are several reasons that prodded the researcher to prefer this topic over other concerns that are encountered in the field of nursing. These are (1) the researcher is working as an oncology nurse. This is the primary reason why the researcher has opted to work on the topic nurse led care among adult cancer patients and patient satisfaction. My experiences in work serve as a motivation to understand further the extent of patient satisfaction among adult cancer patients, especially when it is nurse led. (2) Another reason is that there is an increasing awareness among patients regarding the importance of their perception pertinent to their health care (Kleeberg et al., 2008; Williams and Healty 1998). Since, knowing patient satisfaction will help in developing approaches that will further improve their predicament. Patient satisfaction is crucial for cancer patients as they are vulnerated not only by the cancer, but they are made vulnerable byseveral psychological, emotional, and educational challenges (McClement and Hack, 1999; Stiefel and Rafazi 1994; van Gruenigen et al., 2006). Accordingly, there is a constant necessity to know cancer patients’ satisfaction in order to provide them with the appropriate health care they need as they deal with their illness. Finally, (3) recent developments in biomedicine have helped patients in gaining better chances in dealing with their cancer. However, the developments in biomedicine also carry with it increasing complexity. In this regard, there is a need to know patient satisfaction of adult cancer patients as they face not only their illness, but also the complex health care services they use (Lis et al., 2009). As there is a perceived necessity in apprehending patient satisf

Material and the Representational Essay Example | Topics and Well Written Essays - 1000 words

Material and the Representational - Essay Example Social and cultural geography have, over time, experienced a lot of change as a result of developments in schools of thought. Modernization processes of various countries have expressed the extent of the relationship between modernity and geography. There is literature that has indicated that modernization is a project of geography. With modernization and its key concepts such as globalization of affairs social and cultural geography have moved closer. In (Barnes et al. 2004), it is indicated that the reconstruction of geographical conditions is as a result of the production process which incorporates nature and society. In this reconstruction, there is the production of a restless hybrid quasi-object that welds together representational, symbolic and material practices of the production process, often characterized with competition. The coming together of social and cultural theory has revitalized human geography. Smith (2000) underlines that the recombination of social geography wi th cultural is a welcome idea. In this recombination, the role of material culture perspective is referred cited as being central. According to Jackson (2000), there are good reasons for contemporary social and cultural geography to incorporate material culture. In the same article, materialism role is demonstrated using food and textile. The flows of these goods and their related activities have social implications dictating the kind of relationships amongst people. While linking culture and the social process Smith (2000), demonstrates how both are related by work. In this taxonomy, culture is delineated as work which is a social process. Their symbiotic relational point-work- is deeply entrenched to political economy (Smith 2000). The materialism of the social geography is also one of the chief ways of representing how a society makes and sustains connections with the ‘social’. In his arguments Gregson (2003), indicates that reclaiming the ‘social’ has a direct relationship to social life materiality. This is so with specificity to key components of the society such as production processes, reproduction and organization. With regard to this reclamation, Gregson further indicate to the need to less contemporary questions on materiality and inequalities in the society. The issue of inequalities, both regional and urban transcends societies. Essentially, it has close relations with representation and the social materialism as regarding the role of organization and the production process. According to a World Bank report, inequalities present analysts with complexity of historical and geographical factors. In these inequalities there are factors such as weak resources endowment and distribution as well as market inaccessibility affecting development (World Bank 2005). As such, there have been long standing disparities. Further, the report alludes that regional inequalities are reflected when groups- social, racial and ethnical- are con centrated in common places. The concern for representation is manifested by the extent of effectiveness of decentralization of resources relative to power concentration. With imbalances in representation and, public policy carries biases and can therefore not adequately address spatial inequalities. This has effect on social mobility, risk

Critical analysis do not go gentle into that good night by dylan Essay

Critical analysis do not go gentle into that good night by dylan thomas - Essay Example Like many other poets, life and death and the new life binding new generations also attracted him. His poem, Do not go gentle into that night has very much attracted the readers with various factors. BBC writes, â€Å"Perhaps the most striking thing about Do Not Go Gentle is the contrast between its form, which is strict, regular and controlled, and its message, which incites the man to "rage against the dying of the light† (BBC Wales arts). The poem has been written in the villanelle style through which the poet could create a wonderful impact among the readers. The critical analysis of the poem is conducted on the grounds that the poem discloses his thoughts and experiences of death. Analysing the theme of the poem one can see the poet addressing his father, the retired military man, who is approaching death. For the poet one should be very vigilant when approaching death. He insists, "Do not go Gentle into that Good Night." Here the poet differs from other poets who exhort to face death gently. ‘Good Night’ here stands for death or the last night for which one waits for. This is to be noted that the poem presents the various perspectives of death from different people who all demonstrated one common struggle to hold on to life (123helpme.com). The second and the third line of the poem make clear theme of the poem when he writes, â€Å"Old age should burn and rage at close of day/Rage, rage against the dying of the light† (Line 2-3). For the poet, when one reaches in his/her old age, one should burn with burn with emotion at ‘close of day,’ that is, against the all powerful death. The poet stresses burning and raging in the third line which is used as a refrain and the repetition of the word ‘rage.’ The following stanzas of the poem clearly indicate how the wise men, good men, wild men and grave men react to the call of death. The poet presents these men in order to make clear the fact that death is unavoid able and it is the natural tendency of man to fight against or using his all weapons to prevent it. Very often, it may not be for their own sake, but for assuring their close ones security and hope that they will be there forever. Addressing his father, the poet reveals the general truth and as a supporting factor, he produces the examples of wise men, good men, wild men and grave men, that is, they are regretted in leaving this world. Though it is difficult for one to identify these elements directly from the poem except in the line, ‘Curse, bless me now with your fierce tears, I pray’ (Line17). Therefore, it is evident of the poet’s understanding of people’s attitude to life and death. The poet persuades his father, who was a militant man, to â€Å"rage against the dying of the light† through the examples of the wise, good, wild and grave men. The unwillingness of the wise men is suggestive of the unwillingness of man to accept death easily. Whene ver man feels that he has not accomplished all his desires—which one can never attain in one’s life, he hesitant to receive death. Thus, one can infer that the poet was trying to affirm man’s unwillingness to accept the imminent death. The poet has also used various poetic devices and symbolisms to make his propositions more effective. The use of the literary device villanelle with the rhyme scheme alternating between ‘night’ and ‘day’ really enhances the beauty of the poem. The use of the complex style

Fundy & Chesapeake Assignment Example | Topics and Well Written Essays - 500 words

Fundy & Chesapeake - Assignment Example Other processes such as volcanicity afterward occurred. Volcanic activity led to the formation of volcanic mountains and flood basalts. These flood basalts poured out over the landscape, covering much of Southern Nova Scotia. Some sections of the flood basalts eroded (Harlow, 2006). The upper part of the Bay Fund splits into Chignecto Bay in the northeast and minas Basin in the east. Chignecto Bay additionally divided into Cumberland basin and shepody bay and the extreme eastern portion of Minas Basin (Cobequid bay). The upper reaches show that is exposed red bay sludge for which is bay noted. The minas channel connects the Minas Basin with main bay body. The channel is approximately 5, 6 kilometers across and approximately 106.7 meters. Therefore tides that flow through are very powerful. The lower bay part has four sub basins namely: Back Bay and Passamaquoddy Bay on New Brunswick shore, Annapolis Basin on the Nova Scotia shore and cobs cook Bay. The bay’s extreme tidal range causes the Saint John’s River to flow in a reversed direction at high tide causing a series of rapids at famous Reversing falls where the river empties into the bay in the gorge in the focal point of the city of Saint John. Rivers in the upper Bay of Fundy have a lesser flow rate than the Saint John, and a shallower slope. This causes widespread mud flats deposited all through the tidal range of rivers. In the tidal bore, wave front of water bores pushes up a river against its normal flow. The shallow and narrow estuaries around the upper bay produce bores on regular basis. The advancing tide is slowed by shallow waters consequently building up with a deep pour of advancing water. Contrary, Chesapeake Bay is located in a poor geographical location and therefore has no bores. The bay has lower tides because small tidal range unlike the Fundy bay. The Amazon River despite the fact that is the largest river in the entire world, its mouth is not narrow. The

Nursing Perspective Essay Example | Topics and Well Written Essays - 500 words

Nursing Perspective - Essay Example The case study primarily deals with the ethical perspective of nursing where a nurse is taking caring of a 26 week old infant, who is on a ventilator in a critical condition. The mother of the infant has confessed to using crack cocaine as a means of inducing labor and has come back from smoke break to see and hold the baby. As a nurse, working in the neo-natal intensive care unit, she is at a dilemma because she knows that it is morally wrong to deprive the mother of even looking and holding her baby. But, looking from the nursing perspective, there are various nursing considerations and legal aspects that need to be identified so that issue can be resolved efficiently, within the parameters of ethically correct actions.   As per the code of ethics of the nursing, the provision 1 clearly demonstrates that the nurse’s primary commitment is to the patient and his welfare. In the present case, she must ensure the welfare of the infant (nursing code of ethics). As the mother ha s just been released under smoke break, she is not in the best of health and any contact howsoever, may have adverse impact on the welfare of the infant who is under intensive care.

Health Promotion in relation to Smoking control Essay

Health Promotion in relation to Smoking control - Essay Example 582-587). Both active and passive smokers are greatly affected by cigarette and tobacco smoking. The active smokers get affected directly whereas the passive smokers are affected indirectly (Oberg et.al, 2011, p.139-146). According to king et.al (2012, p.94), more than seven thousand American citizens and approximately thirty three thousand nine hundred American citizens die every year from lung cancer and heart related diseases following exposures to smoking. U.S. Department of Health and Human Services (2010, p. 7) further argue that active smoking and exposure to the second hand smoking kills more than four hundred and forty thousand American citizens every single year. However, this figure does not account for the ones who are left behind with severe illnesses attributable to smoking. With every one person who dies, twenty more are left suffering from other smoking related illnesses (Fiore, 2004, p. 204-210). This has further increased the burden of the government since it is estimated that the American government spends at least ninety six billion dollars every year to cater for the healthcare costs and further looses more than ninety seven billion dollars every year in terms of the productivity lost as a result of smoking every year (Farrelly et.al, 2013, p. 549-555). Despite, the dangers attributed to smoking, the habit is usually common in US with high school students and adults being the most affected groups in the society. It is even believed that in every group of five adults or high school students, one is a smoker (CDC, 2008, p. 5-8; CDC, 2009, p. 1227-1232). According to U.S. Department of Health and Human Services (2010, p. 12-16), smoking today kills more than even HIV and AIDS and other drugs such as alcohol, heroin or even cocaine. Today, more than 8.6 million American citizens have chronic health conditions attributable to smoking

Evidence and support for your claim Essay Example | Topics and Well Written Essays - 1000 words

Evidence and support for your claim - Essay Example When talking about violence in media, advocates against violence state that they are pushing for more censorship in behalf of the youth. A study has shown that children who were non-violent showed a high level of brain activity similar to that of children with aggressive behavior. (Mathis, 2005) More research has to be conducted to ensure that the brain activity was a direct result of exposure to violent television shows. Nevertheless, theories on behavioral psychology explain that an individual’s behavior can be influenced by a number of things, one of which is through observance of the actions in his or her surroundings. As a child, the individual tends to mimic what he or she sees from the adults around him. (Observation, 2005) Children usually imitate behavior and language from the people around them. This is how they start learning to communicate. As such, adults are often mindful of how they act and what they say whenever around very young children. This is also why parents have their kids watch educational children’s shows. They are in the frame of mind that their children will pick up the words and lessons from the said shows. This way of thinking can also be applied when it comes to violent shows. By having children watch shows with gun-wielding teenagers, people fighting and individuals shouting foul words, media is sending a message that it is normal to act as violently. Media is reinforcing the notion that fighting is acceptable in society. It provides the young viewers role models who exhibit aggressive behavior. Producers of the show maintain that they cannot do away with action scenes and aggressive behavior as these will affect the quality of their shows. They may say that it is the responsibility of the parents to supervise what their children are watching. Also, they may say that their shows are classified for adult viewers who know the difference

Roman changes and continuities Essay Example for Free

Roman changes and continuities Essay Roman civilization had some continuities and changes of their political and cultural systems, during the decline of the classical era. An example of continuity would be that the Western European church still used Latin as the language of the church. However the religion was changed during the reign of Emperor Constantine. Rome started out as most class systems with an upper, middle, and lower classes. After a period of great peace and prosperity known as the â€Å"pax Romana† is when the Roman Empire started to decline, because the wealthy were becoming more and more wealthy and the middle and lower classes were becoming poorer and poorer. The lack of money circulated caused the majority of Roman citizens who were poor to become depressed and careless. This carelessness from the citizens caused them to stop participating in serving the country and doing Civil services as well as stopping them from being creative with arts and science. The Roman government was an absolute monarchy in which the Emperor was worshiped as a god. Before the decline there was no official religion that everyone had to believe in, the government had religious tolerance as long as the people believed the Emperor was a god. However during the reign of Emperor Constantine he declared Christianity the official religion of Rome. Although even before Constantine declared Christianity the official religion some people already practiced it. The polytheistic religion that many Roman’s believed in did not give hope to the people for something better after they died. Christianity did if the followers lived by the simple moral ethics by working hard and doing good deeds. Another change that Christianity brought was about having sexual relationships with others, and that you should only have relations with your spouse. Also Christianity made them believe that everyone was equal and so slavery almost disappeared in Western Europe. However Latin was, and still is, the main language of the Western European churches. Also because architecture was considered as art, the architectural styles of the Roman civilization are still used today. The myths of the polytheistic religion that Rome once had were inspiration for many renaissance artists such as Michaelangelo Buonorroti and Sandro Botticelli. As you can see the Roman Empires decline brought about some changes and continuities. The changes either helped or hurt Rome and some of the continuities are still used today.

Reptile and Bird Eggs: An Introduction

Reptile and Bird Eggs: An Introduction For a long time now scientist have been studying all types of reptiles since before man walked the earth. When comparing todays modern reptile eggs, and bird eggs we see many differences that are still being studied. Birds are almost found everywhere, while most reptile are only in specific location. They both lay eggs that are diverse internally and externally. We will look at different species of birds and reptiles to find out more about their extraordinary reproductive system and the eggs themselves. Birds Feathered, winged egg laying vertebrates. (Irie, 2010) Approximately 10,000 living species (Deeming, 2007) The only branch of dinosaurs to have survived the Cretaceous Paleogene extinction 65.5 million years ago. (Dolnik, 2001) Scientists theorize that birds evolved from dinosaurs. (Dolnik, 2001) Archaeopteryx lithographica  had two strong legs and walked as a bird does. Its skeleton was reptilian and had the feathers of a bird. (Dolnik, 2001) There are two theories as to why feathers would have developed in the evolution of birds. One is that because the ancestors of birds where becoming warm blooded, they needed the insulation of feathers. Another is that they develop because of a need for flight and gliding. (Dolnik, 2001) This capability to fly gave birds the competitive edge as they could travel over greater distances and areas seeking food. This also permitted them to live in places unreachable to other animals. (Deeming, 2007)   Bird Eggs Bird eggs  are laid by females and  incubated  for a time that changes according to the species. (Deeming, D C; Birchard, G F 2007) A single bird hatches from each egg. (Deeming, D C; Birchard, G F 2007) Lay very typical amniote eggs  with calcified shells. (Dove, 2012) Birds brood their eggs until hatching. Some bird species are naked and helpless at birth, and must be fed by their parents; these birds are called  altricial. (Dove, 2012) Some birds lay eggs even when not fertilized (Deeming, 2007) Cormorant eggs are rough and chalky (Dove, 2012) Tinamou  eggs are shiny (Nathan, 1999) Duck  eggs are oily and waterproof (Nathan, 1999) Cassowary eggs are heavily pitted (Nathan, 1999) Tiny pores in a bird eggshell allow the embryo to breathe. (Irie, 2010) The majority bird eggs have an  oval shape, with one end rounded and the other more pointed. (Deeming, 2007) The eggs wall is shapeable(Deeming, 2007) Numerous animals feed on eggs. (Dove, 2012) Humans have a long history of both eating wild bird eggs and raising birds for farmed eggs for consumption. (Dove, 2012) Brood parasitism  occurs in birds when one species lays its eggs in the nest of another. In some cases, the hosts eggs are removed or eaten by the female, or expelled by her chick. (Irie, 2010) Reptiles Reptiles  are members of the  class  Reptilia  comprising the  amniotes  that are neither  birds  nor  mammals. (Rafferty, 2012) The amniotes are the  vertebrates  with eggs featuring an  amnion, a double membrane that allows the  embryo  to breathe effectively on land. (Dolnik, 2001) Living reptiles are  cold-blooded  and bear scales. (Rafferty, 2012) Reptiles originated around 320-310 million years ago during the  Carboniferous  period, having evolved from highly developed  reptile like amphibians  that became gradually more adapted to life on dry land. (Dolnik, 2001) There are many extinct groups, including  dinosaurs,  pterosaurs, and ichthyosaurs. (Dolnik, 2001) There are 8,240 species of reptiles in the world, inhabiting every continent except Antarctica. (shine, 1999) Lizards and snakes have a single sheet of overlapping scales. (Rafferty, 2012) Other reptiles grow plates. (Rafferty, 2012) The main purpose of the skin is to keep water in the animals body. (Shine, 1999) Reptiles can go without water for long periods, and many species prosper in deserts. (Shine, 1999) Reptiles, like birds, have deliberate control over the muscles in their eyes, which determine their pupil size. They are able to constrict or dilate their pupils at will, not just in reaction to light. (Dove, 2012) The brain of a reptile is not over 1 percent of his body mass. Unlike amphibians, however, the reptilian brain has two hemispheres. (Nathan, 1999) The nervous systems of reptiles are adequately complex and similar to those of mammals. (Rafferty, 2012) Reptile eggs The eggs laid by some reptiles even smaller, and those of insects and other  invertebrates  can be much smaller still. (Nathan, 1999) Chicken eggs have a hard shell while reptile eggs have a soft, leathery shell. (Qualls, 2002) Large macrolecithal eggs, develop independent of water. (Deeming, D C; Birchard, G F 2007) Like amphibians,  amniotes  are air-breathing  vertebrates, but they have complex eggs including an  amniotic membrane. (Qualls, 2002) Dinosaurs laid eggs, some of which have been preserved as petrified fossils. (Dolnik, 2001) Macrolecital eggs are found in  reptiles(Deeming, 2007) Oviparity is typical of birds and reptiles. (Nathan, 1999) Literature Review Dove (2012). Consumption of bird eggs by invasive Burmese Pythons in Florida. Burmese Pythons have been reported to consume 25 species of adult birds in Everglades National Park, Florida but until now no records documented this species eating bird eggs. Deeming, D C; Birchard, G F (2007). Allometry of egg and hatchling mass in birds and reptiles: roles of developmental maturity, eggshell structure and phylogeny. This article looks at a wide range of birds and  reptiles using regression analysis, In birds, initial  egg  mass (IEM) at laying is the most important factor affecting phylogenetic relatedness. For all  reptile  species, IEM phylogenetic relatedness did not. This article also observed for the relationship between  eggmass and incubation period. Shine, R,(1999). Egg-laying reptiles in cold climates: determinants and consequences of nest temperatures in montane lizards. This article studies reptilian life-history and evolution. Many of these species avoid low incubation temperatures by selecting warm nest-sites, reptiles  may adapt to low-temperature incubation rather than avoid it. Bassiana  eggs  tolerate higher temperatures than do Nannoscincus  eggs, but do not develop as rapidly at low temperatures. Dolnik, (2001) Allometry of egg mass, clutch size and total clutch mass in dinosaurs: comparison with modern reptiles and birds. In this article the author presents for the first time empirical allometrical equations matching the mass of dinosaurs with the mass of their  eggs, clutch size and its total mass. Contrast of these equations with those that were planned for modern taxa of  reptiles  and birds shows that dinosaurs can be characterized by intermediate value of allometry index. Nathan, R, and Y. L. Werner (1999). Reptiles and breeding birds on Mt. Hermon: Patterns of altitudinal distribution and species richness This article reviews and analyzes the altitudinal distribution of  reptiles  and breeding  birds on Mt. Hermon over the distance of 2814 m. Species diversity was larger in breeding  birds  than in  reptiles  , declining with rising altitude in both groups, but more sharply so in  birds. The scientist explain that the generalization of vegetation arrangement with increasing altitude may explain this variation, because  birds probably better use the three-dimensionality of densely-vegetated habitats that take over low elevations. C. P. Qualls,  R. M. Andrews (2002). Maternal body volume constrains water uptake by lizard eggs  in utero In this article observations showed that some characteristic of retention in the oviductal environment restricts the amount of water eggs can absorb prior to oviposition. This paper presents proof, from two species of  Sceloporus  lizard, supporting the hypothesis that restricted space within the mothers body cavity physically constrains the ability of eggs to expand, and thereby their ability to absorb water. If such a constraint on water uptake is extensive, it can have significant implications for the understanding the costs of reproduction, and the determinants of reproductive output in squamate reptiles. Anthony R. Rafferty and Richard D. Reina, (2012). Arrested embryonic development: a review of strategies to delay hatching in egg-laying reptiles. This article discusses arrested embryonic development connecting the down regulation or cessation of active cell division and metabolic activity, and the ability of an animal to arrest embryonic development results in temporal plasticity of the duration of embryonic period. Arrested embryonic development is a significant reproductive strategy for egg-laying animals that provide no parental care after oviposition. Irie,Toshiaki, (2010). Retinoid storage in the egg of reptiles and birds In this article storage of retinal has been established in  eggs  from a variety of anamniotic vertebrates, but the retinoid-storage state in  eggs  of oviparous  amniotic  vertebrates (reptiles and  birds) has not been clarified in detail. Scientist studied four reptilian and five avian species and established that retinal was commonly stored in their  egg  yolk. In addition, retinal was the major retinoid in reptilian eggs, with only low levels of retinol, while major amounts of retinol as well as retinal were stored in avian  eggs. In equally reptilian and avian  eggs, retinal was frequently bound to proteins, which were assumed to be homologous to the proteins that attach retinal in the  eggs  of anamniotic vertebrates.

Don’t Get Burned Out Essay -- essays research papers

Don’t Get Burned   Ã‚  Ã‚  Ã‚  Ã‚   Burnout. It happens to everyone, everywhere, everyday. Athletes -young, old, professional, amateur, male and female- all experience burnout in different forms and degrees. Burnout is defined as the physical, emotional, and psychological reaction to intense pressure to fulfill obligations, whether they be sports or otherwise. Simply put, people get tired and worn out because they often take on the responsibility of doing too much. Burnout is most common among professional and Olympic athletes that train hard and work hard for long periods of time. However, others can also experience burnout in athletics. Burnout leads to reduced interest in the sport, quality of performance, and then withdrawal.   Ã‚  Ã‚  Ã‚  Ã‚  Burnout is often associated with overtraining, overreaching, and staleness. Overtraining is the point where training is no longer beneficial but harmful. Overreaching is similar to overtraining however the length of time makes the difference. Overreaching for long periods of time leads to overtraining. Staleness is the effect of reaching a performance plateau. Together with overtraining, staleness eventually leads to athlete burnout. In sports psychology, several models exist to help explain, prevent, and treat burnout in athletes.   Ã‚  Ã‚  Ã‚  Ã‚  Stress models of burnout point to stress as the key factor in burnout. Silva’s training stress model is based on the notion that some training s...

Sir Gawain and the Green Knight :: Sir Gawain and the Green Knight

Sir Gawain and The Green Knight The story, Sir Gawain and the Green Knight, was told in the14th century by an anonymous poet about a young knight on his first adventure. In my analysis of Part 4, lines 2358 through 2350, I will discuss the significance of the number three, the tap, the asking of the Green Knight his name, and the green belt. I will develop the theory that the author uses this story and these significant symbols to bring out his Christian beliefs about the flesh and its weakness. The passage opens with the Green Knight explaining why he has not struck Gawain the first two times because Gawain has kept the agreements. The agreement is that whatever the Green Knight wins in the woods, he will exchange with Sir Gawain for his earning in the castle at the end of each day. The Green Knight explains that the reason that Gawain is tapped is because the third time he withheld a part of his earnings for the day (the green belt). The Green Knight swings two times, stopping short; on the third time, he taps Gawain, scarring him but not chopping off his head. There is great significance in the fact that the events in this poem occur in multiples of three. Three times Gawain is tempted by the lovely lady, and on the third time, he succumbs to her temptations, by accepting the green belt. The hunts take place on three different days. The third day, Gawain withholds a portion of his earnings. The Green Knight swings at Gawain three times. He purposely misses the first two times. On the third time he taps him, leaving a scar. The significance of all these threes is that Christianity teaches the trilogy: the Father, the Son, the Holy Ghost. Almost everything in life falls into groups threes: man, women, child; three trimesters to the birth of a child; the Sun, Moon and the Earth. The fact that the events unfold in counts of threes explains the depth with which the anonymous poet was trying to connect this story and this passage to the bible and biblical events. The tap represents Gawain's punishment for not exchanging his earnings. He is tapped instead of his head being chopped off because the Green Knight acknowledges the fact that he has told his wife, the lovely lady, to tempt Gawain and he understands why Gawain does not give up the green belt.

Current Happenings In Music Piracy In Usa Essay

The ever continuing creation and circulation of new software through the Internet has pulled the courts deeper into a legal predicament. Due to this budding expertise, legal intellectuals and courts are vigorously debating the advantages of proving liable the gatekeepers who actually indulged in distribution of products that facilitate the violation of copyrights. According to the Digital Millennium Copyright Act of 1988, a copyright owner can sue infringers for up to $ 1, 50,000 per offense. It also permitted the RIAA and other claimants to search the Internet histories of said copyright infringers through their Internet Service Providers [ISPs] even without the knowledge of concerned individuals. ISPs have vehemently opposed such intrusion, unsuccessfully and it is to be noted that the subpoenas have attracted criticism from congress as well. Punishing the real infringers is turning to be arduous task in digital copyright law. The question now arises as to who is the real infringer, whether the Internet users who actually download the copyrighted music or the gatekeeper or Internet Service Providers who facilitate such free downloading and infringement of copyright law. This question has become greater relevance as RIAA recently filed suits against some real infringers rather than on peer-to-peer [p2p] networks which had sent shockwaves through legal community. In this legal tussle, one district court actually declined to ban the provision of p2p software by Grokster, compelling the recording industry to file suit against real users of p2p software. However, the copyright owners are seriously appealing the decision made in favor of the software providers, looking for to influence the Ninth Circuit to view the software companies responsible and thereby desist the requirement to pursue individual infringers. MGM v GROKSTER Supreme Court of USA held in Metro-Goldwyn –Mayer Studios Inc. V Grokster, Ltd that one who distributes a mechanism with the intention of encouraging its use to violate copyrights, as demonstrated by clear expression or other confirmatory steps initiated to encourage infringement, is responsible for the violation of copyright by the actions of unrelated persons. The most advertised legal suits seem to be slackening traffic at music sites like Grokster, Kazaa and Morpheus which encouraged illegal file sharing. According to RIAA, at any given period, about 3 to 5. 1 million Internet users are on the Internet, downloading music through these gatekeepers and infringing copyright law. It has been estimated that sales have declined from $ 15 billion to $ 11 billion in the last four years itself. Though, the Supreme Court initiative to identify new rules for a digital age, the copious observations made by the Justices in Grokster case resulted in a gloomy standard with virtually no application outside the specific facts of that case. Delivering an undivided opinion mainly on the realities of the case, the Judges subsequently disintegrated on the relevance of law, held blurred observations without any practical means to control the ever-increasing contagion of online piracy while at the same time offering inconsistent applications of the earlier standard for gatekeeper liability in the Sony case. Thus, the court’s effort to solve the copyright infringement problem runs the peril of trespassing the judicial branch’s authority by shaping a lawmaking strategy issue better decided by the authority of Congress. Metro-Goldwyn –Mayer Studios [MGM] filed a suit in the fall of 2000 against StreamCast Networks and Grokster contending that the defendants wittingly and knowingly distributed their software so as to facilitate the users to reproduce and circulate copyrighted products infringing the Copyright Act. Further, MGM alleged that software offered by these two companies acted no major noninfringing intention. The software facilitated the neitzens through he use of p2p [peer-to-peer] networks, to connect with the other users and download both the noncopyrighted and copyrighted video and music. In their lawsuit, MGM not only claimed damages for the loss arising out of infringement of copyrighted products which was indulged by neitizens but also preyed for an injunction to stop the continued distribution of the software. Many of the facts offered in the case were acknowledged by either party. At the first instance, the neitizens were freely transferring music files that have copyrights which were freely accessible due to availability of software. Secondly, neitizens who were downloading the copyrighted video and music were indulged in illegitimate actions in contravention of the Copyright Act. Respondent’s argued that, under the principle followed by the Court in Sony case, the product was ‘capable of major nonifnringing use. ’ The Court rather relied its decision on the distributors’ lack of real knowledge about particular actions of violation and the product’s potentiality of major legitimate usage. On appeal, the decision of the District Court was confirmed by the Court of Appeals for the Ninth Circuit which based its decision on the footing that a defendant was accountable for causative violation only when they had acquaintance of the infringement committed by neitizens and materially responsible for the infringement. The Ninth Circuit viewed that the software was capable of major non-infringing applications and opined that liability under the Sony principle did not occur in this case. Further, the companies were decided not to be liable for the acts of their users due to the decentralized configuration of the software. As such, the Ninth Court observed that StramCast and Grokster did not materially responsible for the actions of their users as they played no role in the search, reclamation, or storage of infringing files. According the Ninth Court, the only role played by StreamCast and Grokster was the provision of free software while the infringement was committed by the users. Aggrieved by the decision of the Ninth Court , MGM appealed to Supreme Court thereby presenting a novel legal issue to the Court: to decide ‘under what scenario , the distributor of a product competent of both lawful and unlawful usage is responsible for the actions of violation of copyright by unrelated persons exploiting the product’. The opinion of the court was authored by the Justice Souter which described that,† one who distributes a mechanism with the intention of encouraging its usage to violate copyright, as demonstrated by apparent expression or other positive steps pursued to promote contravention, is responsible for the consequential actions of violations by unrelated users. â€Å" The Supreme Court thus viewed that both the District Court and the Ninth Circuit court had bungled the Supreme Court’s verdict on Sony’s case. Thus, the lower Courts had erroneously established that a producer cannot be held contributorily responsible for the infringing exploitation of a product. Further, the Court was of the view that a lack of precise awareness of infringement and failure to act upon that lack of familiarity did not block the application of other theories of secondary liability. Justice Souter observed that under Sony, distributors or gatekeepers may not be held responsible under the hypothesis of contributory liability where the neitizens are acting upon their own will or wish. Moreover, Sony did not foreclose other avenues to liability in situations such as were presented by Stream Cast and Grokster. Justice Souter further opined that nothing in Sony case demands courts to disregard proof of objective to encourage infringement, if such evidence presents. Contrary to the views of the lower courts, Sony was not meant, to exclude principles of fault-based liability that emanate under general law. Thus, Justice Souter relied upon this finding and viewed that the Sony rule as regards to third-party accountability would not relate where evidence goes beyond a product’s features or the awareness that a product may be put to infringing applications, and instead demonstrates actions or statements directed to encourage infringement. Supreme Court held that both of the parties were not correct in their pleadings applying the Sony test to the facts of the present case. Justice Souter held that the appropriate legal principle on which rule is not the contributory liability of StreamCast and Grokster under Sony, but rather under common-law principle of ‘inducement’ infringement. The presence of evidence substantiating a meaningful inducement on the part of a gatekeeper who will trounce the unwillingness of the courts to charge a third party liable where the defendant distributes a product suitable for some noninfringing, lawful application. In this case, according to Justice Souter, there were three features of the evidence in the trial documents revealed that the respondents provoked the infringement of copyrights and acted with an unlawful intent which includes the following; ? Encouraging the illicit use of their programs through their marketing activities. ? Failure on the part of defendants to make efforts to restrain the illegal use of the products ;and ? Deriving substantial profit due to the illegal activities by users of the programs. As regard to the each of the above features, the Court observed particular qualities of the distributors especially noteworthy. Further, in this case, both the defendant companies demonstrated a longing to satisfy the demand for illegal downloading of copy righted products by explicitly endeavoring to appeal to previous users of Napster. Further, neither of the respondents installed or tried to offer any filter so as to desist the infringing activities pursued by the users of their product. According to Court, this clearly demonstrated that the respondents’ wish to help its users’ infringement. Further, the revenue, the respondents derived from selling advertising space illustrated that the respondents had a wish to augment the infringing use of their products. Hence, the Court scrutinized the totality of the scenario, observing the record in the pretext of all the evidences offered and granting no single element more weight than the others. According to Justice Souter, the intention of the case, was harmonizing the value of copy-righted creative pursuits and the value of novelty in communications and technology. Further, if much emphasis is given to safeguarding the rights of the copyright holders, then it may result in impediment in the growth of new technology. However, if more emphasis is given on permitting the free development of new products without fear of liability, the less safeguard the courts offer to the owners’ of copyrights. In this case, Justice Ginsburg made a concurring opinion. While she concurred with the holding of the case as regards to third-party liability on the theory of encouraging infringement , but had given her opinion separately on the applicability of Sony’s doctrine to the existing case. Justice Ginsburg maintained that, even under the stand laid own in Sony, there is ‘at least an ‘a real issue as to material fact and on the liability of StreamCast and Grokster, on a theory of contributory infringement. With the both defendants, there remained a substantial question as to whether the free software is capable of major noninfringing use. However, there existed only generalized or anecdotal evidence as regards to potential noninfringing application of the software. Due to this fact, the lower court were unable to conclude whether, at the time of summary judgment, the free software were capable of a major noninfringing application. According to Justice Ginsberg, the test requiring that a product be ‘capable’ of major noninfringing application necessarily involves that real noninfringing application must be demonstrated. Hence, she concluded that, if the case is not decided on remand by summary judgment in favor of MGM on the ground of encouraging infringement by StreamCast and Grokster, she would have the lower court might have annulled the summary judgment in favour of StreamCast and Grokster relying that it does not conform to the demand set off by the Court in Sony case. Though, the Supreme Court verdict is unanimous, the contradictory relevance of the Sony test and the distinctive circumstances of this particular case, manifest anything but cohesions, thereby resulting copyright owners and developers uncertain of the Court’s likely action of future cases. However, Supreme Court verdict in Grokster case was termed as a major victory for copyright holders. However, the darker side of Grokster case is that analogues cases may be filed in the lower appellate courts before the Supreme Court finalizes a contemptuous decision in the sphere of vicarious liability for third-party users. The decision in the Grokster case raises many issues like resolution of many controversial cyber law issues, the impact the decision will have on modern technology, the impact on copyright safeguard measures and the part of the judiciary in shaping the laws of cyber law. However, in Grokster case, Supreme Court did nothing to resolve the question of liability in scenarios where inducement on the part of the distributor is in existence. It is to be noted that there existed striking differences between Napster case and Grokster case. In Napster case, it was clearly established that Napster did encouraged infringement. But in Grokster case, there existed a different set of facts is tenuous at best. It is to be noted during the oral arguments in the Grokster case , Justices Scalia and Breyer deliberated the question of how the Court’s ruling would impact the inventor in his garage who does not yet aware the impacts of his technology. For instance, the inventor of a photocopier offers instruction on the operation of the machine, including instructions on how to make photocopies from the machine. At this juncture, the inventor has encouraged the users to infringe copyright by offering the mechanism, not closely monitoring the users and rather educating them on the tools of infringement. The solution to this problem remains unanswered with the Supreme Court’s ruling in Grokster. It is to be noted that Grokster case has not advanced any solution to the issue but rather made it more complex. In Grokster case, three justices, led by Justice Breyer, stating that summary judgment under Sony was rather correct whereas other three justices concurring with the Justice Souter that a discussion of the Sony standard is not required to the holding of the case. As a result, a legal quandary was rather emanated where the lower courts are left with little settled law and perhaps even more uncertainty than previously subsisted.

Report on Consumer Behavior of Soft Drinks Essay

INTRODUCTION Need for the study With the economic liberalization in India a number of global companies have been coming forward to invest in India and tapping perhaps and world’s biggest growing market. As the floodgates have been opened up for Multinational Companies, the global giant Coca-cola also decided to make an entry into the Indian market. In India, the per capita consumption of soft drinks is at rock bottom level even less than our neighboring countries Pakistan and Bangladesh, where it is four times as much. The last summer was particularly sweltering one, with temperatures hitting the high 40’s in some places yet; bottles were disappearing from shelves faster than they could be replaced. In the peak season, they found themselves short of capacity and having to turn around their trucks faster and faster to slake the greater Indian thirst. With growth rates zooming into the double digits, bottlers have been propelled into expanding capacities. With their big-time plans, the multinationals have changed the face of this business, long dominated by small-time businessmen. If demand continues to increase annually at an average of 20 percent, then volumes could reach one billion cases within ten years. 4 These arc ambitious targets and to reach them the cola makers will have to build capacity, infrastructure, make their bottlers more available and more affordable. There are 5. 00,000 retailers stocking soft drinks in India. Also, soft drinks which retail at any where between Rs. 9. 00 and Rs. 12. 00 are expensive when measured against purchasing power. As they concoct their strategies, keeping an eye on each other all the time, ultimately there’s only one guy they have to watch out for, who will determine their fortunes: the consumer. The real race to quench his thirst has just begun 5 Objectives of the study †¢ †¢ †¢ †¢ To study about the consumer preference with regard to soft drink To study about the consumer perception with regard Coca — Cola To understand the Promotional Strategies To find out the medium which is most effective in reaching the consumers? 6 Research methodology. Data will be collected from a sample size 1000 and distributed over different areas by using simple Random Sampling. Random Sampling consists of 1. Demographic Segmentation 2. Sociocultural Segmentation 3. Use-Related Segmentation 4. Use-Situation Segmentation Analysis 1. Data Analysis is done both qualitatively and quantitatively. 2. The analysis is presented pictographically using bar graphs PERIOD OF THE STUDY: The period of the study is past one year 7 Scope of the study The new economic policies of the Govt. of India adopted in the mid eighties were given further impetus by the early nineties. The Indian market has undergone considerable changed as a direct consequence of many of these policies and soft drink industry is no exception to this. Keeping the above – mentioned perspective in the background, the researcher has selected soft drink market, since the marketing task his became more challenging and intensive competition has opened up new vistas. Companies are evolving marketing strategies by studying the demands of the market place increasingly penetrating into appropriate market segments introducing differentiated products to improve their market share. The soft drink market has achieved an accelerated growth in the past decade. Soft drinks include ail types of non – alcohol carbonated flavored or otherwise sweetened beverages. The entry of Pepsi and the reentry of Coca – Cola in the India market arc inevitably facing stiff competition but the ultimate winner is customer/consumer. This has led the researcher to study me perception of consumers towards different brands of soft drinks and to gauge out the 8 promotional strategic being adopted by the marketers to lure promiscuous buyers and win a larger share in the markets. The cola wars are intensifying and bringing manifold changes in the soft drink industry. The researcher has conducted a detailed survey, interpreting the responses to study the perception of the consumers. Now the people with changing life styles and increase in income levels have made the soft drink a common man drink. Liven through the existing system of marketing of soft drink has not tapped such a big market in the interiors of the country specially the rural areas, as marketing in the suburban and rural areas is developing slowly. Despite the soft drink industry is growing at a very healthy pace and stands at 18% per annum. The market for cool drinks comprises of adults in the 35 years age group who are largest consumers of the soft drink in the country followed by young adults in the age group of 15-25 years and children in the age group of 614 years hence, companies must develop their product and marketing slraleiues to suit their needs. Limitations of the study 1. The study is conducted with in the confines of the twin cities 2. The study made use of both the primary and secondary sources of information. The accuracy and authenticity of statistics depends of the accuracy of the second 9 source itself. Therefore, the limitation of the secondary source is also bound to be present in the analysis too. 3. In spite of all the care taken to translate the feelings and opinions of the respondents, the errors might creep into the study, may be because of the reason that consumers may fail to articulate their feelings properly. 4. Due to lack of time and finances, the sample size is confined to hundred only. The method adopted for sampling is convenient. Therefore, size and method implications are bound to be present in the findings. Hence, the findings cannot be taken for granted for generalization for the whole population. Study is confined to consumers belonging to age group between 20 — 25 years 10 CHAPTER-II COMPANY PROFILE 11 COMPANY PROFILE 2. 1 INDUSTRY PROFILE Soft drinks are typical and necessary consumer products, which are generally consumed by the individuals to quench the thirst and for a good flavour, and it is considered to be the symbol of social status. The two main reasons, which classify the soft drinks under consumer products, are their easy availability and their reasonable high degree standardization. Among the listed consumer goods (i. e. , perishable items) soft drinks is considered nonessential and as a luxury item. Soft drinks can be classified into two broad categories- carbonated drinks and noncarbonated drinks. Both have enormous market. In case of carbonated beverages the effectiveness of carbon-dioxide is the main factor in determining the quality. Cola, leman and orange are carbonated drinks while mango drinks come under non-carbonated category. A prolonged visible and sparking effervescence is sought after to produce soda taste in such drinks. The basic constituents of soft drinks are water, sweeteners, acidulates, flavorings, colorings, foaming agents and preservatives. The soft drink market is dominated by a few brands. Coca Cola and Pepsi products for example. 12 Soft drink industry in India has witnessed phenomenal growth in the recent past, particularly after the exit of Coca-Cola. The exit of Coca-Cola from India during the late seventies gave a bolter scope to several Indian soft drink companies to grow. These were a rapid growth in this industry but each one aggressively competed with one another to capture a major share in the market. The competition was very high even in terms of advertising. The perishable items like soft drinks need a lot of advertisement, as they are not necessary for the consumer. Most of the consumer consume just for fun & refreshment purpose and not and for nay other special reason. For that reason the soft drink marketers concentrate more on the advertisement part and they keep on designing new advertisements, which conquer the heart of the consumer. They take special care in casting the popular figures. These soft drink markets also include some offers like tours to someplace and so on. These soft drink companies will sponsor for many of the sport events in order to have good edge over the competitor as per as the publicity is considered. SOFT DRINK 1NDUSTR Y IN INDIA The entry of carbonated soil drink into the Indian soil is relatively new. The credit for introducing branded soil drink goes to pure drinks private Ltd, Delhi. Later this company became the franchised bottler of Coca – Cola export corporation. Accordingly, in 1950, Coca – Cola made its first debut in the Indian market. This 13 is the story about the origin of soft drinks in India. After Coca — Cola, Pepsi entered into the market. The exit of Pepsi made coke the undisputed leader in the soft drinks market. This company too was forced to leave India due to its non compliance with the rules and regulations of the Government in 1977. The exit of coke becomes a boom to national manufactures and all the players started increasing their business. Among the many national players like pure drinks Me Dowels, Modem foods, Spencer’s and parley, Parle emerged as the leader in the Indian soft drink market. It is believed that by the end of 1989. Parle captured more than 75% of the national soft drink market. In 1990. Pepsi rccntcrcd India and started making more noise in the market. All the same, it grabbed considerable market share from parley. Besides this. Coke also reentered India after 16 years of exile, fearing that, it cannot cling to its market leadership. Parle sold itself to Coca 1993. By buying over local competition the two American Cola giant share cleared up the arena and are packing all their power behind building the Indian franchise of their global girdling brands. If Pepsi invests Rs. 300 core, Coke will be investing more than that and vice versa. The total investment is of a size and scale that the Rs. 3048 cork soft drink businesses have never seen before. Both players see enormous potential in this country. Where swigging a carbonated beverage is still considered a treat virtually a luxury. Consequently by world standards India’s per capita consumption of three servings is rock bottom less even 14 Cola for $40 Million November, than over neighbors Pakistan and Bangladesh. Where is four times as much so, the cola giants feel that per caps can only go up and up. As incomes improve so do life styles a pattern they have seen in many of the 195 countries they sell their universal products. HISTORY OF COCA – COLA ATLANTA BEGINNINGS (1868 – 1892): It was 1886 in NEW YORK harbor, workers are constructing the statue of the liberty. 800 miles away another great symbol was about to be unveiled. Like many people who change the history, JOHAN PEMBHRTON, a civil war veteran & Atlanta pharmacist, was inspired by simple curiosity. He loved tinkering with medicinal formulas, and one afternoon, searching for a quick cure for head aches, his stipend up a fragrant Carmel colored liquid in a three legged pot. When it was done, he carried it a few doors down to Jacob’s pharmacy. I Icrc. the mixture was combined with carbonated water and sampled by customers who all agreed this new drink was something special. So Jacob’s pharmacy put it on sale for five cents a glass. PEMBERTON’S book keeper FRANK ROBINSON named the mixture COCA – COLA and wrote it out in his distinct script. To this day, COCA – COLA is written in the, same way. In this first year the company sold about 9 glasses of coca cola a day. A century later the coca-cola company has produced over ten billion gallons of syrup. Unfortunately for Pemberton, he was more of an inventor than a businessman and had no idea that the had invented one of the greatest products of the world. Over 15 the course of 3 years 1881 – 1891. Pemberton sold the company to Atlanta businessman Asa Griggs Candlcr for the total of about $ 2300. Candlcr would become the company’s first president and the first to bring real vision to the business and the brand. BEYOND A TLANTA (1893 – 1904) : As a Candler, a natural born salesman transformed Coca Cola from invention to a business. Lie knew there were thirsty people out there and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca — Cola brand. People saw (‘oca – Cola every where and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the soda’s popularity led to a demand for it to be enjoyed in new ways. In 1894. a Mississippi businessman named Joseph Bernhard became the first to put the drink in bottles. He sent of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn’t realize then that the heart of Coca- Cola would be with portable, bottled beverage customers could take anywhere. He still didn’t realize it five years later when in 1899, two Chattanooga lawyers, Benjamin. Thomas and Joseph b. Whitehead secured exclusive rights from him to bottle and sell the beverage lor the sum of one dollar. SAFEGAURD1NG THEBKANOfl905-1918) : 16 Imitation may be the sincerest of flattery, but the Coca – Cola Company was none too pleased about the proliferation of copycat beverages taking the advantage of its success. This was great brand. Both needed to be protected. Advertising focused on the authenticity of Coca – Cola, urging can summers to â€Å"demand the genuine† and â€Å"accept no substitute†. The company also created a distinct bottle shape to assure people they were actually getting a real Coca -Cola. In 1916, the Root glass company of Treat, Indiana began manufacturing the famous contour bottle. The counter bottle for its attractive appearance, original design and the fact that, even in the drink, you could identify the genuine article. As the country roared into the new century, the Coca Cola Company grew rapidly moving into Cuba. Puerto Rico, France and other countries. In 1900 there were two bottles of Coca Cola, by 1920, there would be about 1000. THE WOODRUFF LEGACY: Perhaps no person has more impact on the Coca – Cola company the Robert Woodruff In 1923, five years after his father Ernest purchased the company from Asa Candler, Woodruff become the company president. While Candler had introduced the U. S. Coca – Cola, he would nearly spend 60 years as company leader introducing the beverage to the world beyond. Woodruff was marketing genius who saw opportunities for expansion every where the captivated foreign markets with his innovative campaigns. Coca Cola traveled with the U. S. team to the 1928 Amsterdam Olympics to the logo was emblazed on racing dog sleds in Canada & the walls of bull fighting arenas in Spain. He pushed 17 development & distribution of the six-pack, the open top cooler and all innovations that made it easier for people to drink Coca Cola. When it became clear to the company that housewives would be more inclined top buy six-packs they could open easily at home, women were sent door to door, installing branded Coca Cola openers, this is exactly the kind of â€Å"out side the box'† thinking that Cola not just a huge thrived under Woodruffs leadership and it made Coca success, but a big party of people’s lives. THE WAR & ITS LEGACY: In 1941 America entered into World War II thousands of men & women were sent overseas. The country & Coca – Cola rallied behind them. Woodruff ordered that every man in uniform gets a bottle of Coca – Cola for 5 cents, wherever he is, whatever it cost the company 1943, General Dwight D. Eisenhower sent urgent cablegram to Coca – Cola requesting shipment of materials for 10 bottling plant. During the war many Europeans enjoyed their first taste of beverage and when peace finally came, Coca – Cola be placed within †arm’s reach desire'†, was coming true from the rnidf-40’s until 1960, the number of countries with bottling operations nearly doubled. Post war America alive with optimism & prosperity. Coca – Cola was a part of fun, carefree America lifestyle & the imagery of its advantage happy couples at the drive in, carefree moms driving are yellow convertibles reflection of the spirit of the limes. A WORLD Or CUSTOMERS (1960- 1981): 18 is a wonderful After 75 years of amazing success with brand Coca – Cola, the company decided to expand with new flavors sprite in 1961, TAB in 1963 and Fresco in 1966. The company’s presence worldwide was growing rapidly year after year, Coca Cola found a home in more & more places. Cambodia, Montserrat, Puce, Turkey &. more advertising for Coca – Cola always an important & exciting part of its business really came into its own in the 70’s and reflects a brand totally in tune with fun, playfulness and freedom. The international appeal of Coca- Cola was embodied buy 1971 commercial, where a group of young people from all over the world gathered on a hill top in Italy to sing â€Å"I’d like to buy the world a coke†. In 1978, the (‘oca Cola Company was selected as the only company allowed selling packaged cold drinks in the peoples Republic of China. DIETCOKESA NEWCOKE (1982 – 1989): The 80’s the era of legwarmers, head bands and the fitness craze and a time of much change and innovation at the Coca – Cola Company. In 1981. Roberto C. Goizucta became chairman of the board of directors & CEO of the Coca- Cola Company. He who fled Castro’s Cuba in 1961. completely overhauled the company with a strategy he called â€Å"intelligent risk taking† among his bold moves was organizing the numerous U. S. bottling operations into a new public company, Coca Cola enterprises, Inc.he also released diet coke, the very first extension of Cola trade mark within two years, it had become top low calorie drink Cola. One of Goi/ueta’s other the Coca in the world, second in success only to Coca 19 incentives in 1985, was the release of new taste for Coca Cola, the first change in formulation in 99 years. In taste people loved the new formula. In the real world they had a deep emotional attachment to the original and they had a deep emotional attachment to the original and they bagged and pleaded to get it back. Critics called it the biggest marketing blunder ever. But Goizueta, as Warren Buffet once said, had a knack for turning † lemins into lemonade†. The original formula was return to the market as Coca increase its lead over the competition Cola classic, the product began to a lead that continues to this day. COCA – COLA NOW (1990 – NOW) : In 1886. Coca – Cola brought thrilling refreshment to patrons of a small Atlanta pharmacy. Now well at 2nt century, the company’s goal is to provide that magic every time, in 200 countries, with each of it’s 230+ and ever growing brands. Coca – Cola has customers from Boston to Bahrain, drinking brands like Ambassa, Veitabela and freseolita. In the remotest corners of the globe, you can still find Coca Cola. In February 2000, Doug Daft was named company chairman. Coca – Cola a huge international company, but Draft’s vision is to have the company operate as a collection of smaller, locally run business. â€Å"No one†, Daft points out, â€Å"decides to enjoy one of our products globally†. T hat’s why Coca– Cola committed to local markets, to paying attention to what people from different cultures and backgrounds like to drink and where and how they want to drink, livery ten seconds. 1. 26,00 people choose to reach for one of the Coca. 20 Cola company brands & it is the company’s mission to make the choice exiling & satisfying every single time. COCA – COLA IN INDIA MARKET: Coca – Cola has started its operation in Indian market in October 1993. This has been its reentry in the India market after withdrawal of its operation in 1970s. The Indian market offers a strong consumer potential as majority of the population is in middle class category which is a strong consumer base for any FMCG company like Coca – Cola to float its range of products. Coca– Cola has acquired the soft drink brands like Thumps Up, Gold spot, l.imea. Maa/a, Bisleri soda etc which were floated by parle as these products have achieved a strong consumer base and formed a brand image in Indian market during the reentry of Coca range of products of Coca Cola in 1993. Thus these products became a part of Cola. MISSION Or COCA – COLA : Provide â€Å"clients† with appropriate â€Å"systems solutions† for â€Å"effective & profitable† business use adopting a † quality management approach† maintains a †competitive edge† with the help of latest and user friendly information technology. VISION OF COCA – COLA : To be a proactive & service oriented business partner for influencing change & contributing to increase share owner value through a dedicated & creative team. 21 OBJECTIVE OF COCA ~ COLA : To develop a business strategy for systems implementation which is â€Å"simple, effective & practiced'† to execute in a timely manner for bottling system. CHAPTER-III THEORETICAL BACKGROUND ABOUT THE TOPIC 22 THEORETICAL BACKGROUND ABOUT THE TOPIC Consume r Behaviour, The Marketing Process and Models of Consumer Decision-making Psychological influences: the consumer as an individual Perception, motivation, learning, attitudes, attitude change and persuasive communications Social and cultural influences: the consumer as a group member. Group influence and opinion leadership; reference group influence; social class and economic influences, lifestyles, ethnic, religious, age and regional groups The consumer as a decision maker Individual decision-makin g, demographics and household decision making; personality, self-concept and sex roles, purchase and post-purchase â€Å"Some issues that arise during stages in the consumption process† Consumer’s perspective 23 CONSUM BEHAVIO ER UR â€Å"A model in this context is a representation of Consumer Behaviour. The aim is to provide a simplified portrayal of consumer processes to aid our description, explanation and control of buying behaviour†. Types of consumer behaviour models: †¢ Black Box models †¢ Personal variable models †¢ Personal †¢ Engel, Blackwell and Minored †¢ Howard-Sheath †¢ Nicosia Perhaps the most useful set of categories is that of low, medium or high level models. In this case the level refers to the level of complexity – so a low level model would be a relatively simple representation of the phenomenon while a Simple models 24 high level model of the same event would be much more complex and detailed and include more variables. In the marketing context the modeling approach has two key objectives: 1. description, explanation, prediction (and ultimately control of consume behaviors) and/or 2. Aiding researchers in their task of developing ‘better’ hypotheses and theories about the relationships and processes involved in consumer behaviour Models can be evaluated against their ability to satisfy either or both of these objectives. Study on Consumer Behaviour 25 SIM PLE M ODELS OF CONSUM BEHAVIOUR ER Lower level or simple models, in contrast, fall into three broad categories – black box models, decision process models and personal variable models. Black Box models – do not consider internal variables. They focus on inputs and outputs without concerning themselves with the intervening mental processes, which might determine the outcomes. Decision process models – attempt a simple description of the stages consumers’ progress through in reaching purchasing decisions. Most are variations on the classic problem solving/decision making process of: Define problem generate alternative solutions – evaluate alternatives – decide – implement monitor. These approaches give a sound basis for marketers seeking to devise strategies that are appropriate for each stage. Inevitably they are not strong on explanation or prediction without considerable elaboration, which makes them, falls into the comprehensive model category. Personal variable models – the personal variable models omit external variables. So these models focus on the mental processes of decision-making – internal elements and processes such as perception, motivation, beliefs and values. One classic example of the personal variable model is the fisheye model, summarized as A, = B, o, 26 Where A0 = the attitude towards object o8, = the strength of belief about o a, = the evaluation aspects of 6 n = the number of beliefs Study on Consumer Behaviour Individual Determinants of Consumer Behaviors Psychological Factors Influencing The Buying Decision Process â€Å"Psychological factors operating within individuals partly determine people’s general Behaviour and thus influence their behaviour as consumers. The primary psychological influences on consumer behaviour are: †¢ †¢ †¢ †¢ †¢ Perceptions Motives Ability and knowledge Attitudes Personality Even though these psychological factors operate internally, it will become apparent that consumers are also very much affected by social forces outside the individual† CONSUMER BEHAVIOUR: LEARNING AND MEMORY Learning is a change in behaviour that is caused by experience. 27 Learning can occur through simple associations between a stimulus and response, or via a complex series of cognitive activities Behavioral learning theories assume that learning occurs responses to Classical conditioning occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) comes to elicit the response as well Study on Consumer Behavior This response can also extend to other, similar stimuli in a process known as stimulus generalization. This process is the basis for such marketing strategies as licensing and family branding, where a consumer’s positive associations with a product are transferred Operant or instrumental conditioning Occurs as the person learns to perform behaviour that produce positive outcomes. While classical learning to other contexts, outcomes and avoid those that result in negative conditioning involves the pairing of two stimuli, instrumental occurs when reinforcement is delivered following a response to a stimulus. Reinforcement is positive if a reward is delivered following a response. It is negative if a negative outcome is avoided by not performing a response. Punishment occurs when a response is followed by unpleasant events. 28 Extinction of the behaviour will occur if reinforcement is no longer received. Cognitive learning occurs as a result of mental processes. For example, observational learning takes place when the consumer performs behaviour as a result of seeing someone else performing and being rewarded for it. Memory refers to the storage of learning information. The way when it is perceived determines how it will be known as sensory memory, role in retaining information is encoded stored in memory. The memory systems short-term memory, and long-term memory each play a and processing information from the outside world. Information is not stored in isolation: it is incorporated into knowledge structures, where it is associated with other related data. The location of product information in associative networks and the level of abstraction at when and how this information will influence the likelihood of salience (or which it is coded, help to determine be activated at a later time. Some factors that retrieval include the level of familiarity with an item, its prominence) in memory, and whether the information was presented in pictorial or written form. 29 Products also play a role as memory markers: they are used by consumers to retrieve memories about past experiences (autobiographical memories) and are often valued for their ability to do this. This function also contributes to the use of nostalgia in marketing strategies. Memory for product information can be measured through either recognition or Recall techniques. Consumers are more likely to recognize an advertisement if it is presented to them than to recall one without being given any cues. † (See Solomon 1994 137-138) Learning theories. Marketing and Involvement Theory Examples of low involvement Examples of high involvement Free sample of hair shampoo delivered Faced with mounting debts, individual through front door and stored in responds to advertisement offering bathroom. When usual shampoo runs to solve the problems with a single out, trial pack is used, found acceptable loan. Learns the cost of borrowing and purchased (or not). From loan sharks A positive emotional response is the generation of higher-order Generated by the use of a particulate conditioning allows the customer to Classical pop tune. This becomes associated have positive feelings about a Conditioning with a product, even though the product, which may be more person alternatives, does not consciously pay expensive than e. g. attention to the advertising luxury goods. 30 A common brand of baked beans id Clothes purchased and worn give Operant purchased. They taste ‘OK 1 . The rise to numerous complements, conditioning consumer continues to purchase that Further cloths of the same label are brand bought. An individual learns that Amstrad Keen cooks learn about various Iconic rote makes personal computers without makes of kitchen knives by careful learning ever consciously focusing on PCs or reading of Study on advertisements with they Amstrads advertisements find enjoyable Consumer Behaviour The Guardian’ unavailable at Commuter, distressed by daily Insight newsagents when on holiday, difficulties with parking decides to learning Customer buys ‘the Independent’ purchase mountain bike to solve the instead problem Consumer spots ‘low salt, low sugar’ Consumers as a family, having won Latent beans on the supermarket shelf, the pools, decide that they can now learning Remembers healthy eating afford their ‘dream car. Choose advertisements and purchases tin model they have always wanted A child learns parental roles by Individual observes reaction to a Vicarious observation but without really friend s new style sutt before deciding learning thinking about it to purchase Car taken to garage for service. Commuter finds level of smoke Customer offered a new higher-Experimental pollution on upper deck of bus too powered model to use for 31 the day-learning offensive to tolerate and decides to Impressed by the car, the consumer travel on lower deck decides to move up the range when the time comes to change car. Consumer Decision Processes The most common, everyday problem solving sequence is: 32 33 In the marketing context, Engel, Blackwell and Minored suggest that this becomes: S Information search S Evaluate alternatives S Purchase and Outcomes Stage I: Information Search The first step in this stage is often internal memory search to establish whether the individual possesses enough information about the available options to make a decision without further action. In low involvement consumer decisions this may often be the case, but external search is more usual with high involvement purchases. Opinion leadership and word-of-mouth communication will be significant at this stage, as well as the more formal marketing and advertising messages. Similarly, past learning, stored in the memory system, is shown to be a significant source even in extended problem solving situations. The information search stage is also affected strongly by individual differences and environmental factors e.g. the traits and orientation of some individual’s means that they have the personality characteristic of caution – such people will tend to conduct extensive and detailed information search. Similarly families and reference groups are likely to make significant contributions to the amount and style of search conducted. 34 Many of our decisions are often made on less than complete information. The important point is that the purchaser feels that enough information has been gathered. Study on Consumer Behavior In the light of the differences between high and low involvement purchasing, the perception of the value of continued search is likely to be significantly higher in high involvement decisions. The external search is dominated by marketing messages and the information so gathered should be fed into the memory system via processes similar to the research on Perception: Exposure Attention Comprehension.

Account Supervisor

The print ad was slapstick and only located on their blob, but blew up Like wild fire. People rewetted their post on Twitter, and before I knew It, every social network I had was buzzing with the news. About the consumers that this advertisement targets. Determine how the ad is using these perceived assumptions to evoke a consumer response. In my many years of graphic design and advertising experience, I have learned that sometimes less is more. For this particular business they pride themselves on being different, taking different approaches but staying modest at the same time.Being part of their community as much as possible and supporting local fashion shows, new up and coming underground artists, hosting events at their store. This two-brother management team knows how to stay true to their brand by exposing themselves in subtle ways and building long lasting sincere relationships. The one thing all Pittsburgh people have in common is the fact they are all die hard sports fanatic s. What better way to bring a community together, than by using the symbolic Pittsburgh area code, in the black and gold color way.James Neal is in the public eye on and off the ice but has become an iconic Pittsburgh Penguin hockey player. The collaboration of the hockey player and Superheroes was no gamble for success. The ad was released last year before the playoffs and every sports fan whether or not they were a dedicated consumer, instantly became interested in the little store named Superheroes. â€Å"Consumers are becoming so savvy that tillers simply can't settle for anything less than perfection in all aspects of the business. The onus is on companies to give consumers what they want and deserve.Technology and culture have aligned to create a perfect opportunity for consumers to drive a new era in retail, one in which they have the chance to support brands that they believe in. Companies that have heart can rise to the top. † (Winthrop, fascinations. Com) 3. Determi ne at least one (1) consumer group that the ad excludes, and provide a rationale for why the ad would not appeal to the group(s) that you have identified. Anyone not a Pittsburgh sports fan and/or from the city of Pittsburgh wouldn't know the meaning behind the number on the shirt. Consumer groups often include hundreds or thousands of members, often connected via the Internet, that share common concerns about a marketplace. † (http://smelliness's. Chronic. Com) However, when a successful product is introduced to the sport market, this opens a whole new window of opportunity. Sports Teams and large retailers could eventually buy a small company like itself out, giving everyone in the nation an opportunity to arches a logo tee by placing it in the lime light. 4.Evaluate this advertisement and its relationship with cultural values (I. E. : determine if the ad is designed to emphasize a set of values or if it is designed to change a cultural value in society). The ad is emphasizi ng Pittsburgh cultural values by creatively intertwining two resources that support and represent their city. â€Å"When you communicate across a multicultural work force, it's important to respect each other. You have to be very sensitive to difference and then you will get better exults. I like to talk with images.